Director, IDEO Shanghai
Winston is a director and a business designer at IDEO Shanghai with 11 years of experience in China leading teams across retail, marketing and branding. He has honed his craft working in multinationals, new ventures, as well as his own start-ups.
Prior to joining IDEO, Winston was the Marketing Communications Director at Costa Coffee, helping revamp the brand in China to contend in a hyper-competitive coffee market. Before that he worked at Neiman Marcus, one of US’s top luxury department store brands, helping them set up their first China e-commerce platform and managing the subsequent hand-off to a US-based team.
Winston is skilled at crafting holistic user experiences and applies this to all his projects, including designing retail store concepts and re-engineering brand positioning for major multinationals in China. Some of his clients included AstraZeneca, Ernst & Young, Estée Lauder, Ford, Jaguar Land-Rover and Nike.
An entrepreneur at heart, Winston also founded and managed Project Aegis, a boutique retail chain and an e-commerce platform in Shanghai focused on men’s contemporary fashion labels.
Winston holds a BA in Cognitive Psychology from University of California, Irvine. As someone who has just embarked on the journey of fatherhood in China, he is particularly inspired to uncover business solutions that drive positive impact in Chinese society. Winston is also obsessed with sneakers - and if left to his own devices, would probably work not for money but for shoes.