Alina Kassel
New York,USA
Summary
Goal-driven and strategic business development professional with a dual Master’s in Global Luxury Management from SKEMA Business School (Paris) & NC State University (USA). Extensive experience in luxury goods, hospitality, and brand partnerships across multiple global markets. Adept at managing high-profile projects, negotiating elite partnerships, and executing data-driven marketing strategies in fast-paced environments. Proven ability to drive revenue growth, enhance brand positioning, and manage multiple tasks efficiently. Fluent in German and English, with intermediate proficiency in French. Eligible to work in the U.S. through the STEM program and currently seeking opportunities in business development or as an executive assistant in NYC.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Director of Luxury Brand Marketing and Partnerships
Varo Global Holdings Inc.
Vancouver, Canada
02.2023 - Current
- Spearheaded high-impact brand partnerships, securing premium placements for Lamborghini luxury drinks in exclusive East Coast locations, driving a 30% increase in product visibility and sales
- Led negotiations with top-tier hospitality and retail partners, ensuring strategic positioning of the brand in ultra-luxury venues, enhancing exclusivity, and expanding market share
- Developed and executed data-driven luxury marketing strategies, leveraging consumer insights to optimize brand positioning and drive consistent revenue growth across multiple locations
- Oversaw end-to-end advertising and promotional campaigns, integrating digital marketing, social media strategy, and influencer collaborations, leading to increased brand engagement and customer acquisition
- Collaborated with cross-functional teams and high-profile stakeholders, aligning marketing initiatives with overall business objectives and ensuring seamless execution of brand activations in key luxury markets
Director of Business Development and Spa Operations
JK Place Luxury Hotel
Paris, France
01.2019 - 01.2021
- Company Overview: featured in Forbes
- Served as a key advisor to the General Manager on business development, spa operations, and luxury brand partnerships, providing strategic support to enhance overall hotel success
- Led the development and launch of an exclusive cosmetic line, increasing beauty product sales by 12% while securing high-value collaborations with Sisley Paris, Noble Panacea, and Dr
- Barbara Sturm, contributing to an 8% growth in spa retail sales
- Negotiated and secured elite partnerships with top-tier beauty and wellness brands, as well as exclusive restaurants, Le Bon Marché, and high-end French and Italian luxury brands, further elevating the hotel’s prestige and appeal to affluent clientele
- Directed pre-opening operations, coordinating cross-functional teams to ensure a seamless launch of spa and beauty services, enhancing guest experiences and brand prestige
- Produced high-profile events during Paris Fashion Week including Vogue Mexico, driving a 20% increase in brand visibility and customer engagement, reinforcing the hotel’s status in the luxury hospitality sector
- Featured in Forbes
Executive Assistant
Confidential Employer
Heidelberg, Germany
01.2016 - 01.2018
- Managing a wide range of tasks to support my employer, including organising schedules, handling correspondence and coordinating daily activities
- Managing challenging situations with professionalism and problem solving skills, ensuring smooth operations
- Translated Documents from German to English, providing accurate and efficient communication across languages
Exhibition Coordinator & Financial Strategist Intern
SEE Global Entertainment Inc.
Los Angeles, USA
01.2014 - 01.2015
- Organized high-profile art exhibitions in collaboration with Hollywood studios, enhancing brand visibility and audience engagement
- Strengthened company liquidity by implementing strategic investor outreach and innovative contract negotiations, optimizing fund acquisition and collection
- Conducted in-depth statistical and demographic analysis to identify prime locations for global exhibitions, maximizing attendance and profitability
- Exceeded revenue and visitor targets, driving attendance to 110,000 visitors at grand openings across the U.S
- And Canada
- Developed and executed high-impact social media campaigns, increasing event attendance by 8% and expanding audience reach
Education
Master of Management & Master of Science - Global Luxury Management
North Carolina State University & SKEMA Business School
Raleigh, NC, USA01.2019
Bachelor of Arts - Communication Management & Public Relations
University of Applied Sciences Mittweida & University of California, Los Angeles (UCLA)
Mannheim, Germany01.2016
Skills
- Business development and growth
- Financial planning and analysis
- Product expansion and market penetration
- customer acquisition and retention
- leadership and team management
- strategic negotiation
- Decision-making and conflict resolution
Certification
- ITEC International Beauty Diploma & Level 4 Laser Certification, Ray Cochrane Institute, London, UK & Atelier Esthetique Institute of Aesthetics, New York, USA
- Certified Yoga Instructor (Barre & Yoga Sculpt), Hot 8 Yoga, New York, USA
- Acting in Front of the Camera, UCLA, Los Angeles, USA
Languages
- German, Native
- English, Fluent
- French, Intermediate
Internships
Public Relations Intern – FleishmanHillard Inc. | Frankfurt, Germany | 2016
- Assisted in strategic communications and media relations for corporate clients.
Legal Intern – DC Bar Foundation | Washington, DC | 2016
- Conducted legal research and assisted in funding initiatives for access to justice programs.
References
References available upon request.
Timeline
Director of Luxury Brand Marketing and Partnerships
Varo Global Holdings Inc.
02.2023 - Current
Director of Business Development and Spa Operations
JK Place Luxury Hotel
01.2019 - 01.2021
Executive Assistant
Confidential Employer
01.2016 - 01.2018
Exhibition Coordinator & Financial Strategist Intern
SEE Global Entertainment Inc.
01.2014 - 01.2015
Master of Management & Master of Science - Global Luxury Management
North Carolina State University & SKEMA Business School
Bachelor of Arts - Communication Management & Public Relations
University of Applied Sciences Mittweida & University of California, Los Angeles (UCLA)
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