Samira is a marketing and communications executive with a career built around growing and positioning luxury brands, from long-term vision to activation.

Most recently, she led the strategy practice at Al Dente, a Paris-based creative agency, advising senior stakeholders at leading luxury groups and houses including Richemont, Kering, Cartier, Boucheron, Puig, L’Oréal, Loro Piana and Audemars Piguet. Before that, she was Global Head of Brand Strategy at Huawei, and she spent over eight years at Chanel leading the Fashion division’s international digital communications, alongside earlier experience at Disney and Celine.

In her role, she looks after brand strategy and client counsel for the Brand Experiences Unit’s fashion and luxury segment, while also driving new business and commercial growth by building senior relationships with the world’s leading luxury houses.

She contributes to the evolution of the Balich Bespoke offer and acts as the key bridge between the Paris office and the wider Group across its markets worldwide.