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DeBeers

 

De Beers is an iconic leader in the luxury diamond industry, renowned for its unparalleled craftsmanship, heritage, and innovation. With over a century of expertise, De Beers transforms the rarest diamonds into timeless masterpieces, offering jewelry that epitomizes elegance and sophistication. The brand is committed to responsibly sourced diamonds and creating extraordinary experiences that celebrate life’s most meaningful moments. Combining artistry and advanced technology, De Beers continues to set the standard for excellence in the world of luxury.

 

At De Beers, I played a pivotal role in transforming the brand's eCommerce operations, striking the perfect balance between luxury branding and functional commerce. Through visionary leadership and strategic innovation, I drove exceptional growth while enhancing the customer journey worldwide.

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Key Highlights of Impact

  • eCommerce Transformation: Led the redesign ofDeBeers.com in collaboration with third-party partner Createthe Group, creating a refined eCommerce experience that seamlessly blended branding and functionality. Rolled out six unique website instances in five languages, elevating the brand’s global reach and localization efforts.

  • Global Customer Service Excellence: Centralized global customer service operations into one office, efficiently servicing all website instances via telephone and email communication. Oversaw the team to ensure internal SLAs were consistently met, delivering exceptional service quality.

Driving Store Traffic and Consumer Engagement

  • Targeted SEM Campaigns: Implemented Search Engine Marketing (SEM) initiatives for branded and non-branded terms, strategically targeting regional areas around boutiques to boost in-store traffic—especially regions identified as “recession-resistant.”

  • Tailored Customer Communications: Developed segmented communication strategies by identifying key dates and experiences in the client lifecycle. These initiatives strengthened engagement and fostered deeper connections with the brand.

  • CRM Optimization: Implemented a new CRM application to drive greater prospect registrations online through incentives and strategic positioning.

  • Lifecycle Trigger Points: Pinpointed pivotal moments in client interactions to deliver timely, impactful communications.

Financial Leadership and Oversight

  • P&L Ownership: Held full budget ownership and P&L responsibility for the eCommerce business, ensuring precise financial planning and consistent profitability across regions.

Collaborative Innovation and Brand Integrity

  • Partnered with external vendors, such as 3PL providers, technical agencies, and payment processors, alongside internal departments (Legal, Logistics, Finance, IT, Marketing, and Customer Service) to execute projects that drove operational excellence.

  • Delivered clear and actionable insights to leadership, ensuring alignment and progress toward strategic goals.

Results in Numbers

  • 6 Website Instances in 5 Languages Rolled Out

  • Enhanced Customer Service Operations Across Global Markets

  • Increased Prospect Registrations and Brand Engagement

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