Fashion, art & luxury specialist with background in e-commerce operations, business development and marketing. Proven experience in driving growth, working alongside key stakeholders and across departments using a data and creatively driven framework.
Overseeing creative projects/ brand management for artist/set designer Gary Card. - Establishing cross continental studio with operational structure and team hires. Liaising with third party contacts in China/ South East Asia. Project management of 6 month major HK solo show in 2024. - Key projects (Dover Street Market, Comme Des Garcons, SKP Beijing, K11, Art Basel)
Ownership of digital business, defining commercial and brand strategy with owners and senior management. Key project lead: - Magento 2.0 to Shopify website relaunch - Project management and liaising with stakeholders, agencies and 3rd parties - Scoping, design, user testing and roadmapping of improvements/fixes - Product, content and customer data migration System and software replatforming including: - Dotdigital to Klaviyo CRM migration | Cegid 2.0 inventory management and ecommerce integration | Stamped i.o loyalty programme | Algolia search Department and team leadership: - Establishing and facilitating department growth, managing hiring budgets, onboarding and training, alongside ongoing management of 3rd party agencies. - Regular reporting identifying KPIs with insight analysis and activity road mapping. - Thought leadership across departments, promoting industry best practice. - End to end campaign management & budgeting across all digital media including paid search, paid social and organic. Scaling performance marketing channels and establishing guidelines.
- Digital transformation: stabilizing and negotiating resources, repositioning the department as being front and center of the business, growing channel representation from under 25% to 50% and more than doubling revenue since tenure, steering business successfully through lockdown driving 89% growth. - Establishing and developing strong links within all business departments including buying, retail, marketing, creative & production to improve feedback loop and reaction time. - Overseeing digital marketing and growth activity across key acquisition and marketing channels (Email marketing, Paid (Google, Bing, Meta and Pinterest), Affiliates, Social, SEO).
Leading marketing & digital operations during period of business rebranding. Establishing and implementing communications and digital strategy during LFW and key commercial periods. - Creative direction alongside creative director on brand partnerships and marketing campaigns - Day to day operation of all digital platforms incl. social, 3rd party channels and retail partners - Digital project lead with brand projects (Selfridges. I.T. Hong Kong)
Platform lead for Magento 2.0 website redesign, acting as primary liaison with digital agency overseeing project management and database migration (6 month project) - Continued management of site activities to support commercial objectives. Coordinating with internal cross-functional teams, 3rd party agencies and vendors - Management of multichannel strategy/campaigns including acquisition and retention activities across email, SEO, PPC and affiliates - Forecasting, budgeting and roadmapping commercial activity calendar for E-commerce store. - Reporting and analysis of the weekly/monthly sales and site data. - Key projects: US expansion, restructuring shipping and order fulfillment, new stock management software, developing brand book and online visual guidelines. - Major digital partnerships, features & events including Burberry, NYT, Selfridges & Christies.