Selected work
A few examples from my in-house roles at Ralph Lauren, Align Technology and Swarovski.
Wimbledon: a partnership people could see
Ralph Lauren · Marketing Senior Analyst → Sports & Brand Activation Marketing Manager · 2017–2019
The Challenge: Turn Ralph Lauren's role as Wimbledon's Official Outfitter into something visible to consumers, on and off court.
What I did: Led the partnership end to end: design, production, logistics and outfitting of 1,500 ground staff, plus campaigns, photo shoots and videos. In London, created a double-decker bus with a Create Your Own personalisation store inside, and a Wimbledon experience at the Regent Street flagship with grass and strawberries & cream.
The Outcome: A €3M partnership scope and a €1.5M activation budget, delivered across three Championships.
All Ways Lead to Rome
Ralph Lauren · Marketing Senior Analyst · with Condé Nast
The Challenge: Launch the Polo store in Rome with more than a traditional retail campaign.
What I did: Created "All Ways Lead to Rome" with Condé Nast: Italian influencers rode custom-made vintage motorbikes from their hometowns to Rome, ending in an opening event with a party and a charity auction of the bikes.
The Outcome: A store opening that became a cultural moment, built on storytelling instead of traditional advertising.
Making a medical device desirable
Align Technology · Senior Brand Manager iTero EMEA · 2022–2026
The Challenge: iTero was marketed with technical, product-led assets that did not build preference with dentists.
What I did: Moved the brand to long-term brand building and redesigned the customer journey. Conceived and creatively directed "Expand Your Story", the first region-driven storytelling campaign. Led the EMEA launch of iTero Lumina, with toolkits for 7 European hubs and the brand experience at IDS Cologne, EOS and EAS.
The Outcome: +90% doctor affinity versus global assets, +177% leads year over year and +300% homepage engagement.
A five-year plan for a €150M channel
Swarovski · Senior Omnichannel Manager · 2019–2021
The Challenge: The global outlet channel had to perform while supporting the brand's repositioning.
What I did: Built the complete five-year strategy for the outlet channel: product, pricing, brand and channel management. Reviewed the store network on performance and brand fit, and proposed the closures needed for a healthier channel.
The Outcome: A strategy for a €150M business across 150+ markets, delivered to leadership.
