Driving the Commercial & Marketing Vision at Aman - Chief Commercial Officer Appointment - Thierry Pichon

Aman stands among the world’s most esteemed ultra-luxury brands, known for its serene sanctuaries, sensitive design, and guest experiences.

Over nearly four decades, it has cultivated a fiercely loyal global following while expanding its footprint across Asia, Europe, the Middle East, the Americas, and the Caribbean with 36 hotels today.

As Aman entered a defining phase of strategic growth, with an expanding global portfolio, a deeper focus on urban destinations, and a renewed emphasis on personalised guest engagement, the need for a transformational commercial & marketing leader became critical to unify and elevate the organisation’s commercial, sales, digital, and marketing functions — driving a coherent global strategy at scale.

Princedale was engaged to lead the international search for this strategic hire.

The Challenge

Aman’s ambitious growth trajectory demanded a CCO with a rare combination of brand stewardship, commercial acumen, digital sophistication, and luxury sector credibility. Specifically, the appointed leader needed to:

• Uphold and elevate Aman’s ultra-luxury positioning while driving commercial growth
• Build and integrate multi-function commercial teams across sales, marketing, revenue, CRM, and digital
• Lead through influence and strategic clarity within a matrixed, globally dispersed organisation
• Partner effectively with the CEO, board, and investor community on long-term value creation
• Balancing strict brand values with performance imperatives was central — the role could not be filled by a traditional revenue-only leader. Aman needed someone strategic, culturally astute, and someone who knows the ultra-hight net worth clientele intricately.

 

The Search Strategy

Princedale designed a global, targeted search focused on leaders with deep commercial & marketing leadership experience in luxury retail, leisure and travel but with a keen eye on perspective from beyond the peer group of luxury hotel brands.

The search prioritised candidates with:

• A track record of building and leading high-performance commercial organisations
• Experience integrating sales, marketing, digital and CRM functions
• Exposure to multi-market brand and revenue strategies at scale across Europe, the US and Asia-Pacific.
• A sophisticated understanding of luxury customer behaviour.
• We mapped out 250+ leaders and conscious of how the opportunity and brand would likely attract a large pool of interest, we painstakingly considered exactly who from the comprehensive mapping and our own network, we would discreetly approach to discuss the opportunity.

 

The Appointment

After an extensive global search, Thierry Pichon was appointed Chief Commercial Officer at Aman in Q4 2025.

Thierry brings a diverse and distinguished background in luxury and premium sectors. His career includes positions such as Vice President of Global Sales and Customer Experience with Yoox Net-A-Porter Group’s luxury division, where he led commercial strategy and the client-experience agenda at one of the most ambitious digital luxury retail platforms of the time.

He has also held executive and general management roles at Chalhoub Group, Gucci, Louis Vuitton and L Catterton backed RM Williams, giving him deep cross-market insight into luxury brand positioning, client segmentation, and global revenue channels.

His career reflects a breadth of experience across geographies, channels, and luxury sub-segments, combining traditional luxury with contemporary commerce — a uniquely valuable perspective for Aman’s evolution.

Strategic Impact

Thierry’s appointment signifies a strategic inflection point for Aman’s commercial development. His leadership philosophy — blending commercial rigour with intuitive luxury brand sensibilities — equips the organisation to:

• Unify commercial functions under a coherent global strategy
• Strengthen digital, CRM and personalised guest engagement initiatives
• Drive revenue growth without compromising brand integrity
• Expand Aman’s commercial reach across segments while deepening loyalty 

For Princedale, this assignment underscores our expertise in placing high-impact commercial leaders into iconic luxury organisations — where market transformation, cultural fit, and long-term strategic alignment are equally essential.