An accomplished and skilled brand marketer with 17 years of experience in fashion and entertainment, working with global brands, leading events and platforms to deliver innovative campaigns, partnerships and experiences that have built culturally significant brands. Chelsey is a big picture thinker, equally creative and analytical, and is an expert at managing relationships with clients, talent and executive leadership. Recognized as a strategic problem solver and an agent of change, Chelsey is an inspiring leader and mentor to the high performing teams she has managed.
Hi, I’m
Chelsey Wayte
Brooklyn,NY
Summary
Overview
17
years of professional experience
Work History
Vijon Corp
Founder & President
05.2019 - Current
Job overview
- Established Vijon as a leading boutique consulting agency, providing top-tier brand clients in fashion, beauty and lifestyle industries with strategic guidance in relation to brand experience and partnerships.
- Defined and directed business development strategy, client service capabilities, and agency marketing plans.
- Created sophisticated decks and proposals, led pitches with high level executives to win new business and launch special projects.
- Exceptional client relationship management, including working with account teams to craft strategies, develop creative proposals and manage client budgets.
- Hired, directed and managed all staff (4 direct reports)
- Financial forecasting, budgeting and bookkeeping - responsible for achieving and tracking financial targets, quarterly and annual reporting.
IMG Fashion Events (WME Fashion)
Vice President, Global Brand Marketing & Programming
08.2022 - 05.2024
Job overview
- Worked directly with Executive Leadership to define and implement the brand strategy and GTM value proposition for IMG Fashion properties globally - New York Fashion Week (NYFW), MADE, Glam Slam
- Led a cross-functional team of 8 direct reports across Marketing (B2C and B2B), Brand Partnerships, Programming and Digital to develop and oversee execution of marketing strategies for tentpole fashion events and digital fashion initiatives globally, and support IMG Fashion's commercial business goals
- Responsible for consumer marketing strategy, content, audience acquisition and community development for all owned and operated event properties and digital marketing channels including web, social, email (@fashionweek, @nyfw @made)
- Led marketing initiatives (IRL and Digital) that build on brand pillars of creative excellence, innovation, DEI, and sustainability, and that position IMG Fashion and its brand partners at the forefront
- Led all Fashion Brand & Talent Partnership strategies and negotiations for IMG Fashion, representing sales and business objectives across the WME agency network as well as externally
- Served as the Fashion Industry subject expert within the broader WME organization, identifying opportunities for collaboration and value creation across business units, to give IMG Fashion properties and WME clients (brands & talent) a competitive edge.
- Drove significant revenue growth through innovative brand partnerships - consistently exceeded annual revenue goals.
- Identified opportunities to improve business process flows and productivity.
IMG Fashion Events & Properties
Vice President, Partnership Marketing & Programming
09.2021 - 07.2022
Job overview
- Led the Integrated Partner Marketing team of 10 direct reports, to create and execute culturally impactful omnichannel marketing campaigns that drove revenue for IMG properties (New York Fashion Week, MADE, IMG Fashion Alliance) and created value for our brand partners.
- Responsible for the packaging of all outgoing sales proposals across all category verticals, managing a high volume of work in a fast-paced sales organization.
- Effectively supported sales to close, upsell or renew 23 partners in 2022, accounting for a 17% YoY increase in net sponsorship evenue for NYFW, 7-figure net profit on MADE, and breakeven on Glam Slam in its first year.
- Significant talent experience, working with agents/managers of high caliber celebrities, influencers, designers and music artists, to conceptualize, negotiate and execute talent deals for brands.
- High-level client and project management, leading white-glove accounts and project based teams (eg. Afterpay, PayPal) to craft and execute bespoke 360 marketing programs for brand partners that include experiential, talent collaborations, custom content, digital/web3, social (paid & organic), earned press strategy, OOH and traditional sponsorship rights and benefits.
- Financial forecasting, budgeting and reporting - managed budgets up to $12MM.
- Responsible for drafting contract deal points for all brand partnerships executed.
Bollare
Head of Events & Industry Relations
04.2017 - 05.2019
Job overview
- Formed and led the agency's Events and Partnerships division, directing a team of 5 direct reports, as well as freelance crews of up to 60+ people for large scale live events.
- Directed client accounts with high-level strategic advisement in relation to experiential marketing, brand partnership launches, and talent integrations.
- Led event strategy, concept development and production of 80+ client events per year.
- Extensive experience with a broad range of vertical categories (lifestyle, fashion, beauty, travel, CPG, entertainment) and formats (large scale red carpet events, retail pop-ups, brand activations, Influencer VIP events).
- Introduced brand partnerships as an agency capability and service offering to brand clients.
- Developed strategic industry partnerships and agency connectivity.
- Developed and executed new business acquisition strategies, leading new business meetings and pitches.
Cynthia Rowley
Vice President, Marketing Communications & Partnerships
08.2016 - 04.2017
Job overview
- Global head of marketing and communications reporting to Designer/CEO.
- Successfully launched major licensing and brand partnerships across lifestyle, fashion and home verticals.
- Leveraged global relationships to drive business development and customer acquisition opportunities in new markets via strategic brand partnerships (China, Japan, Australia).
- Developed and led talent/influencer marketing and social media content strategy.
- Developed affiliate marketing activity and introduced shoppable digital content to the business, including paid social media and online advertising campaigns.
- Initiated rebranding and re-platforming of e-commerce site, from strategy to rollout plan.
- Implemented new organizational systems and processes for media monitoring and reporting, sample tracking, database management and internal communications.
- Managed a cross-functional marketing and PR team of 6 direct reports.
