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Gucci Global Email & Social BAU
For Gucci, I shaped global campaign storytelling and BAU content across eight international territories. Key work included Summer Stories and social narrative for Gucci Beauty, engaging a 4M+ global audience.
What I Did
Developed global campaign and CRM messaging across Gucci’s digital channels and eight international territories during a period of leadership and creative transition.
The Context
With shifts in creative direction and leadership, the brand’s tone of voice risked fragmentation across markets and campaigns. Teams needed language that evolved the brand while remaining recognisably Gucci.
The Strategy
I analysed existing communications across regions and defined clearer messaging principles that balanced heritage with clarity. These were applied across launches including Gucci x Adidas, Flora Gorgeous Magnolia and Summer Stories, and adapted with regional teams to maintain consistency internationally.
The Impact
Enabled cohesive global communication during a pivotal transition and supported engagement across Gucci Beauty’s 4M+ follower Instagram audience.
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