Verena is an energetic marketing professional with over 7 years of experience in digital planning and production in the field of brand communication. Translating business objectives into fully integrated frameworks and concepts that trigger value exchange between brands and consumers. Leading interdisciplinary teams of creatives, strategists & technologists and delivering thought leadership on branded content, ecommerce, media strategy, partnerships, social and user-experiences that drive customer growth and brand advocacy.
Fabletics is an athletic wear e-commerce brand co-founded by Kate Hudson with presence in the US, UK, Germany, France, Spain and the Netherlands. Development of overall 2 year strategic plan and annual communication strategy comprising budget allocations for Paid, Owned, Earned Media. Point person with Global in aligning brand vision and managing a team of 4 regional Content Managers. Leading the production of all marketing assets and partnerships across EU, examples: Mercedes-Benz Fashion Week, Women’s Health Magazine, Sofeminine and influencers. Data analysis with respect to attribution models as input for tactical meetings to help shape e-commerce business and introduce new tactics for paid social and video marketing.
Conceptualizing and implementing digital and social-led strategies. Converting overall strategic direction into what this would mean in terms of content requirements (incl. briefing of media owners, creative, external production agencies and publishers). Liaising with A&I, mobile, SEO, VOD, display, CRM and the editorial content teams to deliver best-in-class digital solutions for global brands. • Designing the summer campaign #BecauseSummer customer journey and digital CRM strategy for Malibu (Pernod Ricard) that included touch points with Spotify and Vevo, Ibiza Rocks Festival and an on-off trade activation. Budget responsibility £1mil. • Devising the paid social strategy for Net-A-Porter that targeted Germany, Russia, France, Italy and the middle East’s high-net-worth individuals. Delivered an ROI of £11 for every £1 spent. • Set-up of a LIVE Room across UK, GER, FR for the launch of Michelin’s new tire to leverage trending topics of the AutoShow Geneva and boost visibility of the product and Michelin’s owned interactive platforms. Crafting a social portfolio strategy for Michelin, merging their category pages to a global page
Freelance at Iris, Mindshare (WPP) Managing the creative brief and delivery of BTL communication products for Heineken, incl. POS materials, toolkits and creative for print (Limited Edition Giftpacks, Heineken Open your World). Monitoring process of design and other communication deliverables. Leading the production and project management for an experiential guerrilla marketing activity for Adidas NL (Ajax jersey launch).
Responsible for daily account operations and fuelling the creative and strategic processes on digital and integrated projects for global ATL campaigns (F50 powered by micoach, adipower, Predator, miadidas). Financial management and accountability for both ATL and digital budgets incl. forecast and reconciliations. Campaign delivery from start to finish, creating scope of work for client sign-off, status reports, client contact reports, project schedules and timelines. Liaising with large internal team including strategy, creative, project management, production, external media agencies such as We Are Social and Carat to implement activation and influencer connection plans
International Marketing and Communications