Yolanda O'Leary

Strategist / Brand Consultant

United Kingdom
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Projects credited in

About me

Yolanda O’Leary is a freelance strategist and brand consultant, helping clients to achieve commercial success and cultural relevance. Yolanda has worked across fashion, beauty, sport and technology sectors - both as an agency strategist and client-side supporting marketing. Yolanda is passionate about projects with social impact: from breaking down preconceived beauty ideals at 3INA to providing sustainable employment for refugees working pro bono at Bread & Roses.

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  • Brand Strategy
  • Project Management
  • Strategic Planning
  • Consumer Behavior
  • Digital Strategy
  • Content Strategy
  • Marketing
  • Ethnography
  • Trend Research
  • Business Strategy

People I’ve worked with

Work history



The Beauty Conversation

Jul 2017
  • London, United Kingdom
  • Freelance
  • Co-founder of boutique editorial and consultancy group and collective. We harness voices within the beauty community, to create a positive dialogue about beauty and wellness.


Brand Consultant


Jun 2015
  • London, United Kingdom
  • Freelance
  • Warm Street Strategy consultant at new youth culture agency, defining a research methodology for ethnography and trends. Sybarite Marketing strategist at luxury retail architecture practice, planning B2B comms and providing consumer research and strategic expertise for client accounts. Bread & Roses Brand consultant at floristry social enterprise advising across brand and commercial aspects. The Future Laboratory Trends analyst at futures consultancy carrying out ethnographic fieldwork, market analysis and contributing to trend reports. Floom Brand and commercial consultant to floristry e-commerce start-up, advising on business funding, integrated marketing campaigns and partnership opportunities. 3INA Brand and commercial consultant at lifestyle beauty brand, supporting permanent marketing team with focused reports on consumer orientation, activation ideas, CRM initiatives. WAX London Brand and business consultant for the launch of contemporary menswear, advising on business plan and social enterprise, defining target customer and brand positioning. SapientRazorfish Strategist at digital agency contributing research for Rosetta Samsung EMEA account.


Marketing Brand Manager


Jul 2015 - Jan 2016
  • Freelance
  • Planning for lifestyle beauty brand global launch, opening 650 stores in 45 countries within 5 years. Responsible for global marketing plan, budget and calendar presented at board level. Marketing leadership selecting agencies and recruiting permanent team.




May 2014 - Jun 2015
  • London, United Kingdom
  • Full Time
  • Digital specialist in user experience at strategic design consultancy (Samsung Cheil Group). Place-making through immersive experiences and development of scalable retail models. Client accounts: Samsung, House of Fraser, Qoros, Google, Coca-cola, Papinee, adidas



Meri Media

Mar 2013 - May 2014
  • London, United Kingdom
  • Full Time
  • Lead strategist at creative agency. Planning integrated global campaigns ( ATL, OOH, digital, social, events) and developing digital tools (Web e-commerce, iOS apps, emailers). Client accounts: Gucci, Diesel, Lancôme, Dior Parfums, Comme des Garçons, POSTmatter


Digital Planner/Strategist


Apr 2012 - May 2013
  • London, United Kingdom
  • Full Time
  • Planner at digital start-up Somewhat_ creating digital products with a mobile first approach for clients; Farfetch, The British Fashion Council, New Era, The Future Laboratory, Emirates, Samsung, Microsoft, O2, OFFF Farfetch: Global Brand Content Road Map: Homepage Web Evolution, London Showrooms iBook • Brand planning: turning Farfetch from a dot com into a pervasive brand • Content strategy: positioning Farfetch as an enabler and connecter within the fashion industry New Era: New Era Cube, Europe: iOS app, tumblr platform • Planning: built brand awareness and market share amongst youth audience with a tumblr inspired campaign • Community building: self-expression with digital tools to allow fans to curate and create their own GIFs


Internships & Freelance work


Jan 2008 - Jan 2011
  • London, United Kingdom
  • Internship
  • I began my career working in the design studios of luxury fashion brands such as Alexander McQueen, Burberry, Steffie Christiaens and Jeremy Laing. This has given me a unique perspective on the DNA of luxury brands; I still draw on these experiences in my role as a strategist, especially when considering how luxury products should be presented within digital communications and e-commerce.



Mini MBA in Marketing Grade A

Marketing Week

Sep 2016 - Dec 2016
  • London, United Kingdom
  • Centaur Media Marketing Week online course taught by Mark Ritson, Professor at Melbourne Business School and Centaur Media Marketing Week.


BA (Hons) Fashion Design 1st Class Honours

University Of The Arts London

Sep 2007 - Jul 2010
  • London, United Kingdom
  • The London College of Fashion