International Market Strategy

Dooney & Bourke

International Digital Marketing Strategy

2026

• •Collaborated with a team to develop an international marketing strategy for Dooney & Bourke, evaluating opportunities to strengthen the brand’s presence in China’s competitive accessible-luxury handbag market.
• •Analyzed China’s luxury consumer trends, competitive positioning, cultural factors, and digital commerce landscape to identify barriers to brand awareness and international growth.
• •Evaluated three strategic alternatives: brand repositioning, digital-first expansion, and selective local expansion. Recommended a digital-first approach leveraging Tmall and JD.com, localized content on Douyin and Xiaohongshu, and influencer partnerships with global artist Jackson Wang.
• •Developed an implementation framework focused on culturally relevant storytelling, American heritage and craftsmanship, and gradual market expansion, with success measured through brand awareness, engagement, conversion rates, sales growth, and marketing ROI.

Skills Applied: International Marketing Strategy, Competitive Analysis, Market Research, SWOT Analysis, Cross-Cultural Marketing, E-Commerce Strategy, Digital Marketing, Strategic Planning