Senior Marketing & Brand Strategy Leader
Projects
Amazon: Scaling a multi-million dollar creator programme in EU
At Amazon, I led the positioning and growth strategy for Amazon Influencer & Associates Programmes, delivering end-end marketing and content strategies across 9 EU markets. I focused on scaling quality and performance through systems rather than volume. I launched a multi-market virtual education platform to upskill creators and improve content quality, delivering $3.2m incremental revenue in 6 months, while designing lifecycle marketing programmes that increased engagement from 26% to 38%. In parallel, I pioneered AI-enabled email creativity and production workflows, scaling output capacity by 350% and lifting open rates from 2.8% to 7.4%.
Harrods: Defining a profitable sustainability strategy
At Harrods, I helped redefine how circular fashion could operate within a luxury retail ecosystem without compromising commercial performance. I led the launch of 14 new brands aligned to a refreshed sustainability and circular fashion positioning, delivering a 68% sell-through versus a 55% category average and improving Gen Z brand perception by 22%. I also established strategic partnerships with The Restory and My Wardrobe HQ, unlocking £1.2m in incremental revenue streams while protecting full-price, in-season sales.
YNAP: Repositioning a luxury e-commerce retailer
At The Outnet, I helped reposition the brand to support long-term growth while maintaining its luxury credibility. I shaped a clearer brand narrative and brandformance strategy that aligned editorial storytelling with acquisition and performance marketing. This repositioning unlocked €22m in new customer revenue across global markets, strengthening The Outnet’s position as a destination for luxury fashion rather than a discount outlet.
Spotify: Tapping into new luxury verticals and gen-z mindsets
At Spotify, I identified an opportunity to reposition the platform for luxury and premium retail brands by reframing how audio could deliver cultural relevance and incremental value. I developed new luxury-specific formats and commercial narratives, working closely with sales and regional teams to bring them to market. This approach delivered a 15% increase in luxury retail revenue within four months and unlocked £1.1m in Gen Z-focused revenue through culturally led activations.
