As the Global Licensing Manager at Stella McCartney, responsible for our two biggest licensing partners adidas and Coty which account for 30% of the Stella McCartney business. Main responsibilities include elevating the brand positioning, overseeing all brand and product communication, marketing and media planning as well as commercially globally across: adidas by Stella McCartney, adidas StellaSport, adidas by Stella McCartney Barricade and for our fragrance lines Stella, POP and new product development projects. Tasks: * Extensive project management driving and delivering multiple complex projects on time and on budget * Working cross-functionally across PR, marketing, social, events, ecommerce teams, WHS & Franchise, Retail, store planning, VM, legal, Sustainability, design, creative department and legal to ensure the best support for adidas and beauty across all platforms and channels * Strong relationships builder dealing with complex organisational situations both internally and externally, confident in managing and working with senior management. Reporting directly to the CMO and the Director of Licensing * Integrating global research to deliver and support idea selection, optimisation, competitive and post campaign analysis * Work in partnership with the product and commercial teams to ensure commercial targets are achieved in line with the 5-year plan * Maintain constant communication across the business COTY: * Brand guardian, expert on category, competition and category * Concept development for new products launches * Develop the marketing strategy including defining: target audiences, objectives, approach and launch strategy * Overseeing all new product development within our beauty category. Including development of the scent, juice colour, bottle design, naming, packaging, in-store furniture’s, gifts sets and GwP * Global campaign creation based on the product proposition in close collaboration with our in house creative team, agencies and partners * Brief cross-functional teams and develop key workstreams and corporate activations for the launch plan * Lead the various cross-functional workstreams during the planning phase ensuring deadlines are met and deliverables received Adidas: * Global media and marketing strategy planning and implementation * Concept development, planning and execution of wholesale activities cross category with RTW and stand alone with NAP, MATCHES, MyTheresa, Harrods and GOOP * Working with regional teams to deliver efficient marketing plans for key markets * Aligning to the Global strategy ensuring synergies between regions as well as understanding local needs * Driving and planning of the Global adidas by Stella McCartney SS17 collection press launch in LA with participation of Hannah Bronfman and Eniko Mihalik London launch event in Another Space with our campaign model Karlie Kloss as well as a number of local market events * Development of press releases and seasonal brand copy * Management of 7 digit budgets, ensuring invoicing and recharges * Royalty management and analysis reporting for senior management * Distribution development of DOS, Ecomm, WHS & Franchise and retail partners * Responsible for all gifting and seeding strategies of influencers and celebrities * Talent and influencers management * Management of one direct report
A part of the Global marketing team, developing marketing communication and strong propositions to se-cure ranging and retention at Global RFP session, with key operators including Vodafone, Orange, Verizon and DoCoMo. Aiding to the success of mobile phone XperiaTM M4 Aqua, which is the most ranged device in the history of Sony Mobile. Supporting mainly Global Portfolio Planners and 100+ country units. • Interpreting consumer insight, target audience and market/competitor analysis, to optimise our product portfolio, in close co-operation with global product, portfolio and user experience teams. • Product management and launch across multiple products such as XperiaTM Z1 & Compact, XperiaTM Z2, XperiaTM Z3 & Compact, XperiaTM Z4/3+, our SmartWear Portfolio and Lifelog. • Developing marketing communication to increase brand awareness, by working in partnership on projects including Michael Jackson the EPIC project, FIFA 2014, UEFA Champions League 2015 sponsorship, PS4 Remote Play gaming and Spotify. • Managing creative talent and agencies, to deliver marketing communication assets to support campaigns. Securing quality and alignment with global guidelines, whilst delivering against tight deadlines. • Liaising and building stakeholder relationships on all levels both internally and externally. Driving multiple projects, and working cross functional with global teams such as Product Marketing, Prod-uct Management, Events, PR, Consumer lifetime value management, Digital & Social Media, 3D rendering, Marketing, Multi-channel partner excellence and Product Comms.
