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A creative, insightful and analytic communications professional, renowned for excellent judgement, brand insight and forecasting across the luxury, fashion and lifestyle sectors. A tenacious and versatile individual with a keen sense for trends, opportunities and threats around the creative vision and consumer reception of a luxury publication/website. AREAS OF EXPERTISE • Fashion, Arts & Culture Content • Creative Direction • Luxury Publishing • Building Brand Identity • Editorial Content Curation • Social Media • Bespoke Content • Brand Partnerships
Commissioned and implemented editorial features from writers worldwide, across a range of topics. Oversaw creative direction and delivery of new TheRake.com website, exploring brand key messaging through homepage themes, photo shoots, product imagery and e-commerce features. Wrote majority of arts and fashion editorial content, requiring frequent international travel. Monitored, analysed and evaluated impact of all output against engagement and growth targets. • Instigated, devised and delivered the launch of new website TheRake.com in August 2015, overseeing brand strategy across all design, planning, content and media channels. • Managed the daily operation of TheRake.com, regular e-newsletter and all social media channels, achieving rapid growth in followers to over 150k within a 12 month period and increasing the brand’s reach and engagement. • Created and developed several of The Rake’s external, strategic partnerships and marketing collaborations, managing event planning, editorial support and promotion. Delivered 8 events for Selfridges with high-profile luxury brands including Ralph Lauren, Tom Ford and Paul Smith. • Identified and incorporated into the editorial cycle a number of trends and topics that provided opportunities for The Rake to access new territories, competitors and partners. • Repurposed magazine content to fit editorial themes on TheRake.com. • Oversaw all online budgets for commissions, photo-shoots and social media marketing. • Continually analysed, monitored and, where necessary, revised online strategy to ensure advantageous marketing and brand exposure among key audiences and stakeholders. • Introduced regular benchmarking activity against competitors within sector and the initiatives of leading brands outside of it to ensure innovation and creativity remained core to the wider brand identity of The Rake.
• Managed a team of five writers, oversaw editorial calendar and conducted interviews, research and news reports across fashion, culture and wider current affairs. • Interviewed prominent industry names, including Oliver Cheshire and Alex Mullins, managed the editorial calendar for both online and print and oversaw delegation to a team of 5 writers. • Compiled and cultivated an extensive book of contacts with designers and press teams.
Produced and edited copy on trend reports and brand features on Ready-to-wear and Couture Spring/ Summer, Pre-Fall and Autumn/Winter seasonal collections including London, Milan, New York and Paris Fashion Week. • Independently wrote and researched reports on new retail store openings around the world, seasonal collections on the high street and luxury brands, plus creating trend reports from catwalk to high street garments, accessories and footwear. • Assisted the Deputy Catwalks Editor and Senior Fashion Editor, including diary and schedule management, international travel arrangements and supporting presentations. • Led a team of seven interns for fashion week, sub-edited copy and maintained sole responsibility for the off- schedule shows and the LFW preview report.
Wrote and conducted my own research for the website including catwalk reports, trend analysis, event and exhibition reviews from London Fashion Week, London Collections: Men and product reviews. I also personally interviewed Tim Walker, Juergen Teller and assisted on fashion editorial shoots, such as D.Hedral for Thom Evans.