In this episode of LEAP into Luxury, Natalie and MJ speak with Laura Baker, Assistant Vice President of Corporate Communications at Shangri-La, about how luxury brands are “breaking the fourth wall” — moving past perfection to create genuine emotional connections. Drawing on her journey from PR and cabin crew to senior roles at IHG and Shangri-La, Laura shares how social media, creator collaborations, and user-generated content are reshaping what luxury means today. Together, they discuss how...
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In this episode of LEAP into Luxury, Natalie and MJ speak with Laura Baker, Assistant Vice President of Corporate Communications at Shangri-La, about how luxury brands are “breaking the fourth wall” — moving past perfection to create genuine emotional connections. Drawing on her journey from PR and cabin crew to senior roles at IHG and Shangri-La, Laura shares how social media, creator collaborations, and user-generated content are reshaping what luxury means today. Together, they discuss how...
Spirit of Yorkshire, an independent and high-quality whiskey brand, has successfully balanced its premium image with its down-to-earth heritage. In this episode of LEAP into Luxury, Marketing Director Jenni Ashwood discusses how the brand targets diverse audiences, from collectors to eco-conscious consumers, and adapts its brand message for international markets. She shares insights on building brand authenticity and creating a strong brand identity that resonates with consumers worldwide. H...
Leap into Luxury
In this episode of LEAP into Luxury, Natalie and MJ speak with Laura Baker, Assistant Vice President of Corporate Communications at Shangri-La, about how luxury brands are “breaking the fourth wall” — moving past perfection to create genuine emotional connections. Drawing on her journey from PR and cabin crew to senior roles at IHG and Shangri-La, Laura shares how social media, creator collaborations, and user-generated content are reshaping what luxury means today. Together, they discuss how...
