I worked with LTH Agency, a luxury agency, to co-design a bar menu that looked, felt, and tasted trendy, modern, while still reflecting Hennessy’s prestige.

I leveraged market research insights, made sure the cocktails matched the drinking preferences of young consumers in Hainan and Macau.

To get sales ambassadors involved, I launched a "naming contest" for locally inspired cocktails. I also prepared training materials and coordinated sessions with expert bartenders, ensuring they had everything they needed to promote Hennessy in an engaging way.

As the main communicator for a team of 20 people across Hainan, Macau, Singapore, I made sure materials were delivered on time, training sessions ran smoothly, and every detail was handled carefully.

The programme led to a 10% increase in conversion rates in Macau and China, helping Hennessy reach younger drinkers without losing its luxury image.

I learned to communicate clearly, manage tight deadlines, and pay attention to small details—because in luxury branding, even one small change can impact how people see the brand.

To find the right incentive, I researched customer preferences and identified a luxury trolley as the ideal gift. I worked on the design and sourcing process, ensuring the product aligned with Hennessy’s brand identity. Managing a €100k budget, I coordinated the campaign across Hong Kong, China, Macau, Singapore, Japan, Korea, and ANZ, overseeing everything from supplier negotiations to promotional mechanics.

On time, within budget, and met the company’s strategic goals.

I gained hands-on experience in effective communication, budget planning and management, ensuring resources were allocated efficiently. Most importantly, I strengthened my ability to oversee an end-to-end campaign, from initial research to execution.

I conducted an in-depth analysis of 500+ trade articles and 50+ campaigns from top cognac brands like The Macallan, Johnnie Walker, Martell, and Rémy Martin over the past three years. By examining each campaign’s concept, KOL strategy, and activation plan, I identified key gaps in Hennessy’s marketing approach and areas for improvement.

Leveraging these insights, I developed Hennessy’s 2025 PR strategy, recommending a shift towards direct consumer engagement through the use of AI for personalized customer experiences.

This project enhanced my analytical and strategic planning skills, by identifying competitive gaps, and translate insights into actionable PR strategies.