Mirela Lacerda

Fashion branding strategist

  • LocationLondon, United Kingdom


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About me


I am very focused, disciplined and curious professional, with more than 10 years of experience in fashion and beauty markets. My work combines research, planning and cultural aspects in order to create relevant brand identities. Throughout my career, I observed that the biggest challenge for most brands is to define and communicate efficiently their own identities, what led me to research a branding strategy based on Jung's archetypes. I started to implement it in my consulting company, working with some major Brazilian fashion brands. In my MA dissertation, at London College of Fashion, I deepened the subject analysis and tailored the concept of archetype branding to the luxury fashion market. I believe that consistency, honesty and passion build unique brands



  • Fashion
  • Digital Media
  • Marketing PR
  • Branding
  • Copywriting
  • Editing
  • Marketing Strategy
  • Social Media Marketing
  • Communications
  • Creative Thinking
  • Office
  • Photoshop
  • Powerpoint
  • Word
  • Content and Media Writing

Work history


Marketing Assistant

Centre for Fashion Enterprise

Jun 2015 - Jul 2015
  • Working with the marketing manager, I planned and implemented online marketing campaigns for different social media channels and produced content for newsletters and websites (CFE and FIA London).


Freelancer Social Media Consultant

Malee Natural Science

May 2015 - Jun 2015
  • Developed the brand persona and social media content plan



Lily and Lionel

Jan 2015 - Mar 2015
  • I was responsible for developing the brand identity across different social media channels, generating awareness and engagement


Social Media Content Manager

Social Agency

Mar 2014 - Jul 2014
  • Social Media Content Manager for 8 L'oréal brands: Lancôme, Kiehls, Redken, Roger & Gallet, SkinCeuticals, Inneov, Matrix and Essie




Jan 2009 - Jul 2014
  • • As a consultant, I developed a method of branding strategy based on the study of cultural archetypes; • Liaised with marketing, fashion design and ecommerce departments to ensure fully developed positioning and digital strategies; • Edited and wrote branded content for blogs and social media channels; • Presented trends forecasting, selling techniques and personal image workshops to sales teams in order to improve their skills and service; • Edited and wrote content about fashion marketing, business strategy and forecasting to the Modalogia’s blog, using BlogSpot and WordPress.



Diverse Fashion Institutions

Jul 2003 - Dec 2009
  • As teacher and lecturer of subjects such as Contemporary Fashion, Fashion Research, Fashion and Consumption, Fashion Communication, and Fashion History in some of the most recognized Brazilian institutions, I had the chance to develop my research, presentation and speech skills, and discovered great pleasure in orientate future professionals.



Meninas da Moda

Apr 2005 - Dec 2008
  • • Along 4 partners, I created and developed the innovative concept of the blog, aimed to provide specialised fashion content; • Edited and wrote daily posts about fashion history, trends and market; • In collaboration with the TV channel GNT, the team covered 3 fashion weeks, in Rio de Janeiro and São Paulo, reporting for GNT Fashion show and for the online channel.



Fashion Entrepreneurship and Innovation

London College of Fashion

Aug 2014 - Jan 2015