London, England, United Kingdom
With over 12 years of international experience in luxury and beauty, I am a marketing executive who has built her career across Paris, Geneva, Singapore, Sydney and London, working with leading global groups including L’Oréal, LVMH (Sephora) and L’Occitane, as well as founder-led brands. I am currently International Marketing Executive Director at Orveon, leading international strategy across Laura Mercier, BareMinerals and Buxom, covering EMEA, APAC and LATAM within a private equity-backed environment. Previously, as CMO at By Terry, I led a full-scale brand and business transformation, from repositioning and digital acceleration to driving international growth. My approach is centred on connecting brand elevation with measurable business impact, ensuring marketing drives both desirability and revenue growth. Having operated across global corporates, founder-led brands and private equity structures, I bring a strategic, hands-on and results-driven approach to building and scaling brands internationally.
Leading international marketing strategy across Laura Mercier, BareMinerals and Buxom, covering EMEA, APAC and LATAM. Driving brand desirability, commercial performance and global expansion within a private equity-backed environment.
Board Member reporting to the CEO. Appointed to reposition a French luxury beauty brand - with a mission to elevate desirability, rebuild the global marketing engine, and accelerate international expansion in APAC and EMEA. → Defined strategic priorities and rebuilt the brand platform, launching 3 hero franchises and lifting Top 10 category performance → Restructured the global marketing ecosystem (social, CRM, paid media, content, UX): +163% engagement, +22% traffic to .com → Opened new markets across EMEA, UAE, APAC → Led a multifunctional team of 15 and contributed to group-level growth strategy with full P&L accountability
Strategic Advisor | Global Relocation Period Career Break | Singapore, Australia, UK Supported emerging brands as a strategic advisor during international relocations. Partnered with founders on brand strategy, digital acceleration and investor readiness.
Led trade and category marketing for Lancôme, Urban Decay, and IT Cosmetics across SEA, owning growth and market planning for a $31M portfolio. → Achieved +106% growth for IT Cosmetics, ranked Top 3 brand in region → Designed omnichannel GTM strategy integrating trade, education and field execution → Recognised by APAC leadership as a regional performance model
Spearheaded the acceleration of Erborian from indie brand to category leader, launching in 10+ countries and achieving #1 CC Cream market share in Europe. → Scaled Erborian from niche player to CC Cream category leader in Europe (55% MS) → Led launches in 16+ countries with 360 activations and retail education → Managed P&L and 30+ global partners, balancing strategy and execution