New York City Metropolitan Area
Highly recognized brand builder and storyteller, with a passion for re-branding. My skill set resembles a Swiss army knife, but I am still a student and keep sharpening the blades. I carry a low ego and am a high performer. As someone who loves long-distance running, I know how to push my limits and crush goals with steadfast determination and commitment. I've applied these qualities to excel in various settings, including agencies, in-house teams, and multi-channel environments, around the world. I'm all about the magic of storytelling, teamwork, and building connections. I love building and leading teams, by example. Champion collaboration across departments to achieve holistic results. I have done it. Empowering people, celebrating them, the small wins and big successes. I make sure we get to the finish line as one team. Throughout my career, I've consistently contributed to the success and overall growth of brands like Tommy Hilfiger, Tommy Bahama, and Rituals Cosmetics. Key competencies include: Brand Building | Brand Strategy | Creative Campaign & Asset Development | Category Programming | P&L Responsibility | Budget Accountability | Packaging Design & Visual Merchandising | Agile Program Management
Clients include Rituals Cosmetics, Linus Bike, Ceft and Company, Min & Mon Bags, Beth Ward Studios (Jewelry), Everri Jewelry, Pin For Purpose, Espace Digital Art Agency (Dubai), FFF studio. Contributor to Cellotape Magazine (fashion, art). Illustrated and wrote a children's book and illustrated another one. Built my illustration website www.ferdinands-inktank.com and started an online store.
Led US marketing for international B-Corp beauty and home brand. To date, the brand has 2000 points of sale in 36 countries with over 10K employees and is known as one of world's most luxury wellbeing brands. Overseeing marketing specialists, digital marketing, retail & trade marketing, brand communication, e-commerce and create a smooth omni-channel operation. Responsible for marketing strategy, GTM planning, promotions & sampling, local creative development, customer service, merchandising and third-party vendors and developers. Owning P&L, marketing budget, commercial + content calendar and program planning assortment. -Developed and implemented a newly formatted omni-channel promotion calendar successfully to drive customer growth whilst bringing relief to the bottom-line with a 30% cost reduction -Introduced a new omni-channel marketing calendar to bring clarity and structure for all LoB’s and help planning ahead of the game, especially with product launches which can be a challenge for the GTM planning, when product has to come from overseas -Managed all marketing & digital activities during the lockdown as the single marketing lead and lead digital transformation during COVID lockdown in close collaboration with HQ in Amsterdam during which e-commerce grew 100% YoY -Post COVID: managed a low-cost approach with entrepreneurial spirit and still boost the frontline of the business -Lead a successful launch on Sephora.com with impactful influencer campaign with ROAS of 214%, $48K EMV, 56K interactions and 3.7M reach -Developed and implemented a new merchandising program in Macy’s to drive traffic and higher AOV which was embraced as a global strategy -Lead price + assortment change and floor plan innovation on store and SIS level to influence and drive sales in those channels -Conceptualized, developed and executed successful Advent calendar campaign across all LoB’s in 2021 which turned out to be 30% of total revenue for the year -Crisis management (PR)
Working with global retail brand Rituals Cosmetics as HoM on their US business. Responsible for enlarging the brands footprint in the US by conceptualizing successful events and implementing a very focused brand activation plan and forging strong brand partnerships.
Rebranding and relaunching heritage menswear brand Duck Head in collaboration with Oxford Industries