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Rowena Ratnam
,
Experience
Other titles
Skills
I'm offering
Markets
United Kingdom
Language
English
Fluently
Ready for
My experience
2019 - 2019
job
HEAD OF MARKETING
TEMPERLEY LONDON.
Project-based role to drive the global marketing and communication strategy and planning for Temperley London
supporting retail, wholesale and e-commerce. Working with Founder and reporting to CEO to shape and deliver a strategy to deliver business growth and brand development, and key initiatives including pop-up stores (Ibiza and New York),
annual Somerset brand event, London Fashion Week and New York showroom. Responsibilities included PR, events and
partnerships, visual merchandising, brand management, content creation and design direction, social media, influencer
partnerships and VIP dressing.
supporting retail, wholesale and e-commerce. Working with Founder and reporting to CEO to shape and deliver a strategy to deliver business growth and brand development, and key initiatives including pop-up stores (Ibiza and New York),
annual Somerset brand event, London Fashion Week and New York showroom. Responsibilities included PR, events and
partnerships, visual merchandising, brand management, content creation and design direction, social media, influencer
partnerships and VIP dressing.
Content, Social, Founder, UP, Direction, Wholesale, Ceo, Development, Global Marketing, Growth, Visual Merchandising, Social Media, Management, Pr, Fashion, Event, E-commerce, Retail, Content creation, Marketing, Design
2017 - 2019
job
HEAD OF MARKETING & PR, RIGBY & PELLER
MATERNITY COVER.
For Global (Europe, US, Asia, Middle East), areas of responsibility included: brand management to ensure consistent global
brand message; content strategy for global instagram; creative direction for seasonal campaign shoot and category
campaign imagery; creation of retail themes on seasonal basis and devising subsequent appropriate channel commercial
and content strategy to amplify campaigns; copywriting; window development - themes, design and implementation for
retail stores; visual merchandising; support for store local initiatives. Working in conjunction with parent company Van de
Velde on product and collection launches. Management of global marketing budget.
For UK, areas of responsibility included: driving product sales through creative 360° storytelling; leading digital marketing
and media partnerships; print & digital media buying; CRM strategy through clientelling and eDM calendar to drive online
& offline sales; influencer collaborations and VIP dressing; tourist marketing; content and strategy for local social media;
creation of all print & POS; identifying and creating partnerships (brand, commercial and charity); events and promotions
supporting UK retail; all local & national PR.
Key achievements included:
! Defining and steering new creative direction across all R&P global imagery and assets.
! Identifying new growth product categories and customer opportunities - working with relevant cross-functional
departments inc. buying, retail and training, and creating retail and digital strategies to support.
! Introduced budget efficiencies to ensure optimum ROI.
! Used data-driven insights to see potential of bridal market, leading to creation of 360° bridal campaign to support product and appointments. Included creation of series of animations for online & social media, digital ad
support, online guide, windows, consumer events, partnerships and press.
! Creating innovative press stories and talking points, including Madison/ Daily Mail story, leading to +172% online
traffic increase and +42% WOW product sales. Supported press feature with eDMs and social media advertising.
! Turning around under-performing store threatened with closure by leading strategic program of localised
marketing initiatives. Now due for relocation with double-digit sales growth. -6% in 2017 vs forecast +12% year
end.
! Doubled global Instagram following by creating targeted content and partnership strategy.
! Identifying new marketing channels, demonstrated with launch of first podcast series and Reddit collaboration.
! Creating tourist marketing strategy. Initiated partnership with 5* London hotels resulting in new revenue stream
opportunity.
CONSULTANCY 2017 - DATE
brand message; content strategy for global instagram; creative direction for seasonal campaign shoot and category
campaign imagery; creation of retail themes on seasonal basis and devising subsequent appropriate channel commercial
and content strategy to amplify campaigns; copywriting; window development - themes, design and implementation for
retail stores; visual merchandising; support for store local initiatives. Working in conjunction with parent company Van de
Velde on product and collection launches. Management of global marketing budget.
For UK, areas of responsibility included: driving product sales through creative 360° storytelling; leading digital marketing
and media partnerships; print & digital media buying; CRM strategy through clientelling and eDM calendar to drive online
& offline sales; influencer collaborations and VIP dressing; tourist marketing; content and strategy for local social media;
creation of all print & POS; identifying and creating partnerships (brand, commercial and charity); events and promotions
supporting UK retail; all local & national PR.
