An LVMH certified, outstanding Marketing and Communications Director with significant corporate experience working with brands in Fashion and other sectors, including Michael Kors, Tory Burch, Coach, and Microsoft. Highly strategic and entrepreneurial, collaborative and self-aware leader who effectively develops and leads cross-functional teams across multiple geographies in regional roles. Delivered innovative brand strategies and marketing solutions for iconic global super brands, across a range of sectors, in key global markets resulting in % increase in revenue generators and business drivers.
Reporting to: Vice President of Marketing Communications and PR EMEA. Direct Reports: Team of 4 Responsibilities: Key leader in the EMEA Marketing & Communication team responsible for developing and driving Media, Digital, Social and Influencer Marketing strategy to align with EMEA brand vision and business objectives. • Directed EMEA full funnel strategy across paid and organic channels, including digital, online e CRM, social media, brand content, product placement, influencer marketing, partnerships. • Led social media strategy to increase brand reach, engagement, Retail and Ecomm traffic. • Developed EMEA influencer marketing strategy and talent constellation with a focus on brand building, storytelling, cultural relevance, New Gen consumer engagement. • Managed multi-million annual budget including forecasting and cost-monitoring across all channels. • New team formation, management and development. Achievements: • Recruited and embedded a highly functioning team in a newly created organisational structure. • Directed and launched EMEA Media and Influencer strategy, resulting in +45% increase in KPIs YOY. • Launched partnerships and optimised media strategy, leading to Q3 KPIs exceeding Q1+Q2 results. • Delivered digital media innovation in CGI out of the EMEA Business Unit.
Reported to: Senior Marketing Director. Direct Reports: Team of 2 Responsibilities: Regional lead for EMEA Marketing, fulfilling operational and strategic responsibilities of Head of Marketing. Defined and managed EMEA Direct-to-Consumer and Wholesale marketing programmes and budget. • Developed annual and seasonal EMEA marketing strategy with full marketing support for Retail, Ecommerce, and WHS to maximize local brand awareness, elevation, engagement, traffic and sales. • Ensured strategy alignment between EMEA and HQ teams, in line with local business objectives. • Owned EMEA paid and owned channels, annual marketing strategy, programmes and events. calendar, special projects and budgets to achieve EMEA business goals. • Developed 360˚ strategic Media, PR and Influencer partnerships, digital and retail activations. • Ensured customer-centric approach in marketing to drive engagement, acquisition and conversion. • Monitored, optimised, authored and reported to regional, HQ and SLT on Business Unit effectiveness. Achievements: • Launched Tory Burch EMEA 1st Beach Club Partnership/Takeover with Nikki Beach St Tropez. • Created and delivered 2024 EMEA Marketing Strategy which resulted in +5% YOY budget increase for the region – the first increase for EMEA Business Unit. • Delivered sustainable growth in digital revenue generators and business drivers, +10-19% vs plan. • Launched Highsnobiety '23 media partnership which exceeded KPIs +280% vs plan. • Delivered 360˚ marketing programme with Pop-Up in Galeries Lafayette, Paris, and London takeover leading to +143% sales, exceeded sell-through, traffic to site, organic search, data capture targets. • Created and led Digital Taskforce which resulted in Email being #2 EU revenue generator . • Led France focused marketing strategy which resulted in France being 2nd strongest market in EU. • Developed EU VIC Experience Strategy and Programme resulted in increased EU VIC KPIs.
Coach, Kate Spade, Stuart Weitzman (Tapestry Fashion Group) Reported to: Vice President of Marketing, Communications and eCommerce EMEA Responsibilities: Supported the Vice President on key strategic marketing pieces of cross-functional efforts, such as driving customer-centric mindset and strategies across EMEA MarComms Team. • Partnered with HQ Teams and BCG consultants to drive growth and data driven strategies. • Conducted qualitative customer and demand-centric growth studies to inform future strategies for Retail, Ecommerce and Wholesale, ensuring adoption by teams and local activation plans. Achievements: • Delivered EU brand growth study and launched UK & Germany growth acceleration strategy. • Developed UK & Germany brand marketing effectiveness framework to track brand growth KPIs. • Delivered UK concept validation for Coach Re-Loved, now COACHTOPIA, sustainable sub-brand.
Reported to: Director of Acquisition. Direct Reports: Team of 3 Responsibilities: • Developed 360˚ brand marketing campaigns and conversion strategy to drive awareness, acquire, retain, drive purchase, and achieve commercial KPIs. Campaign Awarded Silver at HEIST Awards. • Managed annual media budget of £2M and media buying agency EU tender procurement. • Created and delivered innovative 360˚ DTC marketing campaigns which exceeded targets +15%. • Developed omnichannel marketing strategy leading to acquisition YoY uplifts +4.4%-21% YOY. • Delivered YOY uplifts in leads gen +376%, CVR +5.8%, event registrations +234%, attendance +246%.
McCANN London Brands: Microsoft Consumer Devices, L'ORÉAL Paris, Nurofen, Direct Line Reported to: Global Managing Partner. Management and development of Account Executive • MICROSOFT Direct to Consumer – Delivered Global Campaign with 1st used dynamic data DOOH. • L'ORÉAL Paris – 1%pt increase of product market value share, established product as #1
PROJECT MANAGER, GLOBAL BRAND MARKETING PROJECTS 06/2011 – 08/2012 eg+ worldwide. Brands: Procter & Gamble Fragrances including HUGO Boss, Lacoste, Puma, Escada