Emily Maben

Freelance Marketing & Brand Consultant

London, United Kingdom
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Projects credited in

About me

- An influential, commercial and creative senior marketer with 15 years in retail marketing across multiple sectors including fragrance, colour cosmetics and fashion jewellery. - Proven experience developing and delivering consumer-focused multi-channel marketing strategies to support aggressive sales targets. - An excellent team leader, with a talent for team development and motivation


  • Marketing Strategy
  • Social Media Marketing
  • Digital Marketing
  • SEO
  • PR Strategy
  • Influencer Marketing
  • Brand Management
  • Social Content Strategy
  • Strategic Marketing
  • Event Marketing

People I’ve worked with

Companies I’ve worked with

  • Contagious


    • Marketing & PR


    • Marketing & PR
  • Penhaligon's


    • Hair, Beauty & Cosmetics
  • Swarovski


    • Fashion and Textiles

Work history


Consumer Engagement Director


Oct 2017 - Oct 2018
  • London, United Kingdom
  • Full Time
  • The purpose of this position was to develop, implement and measure a UK Consumer Engagement Strategy, to support the Channel Strategy set by the Marketing Director. The Consumer Engagement Strategy supports business growth across all channels and will aim to deliver consumer-centric marketing campaigns and activations to the Elemis target consumer groups. Responsibilities - Oversee UK PR & Social teams and all UK activation – setting KPIs and measuring growth and engagement across these channels (AVE, EMV, Social Channel Growth) - Oversee UK CRM team and all UK activation – setting KPIs and developing a strategy that delivers against growth targets (% sales contribution, database growth) - Oversee the UK Creative team and creative output, ensuring all output is of a high standard, in line with brand guidelines and supports business growth objectives. - Oversee UK-specific campaign development and support Global team on the development of Global campaigns where required. - Develop a UK consumer-centric content strategy, considering all channels, in collaboration with the Marketing Director and Global Marketing Team.


Marketing Director

Sleek MakeUP

May 2015 - Sep 2017
  • London, United Kingdom
  • Full Time
  • In May 2015, Sleek MakeUP was a small business with big ambitions. I joined the business at a turning point, with the remit of transforming the marketing function to support the rapid sales growth globally. Six months after joining, Sleek MakeUP was acquired by WBA. I led the business through this period of significant and exciting change; transitioning the business from a family-owned enterprise to part of the 3rd biggest retailer in the world. Responsibilities - Accountable for delivering the Sleek MakeUP Consumer Driven Strategy to fulfil ambitious commercial objectives - Delivery of a new visual identity for the business, ensuring all global markets are consistent in their delivery of the brand - Management of external creative agencies to develop and deliver creative campaigns for execution across multiple markets - Accountable for the annual product development programme, delivered by the product development team to meet stringent WBA standards and commercial sign off. - Accountable for the launch and positioning of the brand in key WBA markets including the US, Australia and South Korea. - Management of a team of 18 (5 direct reports) to deliver the full multi-channel brand experience; encompassing product development and portfolio management, creative campaign development, instore/retailer activation, international brand management, visual merchandising, PR & partnerships, social media and ecommerce. - Oversee UK ATL planning and execution with media agency including print, OOH, TV and digital execution. - Cross-functional collaboration with commercial and sales teams to build integrated activity plans for multiple markets and retailers, ensuring marketing activation delivers against pre-defined KPIs. - Key leader of the WBA integration process, defining new ways of working with cross-functional teams. - Accountable for UK marketing budget of circa £2m, working with the FD to deliver accurate reporting to the board.


Interim Head of Marketing Operations


Jan 2014 - May 2015
  • London, United Kingdom
  • Freelance
  • Responsibilities - Development of annual multi-channel marketing and communication strategy for Swarovski UK Consumer Goods Business to deliver significant LFL sales growth. - Manage, develop and inspire the UK Marketing team (11 members) covering VM, CRM, social media, trade marketing, advertising and PR - Development of long-term (three year) brand strategy; identifying brand challenges, potential solutions and budget recommendations - Accountable for execution of UK marketing and communication strategy in over 80 boutiques, Key Accounts, Multibrand accounts and Franchise boutiques. - Accountable for the execution of large-scale B2B events and an in-store annual events programme - Oversee UK ATL planning and execution with media agency (ZenithOptimedia), media budget circa £5m, including print, OOH, TV and digital execution. - Build influential relationships with key stakeholders within the UK, Regional (Barcelona) and Global (Switzerland) Swarovski offices - Presenting to all levels within the business, including the Global Core Management Team - Act as a brand guardian and be accountable for sign off of all marketing materials including POS, advertising and digital communications - Multi-channel budget management of £9M, working with finance partners to report to the board.


Head of Global Marketing


Nov 2008 - Jun 2013
  • London, United Kingdom
  • Full Time
  • Responsibilities - Development and delivery of global multi-channel marketing and product development strategies to drive revenue in all sales channels - Accountable for product development; including initial creative concepts, design agency management and overseeing production process - Accountable for marketing communications for multiple international partners and distributors including US, Japan, Russia, Germany, Italy, South Korea and Malaysia - Development of third party relationships beneficial to brand positioning/development including Tatty Devine, Alex Monroe, Meadham Kirchhoff, British Fashion Council, Movember, Norton & Sons and English National Ballet - Creation of Visual Merchandising calendar and roll-out of window campaigns to UK and global boutiques and selected wholesale accounts - Development and implementation of social media strategy including Facebook, Twitter, Pinterest, Instagram and on-site blog - Management of multiple PR agencies globally - Copy writing for campaigns, press releases, website, marketing emails and product descriptions - Management and development of a highly motivated marketing communications team - Effective management of multiple budgets totalling £2M



BA(Hons) Journalism

Sep 1998 - Jul 2001
  • London, United Kingdom