LVMH • DFS Group

For over six years, I held senior creative roles at DFS Group, the luxury travel retailer under LVMH, first as Senior Manager and later as Global Director of Creative Content. I led creative teams in New York and Hong Kong while partnering closely with marketing, merchandising, and digital teams to shape a cohesive global content strategy and brand communications across 400 boutiques in 13 countries.

Our efforts transformed DFS from a duty-free operator to a recognized leader in luxury travel retail. Together, we drove revenue growth, brand elevation, and consumer engagement through campaigns and partnerships with Tiffany & Co., Estée Lauder, Cartier, Michael Kors, and Burberry, while also building integrated strategies for new market launches in Paris, Venice, Cambodia, and across APAC. It was a period of creative reinvention, proving the power of cross-functional collaboration, bold storytelling, and a shared vision to reshape what global luxury retail could be.