Summary
Overview
Work History
Skills
Accomplishments
References
Timeline
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ANDRE JOSHUA DE LAS ALAS

Los Angeles,CA

Summary

Brand marketing strategist with over 6 years of experience in leading global campaigns and lifestyle collaborations for heritage and performance brands. Expertise in driving cross-functional alignment and managing comprehensive activations that resonate with next-gen audiences. Demonstrated success in footwear, fashion, and lifestyle marketing across emerging and global markets.

Overview

7
7
years of professional experience

Work History

Creative Content Coordinator

Vibram
01.2023 - Current
  • Led seasonal brand campaigns and global launches across performance lifestyle products, aligning regional execution with global strategy.
  • Produced integrated activations with FOUND OBJECTS, ArtCenter, and local creatives, blending experiential marketing with brand storytelling.
  • Managed project timelines and cross-functional communication between innovation, PR, marketing, and international stakeholders.
  • Developed culturally relevant narratives and content across digital, physical, and press touch points to support product storytelling and engagement.
  • Championed internal alignment between Milan and LA Connection Labs to ensure seamless delivery of global brand moments.

Brand Events & Marketing Consultant

Freelance
New York
07.2018 - 01.2023
  • Produced integrated campaigns and experiential activations for Timberland, Puma, and The Shoe Surgeon.
  • Led creative development for pop-ups, product launches, and brand moments that bridged commercial goals with cultural storytelling.
  • Directed editorial and campaign visuals used across global brand channels, aligning with marketing objectives and brand strategy.
  • Partnered with cross-functional teams to bring lifestyle and product storytelling to life across digital, press, and in-person experiences.

Senior Brand Photographer

Packer Shoes
11.2020 - 12.2022
  • Led creative direction for seasonal product and apparel drops, aligning brand narrative across social, digital, and e-commerce.
  • Collaborated cross-functionally with marketing, digital, and design teams to execute 360 visual storytelling strategies.
  • Developed and directed content that reinforced Packer’s cultural voice and drove consumer engagement across all key brand channels.
  • Played a strategic role in shaping the brand’s social media identity, owning creative planning for campaigns, product launches, and editorial storytelling.

Skills

  • Integrated Marketing Strategy
  • Global Campaigns
  • Cross-Functional Leadership
  • Lifestyle & Collaboration Marketing
  • Experiential Activations
  • Brand Storytelling
  • Cultural awareness
  • Creative Direction

Accomplishments

  • Launched Vibram’s NA Connection LAB collab program, boosting inbound partnership requests by 40%.
  • Managed Vibram showcases at Paris Fashion Week and Pitti Uomo, engaging 20+ global partners and media.
  • Led workshops with Vans OTW, ArtCenter, and LeeAnn Huang to elevate Vibram’s cultural relevance.
  • Streamlined cross-regional comms between Milan

References

References available upon request.

Timeline

Creative Content Coordinator

Vibram
01.2023 - Current

Senior Brand Photographer

Packer Shoes
11.2020 - 12.2022

Brand Events & Marketing Consultant

Freelance
07.2018 - 01.2023

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ANDRE JOSHUA DE LAS ALAS