Current Role and Responsibilities
Head of Marketing – Bellroy
Location: Melbourne, Australia
Company Overview:
Bellroy is an established Apparel & Fashion brand focused on designing highly functional carry products—bags, wallets, carry-on luggage—that blend utility, style, and minimalist design. Headquartered in Melbourne, the company maintains a mid-sized workforce of 51–200 employees.
As Head of Marketing, Tyler House leads Bellroy’s global marketing strategy with direct oversight of brand development, CRM, campaign orchestration, analytics, and promotional initiatives. Reporting lines in the marketing department include Anna Godkin (Director of Paid Marketing), Celine T. (Web Content Coordinator), with current openings such as Social Media Lead under his purview.
Professional Experience
Tyler House brings over a decade of marketing and analytics expertise, active in the field since 2013.
- Early Career: Began at TigerDirect.com as a Management Trainee, then advanced to Email Marketing Analyst and Intern roles.
- SEPHORA (2015–2019): Advanced through key positions including Manager, CRM & Promotion Analytics/Strategy, and later as Senior Analyst, Digital Marketing Analytics.
- Bellroy (Joined 2019): Progressed from CRM Lead to CRM Manager, ultimately promoted to Head of Marketing.
Skills and Achievements
- Deep expertise in CRM strategy, digital analytics, campaign design, and omnichannel marketing.
- Experience steering high-impact promotional events, data-driven customer segmentation, and loyalty campaigns.
- Recognized for integrating data science tools and methodologies into marketing processes and fostering effective communication between creative, product, and business functions.
Education and Certifications
- Bachelor of Business Administration (BBA), Marketing and Computer Science, University of Miami – School of Business (2013)
- edX Certifications (2018):
- Foundations of Data Science: Prediction and Machine Learning
- Foundations of Data Science: Inferential Thinking by Resampling
- Foundations of Data Science: Computational Thinking with Python
- Google Analytics Certified (2013)
- CrossFit Level 1 Trainer (CF-L1) (2018; non-core to current role)
Strategic Perspective and Market Leadership
In public interviews and podcasts—including The Brand Hunch alongside Bellroy’s Director of Communications, Julia Gaw—Tyler House has articulated a brand-first, data-informed strategy. Key highlights include:
- Brand Atlas Initiative: Championed the development and operationalization of Bellroy's “brand atlas”—a strategic guide aligning communications, creative, and marketing, ensuring consistent brand expression and unified customer experience.
- Data-Driven Decisions: Actively merges narrative brand building with advanced quantitative analytics for campaign performance, market trend detection, and customer personalization.
- Thought Leadership: Contributed thought leadership at industry forums, discussing the balance between communications, marketing, and creativity as a triad. Emphasizes integration of product innovation with brand storytelling.
Key Initiatives & Commercial Approach
Promotional Strategy
Tyler House has been featured in The Sydney Morning Herald for insights on seasonal retail trends and promotional tactics in the Australian fashion/ecommerce sector:
- Black Friday-Cyber Monday: Led Bellroy’s adaptation to the extended sales window—implemented targeted, early-season discounts, and offered exclusive loyalty bonuses (e.g., additional 5% off for loyal customers), diverging from the company’s otherwise conservative sales posture.
- Recognized Black Friday period as Bellroy’s primetime for large-scale engagement, surpassing Christmas in terms of customer activity and revenue. Bellroy’s Black Friday revenue has doubled over four years, with current peak days now exceeding prior record sales by more than double, indicating significant sales growth under his marketing leadership.
- Customer-Centricity: Championed a data-led approach to customer desire for value and strategic timing of promotions, with messaging designed to eliminate purchase hesitation and drive conversion during high-intensity retail periods.
Brand Positioning
- Minimal Discounting: Bellroy, under House’s marketing leadership, typically avoids sitewide sales except during strategically chosen periods—reinforcing the brand's premium positioning while remaining responsive during competitive sale windows.
- Campaign Innovation: Drives differentiation in market communication, targeting long-term brand loyalty and value, rather than volume-based flash sales.
Industry Reputation and External Engagement
- Podcasts and Media Features: Serves as a representative for Bellroy’s marketing philosophy and innovation in external media and industry podcasts, notably discussing the intersection of narrative, analytics, and brand architecture.
- Collaboration: Works alongside Bellroy’s Director of Communications and senior marketing staff, highlighting a collaborative and integrated team dynamic.
Organizational Structure
- Direct Reports: Oversees Paid Marketing, Web Content, and is expanding the team with new hires in social media.
- Peer Leadership: Engaged across Bellroy’s executive and leadership teams, actively influencing product launches, digital strategy, and customer experience programs.
Professional Interests and Focus Areas
- Data science and machine learning in marketing
- Brand development and strategic communications
- Customer loyalty, CRM, and promotional analytics
- Market trends in global retail and e-commerce
LinkedIn: [Tyler House](https://www.linkedin.com/in/tylerlhouse)
Company Website: [Bellroy](https://bellroy.com/)
Summary of Tyler House’s business profile demonstrates advanced proficiency in harnessing both creative and analytical disciplines to drive Bellroy’s marketing performance, with a proven track record in transforming customer insights into commercial results and advancing brand leadership in the competitive fashion and accessories market.
