SEPTEMBER 7, 2015, HONG KONG – DFS Group has appointed Sibylle Scherer as President of Merchandising in addition to her current role as President of Consumer Marketing and Branding. The appointment follows the departure of Andrea O’Donnell after eight months as head of DFS’ Merchandising department.
Sibylle joined DFS Group in 2012. Her career in the world of luxury includes leadership positions at Escada in North America and Europe, and Jet Set in Switzerland. Sibylle was also co-founder and partner at the management consultancies IBS and Brandlab, specializing in developing and implementing brand strategies for renowned international fashion brands and retail companies.
Over the past three years, Sibylle has built an integrated marketing department that has significantly elevated DFS’ brand promise to be the world traveler’s preferred destination for luxury shopping. Through an innovative mix of creative, customer relationship management and digital marketing strategies, her fresh approach to advertising and in-store campaigns has driven sales and profitability across DFS’ global network of airport and downtown stores. Sibylle launched the T Galleria by DFS rebranding of downtown stores in 2013, and refreshed the company’s global luxury rewards program, LOYAL T. In close collaboration with her Merchandising counterparts, Sibylle has also helped to create a number of successful engagement programs that showcase DFS’ strong brand partnerships, including the DFS Masters Series, a signature program of events that includes Masters of Time in Macau, Masters of Wines and Spirits in Singapore and Masters of Fragrances in Abu Dhabi.
As President of Merchandising, Sibylle will lead teams responsible for sourcing and curating DFS’ luxury offering across four categories: Fashion, Food and Gifts; Beauty and Fragrances; Watches, Jewelry and Accessories; and Spirits, Wines and Tobacco.
“Sibylle comes with an outstanding track record for delivering results across a number of disciplines, including marketing and merchandising,” said Philippe Schaus, Chairman and CEO of DFS Group. “Her visionary creativity and strong leadership skills will serve us well as we further elevate our services and product offering towards an ever more demanding modern traveler.”
“Our brand partnerships and product assortment are integral to everything that we do at DFS. I am excited to be given this opportunity to combine our world-class merchandising and marketing capabilities to further enrich our customers’ experience,” said Sibylle.