Key achievements included:
! Defining and steering new creative direction across all R&P global imagery and assets.
! Identifying new growth product categories and customer opportunities - working with relevant cross-functional
departments inc. buying, retail and training, and creating retail and digital strategies to support.
! Introduced budget efficiencies to ensure optimum ROI.
! Used data-driven insights to see potential of bridal market, leading to creation of 360° bridal campaign to support product and appointments. Included creation of series of animations for online & social media, digital ad
support, online guide, windows, consumer events, partnerships and press.
! Creating innovative press stories and talking points, including Madison/ Daily Mail story, leading to +172% online
traffic increase and +42% WOW product sales. Supported press feature with eDMs and social media advertising.
! Turning around under-performing store threatened with closure by leading strategic program of localised
marketing initiatives. Now due for relocation with double-digit sales growth. -6% in 2017 vs forecast +12% year
end.
! Doubled global Instagram following by creating targeted content and partnership strategy.
! Identifying new marketing channels, demonstrated with launch of first podcast series and Reddit collaboration.
! Creating tourist marketing strategy. Initiated partnership with 5* London hotels resulting in new revenue stream
opportunity.
CONSULTANCY 2017 - DATE
Content strategy, Windows, ROI, Visual Merchandising, Support, Growth, Pos, Implementation, Global Marketing, Development, Sales, Feature, Campaign, Forecast, Direction, Guide, Performing, Online, Asia, Social, Storytelling, Social Media, Design, Marketing, Copywriting, MArketing Strategy, Advertising, CRM, Instagram, Training, Digital Marketing, Retail, Creative direction, Print, Budget, R, Podcast, Pr, Management, Content
2015 - 2017
job
PUBLISHING DIRECTOR, ROBB REPORT UK
Sotheby's.
Launched Robb Report into the UK market, creating tactical partnerships (inc. Sotheby's, PAD and Masterpiece) to target
HNW and UHNW audience, driving commercial revenue, establishing multi-platform commercial opportunities and managing production, creating and managing distribution and subscription models.
HNW and UHNW audience, driving commercial revenue, establishing multi-platform commercial opportunities and managing production, creating and managing distribution and subscription models.
Production
2009 - 2015
job
MARKETING DIRECTOR
TOMMY HILFIGER & CALVIN KLEIN.
Part of European team that that revitalised and repositioned Calvin Klein business and oversaw expansion, brand and
digital transformation of Tommy Hilfiger, working in close collaboration with Global PR and marketing teams. Set-up and led UK and IE marketing team to formulate and execute a comprehensive and ambitious costed marketing plan to support
growth of retail & wholesale businesses. Demonstrated ability to be able to interpret statistical and competitive
intelligence and combine with buying behaviour and trends to engage new and existing customers with the creation of brand- and market-relevant activity tailored for segmented customer groups. Acted as brand guardian across all
consumer touch-points. Overall budget control: €3.9m FY15.
For retail (O&O, outlet, concessions) - created tailored activity to support store and product launches and seasonal
collections, and drive continuous sales & footfall. Helped develop and launch CRM loyalty program.
For wholesale (& franchise) - managed trade marketing and brand presence across online, in-store and social media.
Drove product performance across all wholesale customers, supporting sell-in and driving sell-through. Key accounts
included: John Lewis, Brown Thomas, Urban Outfitters, ASOS, Harrods, Fenwick Group.
For media - ensured dynamic, impactful, targeted local brand awareness by planning digital (online & social), print, OOH and cinema advertising. Direct media buying and agency management.
Selected activity:
! Initiated and implemented effective events program with European roll-out across Tommy Hilfiger and Calvin Klein
O&O stores and wholesale partners.
! Determined and implemented UK & Ireland launch of global campaigns, including Justin Bieber and Kendall Jenner for
Calvin Klein and The Hilfigers, Breast Health International celebrity-fronted product launches, Alexa Chung edit and Nadal Underwear & Tailored for Tommy Hilfiger, securing widespread exposure and optimum engagement, ensuring
multi-channel customer experience. Included devising creative execution for pop-ups, windows, working with store
portfolio and key wholesale customers.
! Drove 32% increase across Tommy Hilfiger Womenswear concessions after devising strategy and plan to increase sales
and generate awareness. Worked in collaboration with buying, VM and retail ops.
