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Work Background
UptifyMarketing Communications Manager
Aug. 2023 - Jul. 2024Paris, รle-de-France, Franceยท ๐๐ ๐๐ฅ๐๐ญ๐๐จ๐ซ๐ฆ ๐๐ซ๐๐ฅ๐๐ฎ๐ง๐๐ก ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Spearheaded the prelaunch communication strategy for Uptify's cutting-edge AI platform, strategically positioning their proprietary technology as a game-changer for luxury retail management, delivering key messaging to elevate its market perception and generate buzz within the industry ยท ๐๐๐๐ก-๐๐ซ๐ข๐ฏ๐๐ง ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ: Developed integrated B2B marketing strategies, leveraging Uptifyโs competitive tech-based advantage to strengthen brand presence with luxury clients including brands Lanvin, Sergio Rossi, Wolford and Printemps, as well as marketing to prospective clients
Humanity HanoiFounder of Ethical Concept Boutique
Jan. 2020 - May. 2023Hanoi, Hanoi, VietnamSpearheaded the launch & successful positioning of Humanity Hanoi, a boutique championing sustainable fashion and lifestyle brands: ยท ๐๐ซ๐๐ง๐ ๐๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ข๐ง๐ : On-boarded over 50 local ethical brands in store and online, using storytelling-driven branding to connect with a loyal customer base of expatriates, tourists and local shoppers ยท ๐๐ซ๐จ๐๐ฎ๐๐ญ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ: Designed an eponymous product line of clothing, jewellery and home decor items with +90% sell-through rates, overseeing production, contracts and sustainability standards ยท ยท ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Executed data-driven seasonal marketing plans leveraging POS and e-commerce analytics, driving community engagement through targeted email campaigns, in-store events, social media initiatives and influencer partnerships ยท ๐๐ซ๐๐ง๐ ๐๐๐ซ๐ญ๐ง๐๐ซ๐ฌ๐ก๐ข๐ฉ๐ฌ: Collaborated with local female-led social enterprises to launch exclusive products, increasing brand visibility by 30% and leading to a 25% boost in sales through opening events and in-store demonstrations ยท ๐๐ฎ๐ฌ๐ข๐ง๐๐ฌ๐ฌ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ: Developed and managed quarterly budgets, exceeding financial targets and achieving profitability in Year 1 while donating 5% of proceeds to local charities; Successfully brokered sale of the business in 2023, solidifying its status as one of the city's cherished boutiques
mytheresa.comFashion Content Manager
Feb. 2018 - Feb. 2019Munich Area, Germanyยท ๐๐๐ญ๐-๐๐ซ๐ข๐ฏ๐๐ง ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Leveraged consumer insights and sales analytics to craft tailored content strategies across digital channels, effectively targeting and retaining high-value customers; targeted content contributed to an increase in active customers from 230K in FY17 to 299K in FY18, with an average order value (AOV) of โฌ632. ยท ๐๐จ๐๐ข๐๐ฅ ๐๐๐๐ข๐ & ๐๐ง๐๐ฅ๐ฎ๐๐ง๐๐๐ซ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Delivered 360ยฐ campaigns (photo, video, influencer, social media) for exclusive collaborations with brands including Miu Miu, Todโs and Bottega Veneta, enhancing engagement and visibility ยท ๐๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ & ๐๐๐ญ๐๐ง๐ญ๐ข๐จ๐ง ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ: Collaborated with Performance Marketing team on A/B testing to optimize paid social, search, display and affiliate ads, driving a 64% increase in seasonal video viewership; Focused on customer-centric strategies, including personalized marketing and loyalty programs, achieving high retention rates and contributing to a 23% revenue increase
SUR LA TERRE SwitzerlandEditor at Large
Oct. 2014 - Jan. 2017Doha, Qatarยท ๐๐ซ๐๐ง๐ ๐๐๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ข๐ง๐ : Piloted the strategic relaunch of the Middle Eastโs premier luxury lifestyle magazine; Analyzed sales data and consumer research to successfully target HNWIs/UHNWIs while securing coveted distribution channels with Qatar Airways ยท ๐๐๐ข๐ญ๐จ๐ซ๐ข๐๐ฅ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Managed editorial operations, calendar, budgets and content development while collaborating with PRs to secure interviews with celebrities like Salma Hayek and creative directors/CEOs from Max Mara, Todโs and Van Cleef & Arpels.
