Aquascutum’s marketing and PR executive has stood out from the crowd, whether with biscuits or hot pink Vespas.
What does your typical week involve?
I work on campaign management, social media, creating creative collateral such as signage, invites and lookbooks, as well as working on creative direction. I’m also involved in event planning, organising PR sendouts, writing press releases, sample management, seeking out collaboration opportunities and attending new business pitches. I specialise in copywriting and celebrity dressing - we’re refreshing Aquascutum and trying to get the right people on board. We recently invited British actors Jack Fox, Ed Speleers, Morgan Watkins and Gemma Chan, among others, to the opening of our Jermyn Street store in London and dressed them for the event.
What meeting or task are you most looking forward to today?
I’m at Pitti Uomo in Florence at the moment and have a meeting with the editor of GQ Italia to discuss a potential event. If I was in the UK, I’d be getting on with the media plan I’ve been putting together for autumn 14.
How did you get into the role you’re in today?
After finishing my A-levels, I studied international management with Spanish at Bath University, but quickly realised university wasn’t for me. I started an internship at luxury retail company Club 21 working with the UK press manager on DKNY Jeans and really liked it. I then went into marketing with consumer research agency Relish Research, servicing brands such as L’Oréal. While there, I decided I wanted to get back into something a little more creative so after two years moved to Juicy Couture. I organised events like its London Regent Street store launch in July 2012, booked in-house collaborations with illustrators, bloggers and photographers, helped with media buying and planning for the year and worked closely with the New York team on marketing initiatives specifically for the UK. I was also one of the main marketing points of contact for the European and Middle Eastern markets. After a brief spell at Nars Cosmetics, I went freelance and then travelled for a few months, which made me realise how much I missed fashion. I was recruited by Aquascutum’s chief operating officer Mark Taylor, who I’d worked with at Juicy Couture, in November 2013 and haven’t looked back.
If you could change one thing about your career path, what would it be?
I’m not sure I would go back to freelancing. I like being part of a team, surrounded by people and working closely with different departments.
What has been your career highlight?
Sending 20 hot pink Vespas down London’s Regent Street for the Juicy Couture store opening in July 2012. Even more exciting things are happening with Aquascutum, but I can’t talk about them yet.
Who has been your mentor?
Esther Lopez Riva, marketing manager for southern Europe at Clarks International based in Madrid, who I worked with while at Juicy Couture, and Diane Crook, PR director at Salt Resort Wear, who I worked with first at Club 21 and then at Juicy Couture.
What’s the best advice they’ve given you?
Diane taught me a lot about luxury fashion and brand positioning. Esther taught me to take more risks in the field - to think really big and then scale it down to be appropriate to what you’re doing and to be in line with the brand strategy.
How do you see your career progressing?
I have an opportunity to grow with Aquascutum - we have a fantastic team and with our new lines have the chance to refresh a great British fashion brand. The chance to participate and contribute to something like this doesn’t come along very often. At some point, I would love to be marketing and communications director.
What advice would you give to someone wanting to follow in your footsteps?
A smart CV is important. It’s good to bring a portfolio to interviews - I’ve taken an iPad to play videos of events I’ve worked on. Be determined, assertive and do something that makes you stand out. For example, I took make-up themed biscuits from the Biscuiteers bakery to my Nars interview, and we used the idea later on as press gifts.
- Salaries for this position range from £28,000 to £35,000 (estimate provided by CVUK)
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