With 15 years of experience in the luxury design and fashion industry, I've conceived and managed marketing strategies, content production, 360 campaigns, partnerships, collaborations, event production, buying and product development projects in the UK, EU and US. As an experienced project management and creative strategist professional, I've worked directly with recognised brands in the luxury landscape such as Comme Des Garçons, Chanel, Adidas, Birkenstock, Cutler and Gross, Sonos, Rimowa, Porter & Co, A Kind of Guise, Beams JP, William Sonoma, Ralph Laurent, Crate and Barrel and Restoration Hardware. Extremely focused on brand growth by developing high-performing strategies backed by financial and data-driven solutions, my experience is backed by an extensive network of contacts that range from key players in prestigious publications and press to decision-makers in the fashion, design and lifestyle landscape.
- Foster and grow the network of designers, patrons and commercial partners at the British Fashion Council. - Direct the communications strategy of the projects delivered. - Manage critical paths, application processes, application packs and other deliverables across BFC teams, to ensure successful delivery of BFC designer support initiatives. - Liaise with senior industry people and partners to ensure high standards of brand awareness. - Feed into commercial strategy surrounding Designer Initiative partnerships. - Curate and produce a calendar of events for the deparment.
- Leading the global brand strategy and rebranding during a high growth period. - Director of the brand development planning end to end from ideation, briefings, processes and documentation. - Directed and managed the 360 strategy. - Led the production and rollout of all creative assets and projects across the global brand. - Owner of the marketing calendar reporting ROl to track and measure campaign delivery: Northbeam, Shopify, G4 Analytics, Facebook and G4 analitycs. - Production of in-house and external events. - Directed the brand partnership projects, developing strategic alliances to boost Case’s visibility and growth globally. - Manage the creation of content for all global outputs. Online channels, website, social media and newsletters. - Direct and manage with internal and external design teams and agencies. - Direct all aspects of marketing and 360 promotion. - Directed the maintenance and development of the brand's website and social media and to drive innovative, informative & engaging traffic through all channels. - Manage creative and media agencies for both ATL & BTL. - Set up OKR's and priorities to help them achieve sales targets. - Management of the graphic designer and e-commerce manager, responsible for overseeing their day-to-day responsibilities, hosting weekly workload check-ins, and performance reviews. - Track and report on all marketing activity in line with marketing goals - Develop relationships with Digital Marketing agencies, CRM, and Shopify agencies continounsily evaluating performance
London College of Fashion MA Fashion Design Management BA Buying and Merchandising Chelsea College of Arts and Design BA Product Design
- Owning the 360 strategy for all product launches with an strategic framework. - Marketing and creative lead for all brand collaborations. - Responsible for all global output, campaing and content: Monocle.com, E-mail (Klaviyo) and Magazine pages. - Coordinator of all licensing and partnerships agreements. - Owner of the product storytelling. Editor for retail, including but not limited to copywriting for the magazine. - Front face and brand ambassador of the magazine in International fashion and design events, as well as during project negotiation processes with high profile stakeholders. - Senior Buyer for all lines across the retail department, composed of 7 stores in the US, Europe and Asia, global e-commerce and 3 seasonal pop-ups. - Budgeting on YoY performance basis, for the creation of the annual buying and collaborations roadmap and strategy with a seasonal focus, as well as allocating content budgeting with a ROI focus. - Manager of the entire product creation lifecycle ranging from clothing, homeware, accessories, stationery, bags, beauty and other luxury products. - Analisys of the Merchandising reports to produce a buying plan for each season and pop-up. - Owner of the creative production schedule. Photoshoots, copywritting, graphic design and space design. - Managing budgets for the seasonal creative assets, campaigns, and all marketing material. - Leader of the design, artwork and buying assistant team of the retail department, managing the workflow of the team, keeping projects on schedule.
