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Campaign lead on large-scale brand initiatives for Urban Outfitters’ Women’s, Men’s, Beauty, and Home divisions in Europe; partnering with the marketing team in North America to ideate and activate global campaigns. Development of 360 marketing strategies for key product launches and brand partnerships, working across multiple teams to coordinate accompanying events and social media happenings. Maintaining and evolving the editorial voice of the UO brand across all facets and channels for European territories with dynamic and engaging features that grow brand awareness through engaging storytelling. Development of global community through strategic use of influencers, digital marketing and social media, events, external talent, brand partners, and external organisations.
Online content strategy and ownership of editorial calendar. Coordination of business as usual content as well as special projects across buying, web development, merchandising, graphic design and marketing teams. Direct management of product copy team as well as one multichannel editorial writer.
Responsibility for all customer communications across fashion, beauty, food, drink, news, restaurants, events and corporate content. Ownership and establishment of house tone of voice across all channels including website and magazine editorial, social media, marketing materials, brand biographies, press releases and non-editorial content. Daily management of three junior writers. Planning, production and subediting of all online and printed editorials. Establishment and maintenance of Paula Reed’s blog and daily news sections of the website. Involvement in complete site redesign from pitching stage with particular focus on content strategy.
Copywriting for advertisments and marketing materials; window displays and in store signage; email newsletters; online brand profiles and product descriptions; news and events pages; Liberty blog. Advanced training in Search Engine Optimised editorial. Editor of quarterly staff newspaper. Planning, implementation and construction of all editorial online content for website relaunch including HTML editing, copy and imagery. Contribution to overall site layout and navigation.
BA (hons) at Central Saint Martins