Dubai, United Arab Emirates
I am a dynamic and visionary entrepreneur with a passion for delivering transformative customer experience to the premium and luxury brand industry. I head CXG, a leading customer experience consulting and transformation agency for premium and luxury brands, in the capacity of Chief Executive Officer. Together with a world-class leadership team, we have partnered and advised some of the most recognized luxury brand names globally since 2006. Today, CXG is a global firm with 12 offices from Shanghai to Paris, operating in 70 countries, advising over 200 brands, with a team of over 220 professionals from around the world. I believe that the premium and luxury brand industry is advancing toward a sustainable, circular economy model, supported by AI and technology. This ongoing shift is shaping the consumer landscape, making it critical for brands to understand disruption in luxury and transform and elevate their experiences. With my strong track record in the premium and luxury brand industry, I am also an international keynote speaker and often share insights on entrepreneurship, sustainability, as well as the relationship between Employee Experience and Customer Experience and how to run a successful CX transformation. I have taken part as a keynote speaker at Luxury Business Day (Munich), Journey of the Luxury Customer (Singapore), Arab Luxury World (Dubai), China Connect (Paris), Luxury FirstLook (New York), and Beauty Salons Congress (Deauville). I extend my expertise to the academic arena by teaching in Executive MBA programs and making regular contributions to several luxury and CX publications, including Forbes, Luxury Daily, Customer Think, and Marketing Communication News. Prior to CXG, I co-founded and ran luxury brand Biche de Bere for 12 years, one of the most successful ventures in the French fashion industry with over 40 stores and 20 retail corners throughout Europe, USA, Japan, and China. I am a customer experience visionary, luxury industry expert and a thought leader, and I truly believe in helping aspiring leaders by developing a keen sense of business acumen and ensuring they are well-prepared to navigate and excel in today’s fast-paced business environment.
I lead CXG as its Chief Executive Officer. CXG is a leading data-driven consulting and solutions provider, specializing in innovative strategies to enhance customer experiences and uplift the performance of premium and luxury brands. With over 200 iconic brand partnerships, CXG leverages years of expertise to guide clients through their entire CX journey, delivering insights and driving change. Our four core practices—Customer Insights, Measurement, Consulting & Transformation, and the Academy— provide a comprehensive framework for complete CX transformations. In the ever-changing luxury industry, I stay attuned to both the internal and external competitive landscape, continuously exploring opportunities for expansion and new industry developments. Since its founding, CXG has grown into a global firm with 12 offices, from Shanghai to Paris, operating in more than 85 countries. We advise over 200 brands and work with a team of over 250 professionals worldwide. • Led Company Reorganization: Transformed the company from multiple agencies into a single entity. Streamlined departments into key markets and established appropriate support and enabling functions. • Established Advisory Board: Formed the CXG Advisory Board by appointing distinguished leaders in the luxury industry, steering the Group towards further innovation and transformation. • Expanded Strategic Leadership: Introduced key leadership positions, including Innovation Lead, Thought Leadership Lead, and Data Lead, to support our strategic pillars and drive continuous innovation.
As an expert and a veteran in the premium and luxury brand industry, I often share insights on luxury customer experience, entrepreneurship, customer experience and the metaverse, and sustainability through international conferences, key industry forums, workshops and events. I have given keynote speeches and shared my expertise at: • Luxury Business Day (Munich) • Journey of the Luxury Customer (Singapore) • Arab Luxury World (Dubai) • China Connect (Paris) • Luxury FirstLook (New York) • Beauty Salons Congress (Deauville) • Richemont Crossing Boundaris (Dubai) Additionally, I extend my expertise to the academic arena by teaching in Executive MBA programs and regularly contributing to several luxury and CX publications, including Forbes, Luxury Daily, Customer Think, and Marketing Communications News.
In 2021, I stepped down as CEO of Albatross to lead the Customer Experience Group alliance of agencies as Chairman of the Board. During this time, I oversaw the merger and acquisition of all agencies under one unified brand, creating the Customer Experience Group (now re-branded to CXG), a multi-practice entity designed to provide premium and luxury brands with comprehensive CX support. CXG was born to help these brands transform experiences for meaningful impacts. • Strategic Reassessment During COVID: The 2020 COVID period was a time for reflection and reset. We used this time to rethink our entire strategy. We undertook a company-wide strategic exercise, collaboratively rewriting our strategy, value proposition, business model, and vision. • 15th Anniversary Celebration: Celebrated our 15th anniversary in February 2021. • Unified Brand Creation: Led the acquisition and merger of Albatross CX, Face2Face, SmartCX, and Wisely Insights under the Customer Experience Group. In October 2021, CXG was born from the merger of our agencies, unified under one name, one brand, and one vision: to become the preferred customer experience transformation partner for premium and luxury brands.
Active member of The Virtual Advisory Board, a community of highly-experienced, executive-level talent (CEOs, Entrepreneurs, Angel Investors and Industry Experts) from 75+ countries representing over 145 industry sectors.
Forbes Agency Council is an invitation-only community for senior-level agency executives in public relations, media strategy, creative and advertising agencies. Part of a broader collective of membership organizations called Forbes Councils, Forbes Agency Council members and headquarters are distributed throughout the world.
I had the privilege of serving as Chairman of the Board for Activate Experience, a boutique advisory with CXG as the main investor. CXG fully acquired Activate Experience in 2020 and later proceeded with the integration.
Founded in 1993, Biche de Bere was widely recognized as one of the most successful ventures in the French fashion industry, with over 40 stores and 20 retail corners in Europe, USA, Japan, and China. • Responsible for developing the retail network both in France and abroad • Opened stores in Japan, USA and China