Turning creative vision into client experience.

I help luxury and premium brands take their content, tools and client-experience standards from headquarters to every boutique, without losing the elevated touch that defines them. Fifteen years across luxury and digital, eleven of them at CHANEL.

Years at CHANEL, across creative & digital

200+

Retail touchpoints equipped across 9 regions

350+

Professionals animated across regions

1 of 12

Global in-house speakers presenting collections to top clients

“I work alongside the creatives shaping a brand's experience, and lead the rollout across retail worldwide, turning vision into something hundreds of teams can actually deliver.”

Both desirable and deployable. Seven years inside CHANEL's IT & Digital Innovation division, then years leading Creative and Marketing production: I know how a brand is built and how it actually ships, a rarer pairing than it sounds.

I've built the tools, frameworks and editorial pipelines that shape how clients experience a brand, from creative brief to global deployment, with an eye for detail, fashion and style that keeps every rollout true to what makes the brand desirable.

I've managed teams of up to 6, owned multi-region budgets, and directed external agencies from brief to delivery. I thrive on transversal work, bridging Creative, IT, Retail and Communication.

Ways to work with me

Scoped, project-based engagements, not open-ended retainers. Six areas where I add the most value to a luxury or premium brand.

Content, digital & client data

Editorial & Content Production Pipelines

I own seasonal content end to end (brief, product strategy and selection, styling, production) and manage the agencies and creative partners who bring it to life, at the pace premium collections demand.

DeliverableA diagnosed or redesigned production pipeline with clear creative and operational ownership.

See an example

A content pipeline was slowing under the pace of seasonal releases. I took ownership of styling and creative direction alongside the production workflow, clarifying handoffs between creative, production and channel teams, without lowering the bar on quality.

Collection & Product Activation

I identify the hard-to-style, high-stock, or strategically important pieces each season and build a dedicated activation around them: product selection, styling direction, and content, carried through to the field.

DeliverableSeasonal product-focused styling: product selection strategy, styling and content plan, and field activation.

See an example

A seasonal collection included hard-to-style, high-stock pieces at risk of under-selling. I built a recurring styling campaign spotlighting them across every touchpoint, app, CRM, social, video, and coached retail teams to carry the story into boutique. Sell-through on targeted pieces improved, and senior leadership flagged it as a model worth repeating.

Digital-Physical Retail Innovation

I design the bridge between physical retail and digital content: connected in-store experiences, apps, AR and immersive formats. The kind of project that needs someone fluent in both IT and Creative to actually ship.

DeliverableA scoped concept, a working pilot design and a rollout plan.

See an example

A shoe category needed a way to bring heritage and styling context into the boutique, at the moment of the client conversation. A connected touchpoint was designed where tapping the shoe box surfaced looks and heritage content, piloted it in Paris and rolled it out across Europe, alongside seasonal styling guides in advisors' clienteling app.

Client Activation & Segmentation Frameworks

I design the frameworks that turn client data into action: segmentation logic, lifecycle campaigns and NPS-driven engagement plans, built in partnership with CRM and Retail teams.

DeliverableA segmentation and engagement framework, ready to activate through CRM.

See an example

A brand's client data existed but wasn't driving action. I built a segmentation logic connecting NPS scores and purchase behaviour to specific engagement plays, closing the gap between “we know this about the client” and “we do something about it.”

Field deployment & training

Cross-Regional Deployment & Field Enablement

I take a framework, tool or campaign from concept to live across regions and touchpoints, then train the client-facing teams who deliver it, so it elevates the real client conversation.

DeliverableA regional rollout plan plus training or enablement materials.

See an example

A framework worked well in its home market but hadn't been tested for regional variation. I adapted it for several regions and touchpoints, then built the training so client-facing teams could deliver it with authority, not just awareness.

Keynote & Team Training

A short, high-impact format for teams who need a collection briefing, a styling masterclass or a client-experience workshop, delivered with the authority of one of CHANEL's global in-house speakers.

DeliverableA delivered session (1–2 days) plus reusable presentation materials.

See an example

A regional team needed to walk into the new season with the same confidence and narrative as headquarters. I delivered a collection briefing and styling workshop, turning creative direction into a story they could carry straight into client conversations.

How I work

Defined-scope projects, typically 4 to 12 weeks, with a clear deliverable agreed at the outset, built to be run by your team after I leave.

Diagnose

Understand the brand standard, the client journey, and where the current pipeline or experience is breaking down.

Design

Build the framework, tool concept or operating model, grounded in what's actually deployable across your regions and teams.

Deploy

Pilot with one market or team, refine, and hand off a rollout plan your organisation can run without me.

The path here

Eleven years in digital & IT before and alongside the brand-content chapter, which is where the cross-functional instinct comes from.

2025–2026

CHANEL Paris

Senior Manager, Global Style Expertise & Client Experience

End-to-end production of seasonal RTW editorial content (6 campaigns a year) and the digital tools that scaled it to 200+ retail touchpoints in 9 regions. Team of up to 6, community of 350+ professionals, multi-region budget.

Education

Bachelor in Regional & Urban Planning, Sociology minor: University of the Sunshine Coast (Australia), 2010. Environmental Studies: Carleton University (Canada), 2006–2007. Interior Design: Algonquin College (Canada), 2004–2005.

Languages

English (native), French (fluent), Italian & Polish (basic).

Tools & platforms

Figma, Canva, Jira, Asana, Microsoft Office suite, and ongoing evaluation of AI tools applied to marketing, client experience and retail.