I identified and pioneered Lunar New Year as a strategic growth opportunity, creating David Jones’ first campaign tailored to the Chinese customer. Designed as a luxury cultural moment, the cross-category execution spanned beauty, fashion, home and food.

I led the development of a full campaign ecosystem, including David Jones’ first dynamic bilingual online hub, which automatically switched to Mandarin based on the viewer’s browser language - a company first. The campaign was further supported through significant media investment (WeChat, Weibo, OOH), KOL content, exclusive VIP eventing, instore activations, instore VM, dedicated store windows and a coordinated push across David Jones’ owned channels spanning social, email, website features and the business’ instore digital screen network.

On the back of its success, I was tasked with building a dedicated Chinese marketing calendar launching campaigns around Golden Week, Singles’ Day and Double 11. These campaigns championed in-store theatre, VIP customer eventing and tactical trade offers. Collectively, these initiatives cemented David Jones as the destination for luxury shopping among both domestic Chinese customers and international tourists and quickly become highly anticipated luxury moments on the retail calendar attracting cross-category brand investment and competition for placement.

Agency Partners: Paper Stone Scissors, China Social Solutions