We are delighted to announce the promotion of Rosie Schloeffel, who has been appointed as Marketing Manager at Cult. Rosie has been part of the Cult marketing team for six years collectively, punctuated with a four-year stint in London where she worked as a Marketing Consultant for a range of design companies, before returning to Australia and Cult in 2022.

Rosie is a creative Marketing & Communications Specialist with over 12 years of experience in the design industry in the Asia-Pacific and European regions.

Her areas of expertise include Brand/Campaign Strategy, Public Relations, Events, Digital Marketing, Copywriting, Content Production and Creative Direction.

During her various tenures—both in-house with brands and retailers and with agencies—Rosie has established herself as a results-driven creative who thrives on delivering integrated campaigns that generate brand awareness, audience growth, engagement and ultimately sales. 

Favourite design from the Cult collection? 

My forever favourite is the PP Mobler Flag Halyard Chair by Hans Wegner. I've been slowly saving for it for almost a decade. 

It was designed in1949 when Wegner was at the beach, digging himself into the sand with a shovel. When he found the perfect lean-back position for seaside snooze, he set out to make it in something more sturdy. Enter the Flag Halyard chair; a steel frame wrapped in rope commonly used for flagpoles. The ergonomic, spaceship-like form is super comfy and allows you to lounge in all kinds of positions. There's nothing else like it out there.

Three things you like to do outside of work? 

I love spending time in nature and over the years have become very fond of gardening and foraging. Craft is another passion - I spend most of my free time working on creative projects like painting watercolours for my field notes journal, embroidering little things all over my husband's clothes much to his dismay and hand-building pottery. I also love reading and visit my local library weekly for a fresh stack of books; my goal is to read 40 this year.

What initially attracted you to join the Cult team? 

I truly see Cult as a leader in the design industry, not just in Australia but globally. Richard leads the business with heart  and it is a privilege to work with such a strong stable of brands and designers, and such a passionate and creative team. 

Highlights from your time at Cult? 

Growing Cult's Australian collection has been a major highlight. We launched nau six years ago as a branding project to string together a host of products Cult had produced in partnership with Australian designers for specific contract projects. Since then, nau has grown into a full-scale lifestyle brand with bi-annual collection launches and a strong range of award-winning designs in furniture, lighting and homeware categories. 

In the last 12 months I have been fortunate to work on two charitable initiatives close to my heart. The Chairity Project raised over $30,000 for a range of important charities, including the Cancer Council, and we inspired 113 people to book in a Lifeblood blood donation with the Cult Blood Drive in December.

I've also really enjoyed building HAY in the Australian market. We launched our second retail store in late 2022 in Melbourne and it was so rewarding to receive such a positive response from media and clients. 

What are your goals and plans for 2023 in your role? 

I'm returning to London soon and incredibly grateful to Cult's leadership team who have allowed me to work remotely for the next 6-12 months. This will bring its own set of challenges but I'm excited to be back in Europe and closer to our brand partners and international trade fairs, especially as we look to build nau globally. 

We are kicking off the year with an exciting campaign celebrating Cult's 25th anniversary and the design icons in the Cult collection. There's a big replica issue in Australia and my goal with this campaign is to champion authentic design and tell the stories behind the icons that have shaped the design industry over the last 100 years. 

Developing my leadership skills is another personal goal, now that our marketing team has grown to three people. I'm proud of how much we can achieve as a small team and we have big plans to grow Cult's digital presence across social media and e-commerce. 

nau 2022 look book campaign

What do you enjoy most about being part of the Cult team?  

I love the diversity of my role;  every day truly is different. Cult operates five showrooms across Australia, New Zealand and Asia and we represent different brands in each location. We own and operate two HAY mono-brand stores in Australia, and also have our own in-house Australian design brand, nau, and sustainability platform, Cultivated. Each of these pillars require different marketing strategies and it certainly is a juggle, albeit a rewarding one. We manage all marketing and communications in-house and rarely work with external agencies. Whether we're designing a layout for a trade show or exhibition, brainstorming event concepts or shooting a new range, the creativity my role offers is very unique. 

As a family business, still closely managed by Richard since Cult launched 25 years ago, there's a strong personal connection between the team and it is very hands-on. Everybody mucks in when there's an event or major campaign; the sense of camaraderie between the team is the best culture I've ever encountered in my professional career.

I have been fortunate enough to attend Salone del Mobile, 3 Days of Design in Copenhagen and London Design Week several times to report live for Cult. These opportunities to interview designers I admire, photograph the events and break the news live are absolute career highlights, and it's incredible to receive that support and trust from Richard and the leadership team. 

HAY press breakfast at Hope St Radio in Melbourne 

Cult is the purveyor of the best in international design with a portfolio of over 35 brands across furniture, lighting, accessories, storage and kitchen – predominantly from Denmark and Italy. Shop online Australia-wide at cultdesign.com.au, or find your local store and view opening hours here.