IMG Fashion Events & Properties (Endeavor)
Director, Marketing & Designer Relations, Asia Pacific
09.2015 - 07.2016
Job overview
- Promoted to position within 16 months after consistently exceeding targets, building strong stakeholder and client relationships, and simultaneously managing multiple projects.
- Led marketing and communications direction, as well as all industry relations and programming for IMG Fashion Event Properties in the Asia Pacific region (B2B and B2C), including Mercedes-Benz Fashion Week Australia (MBFWA) and large scale ticketed consumer events.
- Led cross-functional team of 6 direct reports across Digital, Creative, Ticketing, Advertising, PR, Talent Management and Designer Relations, as well as external vendors and freelance teams.
- Set and managed seven-figure marketing budgets.
- Supported Sales team creatively to secure and deliver event partners (AMEX, M.A.C Cosmetics, Etihad, Mercedes-Benz, Braun).
- Planned and delivered effective multi-channel paid advertising campaigns (digital, print, TV, radio, out of home) that generated record ticket sales for the Mercedes-Benz Fashion Festival Sydney event in 2015 (122% increase).
IMG Fashion Events & Properties (Endeavor)
Manager, Marketing & Communications
05.2014 - 09.2015
Job overview
- Developed and executed integrated marketing and communications plans for MBFWA and other regional events that maximized global exposure, enhanced brand, and grew attendance.
- Managed external PR, ticketing, production and advertising agencies, as well as a cross functional team of 3 direct reports.
- Grew the International Editor and Buyer Program by 35%, managing all aspects related to securing and hosting top-tier visitors from the USA, Europe and Asia, including travel planning, developing itineraries and hosting VIPs and Talent at the event.
- Chosen to travel to New York to support the Global PR & Designer relations team with talent and media management onsite during NYFW.
Perth Fashion Festival
Manager, Marketing & Special Events
11.2011 - 05.2014
Job overview
- Led the execution of marketing strategy and special projects, for the region's largest government funded annual consumer fashion event series.
- Achieved 42% YOY growth of earned international media coverage, and 70% social community growth for 2013.
- Secured $4 million media partnerships with local commercial television, print and online media outlets (News Corp, Seven West Media, FairFax Media).
- Managed a crossfunctional team of 4 direct reports, as well as external event production vendors, ticketing and PR agencies.
L'Oreal Melbourne Fashion Festival
Freelance Event Producer
01.2007 - 01.2011
Job overview
Country Road & MIMCO
Visual Merchandiser
01.2007 - 01.2010
Job overview
The Sunday Times Magazine
Assistant to the Fashion Editor
01.2006 - 01.2007
Job overview
Education
University of Western AustraliaPerth, WA
Bachelor of Commerce from MARKETING & MANAGEMENT
01.2007
University Overview
GPA: 6.05
University of Western AustraliaPerth, WA
Bachelor of Arts from COMMUNICATIONS
01.2007
University Overview
GPA: 6.05
Skills
- People Leadership
- Strategic Brand Marketing
- Brand Partnerships & Collaborations
- Experiential
- Programming Strategy
- Event Production
- Content Production
- Social Media Marketing
- Web3 (NFTs, AR)
- Communications & PR
- Business Development
- Client & Talent Relations
- Contract Negotiation
- Financial Management
Brand Partnership Clients
Brand Partnership Clients
Afterpay, Amazon Fashion, American Express, Bacardi, Boohoo Group, Dapper Dan x Pepsi, Diageo, Disney, Emerald Expositions, FLIP Shop, Jeep Wagoneer x Jason Wu, Keds x Altuzarra, LeSportsac x Alber Elbaz, L'Oreal (Redken x Miami Swim), Lovesac x Alice and Olivia, LVMH (Bulgari x Alexander Wang), Laundress x Guest In Residence (Gigi Hadid), Laura Mercier, Lyft, Mailchimp x The Black in Fashion Council, Marvel Studios (Black Panther x NYFW), Mastercard Priceless, Mattel (Barbie x Target), Mercedes-Benz, PayPal x MADE, Pernod Ricard, PUMA, Rakuten, Saks Fifth Avenue, Segway x The Blonds, SNAP x MADE, TRESemme x Simkhai, UPS x Awake NY, VF Corporation (Vans, Timberland, Wrangler), Waldorf Astoria x Proenza Schouler, Yahoo! x Rebecca Minkoff... and more.
Timeline
Vice President, Global Brand Marketing & Programming
IMG Fashion Events (WME Fashion)
08.2022 - 05.2024
Vice President, Partnership Marketing & Programming
IMG Fashion Events & Properties
09.2021 - 07.2022
Founder & President
Vijon Corp
05.2019 - Current
Head of Events & Industry Relations
Bollare
04.2017 - 05.2019
Vice President, Marketing Communications & Partnerships
Cynthia Rowley
08.2016 - 04.2017
Director, Marketing & Designer Relations, Asia Pacific
IMG Fashion Events & Properties (Endeavor)
09.2015 - 07.2016
Manager, Marketing & Communications
IMG Fashion Events & Properties (Endeavor)
05.2014 - 09.2015
Manager, Marketing & Special Events
Perth Fashion Festival
11.2011 - 05.2014
Freelance Event Producer
L'Oreal Melbourne Fashion Festival
01.2007 - 01.2011
Visual Merchandiser
Country Road & MIMCO
01.2007 - 01.2010
Assistant to the Fashion Editor
The Sunday Times Magazine
01.2006 - 01.2007
University of Western Australia
Bachelor of Commerce from MARKETING & MANAGEMENT
University of Western Australia
Bachelor of Arts from COMMUNICATIONS
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