Francesca Boeri

I lead brand storytelling and content strategy at Arooba Beauty, helping grow awareness and engagement by creating consistent, high-impact content across every channel. • Developed and rolled out content and brand strategy across campaigns, social, email, web, and in-store • Set the direction for Instagram, TikTok, and YouTube content - growing engagement by over 45% • Built out tailored content streams by platform, focusing on short-form video, editorial, and product storytelling • Worked closely with PR, Product, and Retail teams to make sure our message is consistent across all touchpoints • Shaped brand messaging and tone across key launches and campaigns, strengthening brand recognition and community connection

Brand portfolio: Bloomingdale's, Harvey Nichols, Boucheron, Aati and Priceless. I lead content and creative strategy across a portfolio of luxury fashion, beauty, and lifestyle brand, delivering global campaigns and digital experiences that drive engagement, elevate brand presence, and support revenue growth. • Led the end-to-end production of multi-channel campaigns across Beauty, Fashion, and Home, spanning social, digital, print, OOH, and experiential • Developed global content strategies across platforms including web, app, email, social, and PR —resulting in stronger brand visibility and improved user engagement • Collaborated closely with internal teams and external agencies to bring high-impact campaigns to life, from initial brief to execution • Drove brand exposure through strategic placements — shop-in-shop features, homepage takeovers, category highlights, and direct communications • Oversaw all digital content for consistency and quality — ensuring every touchpoint met our brand standards • Used performance data (sessions, CTR, CPC, etc.) to inform content decisions, improve results, and optimise future campaigns • Helped monetise content through innovative approaches in CRM, search, and social, opening new revenue channels • Owned the monthly content calendar — aligning brand storytelling with trading performance and customer insights

Led global content and editorial strategy for IWC, shaping the brand’s tone of voice and digital storytelling to reinforce its luxury positioning and heritage. • Defined and maintained brand tone across all content - from product storytelling to global campaigns • Oversaw copy and editorial as Head of Copy, leading high-quality content creation across channels • Developed digital storytelling strategies that brought the brand’s heritage and craftsmanship to life • Managed and optimised social content based on performance data - boosting engagement and reach • Led day-to-day social media publishing, ensuring consistent, compelling narratives across platforms • Produced editorial features and interviews with ambassadors, experts, and key industry voices • Managed content for iwc.com - including SEO-driven product descriptions and multilingual updates • Partnered with global marketing teams to align content with launches, campaigns, and brand goals • Coordinated freelance writers and editors, ensuring timely, on-brand delivery of all content

the56 was an e-commerce platform specialising in evening and cocktail dresses by renowned designers like Giambattista Valli, Oscar de la Renta. Its outlet branch, Alothman Outlet, focused on past collections. Both platforms later expanded globally as www.alothmanfashion.com. Key Achievements & Responsibilities: E-commerce & Digital Strategy • Revamped the56.’s website by leading a complete redesign of its aesthetic and e-commerce imagery, enhancing user experience and engagement. • Launched AlOthman Outlet’s online business from the ground up, overseeing everything from brand identity to customer journey mapping. • Managed daily website operations, including product uploads, imagery, descriptions, stock integration with AX, and homepage content updates. • Developed and executed content & marketing strategies across social media, email, and website to drive traffic, engagement, and conversions. • Monetized content through strategic seasonal campaigns, increasing brand visibility and customer acquisition. Creative & Production Leadership • Produced and managed all e-commerce shoots, from pre- to post-production, ensuring a high standard of photography across the56. and AlOthman Outlet. • Led teams of freelancers in London, New York, and Kuwait, overseeing content creation, shoot production, and social media schedules. • Set up a photography studio in Kuwait, establishing an end-to-end e-commerce shooting process for AlOthman Outlet. • Reduced photography production costs by 15% while maintaining luxury brand standards. Social Media & Content Strategy • Defined and delivered the brand’s voice, ensuring consistency across all digital channels. • Planned and managed social media content to enhance customer engagement and brand loyalty. • Served as the company’s social media expert, staying ahead of industry trends and best practices. • Developed seasonal content strategies to acquire new customers, increase traffic, and drive conversions.

Fashion Copy Editor who supported the creative team for mytheresa.com as one of the world's leading online retailers for women's luxury fashion, based in Munich, Germany. Working with over 180 of the most important designer collections, including Balenciaga, Saint Laurent, Miu Miu and Valentino. Key Responsibilities - Responsible for development and coordination of campaigns and daily business within the creative department for example promotions, events, newsletters and editorials in order to maximise brand awareness - Content related quality management in guaranteeing consistent and appropriate communication within the mytheresa.com world - Manage and train the Italian junior team members, overhauling product and website content - Carried out fashion related and team orientated projects across the whole Italian team - Develop best practice processes, build brand decks and guidelines to drive consistency and maintain the mytheresa.com tone of voice across multiple channels - Deep understanding of the e-commerce and DTC environment and the role of content in both driving commercial success and acting as a brand window - A creative heart and commercial head - bring a balance of both to help form a brand that speaks to the mytheresa.com community and drive sales.

Fashion Product Editor (Junior) who supported the creative team for mytheresa.com as one of the world's leading online retailers for women's luxury fashion, based in Munich, Germany. Working with over 180 of the most important designer collections, including Balenciaga, Saint Laurent, Miu Miu and Valentino. Key Responsibilities • Delivery of creative copy and product content across a variety of luxury fashion brands • Maintaining and evolving the house tone; bringing the products to life for the customer • Writing accurate and creative product descriptions, including ready-to-wear, fine jewellery, jewellery, bags, shoes, accessories and swimwear • Writing brand biographies and overviews • Subediting brand biographies and overviews • Developing a strong understanding of fabrics, cuts, fastenings and artisan techniques • Attending brand academy training, developing a vast knowledge of over 180 brands stocked • Daily liaising with styling, buying, marketing and retail teams

Peter Pilotto and Christopher De Vos comprise the dynamic design team behind Pilotto’s successful namesake label. Launched in 2007, the British based brand is now sold in over 49 countries and is stocked by luxury retailers such as Net a Porter, Dover Street Market, mytheresa.com and Liberty. Key Responsibilities • organized photo shoots with the designers for Elle UK, Vogue UK, Vogue US • daily communication with editors, journalists, stylists • organized press clippings and press packs • organized and assisted during staff training at major London retail stores (Liberty, Selfridges, Harvey Nichols) • organized and managed sample sale events (sent invitations, researched venues, assisted customers) • organized sample send outs and returns • monitored and archived product placement in publications • online marketing-created and updated Peter Pilotto official Facebook page on a daily basis to promote the brand • organized and attended the fashion shows at London Fashion Week (2011- 2012)

• managed a team of four interns • in charge of managing all swatching requests • organized marketing tools for trade fairs • data entry and maintenance of customer/potential customer databases • assisted in customer service where necessary • hosted showroom appointments, ensuring showroom quality and high standard

• helped to raise brand awareness by creating and editing effective press releases and sales strategies • researched other potential markets for the brand • helped with the trend research and creation of the seasonal mood board • contacted existing and potential buyers

• designed strategic direction for sales growth and created and implemented local advertising campaign • helped analyze sales performance and produced weekly sales report • researched new potential business and private clients • contacted existing and potential agents • assistance in customer service • created daily sales reports, performed ongoing sales and competitive analysis • created new product menu for clients