Japan Market Entry
Rituals Cosmetics
Japan’s retail market is notoriously demanding, and entering it meant getting every detail right. I led Rituals’ entry from focus groups to flagship launch, acting as the “spider in the web” that connected internal teams with our Japanese colleagues to ensure cultural fit and flawless execution.
The result: a flagship store in Tokyo’s iconic Omotesando and a market that, just one year in, has become one of Rituals’ best-performing in the region.
NY Fashion Show: Customer Journey
Tommy Hilfiger
For Tommy Hilfiger’s 2019 fashion show with Zendaya, I orchestrated the entire global consumer journey. Acting as the connector between marketing teams worldwide, I ensured every touchpoint was aligned — from early teaser posts to social coverage during the show, and shoppable links sent out within hours of the finale.
The result was a seamless, high-impact rollout that turned a runway moment into an immediate retail opportunity.
Amsterdam campaign
Rituals Cosmetics
From Amsterdam with love. That was the spirit behind a campaign designed to celebrate Dutch heritage and bring it closer to our Asian customers. I partnered with the Dutch National Museum and a Michelin-star chef to transform the Amsterdam Collection into a full sensory experience — a travelling museum of iconic paintings paired with a heritage-inspired menu for events across four Asian cities. Beyond the influencer events, the activation extended to stores with collection-specific promotions and customer competitions to win access making it a full 360° campaign
The result was a campaign that boosted traffic and built awareness by making the brand’s Dutch heritage tangible and engaging.
Asia Brand Strategy
Rituals Cosmetics
What happens when a brand with 90%+ awareness at home enters a market where no one knows its name? You adjust your entire playbook. For Rituals’ Asia entry, I shaped a focused brand proposition built on Dutch heritage — a distinctive, premium story — and prioritized body care and gifting as the hero categories.
This strategy was integrated across every touchpoint, from store design to campaign assets, creating a consistent and scalable foundation for growth.
