Greater Sydney Area
Commercially driven marketing professional with 13+ years’ experience delivering revenue growth, market share gains and accelerated retail sell-through across luxury, prestige and mass channels. I’ve held senior brand and marketing roles at DFS (LVMH), Shiseido, Coty and LUXASIA, working across beauty, fashion and travel retail. My experience spans end-to-end ownership from brand strategy and commercial planning through to execution and performance tracking. At LUXASIA, I grew GUESS fragrances +107% year on year and improved the brand’s ranking from #39 to #29 in Prestige Fragrance. At DFS, I drove a +71% YoY increase in visitation from key customer segments to the Sydney flagship. At Shiseido, I contributed to record sales results at one of Hong Kong’s largest retail events. I develop and execute go-to-market and campaign strategies across product launches, retail and trade marketing, PR and influencer, with a focus on driving conversion, improving channel performance and maximising return on marketing investment. I lead cross-functional teams, manage agency and senior stakeholder relationships, and maintain strong commercial discipline across budgets and sales performance. I take a strong interest in how AI is reshaping marketing and actively explore how it can be applied to improve strategy, execution and performance.
Deliberate career break for family commitments, with ongoing professional development in AI and digital marketing aligned to evolving industry practice. Completed certifications in AI, digital marketing and productivity tools, including Digital Marketing Institute, Semrush and Microsoft, with a focus on AI-enabled marketing strategy, execution efficiency and performance measurement.
Led brand and marketing strategy for LUXASIA Oceania's fragrance portfolio across pharmacy, department store, eRetail, and brand boutiques. 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼: Dolce & Gabbana, Ferragamo, GUESS, DKNY, Tommy Hilfiger 𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: • Overachieved wholesale budget by 59% in FY23 • Grew GUESS fragrances 19% YoY in retail sales • Elevated GUESS fragrance ranking at Priceline from #13 to #4 within 2 years • Improved Tommy Hilfiger ranking in Prestige Male Fragrance from #29 to #27
Managed brand and marketing strategy for LUXASIA Oceania's fragrance and tanning portfolio across pharmacy, specialist stores, and eRetail. 𝗣𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼: GUESS, Tanologist, Tan-Luxe 𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: • Grew GUESS fragrances 107% YoY and elevated brand ranking from #39 to #29 in Prestige Fragrance • Grew Tanologist 30% YoY in retail sales • Pioneered experiential fragrance pop-up activations at Priceline and Ultra Beauty • Onboarded Dolce & Gabbana, Ferragamo, DKNY, and Tommy Hilfiger to LUXASIA Oceania's fragrance portfolio
Career break for caregiving responsibilities, with continued focus on professional development across marketing strategy, consumer insights and digital capability. Completed structured online learning across marketing, consumer behaviour, storytelling and negotiation through LinkedIn Learning and AGSM.
Developed and managed marketing strategies for DFS travel retail stores across Australia and New Zealand, spanning luxury beauty, fashion, jewellery, watches, spirits, and wine. 𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: • Drove 71% YoY increase in visitation of key market segments to the Sydney flagship in FY19 • Delivered 8% YoY sales growth in Australia and 30% YoY sales growth in New Zealand in FY19
Led retail and outlet marketing across Australia and New Zealand for a portfolio of intimates and swimwear brands including Heidi Klum Intimates and Swim, Stella McCartney Lingerie and Swim, Bendon, Pleasure State, Lovable, and Fayreform. Managed an annual marketing budget of $1M. 𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: • New store opening campaign at Remarkables Park, NZ exceeded the opening month target by 62% within its first 5 days • Optimised media strategy to address differentiated channel needs across retail and outlet businesses • Restructured budget planning process to improve strategic allocation of annual marketing investment • Introduced a new reporting framework to evaluate promotional and campaign effectiveness