Independent Consultant at Chapters Store (2025-09 – Present)
Advising small/medium businesses on their growth strategies, branding and positioning. Hands-on marketing lead for a curated fashion retailer with both online and physical presence (chapterstore.it): improved brand positioning and SEO to drive organic traffic accounting for 50% of total sales; optimised paid channel performance for stronger ROAS; and built the CRM database from zero to generate 20% of revenue through email and lifecycle marketing
- Improved brand positioning and SEO to drive organic traffic accounting for 50% of total sales
- Optimised paid channel performance for stronger ROAS
- Built CRM database from zero to generate 20% of revenue through email and lifecycle marketing
International Senior Marketing & Comms Manager at FAIRE Wholesale (2022-03 – 2025-09)
International Senior Marketing & Comms Manager overseeing market localization, integrated campaigns, growth tactics, strategic partnerships, customer retention, and communications for European markets.
- Developed European GTM framework for 5 priority markets, pivoting global messaging from US-style promotions to narratives built on local reliability — validated through brand uplift tests showing statistically significant improvement in brand trust scores
- Planned and executed 4-6 integrated regional campaigns annually (OOH, Paid, Email, Social) with yearly campaign budgets of 600K-1M EUR
- Built Faire's global affiliate channel from zero: onboarded 200+ partners and achieved affiliate CAC at or below paid social benchmarks
- Established revenue-generating partnership model with major European trade shows and industry associations
- Secured 4-5 strategic partnerships annually across trade, media and industry tiers
- Executed 1+ brand events per quarter to build sales pipeline and meet retailers in high-trust, offline environments
- Led cross-functional taskforce to launch 'Insider' membership program achieving 60%+ user adoption, with Insider members spending 3x more in a shorter repurchase window than non-members
- Scaled Tier-1 media coverage from zero to 30-40% of total press mentions, securing consistent placements in Forbes, The Guardian, and leading European trade titles
D2C Marketing Lead (Interim) at Tory Burch (2021-12 – 2022-03)
D2C Marketing Lead managing EU GTM strategy for major collection launch and campaign content localization across digital platforms and physical store environments.
- Led EU GTM strategy for major collection launch on a ~100K GBP campaign budget: delivered 3x uplift in website visitors
- Achieved sell-out of the T-Monogram line
- Drove social content that outperformed brand benchmarks on reach and engagement
- Directed production and localisation of campaign content across digital platforms and physical store environments, ensuring seamless brand narrative across all channels
Global Marketing Manager at Tommy Hilfiger (2017-09 – 2021-08)
Global Marketing Manager serving as primary link between HQ and 20+ regional markets, localizing multi-million dollar global campaigns and managing European marketing budget across 20+ markets.
- Served as primary link between HQ and 20+ regional markets, localizing multi-million dollar global campaigns (Tommy x Zendaya, Lewis Hamilton) — contributing to 3x growth in EU customer base over 4 years
- Owned annual 5M+ EUR European marketing budget across 20+ markets, developing a data-driven prioritization model tailored by market maturity — delivering 30% YoY revenue growth in Italy and loyalty-led retention improvements in Germany
- Led wholesale segmentation project that elevated brand positioning into top-tier accounts including Selfridges, Galeries Lafayette, and KaDeWe — redefining buying, investment and marketing strategies per channel
- Co-designed and executed brand activations and co-branded collections with global partners including Warner Bros, Timberland, and Coca-Cola
- Planned and executed regional activations including large-scale festival tours and digital-first initiatives across 20+ European markets
GTM Marketing Manager at Diesel (2014-05 – 2017-08)
GTM Marketing Manager leading Diesel's market entry into China and APAC, managing seasonal campaign execution across retail and wholesale channels, and coordinating brand repositioning.
- Led Diesel's GTM entry into China and APAC from the ground up: partnered with local distributors and media agencies to build brand presence, delivering ~20-25% market share growth over 3 years
- Managed seasonal campaign execution across retail and wholesale channels, adapting global creative to regional cultural nuances and consumer behaviour across 6+ APAC markets
- Coordinated with regional agency partners on a large-scale brand repositioning, maintaining global consistency while meeting local growth targets
