Lauren Patterson

Brand Communications Consultant

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  • LocationUnited Kingdom

Skills

 

  • Events
  • Brand Strategy
  • Marketing
  • Communications
  • Production
  • Creative Brief Writing
  • Public Relations
  • Copywriting
  • Content Development
  • Creative Brief Development
  • Creative Services
  • Campaign Development Project Management
  • Global Brand Development
  • Social Media Content Management

Work history

Currently

Brand Communications Consultant

Self-employed Freelance

Nov 2015
  • Consulted with brands and arts organisation to deliver creative communications & global content. . Developed communications strategies to launch a new community arts organisations creative services. Developed strategic media and PR plans. Produced, briefed and co-ordinated marketing communications assets. Drafted global calendars to inform marketing calendars and identify PR opportunities. Specific Projects: - Consulted on the creation of a business and marketing plan for Jukebox Collective. Translated the organisations artistic visions into clear re-branding briefs to inform communications. - Consulted for Parisian Accessories Brand Beracamy to re-focus brand communications and activity in the Japanese market. Reviewed potential PR agency proposals and in collaboration with CPR Tokyo presented a strategic local media and PR plan. Produced seasonal imagery and tools for wholesale partners VIA Bus Stop, and United Arrows.

2015

Global Brand Communications Manager

Rabeanco

Aug 2013 - Sep 2015
  • RABEANCO is an international fashion accessories brand, with over 100 retail stores and distribution points worldwide. Based in the Hong Kong Headquarters, I worked closely with teams in Europe, US, & Asia and travelled frequently for shoot productions and events. Shoot & Production: Managed large scale shoot productions for usage across multiple markets. Managed the production process from planning, post-production to integration. Implemented an effective creative briefing process, drafted creative briefs, outlining art direction, deliverables and usage rights. Coordinated the schedule and calendar to align the creative process with internal and external teams. Created production tools, contracts and ensured legal requirements were met. Managed budgets from 5k - 150k. Built a network of collaborators and pool of freelancers that leveraged the brands creative partnerships. Produced: - Seasonal Global Advertising Campaigns: Sourced influential teams in New York, artists included Photographer Sharif Hamza, Stylist Tom Van Dorpe and V Magazine Photo Editor/Casting Director Evelien Joos. Secured casting with top models Soo Joo Park and Charlotte Carey. Developed on-going relationships with top management agencies: Management & Artists, Wilhelmina Models, IMG models, art + commerce, Streeters, Next Models, Elite. - Monthly Editorial Shoots for usage across social media. Sourced a variety of freelancers and developed a long-term partnership with Content Creator Samantha Wong. Public Relations: Developed strategic PR plans to re-position the brand in Belgium and launch in the Netherlands. Defined seasonal brand objectives and messaging. - Appointed two new PR agencies which included an in-depth research and shortlisting process, interview stage, evaluation of proposals, and the development of contracts. - In collaboration with SPICE PR, managed to host a successful press launch for the new store opening in Amsterdam. This included event concept development, organisation of all logistics (catering, design, bespoke gifts, invites). During the ‘intimate’ style breakfast, I presented an introduction on the brand and its expansion plans to Editors from top media publications Vogue, Elle and Marie Claire. - Informed influencer and press strategy - secured collaborations that endorsed the brand in a credible way. - Maximised editorial opportunity through analysis of market trends and briefings to the PR agencies. - Ensured Europe coverage was shared with global partners across China, Singapore and Malaysia. - Created brand and seasonal press kits and drafted english press releases for distribution to all markets. - Acted as the spokesperson and presented at media days in Beijing, Singapore, Antwerp and Amsterdam. Marketing: Built and executed marketing plans to maximise brand awareness, drive sales and achieve local objectives; working closely with the sales teams. - Assigned and managed the annual marketing budget. - Created a global mar-com calendar that incorporated all aspects of product, retail and brand activity. This helped to align all marketing teams and ensured efficient planning and execution. - Implemented marketing tools: eDM schedule and copywriting, in-store marketing materials and initiatives. - Supported with all marketing and brand needs for the opening of a new store in Amsterdam.  - Provided reports on local market consumer needs which supported in delivering on regional needs.  - Travelled to the USA & Europe stores to facilitate workshops and brand training. - Created Brand Pitch documents for the Sales team to present to distributors and partners. Social Media: Re-activated social media channels and initiated a content and messaging strategy. - Developed new tools: posting planners, calendars, visual guidelines that aligned with product launch schedules and seasonal messages. - Managed, planned, wrote copy and scheduled all posts. - Coordinated and briefed all content with the internal graphic team and external collaborators. - Increased consumer engagement and secured partnerships/coverage with online influencers including: Sofie Valkiers, Suki Wong and Tiany Kiriloff. Project Management: - Coordinated various projects with Senior Brand Consultants Shane Kinsella & Paola Brandi (INK Consult). Included: Leading internal teams on the development of a new line sheet and naming system to better communicate product through to communications; e-commerce review and analysis; brand strategy frameworks; visual merchandising projects; brand identity work and the development of a ‘brand bible’ that communicated how the brand should express itself across every touch point of the brand experience.  - Identified the opportunity to improve visual merchandising to reflect brand values, engage consumers and build cohesion. Introduced the brand to Art Director Philip Cooper and devised multiple collaborative projects. The seasonal window display was so successful that it was implemented throughout all stores globally.

2013

Campaign Producer

INK Paris

Jun 2013 - Aug 2013
  • Produced two global fashion advertising campaigns in New York (image and film). Sourced creative partners, worked collaboratively, liaised with various freelancers, negotiated with external partners, and managed all logistics and administration.

2013

Media Relations Officer

University of The Arts London London College of Fashion

Feb 2013 - Jun 2013
  • Supported the educational organization in its mission to inspire, educate and prepare innovative creative leaders. Handled press inquiries and internal communications, maintained administration work and transformed information into appealing messages for audiences. Coordinated media events and fashion productions. Liaised with the press for all PR enquiries.

2012

PR Assistant

IPR London

Apr 2012 - Sep 2012
  • Assisted on a variety of brand projects with a diverse set of objectives; brand development, multi-channel communications, event planning, social influencer programs, celebrity placement.

2012

Booking Agent

Freelance

Jan 2011 - Jan 2012
  • Managed bookings for creative talent. Networked with a culturally diverse mix of individuals and organisations.

Education

2013

Brand Communications

University of the Arts, London

Aug 2010 - Aug 2013
  • First-Class Honours