Julia SeidlContent & Brand Strategist, Editor & Copywriter: Luxury, Fashion & Beauty
Mar. 2013International๐-๐๐จ๐ฆ๐ฆ๐๐ซ๐๐ ๐๐ญ๐จ๐ซ๐ฒ๐ญ๐๐ฅ๐ฅ๐ข๐ง๐ : โข ๐๐ฎ๐ฑ๐ฎ๐ซ๐ฒ ๐๐๐ญ๐๐ข๐ฅ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง๐ฌ: Partnered with leading brands such as MyTheresa, Farfetch and Escada to deliver data-informed, omnichannel campaigns tailored to luxury fashion, beauty and lifestyle consumers โข 360ยฐ ๐๐ซ๐๐๐ญ๐ข๐ฏ๐ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Delivered over 50 multi-platform campaigns, aligning visual storytelling across print, digital and social media to elevate brand perception and drive revenue โข ๐๐ซ๐๐๐ญ๐ข๐ฏ๐ ๐๐ข๐ซ๐๐๐ญ๐ข๐จ๐ง: Led concept creation and content execution for seasonal campaigns, collaborating with internal and external stakeholders to maintain brand consistency and ensuring cultural resonance and relevance for local and international markets ๐๐๐ข๐ญ๐จ๐ซ๐ข๐๐ฅ (๐ฉ๐ซ๐ข๐ง๐ญ, ๐๐ข๐ ๐ข๐ญ๐๐ฅ, ๐ฏ๐ข๐๐๐จ): โข ๐๐ฎ๐๐ฅ๐ข๐ฌ๐ก๐๐ ๐๐จ๐ซ๐ค: Create high-impact content for global fashion publications, including Harperโs Bazaar Arabia, Grazia Middle East, Elle Canada, Fashion, and Toronto Star. Specialize in trend & evergreen, purpose-led stories designed to engage discerning audiences โข ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Developed editorial frameworks that align with audience insights and brand goals ๐๐จ๐ซ๐ญ๐๐จ๐ฅ๐ข๐จ: To view samples of my work, please visit my digital portfolio below โ
HELLO! MagazineFashion & Beauty Editor
Jul. 2011 - Aug. 2014Torontoยท ๐๐๐ข๐ญ๐จ๐ซ๐ข๐๐ฅ ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ & ๐๐จ๐ง๐ญ๐๐ง๐ญ ๐๐ญ๐ซ๐๐ญ๐๐ ๐ฒ: Directed editorial vision for luxury fashion and beauty content at Canadaโs top-selling magazine, restructuring section to cut expenses by 50% while contributing to an 88% increase in print circulation from 2011 to 2014; Ensured alignment with marketing goals to drive audience growth and advertiser satisfaction. ยท ๐๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐๐ซ๐ญ๐ง๐๐ซ๐ฌ๐ก๐ข๐ฉ๐ฌ & ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Cultivated strong PR relationships to secure exclusive interviews with A-list celebrities including Beyoncรฉ, Nicole Kidman and Lily Collins, aligning with key advertiser needs and widening target readership. Partnered with digital teams on integrated campaigns & content, helping to propel Hello! Canadaโs iPhone app to #1 on newsstand charts at launch ยท ๐๐๐๐ฆ ๐๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ & ๐๐๐๐๐๐ซ๐ฌ๐ก๐ข๐ฉ: Managed team of writers (on-staff & freelance) to ensure tight deadline adherence & content excellence; Planned editorial calendar while coordinating with photographers and stylists to streamline production
Cosmopolitan TVWardrobe Stylist
Jan. 2009 - Apr. 2013Torontoยท ๐๐ญ๐ฒ๐ฅ๐ข๐ง๐ & ๐๐๐ ๐ฆ๐๐ง๐ญ ๐๐๐ฏ๐๐ฅ๐จ๐ฉ๐ฆ๐๐ง๐ญ: Styled three hosts for each weekly episode & partnered with producers to create over 50 fashion segments for Oh So Cosmo series
Garbo GroupAssistant Buyer
Nov. 2007 - Jan. 2009Toronto, Canada Areaยท ๐๐ฎ๐ซ๐๐ก๐๐ฌ๐ข๐ง๐ & ๐๐ฅ๐๐ง๐ง๐ข๐ง๐ : Collaborated with head buyer to design & plan seasonal sunglass assortments for mid to premium brands ยท ๐๐ง๐ฏ๐๐ง๐ญ๐จ๐ซ๐ฒ ๐๐ง๐๐ฅ๐ฒ๐ฌ๐ข๐ฌ: Analyzed weekly & daily sell-through of department store accounts to push through replenishment orders
Jones New YorkMerchandise Coordinator
Apr. 2005 - Aug. 2006Torontoยท ๐๐๐ซ๐๐ก๐๐ง๐๐ข๐ฌ๐ข๐ง๐ : Merchandised eight JAG brands including Anne Klein and Jones New York at Hudsonโs Bay and Holt Renfrew stores ยท ๐๐ง๐ฏ๐๐ง๐ญ๐จ๐ซ๐ฒ ๐๐ง๐๐ฅ๐ฒ๐ฌ๐ข๐ฌ: Analyzed sell-thru & monitored inventory to coordinate delivery of key items with marketing campaigns ยท ๐๐ฏ๐๐ง๐ญ ๐๐ฅ๐๐ง๐ง๐ข๐ง๐ : Styled, planned and executed in-store fashion shows, product knowledge sessions and promotional events
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