Clarifying brand direction through insights and strategic thinking
From proposal to business potential
As a Strategic Planner, I serve as the strategic backbone of each proposal, leading the diagnosis, shaping the narrative, and defining how ideas translate into business. All projects are delivered in collaboration with creative, account, and medical teams, and my contributions are framed accordingly.
Phase 1: Diagnose the Core
“I don’t chase symptoms. I find what’s really stuck, and why.”
- Lead the strategic discovery process behind each brief or proposal request
- Analyze market dynamics, culture, and behavioral tensions
- Surface emotional or rational unmet needs
- Spot brand opportunity gaps
| Proposal Highlight |
|---|
| For Panadol EQ Talk, I led the strategic insight development connecting emotional burnout with the evolving role of pharmacists in the AI era → shaping the platform around "AI + EQ" to elevate human value in healthcare. |
| In the MMRV vaccine awareness campaign, I contributed behavioral insight framing that connected misinformation and parental emotion to message reorientation. |
| With Centrum’s aging insight platform, I led tension-mapping among pharmacists, revealing identity conflicts around caregiving vs. self-care. |
| For Lung Cancer Early Detection (AstraZeneca), I extracted cultural insight around fatalism in older Vietnamese audiences → helping reframe early screening as empowerment. |
Phase 2: Design the Strategic Spine
“Every great idea needs a spine that holds across platforms, time, and pressure.”
- Build positioning and brand role from insight
- Define a unifying strategic idea
- Align teams around one narrative
| Proposal Highlight |
|---|
| In the Richell campaign, I authored the core strategic idea: “Japanese parenting = long-term emotional intelligence” used across touchpoints. |
| For Centrum's pharmacist campaign, I built the story structure around professional identity, inspiring the mirror-led creative experience. |
| In Panadol’s consumer narrative, I reframed the brand as a life enabler, not just a pain reliever — laying foundation for all tactical messaging. |
| With UIP CSR for workers, I shaped the strategic story to connect healthcare affordability with dignity in labor emotionally. |
Phase 3: Activate with Precision
“Ideas only live if they move — and move people.”
- Write briefs and align content direction
- Ensure consistency across formats and phases
- Collaborate with teams to define success
| Proposal Highlight |
|---|
| For Omron TENS, I helped define a conversion-focused story structure for pain relief device onboarding. |
| In Panadol consumer-facing campaigns, I co-shaped storytelling pillars that guided content for both emotional relevance and brand truth. |
| In MMRV Phase 2, I contributed to content cadence logic that made HCP and parent messaging flow across media. |
| For Sandoz, I led the development of the overall communication direction — including core messaging, tone, and branded storytelling elements — to guide the creative team in building a mascot-based content system for pediatric memorability. |
Phase 4: Optimize for Growth
“Proposal is not the end. It’s where scale begins.”
- Plan for scalability and long-term impact
- Build iteration and feedback into planning
- Make sure strategies are execution-ready
| Proposal Highlight |
|---|
| For Calcium Corbiere Plus, I developed a dynamic messaging flow with optimization checkpoints by audience segment. |
| In YouMed’s suggestion learning platform for Opella Sanofi, I suggested continuous content feedback loops to evolve pharmacist engagement. |
| For Centrum’s hybrid event model, I outlined ways to extend emotional engagement post-event using QR and data flow. |
| For Qdenga (Takeda), I helped structure a modular toolkit designed to flex across rollout phases and regions, based on patient-journey. |
🔍 Brand Proposals Referenced:
- Panadol (GSK/Haleon)
- Centrum (Haleon)
- Omron Healthcare
- Richell Vietnam
- Opella Sanofi (Calcium Corbiere Plus)
- MSD (MMRV Vaccine)
- Sanofi Pharmacademy & CSR Campaigns
- Lung Cancer Screening - AstraZeneca
- Sandoz
- Qdenga Dengue Vaccine (Takeda)
Note: All case examples reflect my strategic ownership within agency teams — including insight generation, idea development, and collaboration with creative, account, and client partners.
