Partnered directly with founder Tyler Brûlé to conceptualise, define, and implement the global brand foundation and strategic vision for Monocle’s international media launch, crafting a distinctive and aspirational brand identity that resonated across multiple cultural markets worldwide.

· Created and refined detailed, adaptable brand guidelines and frameworks covering visual design, editorial tone, messaging hierarchy, and audience segmentation, enabling consistent yet culturally sensitive application of the brand across print, digital, and event platforms.

· Collaborated closely with editorial leadership, creative teams, marketing, and digital departments to embed brand strategy into all content creation and campaign development, leading to unified storytelling that enhanced brand authority and built deep audience loyalty internationally.

· Led comprehensive market research, consumer insight gathering, and competitive analysis to pinpoint unique brand positioning opportunities and inform tactical decisions that differentiated Monocle in the global media landscape and supported sustained growth.

· Provided strategic oversight and hands-on guidance for multi-channel brand activations, including international print launches, digital rollouts, live events, and brand partnerships, optimising messaging and creative execution to maximise cultural relevance and engagement across key markets in Europe, Asia, and North America.

· Acted as a critical liaison among internal stakeholders, regional offices, and external partners, managing the complex coordination required to adapt brand assets and communications for local markets while maintaining global consistency, quality standards, and timely delivery throughout the international expansion process.