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Helena in wenigen Worten
With a track record of leading large-scale creative and marketing teams, I’ve built and directed international teams across content creation, social media, visual merchandising, and trade marketing—ensuring seamless execution of brand strategies across multiple markets.
I’ve shaped visual strategy from the ground up, overseeing both copy and art direction from concept to execution. My approach ensures brand consistency across all touchpoints, from e-commerce to social media, while integrating data-driven insights to optimize media spend and campaign performance.
Having led the global rollout of innovative store concepts and brand refreshes, I specialize in translating brand identity into compelling physical and digital experiences. From overseeing trend analysis and cultural insights to managing multi-million euro marketing budgets, I focus on positioning brands where they belong—in the spotlight.
Currently heading creative direction at an international lifestyle brand, I lead a multidisciplinary team across product design, UX/UI, graphic design, and social media to shape brand narratives that drive engagement and growth. Through collaborations with artists, influencers, and media partners, I ensure brands remain culturally relevant while maintaining a distinctive aesthetic identity.
At my core, I thrive in spaces where creative storytelling meets strategic execution—turning brand vision into lasting impact.
Projekt- und Berufserfahrung
- MOTEL A MIIOChief Brand O cer (CBO)November 2024 - Heute (8 Monate)Munich, Germany• Lead a multidisciplinary team, including product designers, graphic designers, UX/UI specialists, and social media strategists, to create and execute brand concepts across all touchpoints.• Define and execute the brand's creative vision, directing copy and art direction through all stages of development, from brief to execution.• Oversee Motel A Miio's brand presence across online and o line channels, ensuring alignment with the company's creative vision.• Direct the development and rollout of cohesive 360° brand campaigns, combining innovative design and storytelling to drive growth and engagement.• Collaborate with influencers, artists, and media partners to enhance brand visibility and cultural relevance.• Manage product design and market positioning strategies, ensuring alignment with consumer desires and the brand's aesthetic identity.
- Tom TailorCreative Director & Marketing DirectorJuli 2020 - Oktober 2024 (4 Jahre und 3 Monate)Hamburg, Germany• Built and led an international team of 40 people (content creation, social media, visual merchandise presentation, trade marketing) to design, produce, and publish marketing concepts across all channels and countries.• Provided the visual strategy, directing both the copy and art direction of concepts through all stages, from brief to execution.• Created and directed TOM TAILORS´S brand presence across touchpoints, including e-commerce and social media.• Planned, analyzed, and optimized media spend and mix along the funnel and across all channels.• Planned, managed, and coordinated marketing budgets.• Oversaw market analysis, including trends, cultural movements, customer buying habits, promotional e ectiveness, sales analysis, and sales territory development.• Developed and oversaw the execution of TOM TAILORS´S global social media strategy.• Directed and project-managed the international rollout of TOM TAILOR´S new store concept.• Reported to the CEO.
- Tom TailorCreative DirectorMärz 2018 - Juli 2020 (2 Jahre und 4 Monate)Hamburg, Germany• Strategized, conceptualized, produced, and scheduled creative direction for each season across all TOM TAILOR lines (women, young female, young male, men).• Oversaw product design consistency, ensuring that product design aesthetics aligned with the brand's core design values.• Collaborated with creative agencies and marketing teams to maintain visual communication standards across all channels.• Managed the Head of Design team in the creation of monthly collection concepts.• Acted as a global ambassador for the Tom Tailor brand, attending global events and presenting the brand direction to internal teams and external partners.
Externe Empfehlungen
Ausbildung und Abschlüsse
- state approved fashion designerPRIVATE MODE SCHULE DÜSSELDORF2009
- Secondary EducationSCHOOL2005Secondary