Associate Creative Direction - Working closely with the creative director managing and supervising multiple projects and teams. - Ensuring resources are allocated according to project needs. - Overseeing the production of creative materials according to the branding guidelines and direction of the creative director. - Coordinating the pipeline of the collaborative team (Collections Dep. Admin, OPS, Marketing, Accounts) - Overseeing completion of projects by the delivery dates. - On-site assistance and coordination of events - Working closely with Accounts to produce budgets and margins for each project - Overseeing the brand identity and message consistency across channels following the guidelines provided by the Creative Director. - Coordinate the set up and actioning of ideas led by the Creative Director - Assistance on Graphic design tasks and production of Decks/Printed material. Events coordinator - Assistance on the ideation of ways to create a brand presence - Working on the Events calendar with the Creative Director - Coordination of budgets and resources ready for submit and sign off - Liaising with external suppliers. - Building event timeline to ensure deadlines are met. - Coordinating internal departments (setting up internal meetings). - First or Second point of contact on site for managing the event, Head buyer of contemporary Design - Curate the selection of designers onboarded in the Design category - Research and contact new vendors - Business get for the category - Merchandising plan for the consignments - Review content and imagery for the design category Special Projects Lymited x Legends Tour Coordinated the execution and final selection with the legends team. Managed the margins of the overarching project. Lymited branding Oversaw and managed the production of packaging, gifting and special projects. Managed the production of the “Lymited Guide to Collect” coordinating with Marketing
Manage multiple projects across the pipeline of the Collections Department and the Creative Direction of the company. Managing the tasks and responsibilities of the Junior Cataloguer and Intern to optimise the workflow of the Collections department pipeline. Outlining and proposing workflow processes that improve the functioning of the Department. Managing all administrative tasks pertaining to the Collections Department, supporting the Category Heads in their daily duties. Identifying and developing efficient processes to facilitate the smooth running of the department. Onboarding consignors, requesting, checking and completing all consignment paperwork, including contracts and product checklists Setting up client accounts. Liaising with logistics on vendor shipping capacities Overseeing Junior Cataloguer upload of all client data into internal systems and communicating it in a timely and efficient manner. Onboarding products, assisting Category Heads in gathering product details and entering them fully and efficiently on Lymited’s system Managing the Junior Cataloguer pipeline by working closely with the specialist team, liaising with consignors to research items across categories, fact check, provenance check, condition check, and gather relevant documentation for the cataloguing process. Supporting the Creative Director in the organisation of events and promotional activities. Support Marketing and Collections team in the upload of all products to the website by ensuring all data is complete and correct and on time, facilitating where necessary. Support Concierge in liaising with experts and facilitating services, responding to general enquiries, chasing shipping agents, answering basic product related questions on behalf of expert team. Facilitate Operations and Marketing in their duties for shipping, photography, press and marketing by ensuring product information is regularly updated and readily available to them.
Zuber is a handmade wallpaper manufacturer based in Rixheim (Alsace, France) since 1797, with showrooms in London, Paris and New York.
Studio Altar is a multidisciplinary design studio based in London and Amsterdam. We work with artisanal communities in Peru designing, developing and importing handcrafted homeware collections (Textiles and Pottery) for the luxury market in the UK, US and EU. Achievements - Defined and managed the supply chain and distribution of the collections in the UK and EU. - Managed the business development of the studio by expanding our client database and shifting our sales strategy from offline to online marketplaces like 1st dibs and Wolf and Badger - Secured the sponsorship and participation in six trade shows in the UK, EU and US during 2019-2021. - Successfully pitched and secured the entry of the Studio into the London Design Biennale 2020. - Secured product design projects for US wholesalers (West Elm, Crate and Barrel) Key responsibilities - Managing the B2B sales strategy for the UK, Us and Europe. - Co-designing collections and art direction of the products. - Coordination of the product development and supply chain with the artisanal workshops in Peru. - Managing the pricing, sales and expected annual turnover. - Overseeing the distribution in the UK. - Developed the annual marketing strategy of the Studio in line with the market trends response to the COVID19 pandemic. - Lead the business development strategy and assure funding and sponsorship for both cultural and business initiatives. - Finances and accounting of the budget. - CRM in the UK and US.
