Over 6 years of leading content direction and strategy for DFS Group, the Hong Kong-based travel retailer and division of LVMH (Louis Vuitton Moët Hennessy).

Creating assets for stores, sites and social platforms for over 160 million visitors annually across 420 boutiques in four continents.

Managing teams in New York and Hong Kong concurrently including writers, translators and agencies producing content in upwards of 10 languages.

  • Scope: Marketing and content strategy, global campaign creation, retail activations and promotions, digital content, email marketing content, social media, new market research and all publishing.

  • Exclusive Partnerships: Cartier, Burberry, Tiffany & Co., Estée Lauder, Bally, Tory Burch, Michael Kors and more.

global Campaigns

Over 6 years of conceptualizing, strategizing and creating content for global brand campaigns featuring Caroline de Maigret, Tory Burch, Marcus Samuelsson, Ni Ni 倪妮, Liya Kebede, Karen Elson and more.


Global Campaign featuring Caroline de Maigret

Credit: North Sea Air

Digital Campaign Content


Global Campaign featuring Tory Burch

Credit: North Sea Air

Digital Campaign Content


global Partnerships

Collaborating directly with global brand partners to create exclusive campaigns and content to promote new products and capsule collections. Content strategy encompassed print and digital assets, email marketing, direct mail and in-store collateral.


Digital Marketing & E-Commerce

Content direction for e-commerce homepage and all categories with production in 5 languages and totaling to 192 localized editions.


celebrity & Influencer Content

Recruitment, negotiation and partnership with global celebrities and influencers in North America, Europe and Asia-Pacific to create exclusive content for distribution online, in-store and on social to promote product.


Email Marketing

Content direction for all email marketing communications including loyalty member newsletters, promotional blasts and fully-customized content for brand partners.


Social Media Content

Global and regional content direction across 10 countries with services including content creation, community management, customer service and corporate guidelines.


New Store Launches

Entering new marketings including Venice, Paris and Cambodia with localized brand identities, targeted awareness campaign, multilingual communications and new digital platforms including e-commerce.


Credit: North Sea Air