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International Brand Strategy Specialist - Former Copywriter
Elena Arau
,
London, United Kingdom
Experience
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Skills
I'm offering
My name is Elena and I am a creative marketeer with over 10 years of experience producing online/offline campaigns for various industries across EMEA. My background in marketing and communications covers both in-house and agency roles.
I currently work as a Brand Strategist, managing all EMEA campaigns from ideation to market implementation and appropriation. I cover our nutrition range, but also skin and hair care. I try to be a change driver and really make a difference in every job that take on. In my current role, I have helped shape the meaning of social-first, targeted campaigns and have pushed for personalised social tools that will enable our audience to make every campaign their own. With the help of my amazing team, over the past few years we have launched more than 20 NPDs, our proven results helped us unlock a creative budget that is now 10 times bigger and we have fully re-positioned our Sports Brand.
Over the years, I have accumulated experience as a copywriter and creative campaigns manager/strategist, I have managed budgets, direct reports and agencies. I am a creative thinker and a storyteller, and in every role I push for creative, disruptive ways that demonstrate commercial value for both the brand and its portfolio.
I currently work as a Brand Strategist, managing all EMEA campaigns from ideation to market implementation and appropriation. I cover our nutrition range, but also skin and hair care. I try to be a change driver and really make a difference in every job that take on. In my current role, I have helped shape the meaning of social-first, targeted campaigns and have pushed for personalised social tools that will enable our audience to make every campaign their own. With the help of my amazing team, over the past few years we have launched more than 20 NPDs, our proven results helped us unlock a creative budget that is now 10 times bigger and we have fully re-positioned our Sports Brand.
Over the years, I have accumulated experience as a copywriter and creative campaigns manager/strategist, I have managed budgets, direct reports and agencies. I am a creative thinker and a storyteller, and in every role I push for creative, disruptive ways that demonstrate commercial value for both the brand and its portfolio.
Markets
United Kingdom
Links for more
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Industries
Language
English
Fluently
Spanish
Fluently
Italian
Good
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2017 - ?
job
Manager, Brand Strategy, EMEA
Herbalife Nutrition.
Managing the creative strategy and overseeing the execution of all EMEA campaigns across all sub-brands (wellbeing, fitness, skincare, clothing)
Leading the digital strategy and approaching every campaign with a social/community -first mentality
Run workshops with internal stakeholders (local, regional and global) to define business objectives Deciphering insights and distilling business objectives into creative briefs to deliver brand-efficient TTL marketing campaigns
Work alongside the creative team to deliver campaigns that are on-brand and on-brief
Building the long term, ’big picture’ content strategy to improve brand reputation
Collaborating with our sponsored athletes to create compelling stories and celebrate the diversity of our community
Coordinating external agencies, our in-house studio and all EMEA markets to ensure all campaign activities are adapted and implemented effectively.
Overseeing content strategy for all literature including our product catalogue and lifestyle magazine
Leading the digital strategy and approaching every campaign with a social/community -first mentality
Run workshops with internal stakeholders (local, regional and global) to define business objectives Deciphering insights and distilling business objectives into creative briefs to deliver brand-efficient TTL marketing campaigns
Work alongside the creative team to deliver campaigns that are on-brand and on-brief
Building the long term, ’big picture’ content strategy to improve brand reputation
Collaborating with our sponsored athletes to create compelling stories and celebrate the diversity of our community
Coordinating external agencies, our in-house studio and all EMEA markets to ensure all campaign activities are adapted and implemented effectively.
Overseeing content strategy for all literature including our product catalogue and lifestyle magazine
Integrated multi-channel campaigns, Digital and social campaigns, Implementation of campaigns, Marketing Campaigns, Project Management, Project coordination, Social Media, Copywriting, Content marketing, Creative direction, Creative production management, Creative brifing
2017 - ?
job
Sr. Copywriter, EMEA
Herbalife Nutrition.
Working with junior writers, designers, global office, cross-functional teams, external agencies as well as all EMEA markets to ensure all content strategy is executed and implemented effectively
Leading the content strategy and developing the TOV (online and print) for all EMEA campaigns
Liaising with the project owners and Design Lead to ideate and deliver creative assets in line with the brief
Project lead for all literature including our product catalogue and lifestyle magazine
Reporting regularly on progress data to a variety of stakeholders, including senior leadership.
Leading the content strategy and developing the TOV (online and print) for all EMEA campaigns
Liaising with the project owners and Design Lead to ideate and deliver creative assets in line with the brief
Project lead for all literature including our product catalogue and lifestyle magazine
Reporting regularly on progress data to a variety of stakeholders, including senior leadership.
Content creation, Creative direction, Copywriting, Social media copywriting, Write articles, Content marketing, Digital communication, Project Management, Project coordination
2011 - 2016
job
Sr. Exec, Brand Communications
Matrix Dubai.
Client pitches, lead brainstorming sessions and developed communication plans
Supported the development of the crisis communication plans
Designed and executed the brand communication and events for all of the fashion, beauty and lifestyle clients, including PR, OOH and activations.
Main accounts: Fitness First, Kurt Geiger, Steve Madden, Le Silla, Philip Stein, Liali Jewellery, Valencia Shoes, The Organic Pharmacy, Ren Clean Skincare, Nougat London,
Korean Skin therapy, Bio Oil, Himalaya Herbals.
Supported the development of the crisis communication plans
Designed and executed the brand communication and events for all of the fashion, beauty and lifestyle clients, including PR, OOH and activations.
Main accounts: Fitness First, Kurt Geiger, Steve Madden, Le Silla, Philip Stein, Liali Jewellery, Valencia Shoes, The Organic Pharmacy, Ren Clean Skincare, Nougat London,
Korean Skin therapy, Bio Oil, Himalaya Herbals.
Communication, Advertising, Advertising on social media, Advertising photography, Copywriting, Content marketing, Copywriter, English text and language editing, Write articles, Journalism, Creative Strategy, Public relations, Beauty, Fashion writing, Retail strategy, Brand activation
2013 - 2015
freelance
Contributing Writer
La Moda Dubai.
Writing reviews and op-eds for products and events related to beauty, fashion and fitness in Dubai for La Moda (lifestyle blog).
Copywriting, Write articles, Authoring, Digital communication, Reviews
My education
2010
-
2012
Academy of Economic Studies
MA, Business Communications
MA, Business Communications
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