I'm an independent consultant working at the intersection of creativity, culture & strategy. Over the past height years, I've built my thinking around one belief: for a brand to reach audiences and do so with relevance, everything starts with impactful visuals and compelling narratives. My role is to turn that belief into creative solutions that serve concrete marketing & communications goals, and to call on my network to bring them to life.
/ services
COMMUNICATION STRATEGY – Sharpening messages and optimizing communication channels.
PR & MEDIA STRATEGY · TALENT & COMMUNITY STRATEGY · SOCIAL MEDIA STRATEGY · WEB & PHYSICAL ACTIVATIONS STRATEGY
CREATIVE CONSULTING – Creating and producing stills and videos, from initial concepts to final asset delivery.
CREATIVE DIRECTION · ART BUYING · CASTING · STYLING
TALENT & COMMUNITY – Fostering a pool of culturally relevant personalities around the brand.
COMMUNITY CURATION · CELEBRITY ENDORSEMENTS · INFLUENCER MARKETING · OUTREACH & BOOKING
EVENTS – Setting up physical experiences that lean on strong creative ideas to drive brand visibility.
IDEATION & CREATIVE CONSULTING · PRODUCTION · FRONT OF HOUSE & GUEST LIST MANAGEMENT · EVENT AMPLIFICATION · CULTURAL PROGRAMMING
MEDIA & PRESS RELATIONS – Securing and optimizing coverage in relevant media & press titles.
BRAND & KEY PEOPLE FEATURES · PRODUCT FEATURES · TRADE & CORPORATE FEATURES · PRODUCT SAMPLE MANAGEMENT · SHOWROOM SET UP
SOCIAL MEDIA – Maximizing the brand’s visibility on social media platforms through owned, earned and paid media.
CONTENT STRATEGY & PLANNING · EXECUTION & POSTING · PAID MEDIA GOVERNANCE
/ portfolio
Kate Moss attends Tommy Hilfiger’s runway show in New York. Featured on WWD...
TOMMY HILFIGER
PR, TALENT, COMMUNITY, SOCIAL MEDIA & EVENT STRATEGY · CELEBRITY ENDORSEMENTS & INFLUENCER MARKETING · LOCAL MARKETS INTEGRATION · EXTERNAL AGENCIES MANAGEMENT
Alongside the global communications team at the American staple brand Tommy Hilfiger, I led the redesign of the celebrity, talent & influencers strategy ahead of the brand's return to New York Fashion Week.
Working hand in hand with the celebrity, influencer marketing, social media, press relations and creative teams, we built a range of 360° campaigns with high-profile media personalities and content creators across global and local markets — activating both longstanding friends of the house and new global ambassadors to create compelling content and maximize brand visibility.
The brand was named NYFW's Media Value Leader, generating $111.6M in EMV, 34% of the season's total.
Mikkel Gregers Jensen and Maya Stepper pose for Byredo '“Eyes Closed” fragrance.
BYREDO
TALENT, COMMUNITY & SOCIAL MEDIA STRATEGY · ART BUYING · CASTING · OUTREACH & BOOKING · GUEST LIST MANAGEMENT · AGENCIES MANAGEMENT
In direct collaboration with the chief marketing officer and communications team members, I joined Byredo’s HQ to help launch the brand's global paid social media endorsement strategy, and optimize the project management.
Translating each product's identity into the brand's broader commitment to creativity and storytelling, we worked with a hundred of the most relevant cultural creatives across Europe and North America. I also partnered closely with the head of communications on building activations spanning PR, events and creative content.
Biel Juste Calduch’s take on Rabanne’s 1 Million Fragrance launch.
TALENT & COMMUNITY STRATEGY · SOCIAL MEDIA STRATEGY · CREATIVE DIRECTION · ART BUYING · CASTING · CELEBRITY ENDORSEMENTS & INFLUENCER MARKETING · OUTREACH & BOOKING
RABANNE PARFUMS
Alongside the global media & culture teams, I supported fragrance brand Rabanne in setting the creative guidelines for the talent & influencer strategy behind its best-selling fragrance line 1 Million, aligning visual and talent direction with the product’s identity and the broader brand universe. I developed concepts that local markets could adapt and roll out directly, covering ideation and moodboards, location guidelines, art buying and casting.
Additionally, I supported the international team in talent casting as well as the outreach and negotiations of scope and fees for a variety of projects.
Zalando Streetwear Magazine editorial.
PR & MEDIA STRATEGY · TALENT & COMMUNITY STRATEGY · PHYSICAL ACTIVATIONS STRATEGY · CELEBRITY ENDORSEMENTS & INFLUENCER MARKETING · SHOWROOM SET UP · AGENCIES MANAGEMENT
ZALANDO
Over a year-long partnership, I supported retailer Zalando on optimizing and amplifying its overall talent and media strategy in France. Working hand in hand with the global teams, I took on a range of projects spanning global brand campaigns, special media collaborations, product placements and social media content, large-scale influencer marketing campaigns — all alongside partners including media, PR and production agencies.
/ collaborations
/ FASHION & LUXURY
Aigle
Bally
Calvin Klein
Cartier
Closed
COS
Giorgio Armani
H&M
Hemricourt
Isabel Marant
Kenzo
Lancel
Louboutin
Maje
Mango
Marc Jacobs Eyewear
Montblanc
Paul Smith
Scotch & Soda
System 1990
The Frankie Shop
Tiger of Sweden
Tommy Hilfiger
UGG
Under Armour
Zadig & Voltaire
/ BEAUTY & FRAGRANCE
Armani Beauty
Biotherm
Byredo
Lacoste Parfums
Nina Ricci Parfums
Obayaty
Prada Beauty
Rabanne Parfums
Sephora
Valentino Beauty
YSL Beauty
/ RETAIL & E-COMMERCE
Galeries Lafayette
Mytheresa
Printemps
Zalando
/ CULTURE & ENTERTAINMENT
Paris Saint-Germain
Sony Music
Spotify
Universal Music Group
Warner Music Group
/ LIFESTYLE & TECH
Baileys
Bowers & Wilkins
Lucid Motors
Pullman
Yamaha
/ AGENCIES
Heaven
LEDE
Nina Noten
R2
Ykone (Bold)