Hannah Alley
I am an ex-Selfridges London-based freelance Luxury Brand Strategy Consultant and Fractional / Interim Marketing Lead working across fashion, fine jewellery, beauty and premium service brands. My background spans over a decade inside the luxury ecosystem, across brand, retail, distributor, licensing and agency environments, most recently leading marketing at Selfridges HQ on Oxford Street across Fashion, Accessories, Fine Jewellery, Watches and Shoes. At Selfridges, I oversaw multimillion-pound 360° campaigns, retail partnerships and experiential activations for global maisons and high-growth brands alike, working closely with buying, trading, digital, CRM and HNW client teams. My career has shaped how I operate today: brand desirability must be aligned with margin, distribution and long-term commercial strength. I now work independently as a strategic partner to founders and leadership teams at moments of launch, scale or recalibration. My remit typically includes: • Fractional CMO leadership and senior marketing oversight • Luxury brand architecture and positioning strategy • Audience segmentation (B2C, B2B and UHNW frameworks) • Go-to-market and 360° campaign architecture • Retail, wholesale and trade strategy (UK & international) • Brand partnerships and revenue model design • CRM, retention and lifetime value strategy • Budget ownership, KPI frameworks and reporting cadence • Governance, decision-making structure and commercial alignment • Founder positioning for HNW and UHNW audiences • Retail & pop-up activation strategy I operate at the intersection of brand equity and commercial infrastructure. The objective is not noise, but clarity - marketing that strengthens both perception and performance. Clients typically include luxury fashion and jewellery brands, beauty and lifestyle businesses, retailers, distributor networks and UHNW-facing service providers preparing for retail entry or strategic growth. Having worked across licensing groups, fragrance houses, agency strategy, retail HQ, trade marketing, experiential retail and board-level reporting, I bring systemic understanding rather than campaign thinking alone. __ If you are building in the premium or luxury space and require senior marketing leadership aligned to revenue and long-term positioning, I would be delighted to hear more about what you are shaping. London | Working globally www.hannahalley.co.uk hannahalleyconsulting@outlook.com
I help fashion, retail, luxury and lifestyle brands: • Launch products, collections and services with impact • Build 360° marketing strategies and creative campaigns • Craft brand messaging, content and voice with clarity • Drive footfall, leads and customer conversion • Deliver meaningful cultural moments that sell
Led multimillion-pound 360° campaigns at Selfridges HQ as Marketing Manager for Fashion, Jewellery, Accessories and Shoes, launching cultural collaborations, record-breaking brand partnerships and some of the most visible experiential projects in retail. Managed all Selfridges Oxford Street real estate activations across fashion, accessories and shoes, including Tiffany's iconic 360 campaign, Selfridges facade illumoination & window takeover and pop-up in 2024, the Chanel Metier d'Arts launch and Celine's Corner Shop pop-up.
As Senior Marketing Manager at £10 million annual turnover agency Law Creative, I strategically led global marketing projects for prestigious clients like One Stop, Nuffield Health, Gates, and Michelman across US, EMEA, India, Europe, and the UK. Recognised for Google & HubSpot accreditation, I orchestrated award- winning campaigns and oversaw financial management, client relationships, and innovative high-level strategies, contributing to revenue growth and client satisfaction. Agency-side work demands versatility in collaborating with diverse personalities, including clients, creatives, strategists, and production teams. It cultivates strong collaboration skills and a service-oriented mindset, essential for thriving in fast-paced environments.
As Designer Parfums' Trade Marketing Manager, I strategically elevated brand visibility, managing a £5 million+ budget for a £155 million turnover company. I led impactful strategies with major partners like ASOS, Amazon, Superdrug, and Boots, orchestrating successful trade brand launches with a minimum £500K marketing investment per retailer, per brand, per season. Collaborating with sales and marketing teams, I ensured brand presence, maximised retail experiences, and led e-retail partnerships, achieving significant ROI and sales growth. In this senior role, I played a pivotal role in achieving UK growth ambitions through strategic trade marketing initiatives and thought leadership.
Manufacturer, producer and distributor of world-leading fashion designer eyewear brands: Police, Police x Lewis Hamilton, Furla, Mulberry, Loewe, Chopard, Lanvin, Lozza, Carolina Herrera, Fila, dunhill, Nina Ricci, Escada Key retailers included: Over 6,000 independent stores (opticians), online retailers (Shadestation.co.uk, Fashion Eyewear, Amazon & more), key department stores (Debenhams, Harvey Nichols, ASOS, Selfridges, Harrods, Costco & more), travel retail (World Duty Free, British Airways, Easyjet) and chain multiples (Boots, Specsavers). As the Trade Marketing Manager at De Rigo UK directly reporting to the Managing Director, I orchestrated a £3 million marketing budget, creating and overseeing the entire trade and brand marketing strategy for the UK & Ireland subsidiary across Brand & Trade from the ground up. Building, executing and scaling cross-functional marketing strategies, from concept to completion, bottom to top. Varied and impactful role, contributing to driving business success through various channels including: Trade Marketing Strategies and Budget Management, Trade Shows, Events, Email Campaigns, Newsletters, Press & PR, CRM, Traditional Media, Special Projects and Product & Campaign GTM. Achieving a 30% sales increase for brands like Mulberry; managing a portfolio of 12+ designer brands and collaborating with cross-functional stakeholders ie the sales teams, brand teams within Italy HQ, graphic designer, external agencies. Whilst constantly pivoting across high level budgets, forecasting per quarter and revenue and campaign reporting, I closely nurtured relationships with key retailers, drove social media strategies, and won the 'Top PR' Award as well as Top Stand Award at multiple market leading exhibitions and events. Led product launches, managed sales strategies, and supported a 20+ person sales team. Traveled internationally for product selection and represented the UK subsidiary in board meetings. Achievements include pioneering ground breaking activations such as Virtual Brand Day events that became industry leading practices, and surpassing sales targets with innovative promotions.
Article Writer/Blogger & Magazine Contributor for UK designer fashion label Maggie Semple‘s online blog and fashion/lifestyle Magazine. My weekly blog articles for Semple ranged between topics of Fashion, Beauty, Lifestyle, Travel and Events. I enabled Maggie Semple Ltd to gain exposure from well-known brands such as Charlotte Tilbury, Portobello Hotel, Keeome, Sweatcoin, Birchbox, Dames and Dimes, Bagsy Beauty and many more. All blog posts/articles of mine published on Maggie Semple's online blog can be found on my author page: http://maggiesemple.com/author/hannah-alley/ I also wrote 2 double page spread features contributing to Semple's most luxury womenswear and lifestyle magazine Issue 'IX'. Due to my experience in Blogging, I have been approached by and have collaborated with a range of different brands to promote and review their products upon my social media channels and blog. Brands I have collaborated with to date: Superdrug Bourjois Paris Pai Algenist Floris Zuzka Natural Beauty Sheabynature Hello Day Made by Coopers Tan Organic Lee Stafford Hair Transforme UK Pro Teeth Whitening Peels and Seals Nutravita Pure Potions