July marketer Zhoe Low departs for new gig
Zhoe Low, the first ever marketing hire at luggage company July, has left the business to join a pilates accessories business, Mumbrella can reveal.
She joined July in 2019 shortly after its launch, and built the marketing function from the beginning.
In 2022, she stepped into the general manager role, expanding her remit to include a post-pandemic growth strategy. According to Low, that year July achieved 640% growth year-on-year.
Low was responsible for July’s marketing and creative output, building the team, which now has nine people, from the ground up.
In 2023, she expanded her remit once again, becoming global general manager to lead growth across July’s new markets of the US, UK, and Asia.
Zhoe Low
Then, earlier this year, she refocused on marketing and retail, working to scale revenue and market share.
“We achieved some amazing things,” Low told Mumbrella. “It’s a real privilege to work for them, I learnt so much it’s unbelievable.
“We grew retail stores from zero to 13, I’m so proud of the marketing creative team, we worked on campaigns like the Olympics one. You have these moments where you’ve done all this prep and you’ve learnt everything you can, you’ve made mistakes, but finally you get to put all that into practice for your final form, and that’s what I’m so proud of.”
She said she’ll miss working with the founders, Athan Didaskalou and Richard Li, and the wider July team.
“It’s a breeding ground for very talented and driven young marketers and creatives,” she said. “We attracted and were able to nurture a lot of really amazing people in Melbourne, and I was very lucky.”
She told Mumbrella it was time for a new adventure. Starting Monday, Low will join pilates accessories brand Move Active as its new marketing director.
Move Active is a wholesaler based in Melbourne, that sells grip socks, activewear, yoga mats, and other accessories including weights, balls, and resistance bands.
Move Active
The brand was founded in 2009, and has grown across markets including Australia, New Zealand, the UK, and US. According to its website, its footprint spans more than 7,500 wholesale stockists globally.
“They have all the right signals and signs of accelerated growth,” Low told Mumbrella. “They just need the right people and processes in place. They’ve been growing organically quite significantly in the last few years, so they’re really ripe for scaling.”
She said every career move has taught her that there are different challenges a person seeks.
“It might be a startup challenge, a transformation challenge, a sustaining success challenge,” she said. “For me, the challenge is in accelerating growth.”
In her new role, she will set the marketing direction of the brand, leading the marketing and ecommerce team. She will specifically ensure Move Active is delivering its brand promise, and it is scaling for growth to its worldwide audience.
Sherif Abada, general manager of the brand, told Mumbrella: “Zhoe’s deep understanding of our marketing foundations will be such a great asset to the team and I am excited to watch the team grow with her guidance.”
He said a team’s experience and knowledge is critical to growth, but equally valuable is having the experience of knowing what not to do.
“With her experience at July, Zhoe has seen first hand what the different phases of growth looks like,” Abada said.
“Even though things will be different at MoveActive, understanding what some of the ‘signposts’ are along the way will be fantastic for MoveActive.”
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