Hi, I'm Khai

I love building things—like global brands, digital experiences, and innovative products. As a teen, I hand coded my first website. Today, I’m working with some of the world’s most admired brands like Instagram, American Express, Samsung, Adobe, and HP. I help them build innovative ideas to reach modern audiences.

Competencies

Brand Strategy

From brand positioning to benefits hierarchy to articulating the design target, I’ve helped major blue chip clients become magnetic to modern audiences. Most notably, I helped lead the development of Instagram’s first global brand strategy and positioning – defining its core belief, audience, and role in the world.

Innovation

Led an innovation team at Ogilvy for American Express. Incubated 8 innovation ideas and brought to market one with partnership and sponsorship from executive leadership at American Express. Delivered conversion on innovation team investments, resulting in over $1.3MM in product/program development and transformational scope.

Integrated Marketing

I've led integrated marketing campaigns that reach audiences at the right time and with the right message for brands like Adobe and Instagram working with audience research, creative testing and advance analytic tools and modeling.

Web & App Development

From prototype to product design, I’ve helped brands like Adobe develop apps that help drive brand engagement and further them along the sales journey. I’ve helped brands like American Express mock-up mobile app ideas to reach new audiences in fresh ways.

Testimonials

Brand Experience

Experience

10+ Years of Experience

2021 - Current
Ogilvy x Samsung

Executive Group Director, Global Brand Marketing

Manage a team providing integrated and brand marketing to some of the world’s most respected brands. Work cross-functionally to deliver best-in-class creative solutions that drive impact. Global account lead for Samsung Global Brand Marketing team working directly with senior leaders to build its brand.

2019 - 2021
Ogilvy x Instagram

Director, Brand Marketing

Led a team that helped Instagram push culture forward by evolving its brand strategy and executing against it.

  • Helped lead the development of Instagram’s global brand strategy and positioning – defining its core belief, audience, and role in the world.
  • Oversaw the execution and launch of Instagram’s “We Make Today” brand campaign specifically digital video, out-of-home, display and audio.
  • Led Instagram’s 2020 Voter Engagement Campaign development – surpassing goal of helping 4.4 million people register; Instagram’s New! Story promoting the Voting Info Center drove more clicks to the registered button in one day than any in-product effort.
  • Guided development of Instagram’s audience mindset – a synthesis of audience and product research globally to design a universal psychographic mindset unifying its many audiences.
  • Conducted org-wide audit to uncover insights around how Instagram makes strategic decisions across business objectives and audiences – engaging 60 XFN partners globally, inventory and assessment past communications and campaigns, 15 competitive and admired brands, and over 10 workshops.
2015 - 2018
Ogilvy x American Express, Showtime

Account Director, Digital & Innovation

  • Delivered conversion on Amex innovation team investments, resulting in over $1.3MM in product/program development and transformational scope.
  • Incubated 8 innovations for Amex that drove a greater foothold in Ogilvy’s position as lead agency and significant advancement within American Express product teams.
  • Scoped and oversaw integrated campaigns for Amex Travel which included CTV, social (FB, IG, Pinterest), display, audio, and landing page development.
  • Oversaw all of Showtime creative acquisition development (social and display) and segmentation messaging and targeting strategy.
  • Leveraged advanced analytics to develop creative performance prediction tools for Showtime to identify top performance indicators and lowering cost per spend.
2010 - 2015
Traction

Program Management, Account Lead

Traction is a marketing and innovation consultancy named Independent Agency of the Year by iMedia as well as accolades from AdAge, BtoB Magazine, and TheNextWeb. Business lead for Adobe, Shutterfly and California Bank & Trust setting the strategic roadmap for the businesses. Other experiences: Intuit/TurboTax, ForgeRock, and LinkedIn.

  • Launched Adobe’s most successful global social media campaign that won a number of industry accolades including a Silver ADDY, Facebook Studio Honoree, and BIG Star Finalist.
  • Led a total rebrand for a global technology company: positioning, naming, logo, web content, etc.
  • Guided development of integrated marketing campaign for Adobe EchoSign spanning OOH, display advertising, and online video; worked alongside Adobe brand team including head of Brand.
  • Spearheaded agency’s largest end-to-end commercial website redesign for California Bank & Trust: UX, content strategy, social and marketing integration.
2012
Academy of Art

New Media & Portfolio Instructor

Helping tomorrow's leaders develop programs, from concept to deployment, that solve real business objectives while showcasing their strategic thinking, design point-of-view, and overall work quality.

2008 - 2012
Freelance

Marketing/Design/UX Consultant

Consultant for digital strategy, brand strategy and identity, SEO, experience design, and web development. Clients consisted of local small businesses, startups, and independent companies.

Projects

Some of my favorite projects
Instagram Voter Empowerment

Instagram Voter Empowerment

Campaign
Instagram Global Brand Strategy

Instagram Global Brand Strategy

Campaign, Strategy
Showtime Predictive Creative Performance

Showtime Predictive Creative Performance

Data Science, Innovation, Strategy
Innovation Seal Team (American Express)

Innovation Seal Team (American Express)

Innovation
Adobe Sign Anywhere

Adobe Sign Anywhere

Campaign
Adobe Real or Fake

Adobe Real or Fake

Campaign

Contact

Let's collaborate
image

‭(646) 494-KHAI

New York, NY

hello@khai.co

Say Hello

Let's connect!