Rebecca Tay

• Content direction, brand strategy and copywriting: planning and creating content to drive brand awareness, convey a brand's message, increase audience engagement and ensure cohesion across all channels (including digital, social, and experiential). Clients include Louis Vuitton, IKEA, Victoria Beckham, Casablanca, Country Road, David Jones, The Sleep Shirt, COSMOSS (by Kate Moss), Sheep Inc., Cocoon, Nicholas Kirkwood, Swarovski, Olivela, LA Phil (including its venues, the Walt Disney Concert Hall and the Hollywood Bowl), Sydney Symphony Orchestra, DREST, Salesforce, Plot Wine, Prospect, Tretorn, FitFlop, J.Lindeberg, Absolut Vodka, Daniel Wellington, Indochino, Urban Junkies, and more.

• Branding: defining brand values, mission, personality and story, and creating tone of voice guidelines to ensure consistency across all internal and external channels.

• Editorial features covering fashion, travel, business and design. Publications include Vogue Living, The Telegraph, Qantas magazine, enVoyage by EVA Air, Ultratravel, Soho House, The Wall Street Journal, Sotheby's, Wallpaper, Mr. & Mrs. Smith, the Globe & Mail, the National Post, NUVO, Montecristo, EnRoute, ELLE Canada, the Vancouver Sun, FLARE and Chatelaine. Edited 'Shops' chapter of Time Out: Vancouver.

• Content production: ideating, developing, creating, and commissioning visual or written assets, including photo and video shoots, social content, and printed lookbooks and magazines. Clients include David Jones, Naybal Beauty, St Ives (Australia), and more.

• Spokesperson, ambassador, interviewer (Deepak Chopra, model Cindy Crawford, designer Diane von Furstenberg, Good American founders Kourtney Kardashian and Emma Grede, and author Irvine Welsh); regular TV, radio and podcast guest (Monocle Radio's The Globalist and The Briefing, Pikes Ibiza, NBC's Today Show); presenter, host, panelist, instructor (London College of Fashion, FashMash, Central St Martins short courses).

News Corp-owned Medium Rare is Australasia's premier content agency, combining strategic thinking with publishing best practice to create award-winning content that delivers on business priorities. Medium Rare started out publishing magazines for Qantas, David Jones, Coles and Bunnings and now spans end-to-end strategy and content for these pillar clients and more.

• Led a team to develop concepts and content strategies for clients including David Jones, Priceline, Target, Lendlease, Cerrone and Kennedy, driving consideration, awareness, and conversion across owned, earned and paid media. Projects ranged from lookbooks, seasonal gift guides and print magazines (including JONES, the award-winning custom publication) to video series and social content.

• Conceptualised, edited and oversaw content and design of The World is Waiting, a luxuriously boxed coffee table book for AMEX Centurion members, inviting an ultra high net worth audience to discover the world's greatest bucket-list travel experiences through their dedicated client partner.

Shift Lab AI was a startup comprising a team of researchers formerly from Google, Facebook and Amazon, whose goal was to enable brand founders across industries to create a brand story and branding using AI.

• Provided content and copy expertise for algorithmic learning and to create branded content data sets.