International Professional Experience
Compagnie de Provence – Link to Portfolio
Company was founded in Marseille, France in 1990 to reinvigorate the appeal of the famed soap factories of the Region, producing high-quality, traditionally made skin-care collections combined with their signature, urban-chic packaging.
Creative Director, Marseille, France • 2003 – 2005
Recruited into the position to innovate a fresh, consistent branding identity to meet changing consumer demographics and buying preferences. Strengthened brand message across all marketing channels. Drove a professional recruitment strategy to attract and hire a new Marketing Manager and Press Attaché. Directed allocations and reporting functions for €1.8M creative marketing budget. Supervised an in-house creative team and four external employees. Covered global territories. Reported to the President.
The US Commercial Service – US Embassy Morocco
Part of a global network of trade specialists dedicated to supporting U.S. commercial interests around the world by offering promotion assistance to both American companies and Moroccan importers through a range of services and programs. Division of the U.S. Government, Department of Commerce.
Commercial Specialist, PSC, Casablanca, Morocco • 2000 – 2003
Recruited due to fluency in French and background in the textile and digital industries to launch and train staff on new Commercial Service website template. Scope of territory included Morocco. Reported to the Foreign Commercial Service Officer.
• Resolved conflicts and communication breakdowns by successfully serving as a liaison between the FSO and the native staff.
• Spearheaded the design of a training initiative to instruct staff on how to update website templates in their sectors.
• Selected to accompany the U.S. and foreign dignitaries and global business managers on multiple diplomatic missions.
• Led the due diligence and organization of prestigious feasibility studies and offers for companies, including Boeing, Lockheed Martin, and General Electric.
• Rendered programs’ visual communications and marketing strategies for the website, such as Communications for Programs available from the EX-IM Bank, OPIC and the US Trade and Development Agency.
KasaDesign Consulting
Creative Director | Co-Founder, Casablanca, Morocco • 2000 – 2003
Founded the company to serve a niche market of clients to provide print & digital communications services and new media development.
- Secured accounts with prestigious clients to create pluri-media design and produce cultural communication projects. Client list included : The Consulate of the United States of America, The Hotel Hyatt Regency, HM. King Mohammed VI of Morocco, The National Order of Architects, The Moroccan Ministry of Culture, The Foundation of the King Abdul-Aziz Al Saoud, and The Wilaya-Governor of Casablanca.
Sonia Rykiel, Fashion House – Link to Portfolio
Sonia Rykiel founded her label and opened her first boutique in May 1968 and became dubbed “Queen of Knits” by the American trade newspaper Women’s Wear Daily in 1970. Today, the company boasts several ready-to-wear lines including SONIA RYKIEL, SONIA BY SONIA RYKIEL, RYKIEL WOMAN, and RYKIEL ENFANT.
Assistant Art Director, Paris, France • 1998 – 2000
Recruited to assist the daughter of Sonia, Nathalie Rykiel, with visual communications on Man, Woman, Perfumes & Beauty to deliver high-impact marketing strategies and campaigns on various platforms including the web, print, and catalog. Orchestrated copywriting and photo shoots. Led the turnaround of three disparate departments into a cohesive, focused group. Covered global territories. Reported to the Creative Director and CEO.
Levi Strauss Europe – Link to Writing Samples
Levi Strauss Europe is responsible for designing, manufacturing, and marketing jeans and casual wear under the Levi’s® and Dockers® brands in the region.
Trend Scout for the City of Paris, Paris, France • 1997 – 2000
Selected for this prestigious position for a three-year program from a wide pool of candidates to reinvent the image of Levi Strauss in Europe. The program was comprised of scouts from seven major European cities. Scope of territory included France. Reported to the Program Manager, Brussels.
• Tapped as the Trend Scout for the City of Paris for a three-year, comprehensive study to analyze the most effective competitive product positioning strategies and initiatives for revitalizing the Levi’s Brand in Europe. Program garnered significant attention from the press and TV and deemed an overwhelming success.
• Selected for a BBC featured interview on a televised report, “Cool Hunting.” (<<click here for BBC archives)
Yves Saint Laurent Haute Couture
International Press Assistant, Paris, France, 1992-1996
Hired directly out of college in Paris to assist the International Press attachée : press analysis and review,archiving management, organization of haute couture fashion shows, and preparation for photography shoots with famous names in photography. Assisted in the planning of the prestigious events such as the 30 years of the Couture House at l’Opéra Bastille,a Retrospective Exhibition at the Musée de la Mode a Marseille, and the international launch of “Champagne,” the perfume. First major professional experience in luxury set the stage for my entire professional and personal outlook and provided the most solid skills in establishing protocol and quality within communications.