ABOUT CARMEN

​Creative Lead & Strategist with 10 years of experience across motion and marketing. I spent my agency time working on brand and campaign creative across Malaysia, and Australia. The work spans beauty, healthcare, FMCG, broadcast, and B2B. 

 

I came up through broadcasted animation production, which is where I learn visual storytelling, and over the next decade I grew from craft into leading creative work. When I moved into agency work, I went from art direction and expanded into strategy and brand thinking.

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At WEBQLO (Malaysia), I lead a team of five designers and a videographer across healthcare, beauty, FMCG, and education accounts. I ran new business pitches at a 60% win rate, and the work contributed to the agency winning Silver for Analytics Agency of the Year and Bronze for Full Service Agency of the Year at the 2024 Advertising+Marketing Awards Malaysia.

 

I moved to Melbourne in 2024 and most recently worked on Xero's rebrand from inside their creative in-house team, contributing motion, illustration, and campaign work through a significant identity refresh.​​

 

Right now I'm open to senior in-house brand and creative direction roles, agency engagements, and direct-to-client projects. Based in Melbourne with full Australian working rights, available remote across Australia and further.