! Led launch and managed brand presence of Tommy Hilfiger on houseoffraser.co.uk.
! Created strategic partnerships in order to build retail experience and extend brand to new audiences, including charity
tie-ins, blogger programs, corporate and magazine partnerships. Eg. Barclays Wealth Management, Harper's Bazaar,
Esquire, Glamour.
! Launched Calvin Klein Jeans SIS in Harrods, building marketing support package to help lead SIS to be one of highest
performing on the floor within 1 month.
! Sold-in and managed G.H.Bass x Tommy Hilfiger collection to Selfridges and Keith Haring collection to Dover Street
Market - included initial approach and sell-in, creative execution of pop-up, staffing & stock control.
! Created Prep Store Covent Garden standalone pop-up and surrounding marketing campaign, introducing Tommy
Hilfiger to new audiences and driving brand excitement.
! Generated high brand-engagement for Tommy Hilfiger during 2012 Olympics by devising on-brand social media
initiative. Campaign achieved highest Facebook engagement for any localised campaign.
OTHER:-
digital transformation of Tommy Hilfiger, working in close collaboration with Global PR and marketing teams. Set-up and led UK and IE marketing team to formulate and execute a comprehensive and ambitious costed marketing plan to support
growth of retail & wholesale businesses. Demonstrated ability to be able to interpret statistical and competitive
intelligence and combine with buying behaviour and trends to engage new and existing customers with the creation of brand- and market-relevant activity tailored for segmented customer groups. Acted as brand guardian across all
consumer touch-points. Overall budget control: €3.9m FY15.
For retail (O&O, outlet, concessions) - created tailored activity to support store and product launches and seasonal
collections, and drive continuous sales & footfall. Helped develop and launch CRM loyalty program.
For wholesale (& franchise) - managed trade marketing and brand presence across online, in-store and social media.
Drove product performance across all wholesale customers, supporting sell-in and driving sell-through. Key accounts
included: John Lewis, Brown Thomas, Urban Outfitters, ASOS, Harrods, Fenwick Group.
For media - ensured dynamic, impactful, targeted local brand awareness by planning digital (online & social), print, OOH and cinema advertising. Direct media buying and agency management.
Selected activity:
! Initiated and implemented effective events program with European roll-out across Tommy Hilfiger and Calvin Klein
O&O stores and wholesale partners.
! Determined and implemented UK & Ireland launch of global campaigns, including Justin Bieber and Kendall Jenner for
Calvin Klein and The Hilfigers, Breast Health International celebrity-fronted product launches, Alexa Chung edit and Nadal Underwear & Tailored for Tommy Hilfiger, securing widespread exposure and optimum engagement, ensuring
multi-channel customer experience. Included devising creative execution for pop-ups, windows, working with store
portfolio and key wholesale customers.
! Drove 32% increase across Tommy Hilfiger Womenswear concessions after devising strategy and plan to increase sales
and generate awareness. Worked in collaboration with buying, VM and retail ops.
! Led launch and managed brand presence of Tommy Hilfiger on houseoffraser.co.uk.
! Created strategic partnerships in order to build retail experience and extend brand to new audiences, including charity
tie-ins, blogger programs, corporate and magazine partnerships. Eg. Barclays Wealth Management, Harper's Bazaar,
Esquire, Glamour.
! Launched Calvin Klein Jeans SIS in Harrods, building marketing support package to help lead SIS to be one of highest
performing on the floor within 1 month.
! Sold-in and managed G.H.Bass x Tommy Hilfiger collection to Selfridges and Keith Haring collection to Dover Street
Market - included initial approach and sell-in, creative execution of pop-up, staffing & stock control.
! Created Prep Store Covent Garden standalone pop-up and surrounding marketing campaign, introducing Tommy
Hilfiger to new audiences and driving brand excitement.
! Generated high brand-engagement for Tommy Hilfiger during 2012 Olympics by devising on-brand social media
initiative. Campaign achieved highest Facebook engagement for any localised campaign.
OTHER:-
Sales, Social, LED, UP, Online, Performing, Wholesale, Campaign, International, Health, Transformation, Growth, Support, Windows, Social Media, Blogger, Management, Pr, Budget, Print, Retail, Customer experience, Facebook, Digital transformation, CRM, Advertising, Marketing
2004 - 2009
job
RETAIL & EVENTS EDITOR
ESQUIRE.
