Bullet points:
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Luxury brand management in automotive (advantages of my past at Richemont and translating this mind-set of loving the brand into each detail and product image is key- to automotive)
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At Bugatti my adding as Managing Director of Lifestyle Business is to using the halo of core brand to create new beautiful things within Automotive industry/identities, to expand into new brand experiences while staying true to brand core
and set design standards (stretch to lever on CEO level from one brand to another, skills needed etc.) My role is 1+1=3 meaning to create bonds between brands to create more dream, more brand experience than just merge two brands.
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I am in the “added-value business”, leaders have to combine a family spirit – it’s to bring humanity into business, to invite clients to be part of the family, celebrate the beauty, involve, create bonds- who can do that better as woman
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Luxury business is beyond facts, it’s a hybrid business, not only rational, but reading between the lines, involving art and creation, it’s also intangible, understanding wishes, building relationships, it’s created from dreams
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Woman naturally have talent to access this link to customers, identify aspirations, create involvement… customers at Bugatti are the most demanding as they have seen all, hence individual connection in all brand touch points is key (..)
Another topic could be the more and more important development in automotive to create more value and personality around cars when all goes into electrification, as character will be missed in the future;
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My area of brand extension be it either Licensing or Brand Partnerships is here key and luxury brands embrace licensing as to re-load the product and how woman can thrive in this “less automotive” environment- as it has to be an agile field;
And I could highlight how it works in the brands I’ve been with –Ferrari SpA (2007-2010; worked in Italy, lived there), Group Lotus (2010-2012, lived + worked in UK), and now at Bugatti (French luxury automotive brand), based in GermanyFrance (since 2015).