Hey jo is a British sport lux brand based in the UK, designing and manufacturing luxury leggings for women. Main objective was to update the business plan, grow the brand awareness and drive sales to the online store. • Created a new business plan, defining the business concept, the market strategy, competitor analy-sis, design and development, operation and management and financial information. • Created a marketing plan emphasising on social media marketing, print media and events to grow brand awareness and drive sales. • Drafted a one, three and five year sales forecast. Within the first year the sales increased more than 10% above target, and the following year more than 30%. The success was due to an increase in the brand awareness, and sales incentives via direct mail and social media, which lead to more direct sales through the web shop, securing a higher profit margin. But also due to expansion of re-tail partners including Harrods in London and Dubai, Fitness chain Equinox in the US and net-a –porter.
Responsible for writing and implementing a new business and marketing strategy. Main objective was to make the company competitive again, cut costs and optimise the revenue. • Invested and implemented an infrastructure system optimising the internal work processes, there-fore increasing the workforce efficiency by 40%, giving financial visibility, making it possible to iden-tify overspending and dead costs, in turn improving on the cost structure and the profit margin. Re-sulting in an increased profit margin of 40%. • Negotiated long term client contracts with a price 20% increase. Successfully increased sales by 30%. • Negotiated supplier contracts to obtain better terms and a 20% price reduction • Developed a marketing plan including social media activations, reward programs and advertising in relevant online and offline channels, to promote the services and rebranding of the company. • Building and developing a team consisting of four direct reports, and 300+ freelancers.
Responsible for successfully achieving a net sales growth of 125% within the first year. Sustained a profit growth over the following years, exceeding sales target by 50%. By developing and implementing account management strategies with large national accounts, optimising the internal work flow/process by 40%, cut costs and reworked the price structure. The award winning advertising agency Gorm Larsen and Partners owned TradeMate. When the recession was at its peak in DK in 2009 TradeMate saved Gorm Larsen from going bankrupt. Accounts: Nokia, L’ORÉAL, Estée Lauder, Canon, HP, Jägermeister and Royal Unibrew • Successfully increased brand awareness by creating and executing engaging marketing campaigns. • Digital marketing experience within: SEO, Email marketing acquiring new customers, building loyal-ty with existing customers and driving sales. Banner creation and affiliated marketing to drive brand awareness and sales. • Proven sales increase between 15-40% in retail. Planning and executing marketing experiences across promotions, retail staff incentives, shop in shop solutions, mystery shopping, store layout optimisation, POS asset creation across 800 outlets and 300 bars and clubs. • Management of creative talent delivering visual assets, and marketing communication to support campaign creation. • Created innovative concepts and events that has subsequently been rolled out across product launch, road shows, trade shows, PR, B2B VIP events, and workshops internally and externally. • Conducting research and interpreting insights, both pre and post campaign, to optimise and meas-ure effectiveness. • Building and developing a team consisting of four direct reports and 300+ freelancers, to meet the growing business needs aiding to the success of TradeMate.
Client and project management against experiential activity for below mentioned clients. Working across trade shows, fashion shows, consumer events, sampling activities, product launches and guerrilla market-ing. Accounts: Absolut vodka, Innocent, Moët & Chandon, Coca Cola, Nokia, Samsung, Playstation, Sony, Mi-crosoft, L’ORÉAL, Estée Lauder, Arla, Carlsberg, Tuborg and Royal Unibrew including Heineken. • Successfully increased brand awareness by 20-35%. By planning and execution of media and mar-keting plans. • Digital marketing experience within: webpage creation and SEO. Email marketing acquiring new customers, building loyalty with existing customers and driving sales. Banner creation and affiliated marketing to drive brand awareness and sales. • Responsible for all experiential marketing activations across movie premiers, store openings, prod-uct launches, road shows, retail promotions, fashion shows, photo shoots, and gorilla marketing. Executing up to 6000 promotion hours in retail outlets over a 2-month period, with a ROI between 5-25%. • Talent management of models, singers and actors. • In house trainer for L’Oreal, Clinique, Nokia, Carlsberg/Tuborg/Coca Cola and Royal Unibrew. • Managed the dedicated promotion teams for Nokia, L’Oreal, HP, Carlsberg/Tuborg/Coca Cola and Royal Unibrew. • HR responsible for 500+ freelancers nationwide.