Charlotte Barrett

Assistant Brand Manager

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  • LocationLondon, United Kingdom

About me

 

An expert marketing and brand manager in the luxury fashion and beauty sector. Adept at implementing cross-platform marketing campaigns and maintaining brand identity across local and international markets. Confident presenter and creative thinker, keen to take on new challenges in the evolving landscape of e-commerce and global retail.

Skills

 

  • Fashion
  • Advertising
  • Events
  • Marketing PR
  • Shoot Production

Work history

Currently

Assistant Brand Manager

Rodial

Apr 2015
  • My key responsibility is to look after the brand identity and marketing strategies for both Rodial (skincare and make-up) and Nip+Fab (skincare). I initiated the creation, and managed the subsequent implementation, of Brand Guidelines for both Rodial and Nip+Fab, with a particular focus on brand visuals, merchandising and tone of voice. As the brand guardian, I brief in and approve all creative assets to internal teams and external agencies including campaign photography, collateral, web and social assets, and in-store POS. I coordinate the implementation of the marketing and content calendar, working closely with the UK, US, and international retail teams, and retail partners, to ensure a strong and consistent global brand identity. As part of the global brand marketing strategy I proactively seek brand collaborations and partnerships to expand our brand awareness, aid new customer acquisition and grow advocacy amongst existing customers. Previous partnerships have included a cross platform digital campaign with Vestiaire Collective, events with local members clubs, and social partnerships with Skinny Dip, Nutribullet and Motel.

2016

Assistant Brand Manager

Rodial

Mar 2015 - Feb 2016
  • My key responsibility is to look after the brand identity and marketing strategies for both Rodial (skincare and make-up) and Nip+Fab (skincare). I initiated the creation, and managed the subsequent implementation, of Brand Guidelines for both Rodial and Nip+Fab, with a particular focus on brand visuals, merchandising and tone of voice. As the brand guardian, I brief, shape and approve all creative assets including campaign photography, collateral, web and social assets, and in-store POS. I coordinate the implementation of the marketing and content calendar, ensuring cross-channel support for seasonal promotions, product launches and global campaigns. I work closely with the UK, US and international retail teams to increase brand awareness and implement marketing campaigns across all doors with a particular focus on in-store events and retail marketing at the exclusive Sculpting Bar in Harvey Nichols Knightsbridge. As part of the global brand marketing strategy I proactively seek brand collaborations and partnerships to expand our brand awareness, aid new customer acquisition and grow advocacy amongst existing customers. Previous partnerships have included a cross platform digital campaign with Vestiaire Collective, events with local members clubs, and social partnerships with Skinny Dip, Nutribullet and Motel amongst others. Visual Merchandising is an expanding area of the business as make-up launches in new territories, adding a new area of responsibility for project managing new counter launches, pop-ups and production of display units.

2015

Marketing Executive

Monica Vinader

Apr 2014 - Apr 2015
  • My priority was to coordinate and implement the new creative brand strategy across online and offline channels with a focus on our stand-alone stores in Mayfair and Canary Wharf, boutiques in Selfridges, Harrods and Liberty and online retailers Net-A-Porter and Moda Operandi. . The retail-marketing plan I devised and executed streamlined processes and ensured a consistent, strong brand presence across all our stores and retailers. I successfully managed a schedule of in-store activities to raise brand awareness and drive customer acquisition. This included developing and executing the concept for Vogue Fashion’s Night Out 2014 and introducing experiential activities such as a gemstone reader and master calligrapher during the festive season. I pro-actively established commercial partnerships with adjacent brands, like Morton’s and Radiance Cleanse, producing bespoke collateral and VIP gifting packages, hosting private events and implementing targeted email campaigns.

2014

Creative Assistant

Josh Wood

Jun 2012 - May 2014
  • I managed all projects and activities required as part of Josh's role as Global Creative Director, Colour, Wella Professionals.I was instrumental in streamlining communications between global teams of Wella Professionals, SelectNY and Ketchum PR through the research and production of creative briefing and brand strategy documents. I soon established myself as a diligent and organized producer, becoming responsible for booking and briefing creative teams, casting models, arranging extensive international travel and managing Josh’s team budgets for international projects including the Intercharm Hair Show in Milan, ITVA Madrid and shoots for Creative Head and Russian and Spanish Glamour. As project manager for Josh’s first product range for Marks and Spencer I coordinated the product development, packaging and marketing campaign which led to sales 900% up on target. As brand guardian for Josh Wood Colour and Atelier I created and co-ordinated online and printed marketing collateral. I set up and managed the social media platforms - including Tumblr, Instagram, Weibo - and took a lead role in the redesign of the website. I was responsible for copywriting and proof reading to ensure all communication materials adhered to the brand tone of voice and I also consulted on all creative elements of the company from interior design to uniform to ensure a consistent visual identity.

2012

Director’s Assistant

Annely Juda Fine Art

Feb 2012 - Jun 2012
  • At Annely Juda I was the assistant to the director and his team ensuring all administrative tasks were carried out in a smooth and timely manner. I endeavoured to take on more creative tasks including composing email newsletters, collating online press coverage and designing display cards for exhibitions. I organised private views for new exhibitions and liaised with clients and the press to provide information and imagery on gallery artists.

2012

Fashion Assistant

Olivia Pomp Ltd

Jul 2010 - Feb 2012
  • As Olivia's assistant it was my responsibility to creatively interpret a brief and source appropriate clothing and accessories for editorial and advertising shoots. I developed good relationships with PR companies resulting in the loan of priceless pieces from designers including Simone Rocha, Celine, Pucci and Diane von Furstenburg. In addition to editorial work for 125 and Intelligent Life magazines, Olivia and I also led the fashion direction for all Marks and Spencer advertising at the time, including the Christmas 2010 and Spring 2011 fashion commercials with Twiggy, Danni Minogue and Lisa Snowden and food campaigns with Caroline Quentin. Our most rewarding project was a long collaboration with The Royal Ballet. The principal dancers from the company were the models for three separate shoots with photographer Rick Guest for which I sourced garments from up and coming fashion designers and Central Saint Martins graduates. The images from this series were later presented in an exhibition at The Hospital Club.

Education

2010

English Literature and History of Art

University of Birmingham

Aug 2006 - May 2010
  • Graduated with first class honours