NEOMA Business School

Digital Mums

Université Sorbonne Nouvelle

Responsible for the UK Region and full brand P&L, reporting into Global Managing Director.
Leading teams across Sales, Communications, Social Media, influencer Marketing, Online

Symbiose Cosmetics Korea | L'Occitane group | erborian

Country Director UK & ROI

Marketing & Social Media Marketing Consultant specialised in leading and developing:
Organic and Paid Social Media Marketing Strategy,Influencer Marketing Strategy & Consumer Focused Content pillars.
Social Media Management & content scheduling & reporting 
Created engaging Digital Content & Managed clients IG, Twitter & Facebook Social Media Accounts 
growing reach and awareness by +200%, interactions by +300%, and impressions by 150% & Followers by +25%

Marketing Consultancy

Marketing Consultant

•Reported direct to the VP/General Manager and responsible for defining local ‘go to’ strategies and £4.5m omni-channel marketing campaigns to support delivery of £90m annual sales revenue.
•Optimised the launch performance of Michael Kors Gorgeous, recovering a declining trend through covid years. Secured £600k sales, outperforming the No 1 Michael Kors ladies fragrance by 13%, becoming no 4 of the 5 top best new UK fragrance launches.
•Drove the growth and customer base of No 1 online retailer; achieving 12.4 ROAS (industry average 4.0); increasing sales by £200K through 3000 new customers. Led the creation of a multi-category Beauty summer offer to drive trials and purchases.
•Generated £41K additional sales in 2 wks through a social media campaign increasing reach by 142% (3.1M to 7.5M potential consumers). Pivoted existing media strategy and siloed team mindset on discounts, into consumer relevant value adding content.
•Utilised a leading position in Original Primer sales to cross sell the higher average order value Studio Skin foundation. Created a joint sales and value offer supported by email campaign that retargeted loyal consumers and primer purchasers’.
•Increased sales of Christmas sets by 250% (£200K value). Utilised in-depth consumer data to identify market opportunity and growth potential. Selected best performing products to create a new mix of highly attractive, locally-sourced, in-demand gift sets.
•Overturned the underperformance of the Smashbox brand, due to the pandemic (-39% compared the make-up market -8%), by creating the dynamic turnaround plan linked to Christmas sales. Increased EMV by 50%; incremental sales of £250K  
•Created a cross-functional team commitment, to restore Glam Glow sales from double digit decline, by developing a focused plan – within just a few days - to turn around the performance of all channels. Acknowledged by the global team as best in class.

The Estée Lauder Companies Inc.

Marketing & Communications Director, Designer Fragrances, Smashbox, Bumble & Bumble, Glam Glow

•Reported direct to the VP/General Manager and responsible for a 9 strong team of marketing experts to create a UK omni-channel brand consumer engagement strategy across a £70m (retail) portfolio of designer and niche fragrances.
•Established 3-year strategy and long-range communications plan for individual brands. Identified promotional opportunities, reviewed retail sales monthly with sales team to adjust the omni-media communications and engagement plan to maximise impact
•Set objectives for the sale of hero product sales and new brand building e.g., Michael Kors +30% at retail across the period and +49% at Christmas with in-store experiential. Increased Christmas retail sales: Michael Kors +35% +59% DKNY +5%.
•Defined £4m media strategy across designer and Niche Fragrance brands to include Michael Kors, DKNY, Zegna, Aramis, Tory Burch and Lab Series
•Developed and briefed in the UK a new brand identity and omni-channel creative content toolkit for Aramis Fragrance, used as Global assets.
- Lead pre and post launch P&L reviews with Finance Business Manager to track and maintain net operating profit by Fragrance Franchise
- Collaborated with Global Teams and key retailers to ensure new product development, assets and consumer engagement activations were UK relevant resulting

