In this edition of Marketer of the Week, Ignite Visibility spotlights Julia Munder, marketing director of Maxwell-Scott.
Ignite Visibility applauds Munder for her acute insight into the luxury leather goods industry, as well as her proven results with a steadfast team beside her.
As marketing director of handbag company Maxwell-Scott, Julia Munder is responsible for setting the worldwide marketing strategy for an international luxury leather brand.
Moreover, she has managed an ever-expanding team of marketing, content and communication professionals and freelancers.
Munder has developed a well-oiled machine of sorts, but there’s no way the team would be where they are without her keen guidance.
Since joining the company in 2012, Munder has been vital in driving international expansion and shaping the personality of the brand.
In the early days of her career with Maxwell-Scott, she initially focused on optimizing the in-house marketing efforts for key European markets (like Germany, where she raised awareness of the brand and generated a remarkable revenue through various marketing channels, developing the German market to one of the biggest for the company.).
Within a short three years, Julia’s targeted marketing and localization proved to be successful: New users to the award-winning luxury leather brand Maxwell-Scott website increased by 145%, while revenue grew 87%.
In the years since Munder has increasingly focused on refining the company’s international marketing communication.
Given the fact that Maxwell-Scott maintains seven international websites, this is a serious responsibility.
Frankly, the results speak for themselves. Revenue is now up 10x compared to when she first started.
Munder’s smarts are evident in her quadrilingual nature—she speaks German, English, French, and Spanish. No wonder she’s so adept in the international marketing environment!
Julia Munder Made a Difference for Maxwell-Scott During a Trying Time For All
If there’s one thing you can say about Julia Munder’s expertise, it’s that she knows exactly how to localize a marketing message for different international audiences.
Munder has been integral in coming up with—and implementing—some of Maxwell-Scott’s most successful marketing campaigns.
Her most recent brainchild was the A Christmas To Keep for the 2020–2021 holiday campaign. This campaign ended up increasing revenue for the company by 100% year-over-year. On top of that, all international Maxwell-Scott websites saw a 50% increase in users.
This has set the company up for a successful year and provided Maxwell-Scott with a good foundation to restart several projects that had been stopped due to the uncertainty of the last year.
In the last year, Munder has helped the company steer through the ever-changing landscape of COVID-19 restrictions, and she also worked hard to ensure that sales were still coming in strong due to a solid crisis marketing strategy.
If you ask Munder’s colleagues, they’ll tell you they admire her work ethic and strong desire to never stop learning.
She taught herself how to successfully market a luxury brand on Amazon, and now she’s an industry-leading expert with expert speaking engagements on her calendar.
Founded in 2000, Maxwell-Scott team members have spent the last 2+ decades building an empire of its own.
The handbag brand reflects a certain tradition, one of style, quality and craftsmanship. The handbags are built to last, and they’re made only from full-grain, genuine Italian leather. The products are vegetable-tanned, and the process continues to reflect the generations who started the tradition in the past.
Maxwell-Scott sells accessories for all genders, like leather briefcases for men, satchels for women, and doctor’s bags for the crew.
Ask Maxwell-Scott what its style is like, and the brand would respond, “Impeccable Italian craftsmanship and classic, understated British design.” Just check out their website and you’ll realize you can’t argue with that.
If you’re wondering how Maxwell-Scott manages to keep timeless design and technique with modern technological advancements, the brand says it’s a fine balance, but one the team is confident they can keep up for the long haul. It’s an innovative brand at its core, something that doesn’t contradict its commitment to heritage after all.
The Gist: Julia Munder Has Helped Lead Maxwell-Scott to Marketing Success
Julia Munder is an unstoppable force in the office, and her team at Maxwell-Scott believes fervently that she’s a real asset.
What is her recipe for marketing success? It’s a healthy mix of brand strategy, growth marketing, localization and combining data and creatives to optimize marketing and communication processes and ensure all KPIs are met.
In an interview with Lemon Trend, Julia Munder said, “Work hard, learn more than everyone else and take every opportunity to gain experience and prove yourself. For people trying to get promoted or a pay rise, I’d say “Do the job first and then ask for the appropriate remuneration”. When you’ve proven yourself first, nobody can argue your worth.”
Now that’s some advice we can get behind, Julia.