Larry Lew
Summary
Results-oriented professional with proven ability to exceed targets and drive success in fast-paced environments. Experienced formulating and executing strategic plans for brands, creative strategy to connect with market and developing business opportunities. Track record of multiple successful business ventures and leading teams of professionals to maximize profits and deliver success.
Overview
33
33
years of professional experience
Work History
Founder / General Manager
Matrix Brand Communications
01.2002 - 10.2023
- Managed the operations of offices in Beijing, Shanghai, Xi'an and Singapore.
- Built a positive organizational culture that fostered creativity, innovation, and employee engagement.
- Established a successful business by identifying market needs and meeting sales target.
- Delivered satisfying customer service to grow with the enterprises in the long run. For eg, Bausch and Lomb China/Regional HQ was our client for 20 years.
- Formulated brand strategy and creative strategy for brands to gain market share.
- Provided training and 'creative talk' sessions with clients to stimulate stronger creative/marketing mindset.
- Host 100+ live streaming sessions for aesthetic beauty products
Creative Director
FCB (Bozell) Advertising
03.1999 - 10.2001
- Managed the creative department of 30+ personnel to provide creative solutions for clients.
- Supported the regional HQ as China consultant for projects in China.
- Elevated company reputation through consistent delivery of high-quality creative content.
- Managed campaigns to meet customer needs and creative visions.
- Built strong relationships with clients.
Associate Creative Director
BBDO Advertising
01.1995 - 01.1998
- Assisted department head to manage the creative department of 50+ personnel.
- Set up computerized environment to replace manual practise of delivering creative solutions.
- Pitched for projects to achieve company sales target.
- Elevated brand identity of the company by winning creative awards with the creative team.
- Managed multiple projects simultaneously, ensuring timely delivery of high-quality work.
Art Director
Alliance International Communications
01.1991 - 12.1994
- Contributed to creative process through original ideas and inspiration.
- Made collateral to support various marketing campaigns and visually communicate concepts.
- Oversaw photoshoots from concept development to post-production editing, ensuring high-quality visuals.
- Oversaw production of video content, enriching brand's storytelling and connecting with broader audience.
- Built strong relationships with vendors such as photographers, printers, and illustrators.
- Directed conceptualization and execution of major advertising campaigns.
Education
Executive/Life Coaching Certificate
ICF Coaching Federation
USA03-2025
ACLP Trainer Certificate
NTUC Learning Hub
Singapore06-2024
Certificate in Graphic Design
Nanyang Academy of Fine Arts
Singapore12-1992
A Levels
Victoria Junior College
Singapore12-1988
Skills
- Entrepreneurial and management
- Branding strategy
- Marketing and communication strategy
- Creative strategy and expansion
- Adult training
- Executive/Life coaching
Accomplishments
- Credited to be the youngest Creative Director in China at age 27 - interviewed by Beijing TV station and Beijing Radio Station.
- Awarded China Top 10 Brand Strategist - Helped a new provincial brand 'The Cereal Way' instant noodle, from an unknown brand to rank Number 3 in China instant noodle market.
- Awarded China Top 10 Brand Case - Created the provincial brand 'The Cereal Way' instant noodle from scratch, including brand strategy, creative strategy and marketing, setting a new industry standard.
Brands served
International Brands
Apple. Bausch & Lomb, Coca Cola, Cyrus Watch, Cadbury, Durex, Henkel, John Deere, Kimberly Clarke, Lego, Mars, Microsoft, Motorla, Mercedes, Novartis, Nestle, Siemens, Singapore Airlines, Tetra Pak, Volvo, Red Bull
Local Brands (Singapore & China)
Tung Lok Restaurant Chain, Hua Xia Bank Credit Card, Various China Diary Brands, Cofco, The Cereal Way
Timeline
Founder / General Manager
Matrix Brand Communications
01.2002 - 10.2023
Creative Director
FCB (Bozell) Advertising
03.1999 - 10.2001
Associate Creative Director
BBDO Advertising
01.1995 - 01.1998
Art Director
Alliance International Communications
01.1991 - 12.1994
Executive/Life Coaching Certificate
ICF Coaching Federation
ACLP Trainer Certificate
NTUC Learning Hub
Certificate in Graphic Design
Nanyang Academy of Fine Arts
A Levels
Victoria Junior College
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