Henrietta Poon | Creative director | Director

With over 15 years of experience, I craft compelling narratives and innovative strategies that drive brand success.

As Head of Marketing and Creative at Mastermind Toys, I led a transformative brand refresh, modernizing the brand while returning it to its core strengths. This updated identity was showcased across our website, social media, and in-store experience, creating a unified presence that resonated with both existing and new customers. I spearheaded a series of marketing events and initiatives, including the launch of the 60+ page Holiday Toy Guide, which reached 1.3 million people and helped mark the brand's resurgence. We also opened two pop-up stores and significantly boosted our paid and social media presence, all while mentoring my team and fostering cross-department collaboration with buying, operations, and promotions. This strategic approach not only enhanced customer engagement but also positioned Mastermind Toys for continued growth and success in the market.