Shannon Edwards



Shannon Edwards

Experienced Marketing & Communications Leader for Global Luxury, Beauty and Retail Brands

Current Location

London, UK

Shannon is available for work

Strategic brand leader with 15 years’ experience building iconic brands and high-performing teams for exceptional global businesses including Jaguar Land Rover, Moet Hennessey Louis Vuitton (LVMH), The Estee Lauder Companies and L’Oreal.

Customer-centric and results-driven with a proven track record out-delivering revenue, profit and market share growth. A true luxury brand custodian who combines the creative and commercial to drive long-term term brand equity, customer lifetime value and loyalty. Extensive digital leadership across communications, customer experience and omnichannel retail. Strategic strengths with commercial brand operations expertise. Experience delivering transformation and growth programs to reimagine and accelerate brands, realizing their full potential.

Key achievements include:
- led flagship Estee Lauder to #1 in Australian prestige beauty market, while delivering +27% profit growth
- launched first new Range Rover in 10 years with +580% sales and 48% clients new to brand
- boosted Dior’s beauty social influence rank from #6 to #1 in less than 12 months
- re-positioned indie skincare brand Kiehl's in the market, delivering +108% retail sales growth

Experience engaging and developing high-performing teams to deliver inspiring results and grow their careers, leveraging communication and collaboration. Adept in matrix structures partnering across functional, regional and global teams. Accomplished relationship-builder and negotiator of win-win outcomes for agencies, retailers, publishers and partners. A champion for diversity, equity and inclusion.

A career fueled by over 10 years retail sales experience for contemporary and designer fashion and beauty brands.

  • Brands Shannon has worked with
    • Jaguar Land Rover
    • LVMH
    • Estée Lauder
    • L'Oréal
  • Shannon's past titles
    • Director Marketing Communications
    • Director Marketing Communications
    • Communications Manager
    • Group Product Marketing Manager
    • Product Marketing Manager
    • Product Marketing Manager
    • Product Marketing Manager
    • Sales Analyst
Work Preference
Location Preference

Open to relocation

Work Pattern

Open to Full-time work

Employment Preference
  • Freelance Assignments
  • Hourly Consulting
  • Permanent Positions

Marketing & Communications Director

Jaguar Land Rover

May 2021 - Aug 2022

I led all aspects of Communications, Customer Experience and Product Marketing for Land Rover and Jaguar including go-to-market strategy, paid media, social media, public relations, sponsorships, part...

Marketing & Communications Director Oceania, Parfums Christian Dior


Jan 2019 - Apr 2020

In this role I led communications, product management, retail marketing & CRM, successfully driving go-to-market across categories, brand pillars, retail channels (boutiques, specialty multi brand, de...

Marketing & Communications Manager, Estee Lauder & Aerin Beauty

Estée Lauder

Feb 2016 - Jan 2019

Promoted to lead all aspects of marketing and communications for Estee Lauder, the corporation's flagship brand, in the Australian market. I led a team of 7 direct and 2 matrix reports including eComm...

Group Product Manager, Estee Lauder, Tom Ford Beauty & Aerin Beauty

Estée Lauder

Jul 2014 - Jan 2016

Promoted to lead all aspects of Product Marketing for Estee Lauder, Tom Ford Beauty and Aerin Beauty. This role was created as part of my succession plan to overall leadership of Marketing & Communica...

Product Manager, Estee Lauder Skincare & Promotions

Estée Lauder

Nov 2011 - Jul 2014

Promoted to lead all aspects of marketing and consumer engagement for business-critical flagship brand. Teams of up to 7 direct and 2 matrix reports including E-Commerce.
•Successfully led major go-t...

  • Strategic Planning


  • Marketing Communications Planning


  • Campaign Management


  • Product Marketing


  • Go-to-market Strategy


  • Social Media


  • Advertising


  • Public Relations




University of Queensland

Bachelor of Business Management

Marketing Major

2001 to 2007

University of Queensland

Bachelor of Commerce

Accounting, Finance Majors

2001 to 2007

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