Dual-focused role to increase awareness of the Esquire brand and establish brand credentials Developed and nurtured
client relationships in order to fully potentialise commercial and marketing opportunities. Reported to Publisher. Project
budget control (varied).
! Created profile-building public and industry events to generate awareness, determine brand profile and drive publicity
for magazine. All delivered with minimal budgets through negotiating sponsorship and partnership deals with venues
and relevant suppliers. Eg. Somerset House one-month exhibition, anniversary exhibition in Milan and London,
Harper's Bazaar relaunch event, Esquire Business awards.
! Worked directly with brands and PRs to create tailored, strategic commercial partnerships and best-in-class tailored
retail events for Esquire & Harper's Bazaar. Brands included Emporio Armani, Jaeger, Daks, Ralph Lauren, Bally, Moet
Hennessey, Laurent Perrier. Ensured relationship was leveraged to create optimum exposure for magazines as well as meeting client objectives (footfall, positioning, sales). Created mechanisms to encourage future engagement.
! Edited monthly style news pages: styling, product edit, copywriting.
client relationships in order to fully potentialise commercial and marketing opportunities. Reported to Publisher. Project
budget control (varied).
! Created profile-building public and industry events to generate awareness, determine brand profile and drive publicity
for magazine. All delivered with minimal budgets through negotiating sponsorship and partnership deals with venues
and relevant suppliers. Eg. Somerset House one-month exhibition, anniversary exhibition in Milan and London,
Harper's Bazaar relaunch event, Esquire Business awards.
! Worked directly with brands and PRs to create tailored, strategic commercial partnerships and best-in-class tailored
retail events for Esquire & Harper's Bazaar. Brands included Emporio Armani, Jaeger, Daks, Ralph Lauren, Bally, Moet
Hennessey, Laurent Perrier. Ensured relationship was leveraged to create optimum exposure for magazines as well as meeting client objectives (footfall, positioning, sales). Created mechanisms to encourage future engagement.
! Edited monthly style news pages: styling, product edit, copywriting.
Marketing, Copywriting, Retail, Budget, Event, Styling, Sales, Sponsorship
2003 - 2004
job
MARKETING MANAGER
WALLPAPER.
Started with company as magazine's first Marketing Manager, reporting to the Publishing Director. Joined at redefining
time for title and was instrumental in maximising brand potential through targeted activity driving copy-sales/
subscriptions, revenue and/ or awareness (eg. events, PR). Hire and management of external UK PR agency.
! Successfully relaunched title in US through strategic activity - oversaw hire of NY-based PR agency, set-up media
partnership with ICFF to raise awareness and drive subscription sales, partnered with Bergdorff-Goodman for
windows collaboration and event.
! Generated additional revenue, extended brand awareness and created data capture opportunity through setting-up of online partnership with Bombay Sapphire. Demonstrated understanding of the brand's collateral (editorial content)
and how that could be used to reach new target readership.
PLUS:-
M E N ' S HEALTH MAGAZINE UK PR and brand marketing, including industry-leading program of retailer events with luxury and premium brands across fashion, fragrance and grooming;
BARBICAN CENTRE Design, art direction and marketing.
time for title and was instrumental in maximising brand potential through targeted activity driving copy-sales/
subscriptions, revenue and/ or awareness (eg. events, PR). Hire and management of external UK PR agency.
! Successfully relaunched title in US through strategic activity - oversaw hire of NY-based PR agency, set-up media
partnership with ICFF to raise awareness and drive subscription sales, partnered with Bergdorff-Goodman for
windows collaboration and event.
! Generated additional revenue, extended brand awareness and created data capture opportunity through setting-up of online partnership with Bombay Sapphire. Demonstrated understanding of the brand's collateral (editorial content)
and how that could be used to reach new target readership.
PLUS:-
M E N ' S HEALTH MAGAZINE UK PR and brand marketing, including industry-leading program of retailer events with luxury and premium brands across fashion, fragrance and grooming;
BARBICAN CENTRE Design, art direction and marketing.
Design, Marketing, Art Direction, Event, Fashion, Pr, Management, Content, Sales, Windows, Health, Direction, Online, UP, Manager
My education
University of Reading
Bachelors, Typography & Graphic Communication
Bachelors, Typography & Graphic Communication
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