In 2010, I was at the helm of a marketing initiative to promote the news that Urban Outfitters was now shipping to Australia. Working through my contacts at Monster Children magazine in Sydney, we organized an exhibition of Urban Outfitters catalog photography at Monster Children gallery, and also established a week-long presence during Sydney Fashion Week. Following our efforts, Urban Outfitters saw their Australian business grow sixfold.
In 2011, I again oversaw an on-the-ground Australian activation, this time in Melbourne. Pairing with local media outlet The Thousands, we hosted a gallery show and after-hours warehouse rager that combined local DJs with DJs from Urban Outfitters hometown of Philadelphia. Despite the fact that we were not on our home turf, the event was one of the most-well attended and successful in the brand's history.