Summary
Overview
Work History
Other Relevant Experience
Interests
Timeline
Generic

Alex Anthony St. Urbain

Summary

Driven global luxury brand marketing leader with 10 years of experience, adept at developing and executing 360 go-to-market strategies . Proven ability to build strong emotional connections, drive brand awareness , and achieve sales targets for premium brands. Skilled in cross-functional collaboration , creative direction, and leveraging client insights to foster brand advocacy and significant growth.

Overview

10
10
years of professional experience

Work History

Chief Marketing Officer

Áwet New York
04.2022 - Current
  • Led the launch of a new luxury fashion brand from inception, driving $1 million in sales within 4 years through strategic positioning and integrated campaigns.
  • Developed and executed a comprehensive 360 go-to-market strategy, significantly boosting brand awareness by 240% via extensive top-tier media (Vogue, WWD, Forbes).
  • Spearheaded development of a compelling brand identity and resonant storytelling, fostering deep emotional connections and achieving a 60% repeat customer rate.
  • Oversaw all brand & communications channels (digital, social, PR, influencer, web development, creative production), managing associated budgets.
  • Established and managed the 4000 sq ft NYC flagship as a visionary luxury multi-brand destination for apparel, home goods, furniture, and jewelry.
  • Collaborated with leading design partners (Tuleste Factory, House of Leon, Max ID NYC) to develop high-impact immersive store experiences (Bond St, Broadway).
  • Led and mentored internal marketing teams, optimizing performance; directed global agencies, creatives, and production teams.

Global Consumer Engagement Manager

Origins Skincare
11.2020 - 04.2022
  • Developed and led consumer strategy for UK, EMEA & LATAM regions, focusing on immersive storytelling and concept development to reach target consumers.
  • Directed 360 creative briefing processes for cross-functional teams, shaping compelling concepts and messaging for global multi-channel activations.
  • Spearheaded global go-to-market toolkit development, empowering affiliates with insight-driven strategies for effective localized execution and market entry.
  • Developed innovative digital-first campaign launch strategies for the US, proactively adapting to significant COVID-induced consumer behavior shifts.
  • Activated high-profile product collaborations with global partners and top talent (music, fashion, entertainment), expanding brand reach and buzz.

Global Consumer Marketing Assistant Manager

M·A·C Cosmetics
07.2018 - 11.2020
  • Led the global launch of breakthrough Lip innovation, doubling sales targets and significantly elevating M·A·C's market performance in the lip category.
  • Directed 360 briefing processes, driving innovative concepts, impactful messaging, and multi-channel activation strategies.
  • Drove go-to-market toolkit development, equipping global affiliates with insight-driven strategies for seamless and effective execution.
  • Pioneered US digital-first campaign launch strategies, demonstrating foresight in adapting to rapidly evolving consumer behaviors during COVID-19.
  • Activated key product collaborations with global partners and top talent (music, fashion, entertainment), expanding brand appeal and reach.
  • Project managed high-impact CSR initiatives, driving mass brand awareness for the Viva Glam 50th anniversary.
  • Partnered cross-functionally with the North America team to develop key retailer strategies, directly contributing to aggressive regional sales goals.

Global Advertising Associate

M·A·C Cosmetics
01.2016 - 06.2018
  • Orchestrated 1500+ global Print, OOH, Digital, and Social Media executions, streamlining advertising processes for consistent brand presence and operational efficiency.
  • Provided strategic feedback and oversight on advertising/media proposals across 100+ global markets, ensuring alignment and effective campaign deployment.
  • Collaborated with creative teams to deliver locally relevant assets; liaised with media agencies to execute and optimize North America digital/social campaigns.
  • Partnered with vendors/agencies to analyze social campaign performance, translating data into actionable insights for optimization.

Other Relevant Experience

UCB | Brussels, Belgium Global Communications & Change Support 

  • Managed a company-wide employee engagement survey (8,000 employees), achieving 86% participation and 73% engagement.
  • Developed intranet content (15+ articles) and managed SharePoint.
  • Led the launch of new global brand guidelines (visual, verbal, product, digital).


Porsche Cars North America | Atlanta, GA Marketing Communications | 

  • Coordinated with agencies and global teams to execute Print & Digital marketing strategies.
  • Executed a range of marketing projects, including TV, print, POS, digital, social media, and direct mail.
  • Organized and executed nationwide vehicle launch events and experience activities.

Interests

EDUCATION

Georgia State University – J Mack Robinson College of Business Atlanta, Georgia

  • Bachelor of Business Administration in Marketing
  • Bachelor of Business Administration in Business Economics

Institute de Touraine Tours, France Certificate in French Language & Literature

Timeline

Chief Marketing Officer

Áwet New York
04.2022 - Current

Global Consumer Engagement Manager

Origins Skincare
11.2020 - 04.2022

Global Consumer Marketing Assistant Manager

M·A·C Cosmetics
07.2018 - 11.2020

Global Advertising Associate

M·A·C Cosmetics
01.2016 - 06.2018

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Alex Anthony St. Urbain