Brand & Client Growth Leader · Shanghai

Milica Bojovic

Translating luxury brand strategy into immersive consumer experiences across China and SE Asia.

10+
Years in Asia
70%
Pitch Win Rate
25M+
Campaign Reach
5
Languages
Scroll to explore
Milica Bojovic
Shanghai · 2024
01

The person behind the work

Brand strategist and client growth leader with a decade of building luxury campaigns that move culture — not just product.

Based in Shanghai since 2015, I’ve worked at the intersection of creative agencies and the world’s most demanding luxury brands — Hermès, Cartier, Audemars Piguet, L’Oréal, LVMH — delivering experiences that earn press, not just attendance.

With a 70% pitch win rate on proposals over ¥10M RMB and a portfolio spanning immersive brand activations, product launches and integrated strategy, I bring the rare combination of creative vision and commercial accountability.

Currently seeking senior roles — Account Director, Creative Brand Director, or Creative Strategist — within agencies or luxury houses that value cultural intelligence and client-side leadership.

Based
Shanghai, China
Open To
Remote · Shanghai · Global
Education
M.A. Intercultural Communication
Shanghai International Studies University
Languages
English Serbian 中文 Italiano Español
Outside Work
AI tools · Science fiction · Pilates
02

Selected work

01
Audemars Piguet × Marvel
Royal Oak Concept “Black Panther” Launch — Shanghai
Led creative direction bridging Swiss haute horology with global pop culture. Designed a cinematic narrative journey — spaceship-inspired entrance, multi-level storytelling installation, drone choreography — live-connected to the simultaneous US launch.
25M+Global reach Sold outCollection
ExperientialLuxuryShanghai
02
Lacoste
The French Wave — Bali Campaign Launch
Strategic lead repositioning Lacoste Summer/Spring 2026 as culturally relevant and lifestyle-led in Southeast Asia. Transformed The Lawn Canggu into a Riviera-inspired immersive venue with a 6-metre handcrafted crocodile installation and open-air cinematic premiere.
2M+Influencer reach 500Attendees
Brand ActivationStrategyBali
03
PUMA × Manchester City
This Is Our City — Football Kit Launch, Shanghai
Led concept development and strategic storytelling, translating Manchester City’s global football culture into an immersive fan-driven experience for Chinese audiences. 5 simultaneous launch events in 3 days.
1,000Attendees 5Events in 3 days
SportsExperientialShanghai
04
F1 × Heineken
Formula 1 1000th Race Anniversary — Shanghai
Activation lead for one of Formula 1’s most significant milestone moments in China. Large-scale experiential environment capturing the energy of motorsport and Heineken’s global partnership with the sport.
1000thF1 Race globally
PartnershipsLive EventShanghai
05
Viking Cruises
Viking Sun Ship Christening — Projection Mapping, Shanghai
Oversaw a large-scale projection mapping experience for the christening of the Viking Sun — one of the most technically ambitious experiential productions on the Shanghai waterfront.
ProjectionProductionShanghai
04

What I bring

I.
Creative Strategy & Brand Direction
Translating brand ambition into integrated campaign concepts. Pitching and winning 10M+ RMB briefs. Leading cross-functional creative teams from brief to execution.
II.
Luxury Experiential Marketing
10+ years crafting immersive brand activations for the world’s most demanding luxury clients across China and SE Asia — from product launches to cultural milestone events.
III.
Account & Client Growth
Building long-term client partnerships. Driving +$1M annual revenue per account. Executive-level stakeholder management across jurisdictions.
IV.
China Market Intelligence
A decade on the ground in Shanghai. Advanced Mandarin. Deep understanding of KOL ecosystems, luxury consumer behaviour and cross-cultural campaign localisation.
V.
P&L & Budget Oversight
Managing campaign budgets from ¥5M to ¥10M+ RMB. Supplier ecosystem management. ROI reporting and KPI optimisation across integrated programmes.
VI.
New Business Development
70% pitch win rate on competitive proposals. Business development pipeline management. Closing and onboarding complex, multi-market accounts.
05

Career timeline

2023 — Present
Account Director
TMF Group · Shanghai
  • Drive +$1M annual revenue growth per key account through structured cross-selling and expansion strategy
  • Lead multinational client portfolio; executive escalation point across jurisdictions
  • Oversee cross-border delivery teams ensuring SLA performance and retention growth
2020 — 2023
Creative Strategy Lead
APAX Group · Shanghai
  • Directed luxury brand campaigns for LVMH, L’Oréal, Hermès, Cartier, Audemars Piguet
  • Achieved 70% pitch win rate on 10M+ RMB proposals
  • Led multidisciplinary teams delivering integrated brand experiences within budget
2019 — 2020
Project Manager
Pure Experiential Communications · Shanghai
  • Owned 5M+ RMB experiential campaigns from concept to execution and ROI reporting
  • Managed supplier ecosystem and optimised production costs
2017 — 2019
Event Producer
Havas Events · Shanghai
  • Executed high-profile brand events across tech, sports, hospitality and F&B sectors
  • Delivered F1 × Heineken, ASICS, Rémy Martin, Viking Cruises campaigns
  • Improved reporting and case study frameworks to support new business growth
05

Let’s work
together

Open to senior opportunities at luxury brands, creative agencies and digital studios — remote or Shanghai-based.

Emailmilica.bojovic.93@outlook.com WeChatmilicab LinkedInlinkedin.com/in/milicabojovicinchina Vimeovimeo.com/milica18
Availability Status
Open to new opportunities
Currently exploring senior roles in creative direction, account leadership and brand strategy. Available for conversations from April 2026.
Account Director Creative Brand Director Creative Strategist Remote Shanghai