For immediate release. August 10, 2020
We are excited to announce the appointment of Jesmine Choi as Chief Creative Officer leading our creative and brand strategy work. As an experienced creative strategist, Jesmine will focus on guiding our clients on how they can both discover and tap the magic of creative storytelling for ambitious brands transforming their respective workplaces.
With nearly 15 years experience globally across various industries, Jesmine has accumulated deep experience in developing and designing brand strategies that tell the story of change inside companies and supercharge teams around purpose-led ventures and transformation objectives. She has worked in agency roles, led creative in multinationals and devoted her time to scale social impact ventures. Her expertise includes managing effective creative and business solutions and operationalizing global implementations that activate brand awareness. Jesmine’s work has successfully launched customer-focused creative content physically and virtually across websites, Instagram, WeChat, and LinkedIn. She is a recognized expert often overseeing best in class work in her roles on judging panels. Jesmine earned her Bachelor of Fine Arts degree from the Fashion Institute of Technology.
Jesmine’s addition to our team deepens our mission to help CEOs and their teams create awesome companies by telling their story of purpose and change, activating their teams to action. She uniquely understands how creative, storytelling, design and strategy intersect to tell the stories humans want to see and hear.
At human at work, we understand how ideas can be really big and impactful inspiring change in teams when it’s accompanied by great creative storytelling. Great companies doing great work tell great stories. Period.
Jesmine is a heart-led creative strategist who lives her passion. She puts it this way “I believe every organization ought to be true to their own story and brand DNA. It isn’t about being “gimmicky” and applying marketing tools focused solely on driving revenue. There’s a true story beneath that reveals our emotional connection and stickiness with the company. Leaders focused on growth and big transformative changes often ignore how being creative is actually a driver for the success they’re gunning for. It doesn’t require a lot of effort but it’s the key element that can derail a transformation journey. It excites me to be a part of a journey that’s designed and powered by a creative engine room. That’s when the magic happens and then a company is on a rocket headed straight for the moon. I’m thrilled to be a part of human at work to make that happen every day.”
We are excited to see what Jesmine creates next.
About human at work
Global strategy lab human at work crafts strategy for the human experience. We help CEOs and their teams create awesome companies and build great businesses for humans by developing the breakthrough strategies and plans to win and grow. Our work is impact-focused, strategy-led and story-told across transformation, purpose, innovation and culture. We work with multinationals, brands, retail and technology players, leaders facing disruption and leaders leading disruption. We help to make your transformation stick, fast.