Experienced Marketing Professional with a demonstrated history of working in the luxury retail industry. Skilled in Digital, Advertising, Account Management, Brand Management, and Customer Relationship Management (CRM).
Lead marketing strategy for luxury bespoke shirtmaker, managing team of 3 and £1.3M budget. Report to Global Executive Director. Oversee CRM strategy, brand campaigns, and cross-functional collaboration. Successfully migrated CRM from Ometria to MAPP, enhanced digital capabilities, and coordinated NPD launches. Drive content strategy and monthly photoshoots while managing partnerships with influencers and commercial partners.
Managed luxury skincare marketing campaigns for Swiss premium brand. Led Skin Caviar Harmony L'Extrait launch achieving 150% sales target. Improved forecast accuracy from 56% to 95%. Organized premium client events and developed positioning strategies. Collaborated with Sales, Retail, E-commerce teams to ensure integrated campaign execution across UK market.
Brands include Smallbone, Mark Wilkinson Furniture, McCarron, Brookmans and The ARX. Built CRM strategy from scratch for multiple luxury home brands, managing team of 2. Led Salesforce implementation and improved email open rates from 20% to 42%. Increased social engagement 15-25% across brands. Developed customer journey mapping and collaborated with COO on strategic initiatives for Smallbone and Brookmans brands.
Founded La Prairie Asia CRM function across APAC markets. Managed Assistant CRM Manager and established global KPI standards. Improved customer repeat rate from 20% to 30%. Led Salesforce implementation and supported e-commerce launches in China, Korea, Japan, Taiwan. Conducted regional training for teams across multiple markets. Also, being the interim Regional Marketing Head while there is absence of Business Development Director and managed a marketing executive to prepare the regional marketing guideline for annual budget planning.
Supported CRM strategies across multiple beauty brands in Estee Lauder portfolio. Managed CRM Assistant and organized annual APAC conference for 100+ participants. Developed analytics frameworks and improved KPI reporting systems. Built foundational expertise in beauty industry CRM and multi-brand portfolio management across diverse APAC markets.