Email Marketing
Year: 2020-2021
Channels: CRM
Role: Global Copy & Editorial Manager
I joined Tommy Hilfiger shortly before the pandemic began, so the vast majority of my time there was spent shifting consumer habits away from the indefinitely closed retail stores (which made up the vast majority of the brand’s sales), and instead drive them to the online store. It required constant ideation and a level of consistency that I had previously not experienced, and was a truly exciting time to be part of the brand’s marketing team.
However, this online-first approach was a radical shift for Tommy Hilfiger, which was a legacy brand in more than just name. The vast majority of briefs, traffic management and sign off was done via email, so alongside developing and overseeing a busy editorial calendar, I was also implementing industry-standard working methodologies, teaming up with the PMO to integrate Asana and Harvest for both the creative team and key stakeholders in the marketing team. The main goal was to remove a lot of the incredibly time-consuming busy-work that was accounting for nearly 60% of my team’s time, and it’s a legacy that I’m particularly proud of given the more stubborn nature of the company’s management.
Music Takes Us Further
Year: 2021
Channels: Instagram
Role: Global Copy & Editorial Manager
No one needs to be told what an absolute hellscape 2020 was for pretty much everyone across the globe. So when 2021 came around, we wanted to start the year with more hope, enthusiasm and inspiration for a bright, post-COVID future.
That was the core creative message at the heart of our Music Takes Us Further campaign, where we partnered with musicians from all over the world to deliver a message of hope and unity through one of the world’s great equalisers - music. I worked on all the top level messaging for the campaign, including the campaign name itself, which was used as the basis for the spoken word poem you can hear on the left.
Make It Possible Brand Development
Year: 2020
Role: Global Copy & Editorial Manager
In 2020, Tommy Hilfiger launched a huge social and environmental sustainability campaign dubbed Make It Possible. I was involved from day one, and worked on the broader messaging strategy to help inform my own team, and teams across the business, on how best to communicate this campaign to any and all audiences. I can’t share the full deck for legal reasons, but here are a few snippets showcasing the specific sections I wrote on messaging.
