Zurich, Zurich, Switzerland
I help luxury brands grow and resonate — where heritage meets the now, and strategy meets emotion. Guided by a deep sense of beauty and balance, I design and orchestrate brand strategies that endure — precise, elegant, and alive. My work unites vision and detail, reason and intuition, global ambition and human nuance. My experience bridges strategy and marketing, concept and delivery, global vision and local depth — from leading houses such as Cartier, Boucheron, Swarovski, and La Prairie, with a strong foundation in watchmaking and fine jewelry, to consulting projects across brand strategy, marketing, and business development in luxury, beauty, and wellness. Open to leading, advising, or co-creating wherever excellence calls for clarity and imagination.
Advising luxury & premium brands on brand creation & management, positioning, storytelling, product and retail marketing — combining strategic insight with hands-on execution • Fine Jewelry — SOHAN Geneva: Built the full brand platform (vision, values, positioning, storytelling, visual identity incl. logo, palette & lifestyle photography) + activation framework (digital & offline) • Wellness & Skincare — L.RAPHAEL Geneva: Led strategic marketing overhaul — brand book with agency, 360° launch plan, presskits & tools, flagship redesign & retail strategy • Cosmeceuticals — RENOPHASE (via Maison Minuit): Drove strategic marketing analysis, defined priorities, frameworks, positioning & storytelling • Skincare — CBD e-retailer project: Assessed brand positioning, product architecture, sourcing, ROI/risk → no-go recommendation • Risk Management — ETHOS (US architecture & engineering): Conducted ERM workshop → -2.5% insurance costs • Other engagements: Supported agencies, experts & institutions through partnerships, interviews & guest lectures ◆ Delivering clarity in brand, marketing & business strategy at the highest level — turning fragmented potential into coherent brand assets & actionable plans, with the support of a trusted partner network
Driving strategic & operational marketing (brand, content, CRM, communications & retail) to sustain Carré Blanc’s positioning as a premium lifestyle brand — within informal governance and high team turnover • Unified storytelling, messaging & seasonal coordination under the new strategy map, supporting long-term vision • Reorganized scattered tools into a cross-functional framework — campaign calendar, one-page overview & shared reference system • Restored coherence across PR, content, social, CRM & retail assets — rebuilt the catalogue, rewrote key materials, introduced generative AI into editorial workflow • Sustained performance across 120 stores & digital channels, coordinating 9 omnichannel campaigns per season • Led CRM transformation within a portfolio of 200k active clients — segmentation, journeys, cadence, targeted print campaign; steered newsletters, SMS & print • Delivered a strategic brand & marketing framework — brand pyramid, 3–5-year roadmap, lifestyle identity and marketing plan • Rebuilt a fragile team of 7 — clarified scopes, bridged gaps, and secured execution quality ◆ Executive Committee member — combining strategic clarity and operational resilience to restore alignment and balance in an influence-driven organization
Steering La Prairie’s hard-luxury marketing & communication strategy across EMEA (€100M+ revenue, 25 markets) — aligning brand, retail & client experience during regional repositioning. Member of the EMEA Executive Team, turning HQ vision into market delivery. • Piloted 360° marketing plans & investments across media, CRM, training, store planning & VM • Deployed education roadmap for 500+ Beauty Advisors; validated 100+ store design & VM projects • Supported e-commerce alignment (platforms, merchandising) — achieved in 18 months under global CDO leadership • Orchestrated PR, media, and brand activation events with global teams • Validated local digital initiatives (media, press, distributor & influencer partnerships) • Rolled out CRM roadmap; built performance & client analytics, later adopted globally • Managed & coached 15+ people, incl. 4 senior managers; mobilized 150+ stakeholders across markets & HQ → +3% revenue growth in 2019 despite -25% retail footprint; +8% in top doors; improved market ranking ◆ Regional marketing leadership at the core of brand transformation — shaping a full-funnel luxury ecosystem in a politically-driven and highly centralized organization
18-month C-level Executive MBA with an optional Luxury specialization — combining leadership, strategy, brand & marketing, finance, and digital transformation • Final consulting project on digital strategy for fine watchmaking brands (CRM, social media, e-commerce) ◆ Strengthened strategic vision, leadership perspective & international network — enhancing my ability to drive transformation in complex luxury organizations
Leading Swarovski’s global strategy ad interim before the arrival of a new EVP — defining market segmentation and consumer-insight frameworks, then, under her supervision, driving business model analysis and shaping the future Strategy team • Led ExCom workshops on market clustering & category development options • Consolidated the Jewelry Consumer Insights Study framework — scaling it across markets, linking insights to local mid-term plans, and presenting results at a plenary with 200 market & marketing directors • Developed analytics for the business model review led by the EVP ◆ Global strategy mandate during a period of performance slowdown — bridging leadership, market strategy & retail priorities amid strong internal politics
Bridging organizational alignment and political discernment within Swarovski’s executive governance, in direct collaboration with the CEO and Executive Committee • Structured and orchestrated ExCom governance — agenda, strategic framing, content synthesis, decision follow-up • Built trust-based influence — navigating power dynamics and political tensions with discretion & tact ◆ A rare vantage point within the Executive Office — combining informal authority with direct insight into C-level decision-making
Designing and deploying Swarovski’s first global Mid-Term Planning (MTP) process across 12 priority markets — aligning local plans with global strategy and enabling direct ExCom engagement beyond China, the US, and Japan • Developed the MTP methodology — 3-year plans, KPI standards, shared formats • Strengthened governance and ExCom access for priority markets (France, Italy, Korea…) • Launched a modular Jewelry Consumer Insights Study with GfK — unified framework, local studies (€300–400k/year) • Standardized market analyses and Business Performance Reviews • Led regional & local workshops and aligned HQ functions across Controlling, Marketing, Communication and Retail • Headed a core team and mobilized 200+ stakeholders across HQ, regions & markets → Rolled out to 12 markets, later scaled to 20+; all markets achieved 95–115 % of 3-year revenue, profit & market-share targets. → MTP became a sustained strategic backbone — created within Markets & Ops and consolidated within Strategy under my leadership, then evolved and digitalized by my successor within Markets & Ops ◆ Built a scalable framework linking markets and ExCom — turning planning into a strategic dialogue and alignment driver