Global remit that included brand vision, brand strategy and execution, product concept, creative direction, visual merchandising, marketing communication, editorial, content and social strategy, media buying and planning, commercial planning, and brand operations. Focused on reintroducing the brand in the NA and APAC markets and brand repositioning in Europe.
Introduced “Rules Don’t Apply” brand promise and the aesthetic territory and the “Playful,” “Modern,” and “Cool” brand pillars to bring it to life. Partnered with branding agency Decade to introduce the new brand system, including font, color palette, website design, and key brand applications across customer touchpoints, from product tags to emails.
Responsible for annual and quarterly product concepts. Introduced the menswear vision and strategy, Olympic Capsule vision and strategy, and sportswear vision. Defined the “ESPRIT Look” signature product and styling aesthetics. Introduced the new, streamlined product pyramid. Introduced ESPRIT’s Eight Signature Pieces. Worked closely with design and merchandising teams on executing the product vision and strategy.
Defined the global creative vision for ESPRIT, its aesthetic territory, and the creative and art direction for the campaign, marketing, and ecommerce campaigns and photoshoots. In charge of execution of this creative vision for the brand through collaborations, content, events, PR, seasonal campaigns, media buys and a coordinated annual marketing rollout. Introduced new packaging, styling and visual merchandising aesthetics. Defined the entire creative output of the brand.
Defined, scoped, and oversaw implementation of the marketing rollout plan and monthly calendar, across retail channels. Introduced the two global customer personas.
Built the global brand, creative and marketing teams. Responsible for introducing the brand org structure and processes.
Oversaw all aspects of global marketing and communications, design and visual creative services. In charge of the brand reinvention, repositioning, and growth through 5 strategic areas.
Defined the “Imagined Worlds” new brand identity and creative vision. Defined the “Expedition in Imagination” brand promise and the signature brand aesthetic. Worked with branding agency Decade to introduce the new brand system, including logo, font (Banana Serif), and ownable color palette (Banana Yellow).
Defined the “BR Look” signature product vision and aesthetics. Introduced the new product design approach and process. Launched Vintage Shop. Introduced the new BR Look styling approach and codes. Introduced the new styling guide for ecommerce photography.
Defined creative vision for the brand and brought it to life through seasonal campaigns, marketing campaigns, and product photography. Introduced new packaging, styling, and visual merchandising aesthetics. Responsible for creative concepts, creative direction, art direction, styling, location scouting, and props. Responsible for Fall Brand Relaunch double-header creative campaigns — The New BR Look and Imagined Worlds, Fall Relaunch Campaign, and the 2021 Holiday Campaign.
Introduced strategic, customer journey–based engagement plan and redefined the global media strategy for the brand.
Introduced the new org structure, system, and process.
Introduced brand marketing into the organization and established relevant resources, capabilities, and processes.
Defined the company’s brand goals, and built a brand strategy and growth plan to achieve them.
Defined brand positioning and brand architecture.
Provided guidance on how the brand promise flexes across all categories, channels, and executions.
Collaborated with merchandising, retail (DTC and wholesale), and creative departments.
Introduced success metrics and process for monitoring and evaluating against established benchmarks. Responsible for annual budget and revenue projections.
Transformed the brand and marketing organization and introduced new resources, capabilities, and processes.
Defined the company’s business and brand goals, and built the growth plan to achieve them.
Defined the brand vision, mission, and strategy around the “I Am Many” brand identity and its Female Founder Collective platform.
Defined the creative direction and provided a strong, unique, and sustainable competitive differentiation.
Defined the brand and business decision-making criteria to ensure that all company decisions come from the same place and are aligned with the same strategic direction.
Expanded and built upon the company’s considerable innovative capabilities and use of technology.
Developed the brand book, brand content POV, and editorial concept; led omnichannel merchandising and product strategy; monitored and evaluated progress against established benchmarks.
Global strategic leader responsible for the introduction of Havas’ new practice focused on innovating luxury, fashion, and lifestyle brands. Working at the intersection of luxury and technology. Strong focus on modern luxury and emerging behaviors of modern luxury consumers. Provided perspective on how to innovate and transform luxury clients’ businesses, media, retail experience, and customer relationships. Services provided were global brand strategy; engagement planning; product, service & experience strategy; modern luxury thought leadership & marketing; and innovation consulting.
Loewe, TAG Heuer, LVMH, Sotheby’s, Kit and Ace, Bebe, Hugo Boss, Guess, Belvedere, Sergio Rossi, Olivia Palermo.