New York, New York, United States
With over 22 years of international experience spanning Europe, the United States, Asia and the Middle East, I have built and accelerated luxury Maisons with one guiding conviction: desirability must translate into measurable and sustainable growth. My career has taken me from Paris to New York, Shanghai, Tokyo, Hong Kong, Singapore, Dubai and Mexico City. These markets have shaped my ability to balance global coherence with local cultural intelligence, ensuring strategic consistency while driving market-specific performance. I have led integrated marketing and strategic initiatives for iconic luxury Maisons and premium hospitality organizations, including Tiffany & Co., Saint Laurent, Cartier, Chanel and Gucci, overseeing positioning, digital transformation, retail excellence, omnichannel acceleration and high-value client development within highly demanding environments. My leadership philosophy is grounded in a deliberate equilibrium between creative instinct and analytical discipline. I bring together the sensitivity of a right-brain thinker capable of reading cultural shifts and elevating Maison desirability with the rigor of a left-brain strategist focused on KPIs, P&L performance and sustainable value creation. I operate at the intersection of creative elevation and business performance, with particular focus on: • Maison repositioning and desirability architecture • Omnichannel acceleration across retail, digital and client ecosystems • International structuring and market orchestration • Media efficiency and retail investment governance • Executive alignment and cross-functional leadership For me, creativity only has meaning when it strengthens margins, enhances desirability and contributes to the enduring elevation of the Maison. Enduring Maisons are built on strategic clarity, creative ambition and disciplined execution translated into measurable value. I selectively engage in conversations where strategic clarity, creative ambition and disciplined execution are essential to meaningful value creation. I evaluate opportunities primarily through the lens of vision, leadership quality and ambition. Geography, when aligned with a compelling project and the right team, is secondary to strategic impact.
Held full strategic and operational responsibility for communications, public relations, and brand reputation across the Americas region, spanning the U.S.A, Canada, and Latin America. - Served as a key member of the Americas Executive Board, advising on brand positioning, market dynamics, and corporate narrative at the highest level. - Developed and executed 360° communications strategies encompassing media relations, influencer engagement, brand storytelling, press events, crisis management, and executive visibility. - Directed a regional team across multiple markets, ensuring alignment with global brand objectives while tailoring campaigns to local culture and market sensitivities. - Strengthened Tiffany’s presence and desirability through high-impact media partnerships, exclusive events, celebrity placements, and culturally relevant storytelling. - Played a central role in driving brand elevation, customer engagement, and regional growth through compelling, consistent communication. - Acted as a trusted spokesperson and senior liaison with media, stakeholders, and internal leadership.
Led the agency for a portfolio of the world’s most iconic luxury maisons, including De Beers, Yves Saint Laurent, Dior, and Moët Hennessy, with a strong focus on the U.S. market and its distinct luxury codes. - Orchestrated bespoke experiences designed to resonate with American luxury culture, blending heritage storytelling with innovation to engage high net worth individuals, celebrities, and tastemakers. - Oversaw end to end event creation from concept to execution for product launches, private client events, high-jewelry showcases, and brand collaborations across key U.S. cities. - Built deep cultural insight into the American luxury consumer, shaping events that were not only aligned with brand DNA but also locally relevant, emotionally compelling, and socially influential. - Cultivated strong relationships with media, influencers, and strategic partners, reinforcing brand prestige and visibility in competitive luxury markets. - Delivered elevated, immersive brand moments that strengthened client loyalty, drove earned media, and set new standards of excellence across the luxury sector.
Led creative and production direction for high-impact events across the Gulf region, delivering exceptional experiences for world-leading luxury maisons including Chanel, Cartier, Gucci, Tiffany & Co., Richard Mille, and Van Cleef & Arpels. - Oversaw the full project lifecycle: from concept ideation and storytelling to on site execution, ensuring brand alignment and excellence at every touchpoint. - Managed cross functional teams of creatives, producers, and technical experts across Dubai, Saudi Arabia, and Qatar. - Produced exclusive product launches, private client experiences, high jewelry exhibitions, gala dinners, pop-ups, and immersive brand activations. - Partnered closely with brand teams to localize global campaigns and deliver regionally relevant, culturally sensitive experiences tailored to VIP/VIC audiences. - Ensured meticulous attention to detail, innovation, and elevated aesthetics, reinforcing brand prestige and emotional engagement. - Built strong client relationships and earned repeat business through consistent delivery, strategic insight, and flawless execution under tight timelines.
Melco Resorts & Entertainment – Key Achievements 2018 EBITDA: $1.213 billion (USD) Operational Scale: 150,000 daily visitors, 4,700 rooms and suites (most Forbes stars in Asia), 70 restaurants (most Michelin stars globally), 520,000 sq. ft. of luxury retail across 330 premium brands Branding & Communication - Led premium branding and strategic positioning for City of Dreams, Studio City, and Altira. - Oversaw the full rebranding of City of Dreams, launched Morpheus Hotel, and introduced Melco Club, the group's membership program. - Developed in-house 360° communication solutions (ATL, BTL, digital). - Produced large-scale marketing activations including the Ferrari Exhibition and The Arsenale. - Curated major art acquisitions (Kaws, Petillon, Wurm, Buren, Pivi). Corporate, CSR & Community Engagement - Directed corporate communications: website, annual CSR report, financial report, and executive messaging (including "Above and Beyond" vision). - Coordinated internal and external community events with HR. Digital Transformation & Media Strategy - Led full media buying strategy with a shift to 80% digital (vs. 25% three years prior). - Defined and implemented branding and content strategy across digital and social platforms. - Pioneered multi-channel digital diversification and performance-driven approach. International Development - Spearheaded marketing and communications for Japan’s $12B integrated resort RFP: full-time presence for 6 months, followed by 1 week/month over 4 years. - Directed innovation proposal for the “City of the Future.” - Initiated early-stage development with leading talents such as Kelly Wearstler (interior design) and Shigeru Ban (architecture). - Led branding and marketing strategy for City of Dreams Cyprus.
Led the transformation and repositioning of La Pac, a legendary Paris-based production house known for its dedication to creative excellence and visual craftsmanship. 65 Cannes Lions, 1 Grand Prix, 20 Directors - Collaborated with an elite roster of directors including David Lynch, Wes Anderson, and 20+ globally acclaimed talents, cultivating a unique creative environment where artistry met innovation. - Reinforced La Pac’s reputation as a global standard in auteur-driven storytelling, while expanding its commercial appeal to the luxury sector. - Successfully repositioned the company to partner with prestige maisons such as LVMH, Dior, Cartier, and Kenzo, aligning the production approach with the codes of luxury and meticulous brand narratives. - Opened new international markets and revenue streams, launching business development initiatives in Shanghai and Dubai. - Delivered strong financial performance: reduced operational costs by 36% in 2014 and 25% in 2015, while increasing profit margins from 15% to 22% over two years. - Played a central role in preserving and modernizing the company’s legacy, balancing artistic integrity, craftsmanship culture, and commercial viability in a fast-evolving media landscape.