MECCA Myer Store Openings

I led all marketing activity for MECCA’s Myer concessions portfolio with a mandate to drive customer acquisition and reinforce MECCA’s premium positioning within the department store environment. Store openings were strategically critical, rolled out nationally as existing concession spaces were renovated and relaunched under a united MECCA brand. I delivered high-impact store opening campaigns designed to convert Myer’s customer base into MECCA loyalists through theatre, customer gifting and exclusive brand activations and elevated customer events.

Beyond store openings, I managed the ongoing marketing calendar across the portfolio, developing monthly campaigns and local area marketing initiatives that built visibility, traffic and long-term customer engagement whilst also showcasing MECCA’s brand exclusivity, breadth of range, high-touch service model while competing on a highly saturated beauty floor. These campaigns carried aggressive sales and traffic targets and needed to carefully ladder up to MECCA’s broader retail calendar and priorities. Success required close collaboration with Myer’s marketing and VM teams, carefully managing the partnership to ensure MECCA’s growth was achieved while balancing department store dynamics.