Laura Darwin Email & Phone Number

United Kingdom

Los Angeles, California, US

Los Angeles, California, US

GB

• Defined and implemented the marketing strategy for key brand, trade and always-on campaigns, ensuring these responded to set business objectives whilst also maintaining the distinct brand identity and tone of voice.
• Built and implemented localised communication strategies and bespoke customer-centric propositions (including in-store and digital activations, events, product launches and partnerships) to engage with target relevant.
• Owned and nurtured the marketing relationship with 100+ global wholesale accounts, license product and international retail partners, signing off and overseeing the delivery of seasonal calendars to support trade.
• Effectively collaborated with internal stakeholders across the business to ensure campaigns were integrated, offering a seamless customer experience and a holistic brand message that resonated with the customer.
• Managed high-profile brand ambassadors and communications with related agencies.
• Led a team of twelve including the management of three direct reports (2 x Managers and 1 x Assistant Manager), nurturing development and individual performance to maintain high quality delivery and establish clear.

GB

• Developed and implemented the retail marketing strategy for international territories, delivering a calendar of activity including events, store openings, trade promotions and product launches.
• Built brand perception and drove customer acquisition in key markets via relevant media, influencer and local third-party partnerships, paid social advertising and branding opportunities.
• Delivered trade campaigns targeted to specific customer groups including corporates and students.
• Managed and coached a team of three direct reports and two indirect reports, including allocation of remits to deliver marketing activities against set seasonal plans.
• Managed the EU retail budget forecast, cost allocation and tracking.

GB

• Accountable for the design and delivery of the global Wholesale marketing calendar, in response to commercial targets.
• Consistently identified new opportunities to drive sell through, growth and awareness with key target accounts highlighted by the sales teams.
• Managed seasonal media advertising plans (print and digital) with key wholesale partners.
• Signed off creative briefs, ensuring wholesale marketing materials were developed in line with brand guidelines.
• Led unique and innovative omnichannel brand projects including the launch of Ted’s first immersive 360-degree shoppable film and the coordination of exclusive third party partnerships.
• Wholesale budget forecasting, tracking and reporting.

GB

• Planned and implemented localised marketing campaigns in collaboration with international territorial license partners and wholesale accounts, ensuring activities were representative of Ted Baker brand values.
• Worked in conjunction with international Brand Managers to effectively allocate set budget across the season to support commercial objectives.
• Adapted UK brand marketing campaigns for international markets, delivering targeted communication plans that consider cultural and language differences.
• Developed and execute seamless launch campaigns centred on experiential activity for new retail location openings in several markets including Dubai, Azerbaijan, Turkey and South Africa.
• Delivered briefing documents to the in-house creative team to support the production of print and digital assets.
• Project led seasonal digital activations in collaboration with external agencies with the aim of growing social media audiences and engagement. This included Christmas campaigns and the launch of Ted Baker’s first.

GB

• Supported the UK and EU retail standalone stores, concessions and travel retail locations through varied project including store openings, seasonal campaigns, events and promotions.
• Led the launch of Ted’s concessions in European markets with partners including Galeries Lafayette, El Corte Ingles, Kadewe, Brown Thomas and De Bijenkorf.
• Delivered key brand projects including season led digital campaigns, student activations, racing season support, VFNO and consumer sample sales, incorporating in-store experiences, media partnerships and social.
• Developed local strategic partnerships to acquire new customers and reward existing loyal customers.
• Delivered the communication plans to support the corporate partnership scheme as well as service led campaigns such as in-store wedding party appointments and custom tailoring.
• Presented marketing results monthly to senior managers.

GB

• Coordinated UK and EU retail concession and outlet marketing activity with partners including Selfridges, Harrods, HOF, Galeries Lafayette, ECI, Kadewe, Brown Thomas and Value Retail.
• Supported the wholesale marketing team with event coordination and asset delivery for key accounts.
• Responsible for the support of new and ongoing charity partnerships.
• Collation and delivery of monthly internal newsletter with key Marketing activity highlights.
• Development and stock management of branded merchandise.
• Managed relationship with Global Blue and coordinated tax-free marketing support.

GB

London, GB

Ba (Hons), Art History

A-Levels, English Literature (A), Art (A), Psychology (A)