Freelancer trend forecaster and boutique hunter for Trouva. By analysing Trouva's ethos and KPI, my task was to find new design Boutiques in Valencia, Spain to develop their business network.
Made With Love Bridal is an Australian startup with offices in Sydney, Brisbane and London. Achievements - Led a campaign for B2B customers in Spain based on market insights and supported with digital marketing tools. - Established relationships with 5 new B2B customers in the EU. - Managed the team through direct reports, working groups and graduate/mentor programs. - Implemented a new supply chain, project pipelines and distribution system for MWL products and B2B orders. - Contributed to the expansion of the company into retail. - Led the rebranding of the company into MWL with a new brand manual and visual identity. Key responsibilities - Managed B2B enquiries and sales for the UK, EU and Asia. - Conceptualized the brand communication, brandbook, lookbooks and support visual material. - Led the art direction, and production of photoshoots. CRM in the UK, US and Europe. - Oversee the product development pipelines and quality control. - Led the business development initiative in Hispanic countries. - Trend forecasting and social media analysis. - Managed distribution and logistics of MWLB orders. - Administration of the studio in Bermondsey. - Managing PR enquiries and collaborations.
+ Cool Hunting and Trend Forecasting
The Craft Council Peru (CCP) aimed to connect trends, design, and knowledge of the international market with the handcrafted - heritage crafts industry of Peru. The vision was to expand the diffusion and achieve the preservation of Peruvian crafts. I developed its core basis, branding and created its fundamental values. I led ten of the top handcraft export companies in several roundtables where we negotiated budgets and analysed strategies for the improvement of the sector, resulting in the integration of the Ministry of Foreign Commerce and Tourism as a strategic partner to the CCP. With the aid of the Association of Peruvian Exporters (ADEX), I implemented and coordinated the Council’s activities from the foundation to my departure on July 2017, that helped to raise funding for future events. - Developed the core philosophy of the CCP, branding and structural values. - Managed projects and budgets. - Led ten of the top handicraft export companies in a team of CEO’s to create the strategy and goals of the CCP. - Led the art and creative direction of the first stages of the project.
Designer of Hard Lines (Pottery and Wood), Textiles and Knitwear. Lead Graphic designer.
Founded in 1986 Allpa is a top tier homeware and fashion manufacturer exporting fair trade handcrafted products. Achievements - Led the product design team of the homeware range of the company, reformulating their product mix and aesthetics. - Actively collaborated with the design team of WIlliam Sonoma (West Elm), Crate and Barrel (CB2), and Jonathan Adler in both product design and product development. - Seconded the CEO into establishing long lasting commercial relationships with new international buyers in trade shows in Germany, US and the UK, boosting the company sales from $1M to $2.5M in the span of 2 years. - Rebranded the company’s identity and communication strategy, successfully establishing Allpa into a leading exporter of handcrafted products in Latinoamérica. - Built high performing teams within the design, marketing and cultural development areas for especial projects aimed to expand the design sector in Peru, leading Allpa to be acknowledged as an innovator in their field. - Budget management for special projects. Key responsibilities - Oversee the sales for US wholesalers (West Elm, Crate and Barrel, The Citizenry, Restoration Hardware, Pottery Barn, Ralph Lauren Home) - Designed homeware products (Home Accessories and soft furnishing) for the company annual’s range. - Created and oversaw the technical specs of the homeware collections. - Oversee the product development according to our tech specs, or requirements made by our clients. - Product coordination with 150 workshops in Peru. - Led the art direction of Allpa’s photoshoots. - Led the marketing team in execution of the annual strategy. - Oversee pricing, profitability and trend accordance for different markets in the US and Europe. - Directed the product design projects with West Elm, Jonathan Adler, Crate and Barrel, and Ralph Lauren. - Led the sales team in Tradeshows in Germany, the Uk and US.