Caroline Shapiro - Freelance Brand Comms Consultant,

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Work Background

Bonza MusicHead of Communications

Sep. 2025

In Beauty Skincare Ltd T/A 3 Twins.Director

Jul. 2019 - May. 2023London, England, United KingdomCurrently dormant, 3 Twins is a start-up DTC gender neutral cosmeceutical skincare brand, designed to answer identified emerging consumer purchasing trends in the global skincare space, specifically the masstige market. Scalable and relevant, the business plan is finalised with a view to launch 3 Twins on its own e-commerce site with plans to expand slowly into other digital and bricks and mortar stores, shopping channels, beauticians, airlines and hotel amenities as and when brand traction and financials allow. . The Brand is led by 2 female founders, who between them have over 30 years’ experience in the skincare/spa and communications sectors. Accordingly, we have a genuine, authentic back story behind the brand. 3 Twins offers high quality, luxury level, results driven products at accessible price points. Expertly formulated by one of the founders using a mix of proven scientific and natural active ingredients, we deliver superior results for both male and female skin across all ethnicities. The products contain no fragrance or unnecessary ingredients, Recyclable, cruelty free, transparent and customer focused, we are passionate about embracing diversity, gender inclusivity and the individual. We want to free our customers from an industry whose culture is embedded in vanity and luxury. Celebrating rather than erasing the concept of ageing.

3 AM LtdBrand Comms Director

Aug. 2014 - Sep. 2025London, United Kingdom3am Ltd transforms start-up/existing brands; identifying & distilling key points of difference from competitors. Clarify key messages/business goals. Crafting captivating brand stories; collaborating with brand management, creatives, & influencers. Enable domination in luxury sectors refreshing relevance to target audience, USP, driving sales via strategic brand communications, content, influencers/PR. Foster partnerships with clients, affiliates & suppliers leveraging a growth mind-set to deliver exceptional results, maximise exposure and drive ROI. Empower brands highlighting distinctiveness, refining messaging, & implementing effective targeted marketing strategies Notable Accomplishments • Campaign shoot production Inc model casting, hiring local crew, equipment, hair and make up teams, videographer and photographer. Location, flights and accommodation plus budget management for Heidi Klein Ibiza. • Managed press, buyers, launch event to secure No 1 sales for perfumer Azzi Glasser's 'The Perfumers Story' at HN. • Amplified Azzi Glasser's Kingsman fragrance, an affiliate partner of global film launch The Kingsman. • Managed rebranding & creation of website build project for Gem-A, coordinating internal depts & external agencies. Wrote brand mission statement, brand TOV, brand, social & creative briefs ensuring cohesive brand identity. • Achieved extensive press coverage for the launch of Arabella London swimwear. Developed & rolled out comprehensive PR plan, crafted key brand messages, & bespoke web editorial. • Led start-up of Mx Skincare Australia from concept to launch effectively establishing the entire 10 formula brand across all touch-points. • Compiled brand identity doc, key messaging, managed website build & editorial content for Swanky London salons Achieved seamless integration of brand identity across various platforms. Researched & brought in new beauty products. Briefed & appointed new social agency to drive engagement and customer interaction.

The Direct Living Company LtdDirector

Nov. 2013 - Aug. 2014London, United KingdomIncepting The Direct Living Company as a multi-brand creative hub, managing up to 6 exclusive and original brands within the fashion, beauty and lifestyle sectors, with the savvy to take these brands to market and beyond. As the first UK business designed explicitly to deliver destination products ranges in partnership with Direct TV Shopping Networks, the focus was to create a luxury customer experience at an attainable price point. Creating a successful business plan that attracted two business partners and seed-funding to launch – responsible for the set-up of the Limited company and shareholder contracts. Researching and securing ‘an-in’ to top buyers from Shop HQ, QVC UK, QVC Milan, Shopping Channel, Toronto and Minneapolis to create the end-point supply chain. Sourcing and working with top-level creatives to create the first fashion brand for launch; managing branding, labelling packaging and the launch photographic campaign for the AW14 season. Briefing tech-savvy teams to create a global website with back-end transaction and e-commerce capability.

