Greater Barcelona Metropolitan Area
I’ve spent the last 14+ years moving between countries, brands, and ideas but always somewhere between culture, creativity, and strategy. I’ve worked across fashion, beauty, and lifestyle, from global names like Dior, Inditex to fast-growing digital brands helping shape brand stories that actually connect. My work today sits at the intersection of brand marketing, creative direction, and cultural insight. I help brands see the bigger picture and focus where it matters. Whether it’s defining a global brand narrative, launching a new product, opening a store, or building a campaign that resonates, I bring a 360º perspective and a sharp sense of what makes people feel. Multilingual (French, Spanish, English, Italian, Darija, Berber), multicultural, and endlessly curious. I see branding as a relationship, not a tactic. The goal isn’t just to be seen, but to be understood. If it sounds like your brand could use this kind of thinking, well, you know where to find me.
Operating as an independent professional demonstrating expertise in digital transformation, brand strategy, and creative direction & production with a proven track record of success: - Fashion Campaign Producer: Led fashion campaigns production with Hunter & Gatti/North Sails in India and the USA, and Hawkers, Polo Club showcasing an ability to coordinate creative projects globally. - PR and Communication strategy: Spearheaded PR and influencer marketing strategies for Panapop (watches and bag online brand) in Europe, strengthening brand presence and engagement. - Brand Strategy Expert: Crafted and directed the brand identity for Fine Jewelry and Sunglasses lines, overseeing every creative aspect and branding strategy/ Defining the Brand Platform: Alessandra Lapeschi - Product Development & Buying: Successfully developed and curated the women's online collection for Neon Coco in both China and the USA - Luxury Brand Collaborations: Orchestrated influencer branded campaign activations and online product launches for luxury brands such as Idole de Lancome and Libre de YSL under Primor/L'OREAL LUXE, enhancing their digital presence. - Advocacy/ Influencer Marketing Strategy: Executed influencer marketing activations in Los Angeles, leveraging social media influencers to enhance brand visibility and engagement. - E-Merchandising Specialist: Defined the online product strategy and meticulously followed up on sales plans at the SKU (Stock Keeping Unit) level, optimizing e-commerce performance. - Event Management: Successfully organized and managed events, enhancing brand visibility and engagement and UGC : User Generation content
- Led the rebranding process, redefining the brand's design, style, and overall identity, including the creation of brand guidelines, company profile, communication tone, and messaging. - Developed and consolidated the brand pillars, ensuring clarity and consistency across all brand touchpoints. - Designed and implemented a comprehensive social media content plan and editorial calendar, aligned with brand values and business objectives. - Established communication pillars: Storytelling, Engagement, Influencer Partnerships, Product Awareness, and Local Market Relevance. - Local Market Relevance: Tailoring content to resonate with specific regional audiences, particularly in the French market. - Built and led an in-house marketing team, shifting from agency services to full control over brand communication. - Spearheaded the flagship store opening in Paris (Le Marais), including store design, brand partnerships, and the marketing launch and team recruitment. - Developed a comprehensive store manual from scratch, outlining key operations, processes, and brand standards. - Developed influencer marketing strategies tailored to different countries, ensuring alignment with local trends and consumer behaviors. - Collaborated with graphic designers to develop the SS24 and FW24 brand capsule collections, aligning designs with brand vision and target audiences.
Playing a role in repositioning the brand across all touchpoints, helping define the storytelling, creative copywriting, the definition of the clothing capsule names, creative moodboards for fashion campaigns and still life photography productions. - Growing and leading an in-house social media & influencer marketing departments (Team Training, creation of the influencer tribes, buyer persona, and managing all the branded activations and product placement): Developing Best practices to nourish A&I PC community. - Working on setting the whole Communication and PR strategy of the Polo Club brand: direct contact with the agency (Press releases, press events..) - Setting the strategic and creative direction, team priorities for all forms of branded content for the different social media platforms. (Instagram/Tik Tok/ Pinterest / Youtube...) - Helping to build the new online brand identity of PC (Brand values, mission, vision...) - Helping in settling the new RSC department and social goals
- Market Trend Analysis and Product Briefing: Analyze market trends using WGSN and create product briefs for benchmarking. - Product Roadmap Development: Collaborate closely with the Chief Product Officer (CPO) to shape the product roadmap. - Product Development and Industrialization: Work closely with the Design team to select and validate concepts, and oversee industrialization in China and Italy. - E-Merchandising Strategy: Plan and select merchandise based on customer demand and trends for various online platforms: Amazon, ASOS, and Chinese TMall / Set prices and uphold online policies/ Execute purchasing activities in accordance with brand purchase plans. - Stock Monitoring and Coordination: Monitor stock levels across online markets and coordinate with the planning team to maintain optimal stock levels. Facilitate merchandise movements as necessary. - Cross-Functional Collaboration: Participate in cross-functional meetings, representing product development and production perspectives to ensure alignment with aesthetic intent, quality, margins, and commercial calendar deadlines. - Brand Partnership Management: Manage brand partnerships with Pull&Bear, El Ganso, and Vips collaborations: Paula Echevarria and Steve Aoki. Product Marketing Planning: Create and manage product marketing plans for releases, online store launches, and physical stores. - Collaboration with Digital Marketing: Collaborate with digital marketing teams to execute strategic product marketing plans online. Support promotional activities on various websites and ensure merchandise availability in a timely manner and in the right quantities. - Cross-Functional Product Initiatives: Coordinate specific cross-functional product initiatives impacting various touchpoints, including digital marketing, PR, operations, retail, wholesale, business development, and customer service. - Brand Staff Training: Manage brand staff training to ensure up-to-date product and trend knowledge.
- Strategic Execution and Digital Marketing: Lead and execute the Hawkers strategy in the Italian market, including overseeing advertising, digital marketing, and managing online promotional campaigns (create and managing an inhouse team of 3 persons) - Product Collection Management and Market Research: Manage a specialized product collection for the Italian market. - Conduct benchmarking and participate in Italian fairs to provide recommendations for product development. - Communication and PR Management: Oversee communication and press releases in the Italian market. Establish direct contact with PR agencies and organize press day meetings. - Brand Collaborations and Event Management: Develop collaborations with brands, such as Lotto, and manage events participations like the MTV Awards. - Brand Ambassador Campaigns: Create and execute image campaigns featuring Italian brand ambassadors. - Business Development: Drive business development efforts in the Italian market, including identifying new logistics platforms and collaborating with new factories.
- Area Turnover Optimization: Streamlined store processes, product selection, and stock management to meet the predefined turnover targets for the designated area. - Visual Merchandising and Brand Consistency: Collaborated with visual merchandisers and headquarters to determine the most suitable store window displays that align with the local market while maintaining the brand's overall image. - Coordination and Adaptation: Worked closely with the coordination team to evaluate proposals from the pilot store in Spain and tailored the Italian stores' appearance to ensure consistency across the entire area. KPI Management (Stock and Sales): Optimized product assortments in stores to uphold the brand's image, achieve sales targets, and maximize margins in alignment with company objectives. - Store Visits and Process Supervision: Conducted regular store visits to oversee various processes and ensure optimal store operations / Store openings management - Product Analysis and Market Research: Analyzed products and communicated with the product department in Spain. Conducted competitive analysis to ensure that the product offerings were well-suited to the local market. - Area Analysis and Budget Planning: Developed the area's budget, setting realistic objectives that align with store productivity and growth expectations defined by headquarters. - Recruitment and Talent Development: Collaborated with the HR manager to select store managers with profiles suitable for each store. Conducted evaluations of store management personnel to identify areas for improvement and growth.