Lugano, Ticino, Switzerland
I work in e-commerce content and brand strategy. Specifically, the part where what a brand wants to say meets what a customer actually needs to hear online. For the past couple of years, I have been doing this at a global outdoor brand in Switzerland, working across content strategy, campaign storytelling, and the cross-functional work that holds it all together. Before that, a design agency in London. Before that, a ski season in Austria, a sailing event in Croatia, and a marketing internship at a small clothing brand in Cape Town, where I first got my hands on Shopify. It has been a fairly non-linear road to where I am now, which I think was probably worth it. I grew up in Durban, South Africa, so I have spent most of my life outdoors. Running, hiking, surfing, cycling. The usual inability to commit to just one thing. Working in the European outdoor industry has been a strange and interesting lens on that. The way brands here talk about adventure, and who they talk to, is quite different from the culture I grew up in. I find that gap more interesting than I expected to. I write occasionally on here about e-commerce, content, and the outdoor market. Mostly things I have noticed and am still thinking through, rather than conclusions I have arrived at. If that sounds worth following, I am easy to find.
Leading e-commerce content strategy and execution across brand, commercial, and campaign streams for a global outdoor brand.
Sat at the intersection of brand and commercial, translating seasonal campaigns into content that actually worked online. This meant managing the brief-to-publish pipeline across multiple teams, contributing to a full website redesign, and figuring out how to make promotional content feel like less of a compromise during peak retail moments. Less glamorous than it sounds, more interesting than it looks on paper.
Working in agency to deliver best in class point of sale products and services to multi-national corporations (BWS and FMCG). Working across multiple functions (creative, commercial, ops and planning) to deliver in full on time; managing the process from ideation phase to client briefing, creative briefing, development, pitching, production and installation.
Agency-side experience delivering point-of-sale and brand projects for multinational clients across FMCG and retail. I managed the full process from brief to installation across creative, commercial, and production teams.
A valuable experience in working with a diverse team to deliver memorable experiences for our guests. In this role, I learnt how to navigate changing itineraries by keeping an agile mindset and positive outlook. This ensured that all services experienced by our guests were seamlessly delivered. In addition to the long hours, I was also able to enjoy exploring the natural beauty of Croatia during my time off.
Worked a full ski season in one of Austria's most serious mountain towns, driving for a 5-star hotel and hosting guests from all over the world. Learned a lot about keeping things running smoothly under pressure, and learned to snowboard in whatever time was left over. During my non working hours I took advantage of on mountain sports, learning to snowboard.
Early e-commerce experience at an independent Cape Town clothing brand. Handled inventory, order fulfilment, and day-to-day Shopify operations. Small team, lots to learn, good place to start.