Ink And Air LtdFreelance Communications Consultant

Jan. 2011 - Oct. 2013London, United KingdomProviding expert Brand Development, PR and Events Consultancy supporting top names and brands to undertake remarkable campaigns, projects and press programmes. Managing teams throughout brand communications activities, aligning brand, PR, marketing and industry activities to realise the objectives of the leading fashion and product players. Securing a contract with Heidiklien.com, leading the PR team for the luxury swimwear brand, identifying target press and organising all press days, activities, packs and briefs. Campaign management for Heidiklein.com and Producer behind overseas photoshoots and the creation of the brand's first film that coincided with a brand re-focus to their target customer profile. Project manager to the HeidiKlein Pop-up Shop in Selfridges and associated press coverage. Event Director for the Kate Moss for Longchamp Store Launch Consulting for celebrity photographer Richard Young Gallery on his brand development story. Creating the Press Strategy for Derek Rose, the luxury sleepwear and loungewear brand. Managing multiple photoshoots and campaigns for top brands, including brand-firsts – going to film as an alternative and additional brand development tool for digital channels. Negotiating press and product placement for Paula Rowen, a high-end Glove Designer in Ireland. Event design and production for the Stephen Wester and Forevermark celebrity dinner to launch their new Bridal Collection in conjunction with Dali Diamond. Compelling Julian Macdonald to show at Fashion Rocks Showcases, Zurich initiating and managing a key influencer trip with Range Rover for On/Off London & Paris shows. Supporting SRO Motorsport for Lamborghini Super Trofeo 2012 series.

Ketchum PleonDirector

May. 2010 - Jan. 2011SpittlefieldsEnergising an 8-strong team throughout the execution of client PR strategies for Adidas. Creating magazine toolkits using their ambassadors Victoria Pendleton and Jess Ennis to secure press coverage for Adidas, Adidas Originals and Adidas Sport Performance. The creator behind the Wella, Pantene and Max Factor global toolkits, drawing from looks in London, Paris, Miland and New York fashion shows, and their ambassadors. Briefing backstage photographers, artists and support staff to seamlessly execute shows. Generating winning copy and content to support productions and deliver on project visions.

Marchpole GroupHead Of PR

Jan. 2007 - Jan. 2009London, United KingdomOwning the PR Strategy for the luxury multi-brand licensee group. Winning the sign-off from board stakeholders on PR budgets, the UK PR Strategy and key campaigns, including a major collaboration with the Paris Office that generated a huge uptake in press coverage for the Pop-Art Fashion & Homewares brand JCC. A key contributor and negotiator who secured press attendance for the JCC Paris show. Launching Jean Charles Castelbajac’s first store in the UK to huge press and celebrity attendance.

Austin Reed GroupHead Of PR

Jan. 2005 - Jan. 2007Regent Street LondonHired by the CEO to revitalise the Press Office function for Austin Reed and Country Casuals. Authored the in-house PR policy for both brands and managed the launch of Country Casuals with an external brand agency; created the ‘Voice of a Generation’ internal brand statement. Created and sold-in a GMTV competition with Lorraine Kelly and Jerry Hall to find a mature model. Sourced and hired Selina Scott as the face of Country Casuals’ relaunch campaign. Escalated PR initiatives to all flagships and UK stores, including a new critical management process. Organised the Richard Youngs Photography in Austin Reed celebrity exhibition and PR exercise. Hosted a pop-up for Stephen Webster’s first men’s jewellery line, Negotiated product placements on celebrity showcases and TV shows.

TOPSHOP TOPMANHead Of PR

Jan. 2000 - Jan. 2003Transformed brand perception of Topshop through a ground-breaking high street initiative first with in-house designed collections. Topshop Unique, launched ahead of LFW positioning Topshop as a leader in design innovation rather than a copy of existing high end brands. Built Topshop into a retail phenomen becoming the leading name on the highstreet for innovation and support for young designers. Revitalised Topman as a stand-alone and viable brand, independent from Topshop. Established Topman as an independent menswear leader on the high street. Initiated and launched the VIP Membership 250 Loyalty card program for Topshop and Topman. Oversaw Graduate Fashion Week sponsorship and key strategic relationships with Models 1, Moet, Dazed and Confused. Launched high-end design Topshop Boutique as a store within the flagship as an industry first; managed the full concept and delivery lifecycle with Architects, Set Designers, Editors and Artists. Managed a 6-strong team within the Topshop, Topman and Miss Selfridge group.