Charla Caponi - Marketing Executive, Consulting

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Work Background

GANTGlobal Director, Concept to Consumer

Feb. 2023 - Feb. 2024HybridPromoted to set the Global Brand and Channel Marketing Strategies from the concept phase to the consumer execution for Retail, e-commerce, wholesale, sustainability, and Licenses. ► Introducing a new approach to GTM and IMC incorporating analytics to create impact across the brand and commercial growth strategies. ► Evolving GANT ‘s Global Brand and Sustainability Platform into a viable long-term communication and business proposition. ► Leading the Global Media, Influencer, Social and Community Strategies to drive the brand and generate growth. ► Driving the strategies through cross-functional partnerships with Global Sales, local Managing Directors, and local marketing managers. ► Building and leading a highly engaged team while providing the platform for long-term (cross)- functional development and growth. ► Part of the Leadership team defining and developing long-term Brand and Commercial growth strategies.

GANTGlobal Head of Channel Marketing

Feb. 2022 - Feb. 2023HybridHired to drive the Go-To-Market process, leading integration with distribution channels and products, supporting overall strategic brand strategies, and tailoring these strategies to market the precise products at the right time and place for the target consumer. ► Co-developed the marketing strategy for the business from brief, through range launch for assigned categories to implementation. ► Built specific Go-To-Market plans by driving brand and commercially relevant implementation strategies. ► Managing Marketing Strategies for GANT’s licensee partners (Footwear, Time, and Eyewear). ► Coordinating GANT’s Sustainability Communications Platform across all regions and channels.

Canada GooseGlobal Vice President, Brand, Content & Community

Jun. 2020 - Mar. 2022Toronto, Ontario, Canada · On-siteLed and inspired a diverse team of 30 to develop brand marketing, creative, and community strategies aligned to the brand vision, corporate values, and seasonal go-to-market priorities. Pioneered a new way of thinking about integrated marketing while incorporating analytics to create impact across the brand and commercial growth strategies. ► Introduced consumer segmentation and brand guidance as a more sophisticated method of driving business growth. ► Spearheaded and launched Canada Goose’s purpose-based platform, Humanature, with the first-ever sustainable product launch. ► Led “always-on” social media, email, and blog editorial campaigns to deliver engagement and community retention, resulting in the growth of the global social community by +17% and increased email revenue targets by +50% for FY21. ► Led FY22 business strategies while developing Women’s, Lifestyle and Gen Z market playbooks. ► Led all Designer collaborations: OVO, Concepts, Y-Projects, NBA (Rhude), PBI, & Angel Chen. ► Defined the global content vision and strategy, including the visual identity, tone and editorial pillars for the Canada Goose brand, a vision that is seen across all channels of marketing, including earned, owned and paid mediums. ► Served as the Brand Marketing Lead for introducing Footwear in the Fall of 2021.

Canada GooseGlobal Vice President, Integrated Marketing

Mar. 2019 - Jun. 2020Toronto, Canada Area

CIMBAUniversity Professor

Sep. 2016 - Sep. 2018Paderno del Grappa, Italy · On-siteTaught Consumer Behavior, Buying, Having, and Being and Entrepreneurship Strategy to American undergraduate students.

GEOX S.p.A.Global Marketing Consultant

Oct. 2015 - Jun. 2016Biadene di Montebelluna, TV · On-siteHired to manage the development and execution of the global communications plan and launch strategy for Geox’s new iconic shoe, Nebula. Responsible for coordinating all teams within the company for 360° roll-out across all marketing and sales channels. ► Significantly changed Geox's visual communication with the market - from a product-led strategy to a relevant lifestyle campaign. ► Delivered on sell-out goals with a performance of 60%+ sell-thru within the first months. Co-executed the now-famous Nebula #StartBreathing campaign, a case study submitted to the Cannes Lions 2016 International Advertising Festival.

DieselGlobal Head of Marketing, Diesel (Apparel, Denim & Intimates)

Apr. 2013 - Jan. 2015Breganze, italyPromoted to oversee the development and execution of the global marketing and communication programs for the Diesel & Intimate BU. Led cross-functional groups (PR, Digital, Presence, Shopping Experience, etc.) while directing and executing projects and strategic initiatives. ► Led the worldwide launch of the Diesel+Edun collection to support fair trade in Africa. Partnered closely with Bono and others to develop a 360° marketing campaign in 25+ countries, resulting in 33.1 million Twitter impressions and an overall PR value surpassing £2,000,000. ►Oversaw the global launch of JOGG Jeans, a revolutionary new denim hybrid. Launched a 2-minute film and suite of creative assets that garnered 5.6M views, 7K new IG followers, and the most shared content in Diesel’s history – 144% higher engagement than typical campaigns. E-commerce sales grew 150% YoY. ► Served as Project Lead for a revolutionary new campaign for Diesel, #DIESELREBOOT, a total reinvention of Diesel’s communication strategy and refresh of imagery and branding.

DieselHead of Global Marketing

Jan. 2007 - Jul. 2014Marostica, Italy► Introduced e-commerce and created the online brand strategy, including website, promotional partnerships, and social media, resulting in +25 million impressions annually. ► Created 55DSL’s global presence marketing strategy from scratch – including VIP/celebrity relationships, local event concepts, sponsorship opportunities and product placement strategies to build local and international brand equity. ► Initiated significant corporate partnerships leading to successful brand extensions and co-branding programs – including Adidas, Bacardi, MTV, EA Games, PANINI, Manhattan Portage, Zound Industries, DIM MAK Records, and others. ► Recognized for revitalizing the entire global approach to 55DSL, capitalizing on online and social media channels to build buzz across the hard-to-reach youth demographic and helping grow international retail footprints to 20+ countries.

DieselGlobal Presence Marketing Manager

Aug. 2005 - Jun. 2007Marostica, ItalyRecruited to Italy to refresh 55DSL's global marketing, events, influencer marketing and brand presence opportunities targeting lifestyle genres, Music, Art, and Gaming across 25 countries. Accountable for strategic planning, international and local programs, market analysis, and asset and budget control.

Bluenotes, American Eagle OutfittersDirector of PR & Brand Management

Jul. 2004 - Jul. 2005Toronto, Ontario · On-siteManaged the Bluenotes brand with full responsibility for the brand direction, relationships, retail messaging, press/PR strategy, celebrity and product placement, and budgeting. Coordinated special events and promotions for all 166 retail stores across Canada. Within one year, successfully refocused the brand to leverage Canadian heritage, increased its presence in the denim market, secured prestige placements and laid a foundation for market growth.

DieselNational Retail Promotions Manager

Apr. 2001 - Jul. 2004New York, New York · On-siteManaged all branding events, retail/wholesale openings and promotions for 30 Diesel stores and the top 25 National wholesale accounts. Spearheaded the marketing and promotions programs that dramatically enhanced brand cachet and impacted business growth—part of the team that helped Diesel USA grow to $150M in revenue.

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