What is your background and current role at Quintessentially?
I began my career in the music business before swiftly realizing I had no talent (!), so decide to study and train to become a lawyer. I practiced for 5 years, specializing in commercial entertainment and IP law. I then joined Quintessentially as their General Counsel, following which Aaron Simpson (Founder & Chairman) quickly asked me to quit law and realize my entrepreneurial spirit as the Group’s licensing and Commercial director. At that point, I helped expand the business into 72 countries and 20 verticals. I am now the Senior Vice President of Quintessentially USA, where my time is split between defining the strategy, sales and marketing goals for our U.S. business and the premium brand partners we service. Whilst continuing to expand the business to new parts of the world.
When did you come to U.S.?
In January 2014, I moved my family over to Los Angeles from London to further develop and expand Quintessentially’s U.S. business, specifically on the West Coast.
What was your intended plan for the U.S. business when you moved over?
To develop a unique proposition leveraging our global awareness amongst high net worth individuals as a concierge company, and using that know how data and high touch service model for premium brands. And at the same time leveraging Los Angeles and San Francisco’s unique position in the world of luxury goods, fashion, art, entertainment, media, tech and capital. Since 2014, we’ve been able to work with some really interesting private clients and incredible brands to develop bespoke consumer strategies based around our unique high net worth consumer data intelligence.
In 3 years, to have worked closely with, amongst others, Nike, Apple, Beats By Dre, Google and Hennessy, has more than justified why I wanted to evolve Quintessentially’s business model from more than just a simple concierge company in the U.S. market.
How has the plan come to life over the past since you moved over?
When I first arrived, we had three young staff members servicing inbound and outbound Quintessentially Members in a very small office with Richemont located in a broom cupboard at the Grove. Three years later, we now have 30 staff between our Los Angeles and San Francisco offices servicing same amazing private clients, and some incredible brands. Our tremendous growth and increased brand equity has been recently recognized by Forbes who named Quintessentially as the number one Concierge company in the world. We have activated concierge and experiential programs around the country and our clients are seeing tremendous value in our unique proposition. We’ve successfully helped our brand clients to drive deeper consumer engagement, develop new customer relationships, whilst building lasting connectivity, and creating more immersive opportunities. Our success is in blending creative and cultural enhancements that deliver the most memorable experience. We’ve created a truly unique model of elevated marketing that continues to evolve.
What will be the biggest challenge you and the business will face in the next 3 years?
Growth and scale whilst maintaining our unique connectivity and relationships, and nurturing and keeping our talent. We’re not a tech company, so growing and finding good people in a high touch, low tech business is going to be a fun next challenge to win.