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A day in the life of Charlotte Lane

Since school, Dune’s head of marketing knew this was the role for her. Outlandish props and the team buzz only confirmed it.

What does your typical week involve?
My role is varied and covers everything from photo shoots, advertising and building the marketing strategy, to overseeing international marketing and graphic design. A typical week can involve retouching seasonal campaign photo shoot imagery, planning next year’s advertising schedule, reviewing the new collection with the buying teams or developing plans for store launches. We’re a small but busy team of three, although we’re in the process of expanding. The team catches up once a week to talk through our projects and prioritise the workload for the coming week.

What meeting are you most looking forward to today?
The marketing, PR and ecommerce teams are meeting over breakfast to catch up on projects and brainstorm ideas. It’s important to work collaboratively and it’s so exciting to see the smallest of ideas materialise into great campaigns.

What task do you wish you could postpone?
Clearing my inbox. I’ll typically receive up to 60 emails a day so keeping on top of them is not easy.

How did you get to where you are today?
I’ve always been fascinated by brands and knew marketing was for me after discovering it in my first business studies class at school. I went on to study International Business at Nottingham Trent University, specialising in marketing. I gained lots of work experience along the way, spending six months interning in the marketing team at Digital World magazine in Paris. After graduating I joined New Look on a summer placement. I sat behind the marketing team and was always intrigued by the campaigns, outlandish props and window schemes they were developing. There was a real buzz within the team that I so wanted to be a part of. Following a restructure, a position opened up in the creative marketing team and I applied that same day. Luckily the marketing experience I had on my CV was enough to get me the job. I worked on some amazing campaigns for the Kelly Brook lingerie and swimwear collections and Gold by Giles [Deacon], which was fronted by Drew Barrymore, to the Fearne Cotton Organics range. I was hooked from there and went on to work with some great brands including Crew Clothing Co and Waitrose, before joining Dune two years ago as marketing manager. I was promoted to head of marketing in May.

What has been your career highlight?
Opening Dune’s London flagship store on Oxford Street in April - it was an amazing campaign to work on and a real milestone for the business. It was also great to be at the Drapers Footwear & Accessories Awards this year to see Dune win Multiple Retailer of the Year. Knowing you’ve played a part in the success of the brand is a great feeling.

If you could change one thing about your career path, what would it be?
I wouldn’t change a thing. I’m lucky, I’ve followed my dream career path.

What’s the best piece of advice you’ve been given?
When I first became a manager I was given this advice by a number of people to help me delegate: only do the work that only you can do. It’s a great ethos for letting go and giving the more junior team members their chance to step up.

How do you see your career progressing?
I became head of marketing for Dune this year and am looking forward to putting my ideas into action to grow it to the next level. The next few years are going to be an exciting time - we launch our first flagship store in the US this autumn, with more to follow in 2015. There’s a lot to look forward to.

If you could work in another area of fashion, what would it be?
I love writing, so if marketing hadn’t been an option at the start, it would have been fashion journalism.

What advice would you give to someone wanting to follow in your footsteps?
Get lots of relevant work experience and treat every placement as an interview. Everyone enjoys the fun jobs, but it is how you approach the more mundane tasks that will set you apart and might just secure you the next vacancy.

  • Salaries for this position range from £75,000 to £100,000 (estimate by Henry Fox Recruitment)

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