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Helen is obsessed with the Internet and loves good design. She is passionate about technology, digital media, fashion, beauty, and lifestyle industries. She recently completed her MBA program at HEC Paris, specializing in Entrepreneurship, where she worked in a start-up to develop a go-to-market strategy for a machine learning image classification platform. She also created a short how-to guide called "Graphic Design for Business School Students" to teach fellow students simple design principles. Said one student, "This might be the most useful presentation I have ever seen. Thank you for changing my life. Not even kidding." Prior to the MBA, she spent 6+ years working in design, technology, and digital media. At boutique creative agencies in New York, she crafted award-winning marketing campaigns and managed lucrative sponsorships for premium, global spirits and beauty brands. She has worked on a whole range of digital marketing from e-commerce to social media campaigns to experiential exhibits featuring groundbreaking forms of storytelling. In her spare time, she also ran her own creative consulting firm, meeting and working with start-ups and local businesses to develop brand identity, marketing strategy, and communications.
Created strategy for and led execution on national digital marketing campaigns for leading consumer brands. Managed integrated campaigns that intuitively wove digital and social media into events, paid media, trade advocacy, and multi-million dollar sponsorships. Built marketing platforms on recurring campaigns, evolving them every year to continue to excite and inspire the audience. Clients: Bacardi Group (BOMBAY SAPPHIRE® Gin, Corzo Tequila, Oxley Gin) Featured Project: The multi-year Bombay Sapphire Signature Sponsorship of the Tribeca Film Festival, including the launch of the official juried Transmedia category
L’Oréal is one of the first companies in France’s CAC40 to appoint a Chief Digital Officer, Lubomira Rochet. One of her central missions is to herald the digital transformation of L’Oréal. What does digital transformation mean? It’s about changing the core of how the company thinks and operates to continually adapt itself to the world we now live in. Key project: planning a learning expedition for the CEO and executive committee to travel to the San Francisco area and immerse themselves in the ecosystem of innovation, observe company cultures, and get to know the vibrant startup scene. This is NOT Silicon Valley tourism, this is about forcing the executives to reframe their approach to business, reflect on everything they’ve seen, and then share their learnings with the rest of the organization. Other projects: supporting the Director of Digital Learning for the digital training programs - acting as a digital coach at training session for the top 250 at L’Oréal, running through games and exercises such as creating and running real Facebook and Google ad campaigns and A/B testing competitions.
Managed simultaneous short-term and long-term interactive projects in e-commerce, social media, travel-retail innovation initiatives, digital in-store displays, and philanthropy for fashion and beauty clients. Oversaw the domestic launches of over 20 projects and then facilitated the international roll-out to over 20 markets in 15 different languages in the worldwide regions. Controlled the project pace, commanded the creative process, and oversaw extensive quality assurance. Clients: Estée Lauder Companies (M·A·C Cosmetics, La Mer, Estée Lauder)
Planned and executed a Digital Marketing and Social Media Strategy for Bernstein & Andriulli, an artist management agency representing over 200 leading photographers, illustrators, designers, stylists, and make-up artists in New York, London, and Shanghai. As founding B&A Blog Editor, curated fresh artist-based content on a weekly basis and wrote in-depth features on new artist work. Grew relationships with a network of art and design bloggers to feature B&A artists. Analyzed social data and wrote insights for all digital properties, instituting changes based on data reports.
Managed the design and development of microsites, motion graphics, interactive games, and rich media ads. Contributed to independent viral campaigns that made the audience "laugh out loud" by playing off of the proclivities of New Yorkers (such as the frenzy over secret clubs and the missed opportunities of unrequited crushes on the subway). Clients: Burger King, Sprint, Unilever (Axe Deodorant), Universal Music, The Art Directors Club
Design & Management, Communication Design
International Spirits Excellence Awards, London, UK Agency: Overthinking Client: Bombay Sapphire Gin