People

Michelle Tay

Senior Manager

Michelle is equal parts strategic and creative, bringing a unique skillset and cross-functional expertise to managing Vivaldi’s brand protection practice. Her ability to look at a problem in 3D, spin it around, and propose out-of-the-box solutions enable her to help brands defend and grow their strength, uniqueness, and valuations in the marketplace.

Michelle is proud to have helped unlock powerful brand stories and positionings of some incredible global names in fashion, retail, technology, and automotive.
She had a previous career as an editor and reporter in Singapore and New York. She holds an M.A. in Business Journalism from Columbia University, an M.A. in International Peace and Security from King’s College London, and a B.A. (Hons) in International Relations from New York University. She speaks six languages—including French, Italian, and Mandarin—but dreams in English.
Outside of work, you can find Michelle inside a metalsmithing studio, designing and making one-of-a-kind pieces of fine jewelry. She hopes to one day found her own purpose-led brand.

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Michelle Tay - Senior Manager of Brand Protection

Challenges taken on recently

  • Transforming a large consumer brand into a house of brands by carving out distinct brand roles targeting different consumer motivations and behaviors for a greater share of shelf
  • Strengthening a communications solutions provider’s position as a long-term, credible partner with a new market segment
  • Mastering the art of fermentation in baking

Likes to talk about

  • Why less is more
  • Finding/building purpose for your brand
  • Food science

Is reading or listening to

  • "Sapiens: A Brief History of Humankind" by Yuval Noah Harari
  • "Start with Why" by Simon Sinek
  • "The Hidden Brain" podcast hosted by Shankar Vedantam