Sibylle Scherer: Takes on an additional senior role at DFS Group |
INTERNATIONAL. DFS Group has named 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.
In the new role, Scherer will lead teams responsible for sourcing and curating DFS’ luxury offering across fashion, food and gifts; beauty and fragrances; watches, jewellery and accessories; and spirits, wines and tobacco.
Scherer joined DFS Group in 2012 after holding leadership positions in the luxury goods business with Escada in North America and Europe, and Jet Set in Switzerland. She was also Co-Founder and Partner at the management consultancies IBS and Brandlab, specialising in developing and implementing brand strategies for fashion brands and retail companies.
DFS said in a statement that over the past three years, “Sibylle has built an integrated marketing department that has significantly elevated DFS’ brand promise to be the world traveller’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.”
Scherer launched the T Galleria by DFS rebranding of downtown stores in 2013, and refreshed the company’s global luxury rewards programme, Loyal T. In collaboration with her Merchandising counterparts, she has also helped to create the DFS Masters Series, a signature programme of events that includes Masters of Time in Macau, Masters of Wines and Spirits in Singapore and Masters of Fragrances in Abu Dhabi.
“Sibylle comes with an outstanding track record for delivering results across a number of disciplines, including marketing and merchandising,” said DFS Group Chairman and CEO Philippe Schaus. “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 traveller.”
“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 Scherer.
