A key member of the leadership team, instrumental in the development of Hunter into a globally relevant, lifestyle brand. I was responsible for Brand Marketing, Content, Communications, Events, Experiential and led an in-house Creative team.

With a 50% increase in turnover during my time at Hunter, brand development and bold, impactful product launches were the key pillars to business growth. In 2013, 98% of sales came from the Wellington boot. By 2020, non-footwear accounted for up to 40% of sales in key markets and 50% in flagship stores.

MULTI-CHANNEL MARKETING
I created cohesive, 360 degree Marketing plans, launching the brand’s first retail stores, driving e-commerce (from 15% to 45% of sales) and supporting Hunter’s wholesale network, while maximising budget and efficiency. I took an outside-the-box to brining new product categories to market, achieving sell-out of some key products (a first for the brand) with bag sales outpacing footwear in APAC. I launched flagships in Toronto, Tokyo and London with arresting experiential and initiated multiple events in the US as a key growth market (and 50% of total sales).

I drove brand perception through innovative PR angles and storytelling, while protecting the brand in crisis situations. A deep understanding of data-led consumer analytics and insight ensured the customer remained as the centre-point of every marketing plan.