shelby durham.
about shelby.
Hi, I'm Shelby—a passionate communicator, strategic thinker, and creative leader currently pursuing my master's degree at Columbia University in New York City. In 2025, I’ll be joining the Hermes corporate team, where I will continue to leverage my expertise in luxury brand storytelling and strategy to elevate internal and external client experiences.
With degrees in both Business and Arts Management, I’ve had the privilege of working with some of the most iconic brands in the luxury industry, including Louis Vuitton and Burberry. Over the years, I’ve developed a deep passion for using storytelling and communications to craft meaningful experiences that resonate with diverse audiences. Whether it’s enhancing the client journey or curating impactful internal training sessions for team development, I thrive on creating moments that foster connection and drive success.
In addition to my luxury retail experience, I have worked in marketing and merchandising for non-profit organizations such as COMMON and PARA.MAR Dance Theatre, where I applied my creative skills and attention to detail to support arts-driven initiatives.
With a strong foundation in events, communications, and relationship-building, I bring a unique combination of business acumen, artistic flair, and emotional intelligence to every project I undertake. I’m constantly inspired by the intersection of creativity, strategy, and people, and I’m excited to continue my journey in the dynamic world of luxury brand management.
Let’s connect—I'm always open to new collaborations, ideas, and opportunities to make an impact!
experience at a glance
2025 - present
more soon...
Hermes
2023 - 2024
Burberry
Led client communications, data capture, and analysis for 14 flagship retail events, ensuring seamless omnichannel and eCommerce VIC orders and client experiences, including gifting. Managed training and development for a team of 30, with a focus on CRM and merchandising, resulting in two promotions. Strengthened 501(c)(3) partnerships with Joffrey Ballet and Lyric Opera for the brand's first Runway Presentation in Chicago, helping the store achieve the #1 VIC Runway pre-sales through targeted client collaborations.
2022 - 2023
Louis Vuitton
Oversaw creative direction and quality assurance for events, including hosting animations, and successfully executed the MWMA Region's first private LVbA event in partnership with Ferrari, exceeding ROI by 264%. Built strong relationships with top clientele and managed administrative tasks such as VIC client gifting, communications, allocation, shipping, and logistics. Led communications, data capture, and execution for 32 events while driving staff training and development, which enhanced client satisfaction and employee engagement.
2021 - 2022
Louis Vuitton
Increasing customer satisfaction by 42% leading a team of 15. Used PowerBI and Salesforce to boost client KPIs by 41%. Managed product offerings, achieving #1 regional KPIs and 173% growth in repeat business. Executed RFID Pilot Program and hosted LVMH's Michael Burke.
2020 - 2021
AWAY
Amplified sales ($1.1Mil+), collected and communicated KPI data to relevant teams and ensured timely processing of Solidus and CX requests, gained experience in talent acquisition, onboarding team members and team development.
2021 Season
COMMON
Orchestrated communications and marketing materials for
performances; generating $22K in fundraising revenue through
written communications and events.
Leveraged Salesforce for communication outreach, competitive
analysis and merchandising efforts.
2020 - 2021 Season
PARA.MAR Dance Theatre
Amplified social media presence across multiple platforms (Instagram +2,331%, YouTube +110%, Facebook +863%), Curated and quantified the merchandising materials; Integrated and restructured the brand kit of the company leveraging Adobe. Facilitated the social media internship team and streamlined logistics and goals.
2019 - 2020 Season
PERCEPTION
Curated and managed new social media profiles (Instagram, Facebook) with over 3,000+ impressions per week using Adobe. Project management of merchandise, from design creation, production to delivery (450+ items).