ROXY CALIFORNIA

Reigniting growth through insight-led brand repositioning

Head of Marketing APAC

Snapshot

  • Reversed declining momentum in Oceania region

  • Drove increased retail traffic across wholesale partners

  • Delivered sales growth through a low-budget,
    high-impact campaign

  • Strengthened brand relevance with next-generation consumers

The Situation

While Quiksilver Roxy was experiencing strong growth across Asia, the Oceania region had begun to decline, with reduced consumer interest and store traffic.

The challenge was to reignite demand and reconnect with a younger audience, under tight timelines and a highly constrained budget.

My Role

As Head of Marketing for Asia Pacific, I led regional strategy and campaign development, tasked with restoring relevance and driving growth in a mature, slowing market.

What I Did

Identified a core cultural insight
Recognized a growing aspiration among consumers toward US lifestyle and California surf culture.

Repositioned the brand through a simple but powerful signal
Introduced “California” into the brand identity, leveraging existing equity to communicate newness and cultural relevance without requiring large-scale spend.

Developed a focused campaign to amplify the shift
Executed a campaign featuring Erin Heatherton, captured by Amanda De Cadenet, designed to reinforce aspiration and elevate brand perception.

Maximized impact within constraints
Delivered a high-impact repositioning using minimal budget and limited time, focusing on clarity of idea over scale of execution.

Results

  • Reignited consumer interest and increased store traffic across wholesale partners

  • Delivered measurable sales growth in a previously declining region

  • Strengthened relationships and credibility with retail partners

  • Re-established brand relevance with a new generation of consumers

Two women roller skating on a beachside promenade, wearing colorful bikinis and knee-high socks, with the beach, palm trees, and ocean in the background, and the text 'ROXY CALIFORNIA' on the left side.
Two women roller skating on a beachside walkway during daytime, with one wearing a bikini and pink socks, and the other in a swimsuit with a yellow striped towel, with palm trees and buildings in the background. Roxy

Creative Partner: Happy Soldiers Agency. Photographer: Amanda De Cadenet

Two women in swimsuits standing by a tennis court fence, with palm trees in the background, one of them leaning in and the other standing with sunglasses and a patterned bikini. Roxy
Woman in sunglasses leaning on a railing outdoors with palm trees in the background. Roxy
A young woman with blonde hair wearing a blue bikini, sitting on the floor next to a striped cushion, outdoors near a building with large windows. Roxy
A young woman with blonde hair wearing sunglasses, a white bikini top, and shorts, relaxing on a white plastic chair by a poolside, with a US flag towel hanging nearby. Roxy
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  • A woman in a swimsuit rollerblading on the beach with a yellow striped towel over her shoulder, with palm trees and lifeguard towers in the background, and the text 'ROXY CALIFORNIA' on the left side.

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