Napier University of Edinburgh

CERAM Sophia Antipolis

Regional Head of Marketing (EU) & (ANZ) (interim) at Aesop

London, England, United Kingdom

Aesop

Regional Head of Marketing (EU) & (ANZ) (interim)

Regional Head of Marketing (EU)

- Overseeing the Global Centers of Excellence:  360 Campaign Content & Activation Planning (Online & Offline), Social Media, 360 Digital Performance Insights & CRM as well as Global Media
- Definition and Implementation of the Global Consumer Engagement/ Consumer Marketing strategy and regional cascade
- Management and Lead of seasonal briefing process & structure for all Global 360 Campaigns, incl. Content strategy and 360 Activation (channel & consumer touch points)
- Consumer Engagement Lead for Consumer Platform: The Night Is Yours
- Development and Global roll-out of 360 Campaign Performance Measurement process
- Definition and implementation of Annual Global Media guidelines to regions – according to strategic brand objectives
- Taskforce Member of Estée Lauder’s Brand FY20-22 Strategy & Innovation Plan: Global Consumer Engagement/ Consumer Marketing Plan in collaboration with Deloitte
- Global Brand Partnership lead for external industry partners such as Google, Facebook, Vice etc.
- Innovation Lead for Voice and Social Commerce

The Estée Lauder Companies Inc.

Global Head of Consumer Engagement

- Oversee and lead all Social, Content Creation Strategy Digital Performance Marketing Channels and 360 Campaign planning and execution, addressing all consumer touch points.
- Definition and implementation of Consumer Engagement Strategy for UK & Ireland, incl. O2O, 360-storytelling campaigns, Content Creation Strategy, CRM and Influencer Marketing strategy for the UK.
- Lead of the annual brand media strategy (online & offline) for FY18.
- Innovation Lead for the implementation of Google Home “Estée Lauder Nighttime Expert” in collaboration with Google as lead voice activation project in the UK & Facebook Chatbot
- UK Lead for Virtual Try-on trial and roll-out of YouCam
- Regional lead for  marketing & media agencies and partnerships, e.g.: VOGUE, Harpers Bazaar, LOVE, Marie Claire.

Head of Consumer Engagement

- Strategic planning and implementation of Digital Marketing/ Consumer Engagement Strategy, incl. O2O, 360-storytelling campaigns, Content Creation Strategy and Influencer Marketing strategy for the UK.
- Development and implementation of virtual try-on experience linked to digital marketing channels, driving online & offline activities, with YouCam Corp. launch as first beauty brand in the UK. Resulting in: +89% new consumer acquisition, +9.8% AOV, +59% conversion in-store
- O2O/ Social Activation implementation for first free-standing store in the UK, Estée Edit Carnaby Street.

Head of Omnichannel & Digital Marketing

- Development and implementation of overall digital marketing and content strategy or all digital channels, reflecting an Owned, Earned & Paid approach resulting in major growth in major channels and KPI’s.
- Successful lead and implementation of digital 360 campaigns like #DoubleConfidence campaign with outstanding growth YoY: (YouTube Views (+59% YoY), Sales (+30.9% YoY), CPV £0.07)
- Launched Estée Lauder as first beauty brand advertised on Instagram in the UK.
- Development of the team in size, roles and responsibilities responding to the brands strategic focus.
- Full media budget ownership incl. planning process and budget allocation according to channels and campaign priorities reflecting the marketing calendar.

Digital Marketing Manager

- Successful launch of marksandspencer.eu (total 5 standalone sites) and .ie as transactional site.
- Development and implementation of annual marketing strategy (online & offline) for European and Irish transactional websites. (marksandspencer.eu and marksandspencer.ie). incl. budget allocation – according to commercial objectives
- Incremental growth of digital core KPI’s: CTR +15%, Sales +50.2%, Visits +29.6%
- Management of all digital performance marketing channels incl. evaluation and traffic planning.
- Lead on all brand awareness, partnership and conversion driving activities for all international shipments (Australia, Canada, U.S.) from <a href="http://marksandspencer.com">marksandspencer.com</a>

Marks and Spencer

International Marketing Manager Multi-Channel, Ecommerce

Key achievements:
Managing and implementation of business and category growth plan of Oral Healthcare of the Philips Sonicare brand.
Increase of national market share in benchmark categories by 9% pp. Development and implementation of online and offline marketing campaign plan. Rollout new product launch (Philips Sonicare portfolio) in DACH.

Aim of campaign:
-  Raising of brand and product awareness of Sonicare
-  Reaching the defined sales targets and building brand preference
-  Creation, planning and roll-out of push and pull activities
-  Increase of traffic on the corporate website and Facebook fanpage
Actions:
-  ATL and BTL marketing activities
-  Buzz marketing (Word-of-Mouth, social media, stimulation consumer generated
media)
-  Support in creation and launch of the new national Facebook Sonicare fanpage for
DACH
-  Product management (4Ps)
-  Media planning
Further responsibilities:
-  Brand activation management for Philips SONICARE
-  Support development and implementation of marketing plans for national product
launch,
-  Experienced in working with agencies, especially for BtL, AtL activities
- 

Philips Consumer Lifestyle

Marketing Manager OHC, Marketing Management Consumer Lifestyle

Maternity cover

Responsibilities:

-    European project steering: Optimization of price/pack architecture of the Miniatures
product format of BOUNTY, SNICKERS, TWIX and MARS bars to raise brand
awareness (scenario analysis, evaluation, and implementation of packaging and
design optimization)
-    Assisted in the creation of the annual European growth plan for the CELEBRATIONS
brand, included the reporting of the results to the European brand management
department based in Slough, United Kingdom.
-    Managed the autumn online marketing campaign “Gold im Mix” of the
CELEBRATIONS brand (cooperation with communication and design agencies).
-    Monthly brand reporting and market analysis.

Mars

Assistant Brand Manager CELEBRATIONS

- Assist the product manager, responsible for the analysis of the French and Belgian housing market, creation of customer profiles, reprting trends, defining market potentials and market leaders.
-  Management and implementation of costumer workshops, analysing and reporting of results

Kirsten Thies