Description

I help beauty, luxury, and consumer brands sharpen their brand expression, build go-to-market strategies, and execute with creative precision — from global positioning to local market activation.

14 years at Christian Dior Couture, Make Up For Ever, and consulting for Benefit Cosmetics and Maison Francis Kurkdjian (all LVMH). I've worked at HQ in Paris, led regional creative for the Americas from New York, and now advise brands across EMEA, APAC, and the Middle East.

What sets me apart: I sit at the intersection of strategy and creative execution. I don't just write the plan — I lead the production, brief the agencies, design the retail experience, and make sure what reaches the consumer is as strong as what was in the deck.

Typical projects and deliverables:

→ Brand positioning & creative strategy

→ Go-to-market plans for new markets or product launches

→ Campaign concepting, art direction & production oversight

→ Pop-up & brand activation design (concept, customer journey, VM strategy)

→ Competitive brand experience audits across APAC & Middle East

→ Embedded or fractional creative leadership during growth phases

I'm physically present in the markets where beauty is growing fastest — Dubai, Bangkok, Seoul, Paris — providing on-the-ground insight that remote consultants can't.

MLS Consulting, Dubai. Available globally. Bilingual English/French.

Industry field of expertise

Languages

English
Native or bilingual
French
Native or bilingual

Workplace preferences

Can work on-site

Dubai (up to 50km)

MLS Consulting
Brand Marketing & Creative Consultant
FASHION AND COSMETICS
January 2021 - Today (5 years and 5 months)
Paris, France
Independent consultancy supporting luxury, beauty, and consumer brands on brand strategy, creative direction, go-to-market planning, and activation.

(Paris-Bangkok)

Selected clients and engagements:

Benefit Cosmetics (LVMH) — Led the 360° rebranding of the global employer brand.
Repositioned the HR brand platform across values, tone of voice, and visual identity.
Built a multi-platform content strategy that drove a 42% increase in LinkedIn followers in 18 months.
Launched the company's first intranet and revamped its Career Page. Contributed to Benefit's first-ever Great Place to Work certification in 15+ countries.

Maison Francis Kurkdjian (LVMH) — Directed and edited a strategic campaign video celebrating team achievements, showcased at leadership conferences to reinforce brand culture and aesthetic vision.

Benefit Cosmetics (LVMH) — Developed presentations for LVMH leadership meetings and conferences, curating imagery, video, music, and layouts that elevated the event experience.

Mash Brands (Singapore) — Selected as part of the agency's creative talent network, contributing to creative strategy and insights during client pitches across luxury and lifestyle sectors in APAC.

Skills: Brand Strategy, Creative Direction, Campaign Production, Go-to-Market Strategy, Employer Branding
Communication 360° Creative Brand content Branding Artistic direction
MAKE UP FOR EVER (LVMH)
Director, Creative Marketing & Visual Merchandising — Americas
FASHION AND COSMETICS
October 2017 - October 2020 (3 years)
New York, NY, USA
Directed creative marketing, visual merchandising, and brand activations across six markets in the Americas — the brand's top-performing region. Unified and led two teams (5 creatives + 3 VM) reporting to the Americas GM and VP of Marketing.
Owned brand expression and 360° communication design across e-retail, retail, digital, paid media, events, packaging, and travel retail.
Reversed a -14% e-retail decline into 25%+ sales growth by rethinking product page content in partnership with Sephora.
Executed MUFE's first-ever Times Square takeover for the Artist Rouge launch.
Localized in-store merchandising strategy and implemented Virtual Try-On (AR) technology in flagship.
Led production for 12+ annual product launches and managed brand activations at Sephoria, The Makeup Show, and IBS.
Skills: Creative Direction, Visual Merchandising, Brand Activation, E-Retail Strategy, Team Leadership, Campaign Production
Communication 360° Merchandising Branding Artistic direction Brand content
MAKE UP FOR EVER (LVMH)
Global Creative Studio Manager
FASHION AND COSMETICS
June 2015 - September 2017 (2 years and 3 months)
Paris, France
Managed the in-house creative agency at global HQ. Coordinated a studio of 5+ creatives reporting to the Global Image Director.
Led design of all 360° marketing assets — 25+ campaigns annually across model shoots, product stills, videos, and behind-the-scenes content.
Spearheaded end-to-end campaign production from creative briefs to post-production.
Partnered with global markets on specific campaign adaptations — adapting styling, makeup, and visual layouts for local relevance.
Managed campaign budgets and negotiated visual rights for multi-channel usage.
Skills: Creative Production, Art Direction, Campaign Management, Cross-cultural Adaptation, Budget Management
Communication 360° Artistic direction Content marketing Branding Project Management