Executed integrated campaigns across 21 international markets, supporting both B2B and DTC growth, with a strategic focus on the UK, Germany, and Scandinavia.

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Elevated seasonal campaign execution by establishing a unified creative direction reflecting the brand’s premium positioning, harmonising photography, styling, and social assets to tell a consistent, aspirational story.

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Grew Instagram audience by 37% YoY and achieved record engagement by shaping a social-first content strategy, leading influencer collaborations, and using analytics to optimise performance.

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Introduced performance reporting across social, influencer, and events, enabling leadership to evaluate ROI and translate insights into strategic action.

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Directed paid social campaigns across Meta and Google, collaborating with eCommerce to align performance marketing with brand and retail goals.

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Owned the email marketing strategy, optimising campaigns through segmentation, A/B testing, and send-time optimisation, boosting engagement and conversion.

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Led European PR strategy in collaboration with agencies, securing premium-tier media coverage (Vogue, Cosmopolitan) and brand-building partnerships that reinforced the brand’s premium positioning.

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Played a key role in building and expanding the customer loyalty club, enhancing repeat engagement through targeted campaigns and exclusive rewards.

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Evolved influencer and PR channels into authentic relationship-building platforms, securing high-profile partnerships, including Olympic medallist Cathrine Dufour.

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Led a watch launch event that generated 84+ Instagram Stories and reached 1.2M+ followers in 24 hours through targeted influencer activation.

 

Oversaw a £300K+ annual marketing budget across influencer activations, paid campaigns, and partnerships.

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Mentored and led an in-house team, collaborating cross-functionally with design and eCommerce to deliver integrated campaigns aligned with brand and commercial goals.