Marketing & Brand Strategy · Global Brand Management · Visual Storytelling · Spatial Branding · Interior Design · Lifestyle Marketing · 360 Campaigns · Strategic Partnerships

IN-HOUSE

licensing partnerships
through client-side roles at Playmobil & Hasbro

advertisers
through in-house role at Vogue

Marketing Strategy · Brand Management · Visual Storytelling · Lifestyle & Experiential Marketing · Spatial Branding ·
Interior Design · Strategic Partnerships · 360 Campaigns

STRATEGY

IMPLEMENTATION

INSIGHTS

analyzing market,
consumer,
media &
sales data

STRATEGY

developing positioning,
strategy &
big idea

PLANNING

creating calendar split by
channels

EXECUTION

leading campaigns,
content calendars &
partnerships & promos

STAKEHOLDERS

BUDGET

01

02

03

04

05

06

PORTFOLIO

RESEARCH

360° MARKETING

PROMOTION

SELL-OUT

GO-TO-MARKET

up to 400 SKUs

BHT, product tests, concept and campaign testing

brand input to cross-functional teams

TV, online video, (D)OOH, digital, retail, owned channels, PR, co-promo, experiential

consumer promotions: up to 84% portfolio included, up to 25% participation rate

Monopoly: +13% year 1; +23% year 2; NERF +4%

A&P planning

production budgets

26% budget optimization

TEAM

2 direct reports

agencies

e-comm team

CEO

licensors

sales

legal

finance

Trivial Pursuit has sold over 100 million copies worldwide, yet had little awareness in the local market. In a European tourism market in motion, growing 19% in a single year, Trivial Pursuit Hotel became the first hotel to accept knowledge as payment, gamifying the entire guest experience: from lunch and room to bed, pool and transfer, every element of the stay was shaped by the guest’s answers. A brand idea became a distinctive, commercially effective physical space.

2 x

5 x

2 x

2 x

1 x

5 x

1.48

bln

media reach

$95

mln

earned media

117%

promo sales uplift

Role: Brand Manager

Led multiple event-based activations across own brand launches and strategic collaborations, capitalizing on relevant events and building full-funnel activations around them.

For the 80th anniversary of Vespa, collaborated from the Playmobil side to develop a 360 campaign: leveraging event presence to create OLV & digital creatives, a social media, PR & influencer narrative, supported by omnichannel sales.

Role: Senior Global Marketing Manager

Led a digital-first situational campaign for Monopoly during the pandemic, as online retail grew 58% and audiences moved to streaming. The idea paired a key brand asset with the moment people were living through, carrying the brand’s signature humour and irony. Produced in one week instead of the usual three months, across OLV, VOD, social and retail media. The retailer extended it with an updated website brand zone and promotion, plus retail media.

sales

respective year

sales

campaign month

Role: Brand Manager

NERF is an iconic blaster brand, but in the attention economy, physical products are competing ever harder with digital entertainment for the audience’s time: nearly 3 bn people play games, and gaming is a $176 bn market. Embracing the trend, NERF Multiverse blended digital and physical: a 360, full-funnel campaign that turned the product into a gateway to an AR game. Media, social and retail drove audiences from awareness to a landing page, where the game supported the latest blaster line, while a celebrity ambassador, featured across all materials and on his own channels, challenged players to beat him in an offline battle. Live-streamed for extra reach, the event brought the digital and physical combination full circle.

2 x shortlists

47

reach

+27%

promo sales growth

72%

repeat play rate

mln

p.p.

+3.6

brand awareness

Role: Senior Brand Manager

Led Shopping & Accessories section at Vogue, shaping seasonal content strategy and adapting international fashion narratives for the market via a storytelling approach rooted in cultural trends.

40+

monthly issues

Role: Fashion Editor

Led the office branding project following Hasbro’s Moscow office relocation and an external full-cycle renovation. The goal was to give the space its own character: reimagining the brand’s heritage and guidelines through a visual language relevant to the people working there, and turning the workplace into a day-to-day brand touchpoint.

1000

project scope

m2

3

concept extrapolation

locations

Role: Senior Brand Manager

Have been leading an independent interior design practice after completing a professional retraining in Interior Design and my office branding project at Hasbro. Drawing on years of strategy, styling at Vogue and client-side production, I pair a storytelling approach to design, translating a client’s goals into a space, with hands-on project management: estimates, budgets and timelines, supplier and contractor coordination, and on-site supervision from brief to handover.

5+

years of experience

3

renovations

full-cycle

100%

organic client acquisition

3

geography

cities

Role: Interior Designer