WHO AM I NOW? I'm a Digital Champion with Commercial Acumen - A Brand Marketing & Digital Content Specialist with 5+ years experience - Passionate about the consumer, storytelling and digital communications, built on a solid analytical & trade foundation. I excel at content curation and brand partnerships. Creative content management & curation is a primary skill, working with in-house & external studios, photographers, graphic designers, artists of various disciplines - extending to influencer management, talent (music) & brand events. WHO I STARTED OFF AS... Past career progression in vendor management streamlined in sales & competitor analysis/reporting, merchandising functions within allocation/commercial planning and visual merchandising & display.Locked Pro Plan feature
Execute consumer engagement and digital growth strategies through owned digital channels by creating and deploying content, both locally generated and that of subsidiaries including Tokyo HQ ‣ Grow digital communities and engagement levels per monthly targets, additionally measured by web traffic referrals, reach, shares and other pre agreed conversions (e-commerce /partner searches) ‣ Develop and strengthen brand tone of voice, audience segmentation models and targeting per channel ‣ Ownership of social calendar and activation planning with viral potential in line with product launches, tech updates, campaigns and other strategic content across all relevant Social media channels and brand websites ‣ Publish and schedule content, both in house generated and that commissioned through 3rd party partners, influencers or agencies. ‣Develop concepts into optimised assets– including photography, video and motion graphics: Storyboarding - Direction of mood & edits for multi-channel use ‣Asset requirements (formats, specifications, licensing, etc.) ‣Communicate content concepts and plans to stakeholders, third parties (including agencies) and creative designer, ensuring clear communication & briefing ‣ Manage assigned content budget - execute paid social and campaign ads across Facebook & Instagram ‣ Manage brand partnership and product collaboration budgets; negotiation & planning /execution phases both online and offline. ‣ Provide monthly analysis to stakeholders of consumer activities in designated channels using a variety of data sources to understand ongoing brand performance – including Web traffic / Facebook community and engagement levels / Instagram / Twitter ‣ Work with PR agencies to ensure appropriate product coverage in line with predetermined KPIs, coordinating samples, assets and collating resulting output. ‣ Plan and distribute landing pages, web forms and e-mail newsletters for product launches, events and PR projects Results: ✓Increased social engagement +358% and Followers +156% YoY (Facebook, brand primary platform) ✓Reached +138% more people (approx. 2 million more users with 700k organic impressions) YoY (FB) ✓Curated various video, motion graphic and image content, boosting publishing up +276% vs previous yr ✓Secured brand and content partnerships with various artists, fashion, music and consumer brands; Gorillaz (Music Artist), Liam Hodges x FILA (Fashion Designer), Island Records (Music Label), SneakerFreaker , Monkey Shoulder (Spirits company)
Facilitate point-of-sale support and visual merchandising both field and online, across all watch brands, working with account managers, mass & independent retailers ‣ Briefing and management, approval and final production / installation of: In-store graphics, catalogue artwork, web assets , hard fixtures and new builds for flagship retailer & channel accounts. ‣ Responsible for online visual merchandising across all brands - product imagery, description copy and management of real-time content curation ‣Ad hoc support of Pop Up shop projects, such as Selfridges Manchester and Harrods, Knightsbridge – assisting on the project from site recce and installation, to agency management and fulfilment. ‣ Management of trade shows and ad hoc support on events, including co-ordination of relevant collateral - graphics, goody bags, samples etc. ----- 500-600 retail doors (UK) + flagship and online accounts POS management In-store graphics, catalogue artwork (print) & web assets Hard fixtures and new build sourcing & coordination Product Management System updates for E-Comm (online merchandising) Event Support All brand VM standards (flagships & key retail partners) Assist regional sales trainers on trade marketing requests
Support retail and trade strategies of seasonal campaigns, promotions and PoS across UK Outlet and flagship retailer ‣ Coordination of in-store events and adjoining social visibility for wholesale partners, outlet and flagship ‣ Creative briefing for promotions, consumer incentives and loyalty scheme both online & in store ‣ Digital/Social – Interim database and reporting support carried out to the Social Coordinator, including online customer service via social channels ------ Projects: Store Openings 2014-15 (UK Full Price & Outlet) AW14 Campaign Evaluation AW15 Launch Event (Internal) SS15 Marketing Campaign
Projects: British Fashion Council (NEWGEN)- London Collections: MEN Brand Campaigns: Denim, S/S Leisure Suits, Students, Charity (TCT) Varied marketing support across digital and UK & Global retail strategies for TOPMAN , including external partnerships, brand campaigns, events and promotions ‣ Manage content schedule, reporting & analysis of TOPMAN editorial website & Twitter –UK, US; Facebook- UK) ‣ Manage POS material, posters, competition and data capture across all UK TOPMAN retailers ‣ Support execution of flagship in-store music program ‣ Management of TOPMAN account card & loyalty scheme *Santander / New Day Ltd - MASTERCARD (statement creative, target calendar, rewards & promotions online/in store).
(Planning & Allocation) commercial support role for TOPMAN flagship Oxford Circus, responsible for £300k revenue •Primary use of IBM - SAP Systems (AG12) and internal database WebFocus • Launch reporting tools and allocation strategies from multiple databases- use of trading calendar to anticipate big deals for the months ahead with buying team • Controlling stock package for the flagship and monitoring newness performance- weekly average of 50k units Leading weekly Head Office department visits and compiling trade reports for senior commercial management. • Conduct competitive analysis reports on pricing, trends, branding initiatives and consumer behavior - feedback to marketing & buying teams • Monitoring programmed line performance and sizing Allocating and building stock up to required levels per dept based on current trade • provided reports on financial plans and monthly performance by category – conducting category level sales analysis • Allocation of product launches & trial ranges – identifying opportunities and successes for promotional activity in store • Responsible for setting up a transfer process within the company, improving sell through and reducing markdown • Point of contact for action on licensing, manufacturing and various logistics queries connected to the flagship branch
Chicago, IL Midwest Division Accounts-Diesel S.P.A, MARC ECKO Cut & Sew, The Northface, Inc., Calvin Klein • Analyze trade results and create opportunities for effective performance through merchandising, sales strategies and promotions; Monitor markdowns, POS pricing and returns to vendor -Compile monthly status report on trade, performance against brands forecast by category and market • Conduct research on local markets’ consumer and commercial needs of the brand and stand-alone retailer • Create/style window displays, mannequins to exhibit the brand's newest assortment and seasonal marketing directives-distribute required signage & graphics to maximize sales and visibility • Assist with sale events and promotional coverage within retailer – local coverage and in-store events (The Northface & Diesel) • Depict current status of clients environment before and after with photography; photos of new delivery, sale events, and product launches - fixture placement, ordering & maintenance. Written feedback & communication • Manage sales meeting with dept., regional managers to create opportunity for effective impact through visuals. Provide allocation/stock suggestions for assigned brand based on performance and needs • Trained specialists and provided support to department managers on client management, merchandising initiatives and brand recognition. Increased brand shop sales by 23% (MARC ECKO Cut & Sew).
BACHELORS OF ARTS (BA) - 3.2 GPA EST 2:1 GRADE B Degree Major: Fashion Marketing and Management Degree Minor: Merchandising