Discovery is one of the most important creative challenges in entertainment. Every artwork, trailer, synopsis, and recommendation influences what someone chooses to watch next. My work brings together audience insight, creativity, and experimentation to shape those moments across Netflix.

As Netflix scaled its content slate across APAC, maintaining a consistent standard of creative quality became increasingly critical to helping members discover and engage with content. I designed and led a series of regional creative excellence programs that introduced audience-first frameworks for evaluating trailers and unit photography, combining audience psychology, visual hierarchy, and shared creative principles into a common language for creative decision-making. Delivered to 250+ creative professionals and cross-functional partners across the region, these programs strengthened creative effectiveness at scale, enabling more consistent creative execution and supporting better content discovery across APAC.