Jo Baldwin
Available

Jo Baldwin

Global Creative DirectorLondon, United Kingdom
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Pip Jamieson
Cheyney Chiddick
Laura Jordan Bambach
Jo Baldwin
Available

Jo Baldwin

Global Creative DirectorLondon, United Kingdom
About me
Jo is an award-winning Creative Director from London, a respected senior leader responsible for guiding the global vision for some of the most successful, innovative fashion brands in the world. She builds and mentors teams of industry-leading creatives, technologists, producers and strategists in order to connect brands with people in the most fundamental way. For the last five years Jo was based in New York as VP Global Head of Creative Studio at Coach. Under her leadership, the brand changed from one struggling to find voice in the modern world to a forward-thinking, socially-relevant, digitally-led business with clear tone and vision. She partnered closely with the CEO, CMO and Executive Board, championed diversity solutions and oversaw Creative Direction across the globe in all major markets. Prior to that she spent 8 years as Executive Creative Director at Net-a-Porter where she pioneered e-commerce and social-emotive engagement for the luxury fashion market. Here she oversaw a period of huge growth for the brand, innovating data-driven creative solutions, building a team and partnering with over 300 different brands, ensuring their DNA was successfully integrated into the one world of Net-a-Porter. Beginning her career as a designer at some of the world’s most renowned fashion magazines, Jo has over 20 years experience in the creative industry. She has partnered with global powerhouses like Disney, set briefs for Oscar-winning directors and fostered relationships with some of the most interesting characters in the industry. She is just as experienced on set or location as she is in the boardroom. She is a hands-on, motivating leader who makes people better. She believes that the power of storytelling combined with a data-driven, strategic approach can impact growth across all levels of a business.
Projects
  • Coach 2019 Holiday Campaign
    Coach 2019 Holiday CampaignTis the season for holiday parties - introducing the holiday campaign tiled, “Wonder for All’ The campaign features a diverse variety of characters including model Kate Moss, Megan Thee Stallion, Spike Lee and many more. The campaign focused on the cast member’s individualities and multiple brand codes. The global campaign was photographed by Juergen Teller and included a series of short films directed by Bunny Kinney to celebrate the ‘magic and spontaneous fun of being together during the most
  • Coach Spring/Summer campaign 2020
    Coach Spring/Summer campaign 2020'ORIGINALS GO THEIR OWN WAY' The campaign tells the story of authentic self-expression through the lens of its powerful cast, set behind the iconic backdrop of New York City. It is spontaneous, real and playful to reflect the inclusive and optimistic spirit of the house and New York City. ‘Originals Go Their Own Way’ advocates for doing things your own way and expressing yourself through purpose and style. Photographed by Juergen Teller and films by Santiago and Mauricio.
Work history
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    VP Global Head of Creative Studio - COACHCoach, Tapestry
     - New York, United StatesFull Time
    Head of the Global Creative Studio at Coach, based in New York City. Part of the Senior Leadership Team, advising the global C-Suite at Coach and Tapestry while working with cross functional partners. Responsible for the creative transformation of the brand over the past 5 years. Led and mentored a creative team of 80 + .
    Yoox Net a Porter Group logo
    Yoox Net a Porter Group logo
    Executive Creative Director - NET-A-PORTER.COMYoox Net a Porter Group
     - London, United KingdomFull Time
    Responsible for all creative direction across the brand in alignment with all business goals. Creative Direction and collaboration with 300+ different luxury fashion brands. Overseeing synthesis of their brand DNA and that of Net-a-Porter to ensure an engaging, coherent customer experience from storytelling to conversion. Creative Direction of all advertising, marketing, social, video, print content that connects with the consumer and communicates brand goals across all platforms. Managing, mentoring and recruiting a creative team of 30 creatives, producers and technologists.
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Skills
  • Advertising
  • Marketing
  • Rebranding
  • Leadership
  • Brand Development
  • Film
  • Animation
  • Social Media
  • Experiential
  • Photoshoots
Education
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    (BA hons) Graphic DesignUniversity of Salford
     - Manchester, United Kingdom
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    HND Foundation in Art & DesignChelsea College of Art and Design
     - London, United Kingdom
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Awards
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    Brand Film Festival, NYCPRWeek
    For the series of short films produced for Coach's 2019 holiday campaign, featuring Selena Gomez and a host of 'holiday animals'.
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    New York Design AwardDriven & Design, NYC
    'Life Coach' - Coach’s first immersive pop-up experience. The interactive, open-to-the-public, pop-up melded established brand codes (NYC, nostalgia and Americana) with of-the-moment mysticism (tarot, sound baths and astrology). The result: an unexpected experiential that put a premium on user experience, production values and content opportunities over overt product marketing.