Melbourne, Victoria, Australia
Sliding effortlessly between corporate conglomerates and independent brands, I'm a multi-hyphenate creative marketing, communications and digital change-agent in the face of homogenisation in the luxury goods, fashion, art and beauty sectors—a specialist who balances engaging ideas with thoughtful commerce, strategy and technology. With nearly two decades of experience traversing global geographies, I'm currently Chief Marketing Officer of Hong Kong-based private luxury retailer, 2-TIMES, where I lead six business functions including brand PR & communications, marketing, creative/design, digital experience, private client/events and eCommerce. Prior to re-joining 2-TIMES in 2019, I served as an executive consultant for both LVMH Moët Hennessy Louis Vuitton across Asia Pacific markets, and Chalhoub Group—a JV partner of FARFETCH and LVMH, headquartered in Dubai. Throughout my career I've worked in connection with some of the world's most renowned luxury & lifestyle fashion brands and contemporary art galleries, such as Louis Vuitton, Fendi, Raf Simons, Rick Owens, Maison Margiela, Amina Muaddi, Issey Miyake, Diesel, Hugo Boss, Hauser & Wirth, Xavier Hufkens, Almine Rech, David Zwirner, and many more. My key markets: Australia/New Zealand, Hong Kong, Singapore, China, Thailand, Korea, Japan, UAE, USA, UK.
Responsible for setting the company's multi-brand luxury agenda, enhancing strategic marketing tactics, and expanding 2-TIMES' global footprint as a leading online & events-based retailer for UHNW private clients. Defining and overseeing execution of group-wide objectives for marketing, creative/image, brand PR & communications, digital experience/AI, private client, events and eCommerce functions; in close coordination with corporate leadership, investors and shareholders.
Heading digitalization initiatives; CX, insights, digital product strategy, innovation, loyalty/personalization, UHNW private clienteling—and integrated brand PR & communications plans for the 2-TIMES Group's multi-brand luxury online retail (eCommerce), events, and content platforms; which engages with cultural communities and sectors spanning luxury fashion, footwear, jewelry, beauty & fragrance, and fine art.
Group commissioned consulting projects focusing on UHNW private clients. Working with regional luxury teams to strategize, design, and deliver localised eCommerce experiences, intelligent digital solutions, and 360° creative advertising concepts that help brands stand out, connect with customers, and stay relevant.
Leading & overseeing the ideation, direction and delivery of all brand creative, content and image-related touchpoints, in addition to setting strategies for global PR & communications and consumer events; with full creative department P&L responsibility for Chalhoub Group’s multi-brand retail concepts, comprising luxury fashion, footwear, accessories, and beauty/fragrance. Key designers: Dior, Gucci, Prada, Miu Miu, Balenciaga, Maison Margiela, Saint Laurent, Rick Owens, Jil Sander, Raf Simons, Givenchy, Burberry, Alexander McQueen, Jimmy Choo, Valentino, Fendi, Christian Louboutin, Off-White, Moncler, Amina Muaddi, etc.
Selected brand partners & networks: Issey Miyake, Linda Farrow, Ronald van der Kemp, Iris van Herpen, Zaha Hadid Architects. unitednude.com