Aaron is the Founder and CEO of Gusto Collective, a firm he founded as Asia’s first brand-tech group, in 2020.

The Collective delivers best-in-class storytelling and immersive experiences across Web 2 and 3, powered by the latest technology. The Collective is made up of four specialisms in Web3 marketing services, an augmented reality experience platform, a metahuman platform, and luxury marketing services with offices in Shanghai, Hong Kong, and London.

Prior to founding the Collective, Aaron was President, International and CEO, North America at Cheil Worldwide, a Korean global marketing firm with business across 53 offices in 43 countries. Prior to Cheil, Aaron was the Chairman and CEO of DDB Asia for over 17 years.

Aaron is a recognised business leader, having sat on advisory boards including the Shanghai Xu Hui District Mayor’s International Advisory Board, and the Hong Kong Trade Development Council HK-China Business Council. Aaron also serves on the board of Parsons School of Design in New York, the US, The Nature Conservancy’s Asia Pacific Council, as well as The Design Trust in Hong Kong. He is a long-term member of CEO International and YPO Gold in Hong Kong and New York.