Marketing & Communications Director at Aramis and designer Fragrances

TRADE MARKETING MANAGER, The Orange Square Company		         2013 – 2016

The UK’s No 1 distributor of niche and luxury fragrances. A portfolio of 9 brands including: Creed, Maison Francis, Kurkdjian and Atelier Cologne.
•Reported direct to the Managing Director and responsible for the design and delivery of an omni-channel marketing calendar and trade plan to build 9 separate brands in the local market, to achieve retail and wholesale profit targets.
•Achieved:  +195% at retail on Creed Aventus & +20% on Total Creed Franchise 
•Briefed media and creative agencies, to develop a powerful on brand media, online & in store Brand Guidelines and new Advertising visuals with a customer focused approach contributing to a +195% increase in retail sales
•Responsible for the growth and extension of the Orange Square brand portfolio from 6 to 9 brands in 2015
•Built partnerships with key retailers such as JLP, Harrods, Selfridges and increasing profitability by +20% YOY and +195% increase in retail sales through targeted sales support plans.
•Expanded distribution and investment in Creed, increasing visibility and delivering sell- in targets and profit objectives for 2015
•Responsible for a £2m marketing budget representing a +50% increase over 2014 to build on sales success and effectiveness of past campaigns.

The Orange Square Company

Marketing Manager

BRAND MANAGER, Coty Prestige UK					         
•Reported direct to the Marketing Manager and responsible for developing strategy and plans for the Group’s designer and celebrity brands including Marc Jacobs and Roberto Cavalli. Annual Budget £5m.
•Directed a wide range of activities and product launches including: DOT Marc Jacobs – judged best new launch in 2012, promotions, CRM, Advertising (TV, Cinema, Press and Outdoor) visual merchandising and retailer marketing.
•Tracked activity and computed ROMI. Conducted market and customer specific research to build a view on the competitive landscape to underpin market activity planning.

Coty

Brand Manager Marc Jacobs, Vera Wang, Jennifer Lopez and SJP

-Create and Update Marketing Plan for 2007/2008 on 3 Brands
-In charge of forecasting quantities based on the 2008 Marketing Calendar  
- Organised nationwide Launch on Relaunch on 3 Brands.
- Succesfully liaised with International office in order to generate new product development requests more appropriate to the UK Market
- Effectively Project managed laucnhes and animations for 2007/2008

YSL Beaute

Brand Manager

Global Category Assistant, in charge of assisting the Global Marketing Manager to support the international development and growth of the Hair Category.

• Successfully lead definition of HPC Forum news items and content, supporting Hair Care brand priorities. Liaised and worked with 15 contributors to ensure timely delivery.
• Actively supported Global Project Leaders and Project Leaders in their use of the Forum to communicate with a broader community.
• Involved in the Global Hair Category Management as Global Coordinator for the Unilever Innovation Portfolio System (IPM) 
• Participated in the simplification and update of approximately 200 projects included in the Hair Care Portfolio. 
• Engaged in the organisation of Global events such as the Global Hair workshop involving 150 attendees.
• Successfully participated in building the Strategy aiming at Harmonising
9 brands marketed in Asia, North America and Europe in order to reduce
packaging and Supply Chain costs.

Unilever

Global Category Assistant

Marketing Trainee involved in Managing 12 core Markets and improved 7 categories of brands.

• Provided centralized Marketing support to 7 Area Zone Brand/Sales Managers by ensuring consistency and increased efficiency, thereby driving cost reductions.
• Developed 5 Product launch recommendations and Price Models aimed at ensuring the profitability in product launches.
• Proficient in writing Product Development Requests for new product launches (Eg: Launch of new Tang product from Thailand that would reduce production costs and be more price competitive).
• Managed Advertising Agencies for BTL and ATL campaign; Adept at preparing briefs for the development of radio spots and a billboard campaigns (Eg: The Kraft Cheddar Cheese summer promotion in.Mauritius)
• Developed R&amp;D briefs for packaging changes across numerous markets.
• Minimized Stock Keeping units by 10% and launched new SKUs aimed at increasing consumer off-take.

The Kraft Heinz Company

Marketing Trainee

Trade Marketing Assistant in charge of PepsiCo’s portfolio of brands including soft drinks, snack food and cereals. Organised promotional campaigns, using efficient advertising tools in order to increase sales by 3%

• Actively Participated in the organisation of 6 promotional campaigns, implementing new advertising tools aimed at optimizing visibility by 15%
• Developed Marketing Campaigns in conjunction with various customers such as Elior, Pizza Hut, Quick, and Total aimed at increasing transactions by 5%
• Engaged in the organisation and introduction of PepsiCo Portfolio to Roland Garros by selecting the best POS advertising.
• Involved in multiple promotional campaigns optimizing PepsiCo’s core brands visibility.

Deborah Goldweis