Swarovski names new global head of marketing for go-to-market

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Retail luxury goods and jewellery company, Swarovski, has named Isla Daw (pictured) as its new global head of marketing, go-to-market, according to a LinkedIn post by Daw.

With this appointment, Daw will be relocating to Zurich, Switzerland and working with the global team at Swarovski.

"I am so very grateful to my amazing INSEA family who are complete rockstars. I will miss you all," she wrote in a post.

"A big thank you to everyone who made this move possible. I can’t wait to get started. Let’s do this," she added.

Don’t miss: #AsiaeCommerce Awards 2021 highlight: Swarovski engages Club members with omnichannel activities

Prior to this role, Daw was the head of marketing and communications for Southeast Asia (SEA) and India at Swarovski from 2020 to 2023. In this capacity, she led a team of fourteen to handle the public relations (PR), media, marketing operations, customer relationship management, and visual merchandising for the region.

Daw was in charge of setting and executing the marketing strategy across nine markets, consisting of company-owned stores, franchise partners, and eCommerce.

Before that, she also held marketing roles in the consumer and retail sector, with roles such as regional marketing manager for Asia Pacific (APAC) at The Body Shop and senior product manager for skincare at L’Oreal.

At The Body Shop, her leadership position saw her developing and implementing retail and online marketing strategies across all beauty categories. She was also responsible for working with multiple stakeholders to adapt global plans to local APAC markets.

MARKETING-INTERACTIVE has reached out to Daw and Swarovski for further comment.

Swarovski has been known to deliver engaging omnichannel marketing strategies, taking home silver for Best in eCommerce (Brands) – Fashion & Apparel and a finalist position for Best eCommerce Loyalty Programme at MARKETING-INTERACTIVE’s Asia eCommerce Awards 2021.

It employed a range of omnichannel initiatives such as email marketing, key opinion leader (KOL) media posts, and product features in a Korean drama to engage its strong, female-centric customer base. The campaign managed to achieve a 33% increase in revenue and 100% increase in email click rates, bringing sales figures on its website beyond initial targets.

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