As Aesop’s global Head of Digital, I managed and transformed the brand’s eCommerce and digital marketing channels. Our small team delivered MM revenue across fifteen territories during a period of aggressive growth. I grew the small team to nine members and helped mature operational infrastructure, security, and strategy across eCommerce, social media, and content marketing channels. The group team supported international territories and the development of new online stores with various cultural and local needs under one umbrella brand. The role also required developing a global Request for Proposal (RFP) process to tender procurement for new e-commerce and email marketing platforms.
The taxonomy of design
During this busy period, the small team also delivered www.taxonomyofdesign.com, a site that advanced Aesop’s digital brand and user experience. The website offers a digital compendium of signature stores and pays tribute to the creative processes across international teams of design, architecture, materials, and cultural features that distinguish Aesop spaces. The site documents key stores and celebrates the brand’s unique approach to retail architecture and the respectful design of community, culture, and history.