The brand

Café Amazon is a Thai multinational coffeehouse chain and Southeast Asia's largest home-grown café brand, with 3,500+ stores. Founded in 2002 and owned by PTT plc, a Fortune Global 500 group.

Starting point

The brand entered Myanmar in 2018 through franchising: a greenfield market with no local brand presence and no marketing function in place. The launch was built from the ground up.

My scope

• Brand positioning for a new market
• A seasonal calendar of 12–16 multi-channel campaigns
• Cross-industry partnerships and in-store activation
• New-store-opening marketing across the franchise network
• A 120-SKU pricing architecture

Results

• ~15%Average YoY sales growth across the network
• ~10%Gross-margin uplift from the pricing architecture
• 9Stores launched
• 12–16Campaigns per seasonal calendar

The idea

Quarterly seasonal menus brought something fresh to stores, giving existing customers a reason to return and attracting new ones through the door and onto delivery platforms. The matcha and green tea series was so popular it returned the following year as a permanent menu item, driven entirely by customer demand.

My role

Led the go-to-market strategy end to end, coordinating across HQ, creative agency, supply chain, store operations and training teams. Each launch involved building social buzz, creating POS materials, training store staff and monitoring KPIs.

Each cycle was also a chance to read customer behaviour closely: what resonated, how people ordered, and what brought them back.

Results

• +20%Sales uplift
• 400+Cups per day
• 1 monthThree-month supply of the green tea and matcha series sold out

The approach

Finding collaborators who shared something genuine with the brand. Not logo swaps, but activations that made sense for the customer and delivered commercially.

Thai-Denmark Milk

A seasonal menu built around their iconic pink milk. Ingredient-led, playful, and rooted in genuine affection. 300+ cups a day over three months.

Nok Air

A cross-promotion connecting the brand's Thailand roots to travel excitement. Show your ticket, get a discount, plus a monthly Bangkok round-trip giveaway. A two-month campaign.

KFC

A spin-the-wheel voucher exchange between both brands. Light, fun, and designed to drive cross-traffic. +12% weekly orders.

Results

• 300+Cups/day over 3 months (Thai-Denmark Milk)
• 2 moNok Air cross-promotion
• +12%Weekly delivery orders (KFC)

The idea

During Thadingyut, Myanmar's festival of light, gifting pocket money is a cherished tradition. We designed a scratch-card cash-back experience that turned every purchase into a small surprise, running across paid social, organic social and in store.

The outcome

Customers shared their wins organically, generating genuine word-of-mouth that no paid campaign could replicate. An international brand can feel local when you design with cultural respect.

Results

• +15%In-store footfall
• HighOrganic social engagement via customer-generated content

The idea

Took the brand off the shelf and into the real world with pop-up events and trade shows, to build visibility, drive sales and attract potential franchisees.

My role

I managed each project end to end: coordinating the construction team on the build, creative on POS and branding, supply chain on stock, event operations on day-to-day running, and training staff so every customer touchpoint felt on-brand. Each event was a full brand experience, not just a stall with a banner.

Every activation gave us insights that shaped the next, building a repeatable playbook for IRL brand experiences that could scale.

Results

• 5Pop-ups
• 4Trade shows
• 8K+Total visitors
• 1K+Attendees per day at peak

The brand

Haulfryn is a premium UK holiday and residential park group with 90 years of heritage, operating 10 parks across England and Wales through two business lines: Luxury Holiday Home Sales and Holiday Stays.

Multichannel projects

Planned and delivered above-the-line and below-the-line creative across OOH, national press, door drops, direct mail and regional print, briefed and managed with media and creative partners.

Reported campaign performance and recommendations to senior management, feeding results back into the next media plan.

Results

• ~10%Lead-quality lift from a £200K+ paid-media reallocation
• 53%Average new-customer share of total sales, supported by ATL and BTL activity (2025)
• 10Parks across England and Wales

Website rebuild

Rebuilding the main website to reflect a refreshed brand identity and a clearer user journey. I focused on site structure, key page creation, UX testing and cross-team coordination, simplifying navigation and content discovery so the online experience matched the premium, considered feel of the physical parks.

Creative direction

Directed brand shoots, campaign collateral, brochures and digital assets to ensure a consistent, premium feel online and in the physical parks.

Results

• +15%Organic traffic, month one
• +5%Form submissions, month one

The challenge

Every park has its own personality and its own buyer. I created and managed the printed collateral and brochures, from briefing through to production, for all 10 parks, holding one premium framework steady while letting each park's proposition breathe.

Results

• 10Park brochures and collateral sets
• 1Consistent premium brand framework