RACHEL SIBELLA
Kenilworth,NJ
Summary
Results-driven Global Marketing and Brand Experience Manager with over 15 years of expertise directing end-to-end 360° campaigns, high-impact events, and public relations strategies for premier luxury consumer goods and watch brands. Proven track record of blending creative vision with sharp data analytics to accelerate seasonal brand performance, drive double-digit event ROI growth, and optimize multi-million dollar budgets. Expert in cultivating high-value community partnerships, spearheading multi-channel CRM initiatives, and leading cross-functional teams to maximize commercial retail growth and consumer loyalty.
Overview
19
19
years of professional experience
Work History
BRAND EXPERIENCE MANAGER
Neiman Marcus
09.2021 - Current
- Drove season-over-season event ROI growth by 46% by strategically designing high-impact events and client experiences into measurable retail sales.
- Cross-functional planning and execution with Store Leadership team, Selling Managers, Corporate Special Events, and Client Development.
- Oversees event operations, including contract management, vendor coordination, and project tracking to ensure efficiency and accuracy.
- Evaluate and optimize brand performance by leading seasonal planning meetings with partners, setting actionable sales goals, and executing events alongside new product introductions and key time periods.
- Own and manage event budget within allocated resources; compiles year-end performance and delivery summaries.
- Owns Social Media initiatives and builds engaging and compelling Social Media campaigns.
- Identify, develop, and manage community relationships with local philanthropic organizations, social groups, influencers and corporate partnerships.
- Owns planning and execution for all internal employee events (e.g. culture events, holiday celebrations, team building); leads and administers store-level philanthropic initiatives, coordinating community outreach and staff volunteer opportunities.
- Drives the store team towards achieving overall store Client Development objectives and selling KPIs in collaboration with Client Development (includes gathering and formalizing best practices).
- Builds recommendations and strategies to develop loyalty initiatives.
- Analyze sales data, industry trends, product reviews, and competitive research to identify actionable insights.
GLOBAL MARKETING MANAGER
Movado Group - Scuderia Ferrari Watches
11.2017 - 07.2020
- Developed and executed innovative marketing strategies in alignment with the company's overall goals and objectives.
- Served as the global brand expert, supporting Regional Trade Marketing teams (Americas, APAC, EMEA, LATAM) to ideate, create, and supply the needs to deliver localized trade plans and activations, maximizing commercial opportunities beyond global rollout.
- Created multi-channel CRM activations that delivered increased client acquisition and grew consumer loyalty.
- Supported VP Marketing in $30M budget planning and management.
- Worked closely with regional sales and trade marketing teams to develop promotion plans in top accounts and ensure flawless execution of programs.
- Spearheaded seasonal creative content strategies, managing the briefing process from conception to execution for lifestyle, product, and digital platforms.
- Drove the execution of core marketing collateral by collaborating directly with the Creative Director.
- Navigated licensor media approvals to ensure strict timeline adherence and brand consistency.
- Led comprehensive packaging initiatives and display development, partnering with cross-functional departments and external agencies to achieve brand objectives.
- Oversaw the development of seasonal training materials and visual merchandising directives.
- Supervised and mentored a direct report.
Marketing Communications Manager
Swatch Group - Blancpain Watches
09.2012 - 11.2017
- Implemented Global Marketing strategy into regional execution.
- Developed PR initiatives for brand exposure.
- Organized brand events, tailored private client dinners, boutique openings, and retail partner store events.
- Oversaw regional advertising plans for more than 50 wholesale accounts.
- Developed and circulated weekly PR recaps and a monthly PR newsletter.
- Participated in global meetings and tradeshows.
PUBLIC RELATIONS MANAGER
Richemont N.A. - Vacheron Constantin Watches
10.2011 - 09.2012
- Organized grand opening events for three US boutiques, including the brand's first flagship US boutique in NYC.
- Supported publicity of significant brand announcements, drafting media pitches, editorial calendars, press releases, executive statements.
- Daily interaction with key editors/media/influencers who were fundamental to the brand’s success and ability to manage the brand image.
- Led vendor management and day-to-day operations with external PR agency to build and execute annual strategic plans, aligning campaigns with core business objectives.
- Evaluated post-event performance and identified insights to refine the regional strategy.
ASSISTANT COMMUNICATIONS MANAGER
Montblanc N.A.
12.2007 - 10.2011
- Achieved a year-over-year increase of over 30% in editorial coverage across North America, positioning the brand as a significant contender in the luxury watch market.
- Secured editorial coverage across a diverse range of media outlets in both the US and Canada.
- Developed innovative PR initiatives in local markets to enhance awareness, drive traffic, and boost sales, ensuring brand strategies and business objectives were upheld in each project or event.
- Compiled best practices and company highlights for the company's SharePoint site.
- Maintained detailed advertising rotation spreadsheet, updating real-time budgets and reconciling monthly media invoices.
Education
Bachelor of Science - Management
UNIVERSITY OF PHOENIX
Under Graduate Studies -
RUTGERS UNIVERSITY
Skills
- Event management
- Budget management
- Social media marketing
- Client relationship management
- Brand strategy development
- Cross-functional collaboration
- Community engagement
- Marketing communications
- Public relations
- Team leadership
- Strategic planning
- CRM software proficiency
- Customer experience strategy
- Customer experience management
- Touchpoint analysis
- Content strategy
Timeline
BRAND EXPERIENCE MANAGER
Neiman Marcus
09.2021 - Current
GLOBAL MARKETING MANAGER
Movado Group - Scuderia Ferrari Watches
11.2017 - 07.2020
Marketing Communications Manager
Swatch Group - Blancpain Watches
09.2012 - 11.2017
PUBLIC RELATIONS MANAGER
Richemont N.A. - Vacheron Constantin Watches
10.2011 - 09.2012
ASSISTANT COMMUNICATIONS MANAGER
Montblanc N.A.
12.2007 - 10.2011
Bachelor of Science - Management
UNIVERSITY OF PHOENIX
Under Graduate Studies -
RUTGERS UNIVERSITY