I am a multi-disciplined, committed, and ideas-led creative from Italy, who has been living and working in London for 12 years. I have lead and mentored marketing and communication teams for various international fashion, beauty and retail companies on a wide range of projects in print, digital, art direction, branding, packaging, video content and in store design, all with a view to establish a robust visual identity. I have a curious mind aimed at fresh, innovative, and strong brand messages, and I endeavour to deliver work that’s beautiful, smart, and communicative within budget and resources.
- Leading the brand’s creative and commercial content strategy, driven by conceptual thinking - Exceptional track record executing and implementing successful B2C campaigns, photographic content, press events and B2B projects - Directing the brand, product, content and customer experience strategy ensuring business-related KPIs are met - Implementing the marketing calendar to support Marketing, Buying and Merchandising teams and lead a clear strategy across the business - Working directly with Marketing, Buying, PR and Digital to ensure that brand integrity is maintained and across all touch points, with a strong focus on social strategy and online performance - Primary senior contact for all creative/content sign-off ACHIEVEMENTS: - Implemented deliverables during campaign activity - Significantly grown ROI of new and dormant channels (i.e. YouTube, Snapchat, Instagram) - Set out a comprehensive press strategy, consisting of a lookbook, mail shot and photography to ensure coverage in relevant publications such as The Times, Vogue, Tatler Magazine - Increased Newsletter revenue in Q1 of this year to 1104% improving TOV and incentivising CTAs - In the last 12 months ROAS from paid social campaigns increased from 336% to 1063% as a result of testing and driving new creative formats and imagery with on-brand copy RESPONSIBILITIES: - Responsible for management and control of the creative budget, measuring impact vs spend - Leader and mentor for direct and indirect reports, e.g. Social Media Manager, Content Manager, and Digital Designers. - Briefing and managing external stylists, photographers, re-touchers, production agencies, UX agencies and developers to establish the brand vision, concept and desired output
HEAD OF CREATIVE (Maternity leave cover) - Responsible for all the creative output of Radley+Co and Tula - Management of team up to 8 people, e.g. online and offline designers, store design, and VM team - Directly reporting into CEO and Marketing Director - Setting the conceptual creative direction for each project or campaign, driving robust creative strategies across all channels: in-store, windows, web content, social, and internationally
Experience includes Unpolished Fashion Magazine, Gucci, Alexa Chung, Manifesto Magazine and creative and contents agencies like Adjust you set, Neighbour-uk, Edelman, October Sun.
In house lead designer, working within the marketing team to deliver all creative briefs across the business. End to end project management, full ownership of concept through to execution for all offline communications, and selected digital projects including implementation of multichannel brand guidelines, delivery of in-store seasonal identity, window treatments and in store point of sale. Guardian for all external communications, including the development and maintenances of a cohesive brand identity, art direction for campaign & lookbook shoots, and management of in house photographic studio. Close collaboration with the visual merchandising and web teams, managing freelance teams and junior designers.
Working within the marketing, and managing the workload of the graphics department, including all printed and in-store collateral. Instrumental in creating and delivering the seasonal schemes and all ad-hoc promotions campaigns, including windows, POS, packaging and large formats, from concept, through artwork. Working closely with the Press and Marketing departments to create concepts for and design the press invites and look books and press days. Sourcing and liaising with new and current suppliers create swing tickets, and special ad hoc projects.
Managing various design projects from concepts of seasonal marketing materials, collateral, in store graphics, promotional materials for special events, swing tickets, branding and online marketing as well as the design of lookbook, catwalk invites. Print & textile designs for accessories and packaging.
Developing the identity for 4 concept boutiques and designing/producing artwork for the in store graphics, windows and all marketing materials as well as consulting on interior design. Researching new products and fashion lines, managing direct relationships with suppliers, buyers and fashion industry consultants. Store brands included Marni, Dries Van Noten, Margiela, Isabel Marant, Vanessa Bruno, and many others. During this period the company received an award for Best Italian Concept store. The collaboration between myself and the brand continues through seasonal design concepts.
Responsible for all artwork with total creative control on graphic projects for fashion & luxury jewellery brands. Liaising across all levels of the business from executive level to clients to supplier and staff management.