ALEXANDRA SWIES
New York,NY
Summary
Forward-thinking Senior Manager specializing in marketing and implementing strategies to drive business growth and drive customer engagement. Persuasive communicator and collaborative leader with proven planning and relationship-building abilities. Skilled at operating in a fast-paced environment. Experienced in catapulting customer engagement through innovative strategies across the fashion, luxury, and media industries.
Overview
12
12
years of professional experience
Work History
Senior Manager, Global Brand Marketing
MICHAEL KORS
07.2021 - Current
- Align global marketing strategy and implementation of 360 brand campaigns across all regions and touch points for consistency
- Spearhead seasonal briefing process bringing cross-department collaboration
- Develop and implement comprehensive multichannel marketing plans and strategies that effectively target key consumer segments
- Manage and allocate brand marketing budget in parallel with local market HQ contributions alongside key stakeholders
- Key partner to HQ teams when planning into Asia, LATAM and India ambassador shoots ensuring brand cohesiveness
- Collaborate with product design, merchandising and creative teams to ensure marketing strategy and seasonal calendar is aligned with the brand vision and in support of business and category growth goals
- Identify opportunities for growing brand visibility, recognition, and engagement in current and new markets
- Assist in identifying potential collaboration partners and manage the process upon approval with internal and external teams
- Foster collaborative relationships and partner closely with Franchise markets and local China teams to develop specific product capsules and innovation plans that consider both specific local consumer needs and global brand direction
- Liaise with license partners on bespoke product initiatives with the goal to drive regional business and marketing goals
- Supervise and mentor a team of three and provide guidance to support their professional growth
- Identified process improvement opportunities to enhance operational effectiveness and improve team productivity.
Account Manager
CULTURE TRIP
01.2019 - 01.2021
- Responsible for total account management function, including increasing sales and securing renewals.
- Supported and collaborated with sales, paid social, product and client services to develop holistic communication plans and analytically driven programs.
- Forecasted media and managed budgets of $2M according to client specifications.
- Collaborated with sales team to grow customer base by identifying needs to deliver relevant product solutions.
- Generated over $2.7M in revenue by implementing optimizations, outlining campaign goals to internal teams and finding solutions
- Tracked and analyzed weekly sales reports, implemented corrective action plans and streamlined sales operations.
- Oversaw new business development to generate sales leads, negotiate client pricing and forecast revenue.
- Identified new business opportunities through networking, marketing and prospective database leads contribution to $1.5M in revenue.
Associate Account Ad Manager, Media & Brand Partnerships
NET-A-PORTER
01.2017 - 01.2019
- Created brand partnerships across NET-A-PORTER portfolio resulting in increased brand awareness and visibility across 250+ brands
- Increased overall US business by 54.8% YoY across NET-A-PORTER portfolio
Improved 2018 1H US business by 57.4% in conjunction with US team - Identified prospects and developed strategical plans for cross-platform media opportunities
- Collaborated with inter-department teams to develop strategic plans focused on specific customer or market areas
- Owned five fashion and accessory categories (+200 brands) while developing and executing 360 campaigns
- Worked with creative services team to lead new campaign concept, generating over $160k in revenue for 2018
- Solely responsible for 19 new advertisers across digital and print generating +$400k in revenue for 2018
- Grew LA market with clients and prospective advertisers leading to $250k new business for 2017 and 1H 2018.
- Developed and maintained relationships with customers and suppliers through account development.
International Media Planner
MICHAEL KORS
01.2015 - 01.2017
- Assisted in strategic media planning across social, print, digital and OOH specifying mediums and platforms to create unified branding.
- Collected data from partners, analyzed campaign performance and prepared final ROI report for senior management
- Incorporated media database technologies such as tagging, tracking and ad service metrics into media planning efforts.
- RFP'd over 20 partners seasonally to identify best fit to achieve KPIs.
Marketing Assistant
PLUS, CHANEL
01.2013 - 01.2014
Education
Master of Arts - Global Communications
The American University of Paris
Paris, France01.2015
Bachelor of Arts - International Studies & French
State University of New York At Buffalo
Buffalo, NY01.2013
INTERESTS
Travel, Swimming, Reading, Hiking, Card Games, Tennis, Weight Lifting.
Timeline
Senior Manager, Global Brand Marketing
MICHAEL KORS
07.2021 - Current
Account Manager
CULTURE TRIP
01.2019 - 01.2021
Associate Account Ad Manager, Media & Brand Partnerships
NET-A-PORTER
01.2017 - 01.2019
International Media Planner
MICHAEL KORS
01.2015 - 01.2017
Marketing Assistant
PLUS, CHANEL
01.2013 - 01.2014
Master of Arts - Global Communications
The American University of Paris
Bachelor of Arts - International Studies & French
State University of New York At Buffalo