MELANIE GERBER

Luxury medical-aesthetics destination for an international UHNW clientele. Reporting to the CEO.

• Built the first global narrative framework across three markets - positioning clinics as premium destinations and driving a +40% lift in average treatment value.
• Rewired the full journey - digital, social, PR, events, in-clinic - into one content and guest-communications system: +45% high-intent engagement, lower production costs.
• Cut cost per new client by 30% in Year 1; shaped the 5-year growth roadmap; leads a team of 7 plus agencies, with AI-assisted workflows under human editorial control.

Swiss luxury watch & jewellery Maison - global digital strategy across 12 subsidiaries.

• Steered digital across 12 subsidiaries, keeping the Maison voice intact while going native in Asia: China (Tmall, WeChat, Weibo, Xiaohongshu, Douyin), Japan (LINE) and Korea (Naver, Kakao).
• Led the Magento-to-Salesforce replatforming with a full front-end redesign and launched e-commerce in 8 markets - bringing online to the standard of the boutique.
• Owned CHF 18M a year in digital and media (Google, YouTube, Meta, Salesforce Marketing Cloud CRM); led a team of 20 as primary digital partner to the C-suite.

Geneva digital-intelligence boutique - the firm called when a reputation is on the line.

• Confidential advisor on reputation mandates for UHNW families, Gulf royal households, Russian principals and governments - where one headline could move markets or courts.
• Ran crisis response on high-profile, press-exposed cases: narrative, digital footprint and legally sensitive messaging, delivered under pressure and in total discretion.
• Owned strategy, budgets and delivery for a ~15-person team across PR, content, social, paid media, SEO and web - turning digital intelligence into control of public perception.