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A day in the life - Daisy Laramy-Binks

Director of marketing and creative at Iconix Europe.

What does your diary look like today?

We are the fashion sponsors of the NME Awards 2014 with our streetwear brand Mossimo. So my morning will be spent discussing which celebrities will be presenting our Best New Band award category with the team at NME. I will then be viewing the new Rocawear footwear collection for spring 14 for our approvals process with our approvals manager. We are also due to conduct a review of the press round-up from an autumn 13 catwalk show we held for our brand Badgley Mischka in Munich to support its launch into German department store Karstadt in October 2013. We flew the designers Mark Badgley and James Mischka over from New York to conduct interviews with Vogue, Elle and Cosmopolitan and would like to hold a similar event this year, but with more of a consumer focus. At 2pm I have a casting session for models for a photo shoot, and then towards the end of the day I will be out with my team scouting shoot locations around London.

What task do you wish you could postpone?

Scouting shoot locations is always time-consuming - unfortunately it is a necessary part of what we do to ensure a location not only looks right on camera for our campaign but also offers the necessities like decent on-site facilities for the crew.

How did you get to where you are today?

I decided to work full-time throughout university as a marketing assistant for a local company in Reading - lecture notes were available online so I studied in the evenings and weekends and worked in the day - in the hope it would give me the edge when I came to apply for graduate jobs. I wasn’t particularly fashion-focused at the time - a good friend at Total Licensing magazine suggested that Lamborghini might have roles available and put me in contact. After two interviews I moved to Italy, where I worked across fashion and luxury goods. Two years later I moved back here and worked at International Management Group (IMG), again across a mixture of fashion, celebrity-led brands and consumer products. I discovered I really enjoyed the seasonality, fast pace and constant innovation of fashion. So when I was headhunted for the role at [brand licensing company] Iconix I jumped at the chance to work across 20 of the biggest fashion brands in the US - including Madonna’s Material Girl, Jay-Z’s Rocawear, Badgley Mischka and Ocean Pacific - and bring them into Europe, in a role that combines creative and commercial.

Who is your mentor?

At work I am very lucky to have two great mentors: The Licensing Company (TLC)/Iconix Europe group managing director Angela Farrugia, and brand and retail director for soft lines Andrew Waller. Angela has taught me so much about pitching to companies and presenting in public. She is inspiring to be around. Andrew has to be one of the nicest people in the business and has a vast wealth of retail knowledge from his time at retailers such as Tesco and TK Maxx.

What advice would you give to someone who wants to follow in your footsteps?

Don’t waste time travelling on gap years, the graduate market is too competitive for that. Get as much experience under your belt as early as you can.

  • Salaries for this position range from £60,000 to £65,000 (estimate provided by CVUK)


2013 Director of marketing and creative, Iconix Europe, London
2011 Head of marketing, Iconix Europe, London
2010 Licensing manager, IMG
2009 Licensing executive, IMG
2007 Marketing executive, Lamborghini (consumer products), Bologna, Italy
2007 International Business Management, Brand Strategy, Marketing & Entrepreneurship BA Hons, University of Reading

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