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Over the course of ten years working as a Marketing Director within the luxury retail sector, I have developed both a broad understanding of this industry as well as particular expertise in brand strategy, operational marketing, events, media buying, PR, CRM, digital and social media. During my last role at Stephen Webster specifically, I had the opportunity to redefine and reposition the brand’s image, and to roll out the new vision across a broad spectrum of channels and communications, both online and offline. Prior to this, I spent 7 years in the Richemont Group, successively at Van Cleef & Arpels then Montblanc, where my role was to tailor brand strategies for the UK market. I managed B2B relations and organised large-scale events with exclusive partners, which required me to think innovatively and creatively, ensuring that clients received an exceptional and unique luxury experience and that the ROI was maximised. Before this, my studies and early career spent working in media production and photography allowed me to build strong organisational and budgeting skills, as well as reinforcing my interest in the creative aspects of a marketing role. Born in Paris I have spent time in New York and the last ten years in London, which gives me a strong international experience. I am confident that my skills, knowledge and experience within this industry sector, alongside my ambition and drive to deliver results and to progress in my career make me a valuable asset to any team or company.
Branding • Clarified the DNA of the brand to better position it in the jewellery market and refined the assortment • Defined the new brand identity and produced new communication tools • Successfully rolled out the new vision internally and to partners and clients Marketing Strategy and Development • Measured & monitored brand awareness & perception to guide strategic insight • Managed brand campaigns and rolled out to media • Defined and developed all necessary marketing brand tools - photography, clients & trade catalogues, visual merchandising, packaging, and collaterals • Coordinated product launches, PR strategy & global events’ calendar • Managed global marketing budget Digital Marketing, Social Media & e-Commerce • Rebuilt the brand website • Managed the social media platforms, constantly engaging with the audience • Managed CRM: segmentation, calendar, emails & retargeting with clear call-to-actions maximising the ROI • Project-managed the migration to e-commerce
General Management & Budget • Managed an internal team of 6, reviewing performance, providing direction, coaching and mentoring • Managed PR agency and Media agency • Planned annual budget, cost allocation, forecasted year-end & delivered monthly and quarter reports Strategic Planning for Retail & Wholesale • Defined, built and implemented annual strategic plan within the global brand strategy • Identified strengths and weaknesses of the brand within the UK market and amongst competitors • Coordinated the communication, marketing, CRM, Media and PR strategies • Followed-up on sales, analysed and adjusted strategy throughout the year Operational Marketing & Events • Managed events - product launches and retail activities • Implemented Customer Relationship Management (CRM) – invitations, mailings and events • Defined and implemented staff trainings • Implemented global visual merchandising strategy
Strategic Planning, Budget and Brand Image Management • Defined the local strategy within the global guidelines of the brand • Coordinated communication, marketing, media and PR – briefs, calendars and local implementation • Planned annual marketing budget, allocated, year-end forecast and report • Coordinated products & PR launches and implemented CRM – data segmentation and retargeting • Implemented the visual merchandising strategy • Managed an internal team of 2 & the media agency Events and Sponsorship Management • Planned and organised boutique events and collaborations such as the Maharajas and Grace Kelly sponsorships at the Victoria & Albert Museum, London • Managed brand launches such as the Jewels ballet sponsorship at the Royal Opera House, the World Superyacht Awards sponsorship or the Atlantide collection launch both in Venice, Italy • Collaborated with the Prince’s Trust and coordinated dinners at Buckingham Palace, Kensington Palace, Windsor Castle and Highgrove