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Originally from Buenos Aires, Lorena is a visionary leader with 20 years of experience spearheading teams in the gift and toy industry. In her last role as Chief Creative Officer for global gift company Wild + Wolf, she was responsible for all strategy in the creative areas of its £50M business, spanning lifestyle, toys & games, and licensed collections. Lorena led the product lifecycle — from market and trend analysis and to concepting in the design department to execution with product development to launch in the marketing department.As a senior manager, she oversaw a team of 50 people, drove the creation of 400 products a year, and successfully brought three new in-house brands to market: Wanderflower (wellness), Wild & Woofy (pets), and W+W (urban essentials).She is also the founder of Petit Collage, a lifestyle brand of kids goods based in San Francisco and sold the world over. It was acquired in 2017 by Wild + Wolf, and later in 2020 by Chronicle Books. Lorena is passionate about design, creating and developing brands, and understanding global marketplaces. An avid trend spotter and traveler, she believes the future of brands lies in storytelling. Lorena has written and illustrated over 30 books for children, and has been featured in both traditional and new media.
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Founder And Creative DirectorRoomytownBath, Gb
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Founder/Creative DirectorRoomytown Jul 2021 - PresentUnited KingdomWe’re a UK-based brand that believes in the joy of excellent art. We design and produce high quality Giclee prints, with an eye for design. Now shipping to USA & UK
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Creative Director, FounderGoodlines Studio Jan 2021 - PresentBath, England, United KingdomWe create best-selling product lines for design-led consumer brands.Our sweet spot is kids, giftware, homeware and wellness.We have a keen eye for design, a proven knack for strategy, and deep experience in business, and we bring this holistic perspective to every project we take on. Whether it’s developing a completely new line of business or reimagining and reigniting existing ones, we partner with brands and retailers to bring brilliant products to life, from analysis to moodboard to market. -
Chief Creative OfficerWild & Wolf Ltd Nov 2018 - Nov 2020Bath, England, United KingdomResponsible for all creative areas of global gift company, and it’s brands both in lifestyle such as Gentleman’s Hardware, Yes Studio and in Toys/Games such as Ridleys, Petit Collage and Games Room, as well and licensed collections with V&A, Ted Baker and Orla Kiely.Led the product from creation in the Design department, to execution in the Product development area to promotion in the marketing department.Oversee a catalog of 700 products, and the creation of about 400 products every year, leading three teams with a total of 46 people.Since joining, was tasked with creating new in-house brands. After carefully analyzing the portolio and opportunities, successfully created and launched: Wanderflower (wellness) Wild & Woofy (pets) and W+W (urban essentials), with more brands in the pipeline.Responsible for rebranding the company with in-house team, from Logo to Catalog to Trade shows.Reporting to the CEO, as part of the SMT team maintained key relationships with Commercial directors, fellow Senior Management Team and Licensors. -
Creative DirectorPetit Collage Jan 2018 - Jun 2019San Francisco Bay AreaLed Brand extension under new management, developing new assets for global expansion. Strategically expanded product line for incremental sales, developed assortment architecture with Managing Director, which lead to increase sales. Revenue increased 50% since acquisition. Created and developed new line of products under the FAO license. Launched a new diffusion brand and line of products for the mass market. -
CeoPetit Collage Nov 2006 - Mar 2018Started and developed Petit Collage from the ground up. What started with an idea of handmade wall décor for kids expanded to a multimillion dollar lifestyle kids brand with 200 products sold in 30 countries Led every aspect of the business and created the look and feel of the brand from product to marketing: catalogs, trade shows, website, social media, etc.Key accounts include museums (MoMA, Tate) specialty accounts (Barnes and Noble, Pottery Barn), department stores (Nordstrom, Barneys) and national accounts (Whole Foods, Cost Plus) and mass accounts (Target, Old Navy)Created a licensing division, with partners such as Jaipur Rugs, Paperless Post, Chronicle Books (over 1 million copies of books sold), Penguin Randomhouse and The Gift wrap Company.
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Vp Creative DirectorGalison/Mudpuppy 2002 - 2006Responsible for all creative aspects of $10m gift company sold worldwide. Developed more than 300 gift products a year for the company’s three divisions: Galison, Mudpuppy, Holiday. Consistently maintained high profit margins on all projects. Directed a team of 8 designers and editors. Developed point of view for all marketing, previously owned by sales. Evolved a museum stationery company into a trend driven gift company, increasing sales significantly. Launched first e-commerce site.Traveled across the US and internationally for marketplace research. Attended all major gift fairs in USA, Europe and China.Acquired and developed licenses and partnerships such as Andy Warhol, V&A, Natural History museum to name a few.Coordinated the custom projects department working closely with diverse accounts such as Barnes and Noble, Anthropologie and TJmaxx .
Lorena Siminovich Skills
Lorena Siminovich Education Details
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Executive Education / Stanford Graduate School Of BusinessSlei -
Executive Education, Minority Owned Business -
Graphic Design
Frequently Asked Questions about Lorena Siminovich
What company does Lorena Siminovich work for?
Lorena Siminovich works for Roomytown
What is Lorena Siminovich's role at the current company?
Lorena Siminovich's current role is Founder and Creative Director.
What is Lorena Siminovich's email address?
Lorena Siminovich's email address is lo****@****age.com
What is Lorena Siminovich's direct phone number?
Lorena Siminovich's direct phone number is +141534*****
What schools did Lorena Siminovich attend?
Lorena Siminovich attended Executive Education / Stanford Graduate School Of Business, Tuck School Of Business At Dartmouth, Universidad De Buenos Aires / Uba.
What are some of Lorena Siminovich's interests?
Lorena Siminovich has interest in Environment, Arts And Culture, Children, Education.
What skills is Lorena Siminovich known for?
Lorena Siminovich has skills like Illustrator, Publishing, Entrepreneurship, Art Direction, Books, Product Development, Creative Direction, Product Design, Brand Development, Advertising, Interior Design, Social Media Marketing.
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