What’s one project, campaign, or achievement you’re most proud of in your career so far?

One project I’m especially proud of is Kohler’s first-ever Chinese Community campaign in North America — a pilot initiative we led at Eastward Media that later received industry recognition. We partnered with Daniel Wu, an American-born Chinese actor whose authenticity and integrity resonate deeply with Asian audiences. Choosing him wasn’t about celebrity for its own sake; his identity and voice aligned with the story we wanted to tell, bridging global Asian identity with a North American brand narrative. Even though it was designed for North America, the campaign organically spread across Asian markets through Daniel’s fanbase, proving how powerful culturally grounded storytelling can be. What made this truly meaningful wasn’t just the unexpected reach, but the cultural impact — seeing a North American multicultural pilot spark genuine global conversation, and be recognized by the industry, remains one of the highlights of my career.

What’s the best piece of professional advice you’ve ever received?

The best professional advice I’ve ever received is to stop overthinking and start moving. Take the first step, even if it feels imperfect, and then commit fully. Once you’re in, show up with everything you’ve got. What I’ve learned over time is that momentum is often more valuable than certainty. You can adjust, refine, or even pivot once you’re in motion — but nothing happens if you stay stuck in your head. And even when things don’t go exactly as planned, giving your full effort means you walk away without regret. That mindset has pushed me through some of my biggest career moments.

What excites you most about the future of digital advertising in Canada?

What excites us most about the future of digital advertising in Canada is the shift from targeting audiences to understanding them. As technology evolves, the real competitive advantage will come from cultural fluency — knowing how to speak to people’s identities, values, and aspirations. AI, automation, and data are transforming how we reach audiences — but they’re only powerful when guided by cultural empathy. The future lies in combining machine precision with human understanding. Canada’s growing diversity makes it a living example of this transformation, where multicultural audiences are no longer niche but the new mainstream. At Eastward Media, we see this as our calling: to bridge data and culture, helping global brands connect authentically with Chinese audiences in North America and beyond.

In your view, what’s the biggest opportunity for our industry right now — and what’s the biggest challenge?

The biggest opportunity for our industry right now is to bring back the human touch through community-driven storytelling. It’s no longer just about targeting audiences, but about having real conversations within cultural communities. In Canada, where diverse groups connect through their own platforms and tell their own stories, brands that show up genuinely and respectfully will build lasting trust and relevance. The biggest challenge is keeping that trust in a world that’s changing faster than ever. With AI and automation shaping how we work, it’s easy to lose the human side of marketing. The real challenge is finding the balance — using technology to reach people while keeping the message meaningful and authentic. Another growing challenge is navigating data privacy and platform governance. As audiences spread across global and local platforms, respecting privacy while still creating personalized, culturally relevant experiences takes both creativity and responsibility. Today, building trust goes beyond storytelling — it also means protecting how people’s data and identities are used.

Which trends, tools, or innovations are you keeping your eye on this year? 

This year, I’m keeping an eye on how cultural intelligence is reshaping marketing strategy — brands are learning that real localization means more than translation, it’s about understanding values and identity. I’m also watching the creator economy and the rise of community-driven commerce, where stories, influence, and sales are becoming one ecosystem. Finally, as diversity continues to shape Canada’s audience landscape, I’m interested in how we can measure multicultural impact more effectively — not just in reach, but in representation and resonance.