Davines North America

• Balance multiple stakeholders' vision of the brand, reporting to Creative Director, Digital Marketing & E-Commerce Director and Communications and Media Director.

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• Branch off from the Italian with a refreshed feel for North America that kept the historic feel of the brand, while connecting brand culture and product without losing value.

• Integrate brand-affiliated salons and digital consumers into content mix, while simultaneously targeting new audiences. 

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• Move content closer to the brand's Italian roots (connecting to brand culture) while not losing the appeal to North American market or taking away from product-first content. 

Results

• Upward engagement and follower growth – surpassed 100K followers on Instagram.

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• Led the brand's first short-form, vertical video content production, delivering successful content with 100K+ views.

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• Scouted and hired local talent to revise the brand's North American creative direction – still utilized today across digital platforms (including eCommerce).

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• Pitched and produced the brand's first "culture-centric" content series, showcasing events and cultural gatherings at the Davines Group House in Brooklyn. 

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• Developed and implemented processes for content sharing between marketing departments internationally while supplying global entity with up-to-date social media best practices.