Trade Marketing
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Project Management
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In store display
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Trade Marketing 〰️ Project Management 〰️ In store display 〰️
Redefining Eyewear Luxury: Linda Farrow's Influencer Milestone
In my role as Trade Marketing Executive at Linda Farrow, I was at the forefront of driving innovative marketing strategies in the eyewear industry. My responsibilities encompassed developing marketing calendars, crafting compelling sales presentations, and creating in-store displays that resonated with the brand's luxurious essence.
A defining moment of my tenure was orchestrating Linda Farrow's Spring/Summer 2017 campaign, an industry-first all-influencer initiative. Collaborating with digital influencers Nicole Warne, Elena Perminova, Leaf Greener, and Negin Mirsalehi, this campaign marked a significant shift in how eyewear brands approached marketing. Captured by renowned photographer Mariano Vivanco, the campaign set a new benchmark for innovation in eyewear fashion advertising.
Role: Trade Marketing Executive
Nicole Warne
Influencer
Australia - @nicolewarne
Negin Mirsalehi
Influencer
Netherlands - @negin_mirsalehi
Leaf Greener
Influencer
China - @leaf_greener
Elena Perminova
Influencer
Russia - @lenaperminova
ss17 campaign
This groundbreaking campaign leveraged the influencers' collective Instagram following of over 6 million, tapping into a vast audience and connecting Linda Farrow with key fashion contemporaries. The launch was a triumph, gaining extensive coverage across EMEA on the first day, a testament to its creative allure and our strategic marketing execution.
From Concept to Windows
Building on this momentum, I successfully expanded Linda Farrow's retail presence worldwide. From managing a modest 50 windows in partner stores prior to the SS17 season, I secured over 250 windows across our global partners, dramatically increasing the brand's visibility and retail impact.
This achievement not only underscored the success of the influencer campaign but also reflected a broader shift in the brand's marketing approach, with a focus on expansive and engaging retail experiences.
My role at Linda Farrow was not just about enhancing the in-store aesthetic; it was about redefining the brand’s marketing narrative and establishing Linda Farrow as a leader in innovative luxury eyewear.
Disclaimer:
The projects featured in this portfolio represent work I contributed to as part of my professional experience. All images and visual assets are the property of their respective brands and are used here strictly for portfolio and illustrative purposes only.