Iris has spent eighteen years building brands and businesses across Asia-Pacific and North
America, working in marketing, digital brand strategy and creative operations for luxury names
in fashion, beauty and hospitality. Her focus is market entry and digital commercial strategy,
for contemporary labels to Fortune 500 houses across Europe, the UK and North America.
She spent over five years in Shanghai, where her deep curiosity to understand consumer
behavior across cultures and generations found its focus, as the luxury category collided with
the market’s digital transformation. After more than a decade working with luxury brands for
the China market, Iris is now VP of Growth and Marketing at Maison BETC in New York, leading
new business and agency marketing alongside the Paris and Shanghai offices, with luxury
and premium clients including Wynn Resorts, Hibiki, Assouline, L’Oréal Luxe and Lacoste. She
is a regular contributor to industry conversations on the business of luxury.