A calendar proposal, drawn for Zimmermann
Alexandra CreeveyApplication: Brand and Product Marketing Manager
For a house built on sophisticated femininity, clever colour combinations and delicate original prints
, I would plan the year the way you design it: product first, every channel in step, from the runway to the boutique floor.
Pre-season
An iconic Australian label that kept its original vision while it travelled the world.
Nicky Zimmermann sells her first dresses at Paddington Markets. Simone joins the same year.
The first boutique, and the early fusion of fashion and swimwear that caught the world’s eye.
The first US boutique on Robertson Boulevard, followed by many more across America.
London’s Mayfair, then Paris, Milan, Rome and Madrid.
The most recent chapter, for a client you describe as globally mobile.
Three things your season asks of this role
Your codes live in the clothes themselves: clever colour combinations, original prints, sculptural swim. Marketing has to edit each collection into hero stories and must-win product focus areas, then make sure every channel tells them.
→ Product Understanding, Curation & Advocacy
→ Global Marketing Planning & Integrated Campaign Development
From Robertson Boulevard to Mayfair and Shanghai, each region needs cultural relevance while maintaining global consistency, in one tone of voice and one visual identity.
→ Regional Localisation & Brand Consistency
That is the role you describe, and it is the work I have been doing.
The season
Brand marketing strategy for the Fragrance, Hair and Body categories at MECCA, Australia’s leading prestige beauty retailer, then a VIP program I built end-to-end.
YoY sales uplift across selected campaign and product activations, through data-led product curation, category analysis, trend forecasting and strategic launch timing.
$0.5M+annual revenue, top-tier VIP program
70+premium and luxury brands in the portfolio
Jan 2020 – Jul 2021
MECCA Brands, Melbourne
Jul 2021 – Jul 2022
MECCA Brands, Melbourne
Maisons I worked withDiptyque · Byredo · Maison Francis Kurkdjian · Le Labo · Tom Ford · Biologique Recherche · Nécessaire · Maison Crivelli · Vyrao
Australian market launches I ledFlamingo Estate · Gisou
Speaks toProduct Understanding, Curation & AdvocacyCross-Functional CollaborationBudget & Resource Management
Jul 2022 – Dec 2024
MECCA Brands, Melbourne
Speaks toGlobal Marketing Planning & Integrated Campaign DevelopmentPerformance, Optimisation & Learning
Aug 2025 – Present
LIVY, Lyon · French luxury fashion maison, lingerie and prêt-à-porter
Speaks toRegional Localisation & Brand Consistency
Next season
The fitting
Each line of the job description next to what my CV shows. Where the fit is transferable rather than direct, I say so.
At least 6 years of experience delivering comprehensive, global marketing plans and campaigns within luxury/premium fashion, retail, or a comparable brand environment.
Your profile
6+ years across MECCA, Australia’s leading prestige beauty retailer (200+ luxury brands), and LIVY, a French luxury fashion maison.
Strong product storytelling capability: able to understand, edit, and advocate for product and category priorities across a yearly calendar.
Product Understanding, Curation & Advocacy
Identified hero products and prioritised categories from performance data, trends and launches across a 12-cycle calendar: 200–300% YoY uplift on selected activations.
Co-develop integrated global marketing plans across the annual calendar, translating strategic priorities into clear activity plans across channels and touchpoints.
Global Marketing Planning & Integrated Campaign Development
Co-developed and delivered MECCA’s integrated annual calendar for Fragrance, Hair & Body: 12 monthly cycles, 4 major and 4–5 micro campaigns.
Confident collaborating with cross-functional teams with excellent stakeholder management across regions and time zones.
Cross-Functional Collaboration & Stakeholder Management
Campaigns owned across Retail, VM, E-commerce, Creative, Social, Paid Media, CRM, PR, Influencer and Events; relationships with global maisons such as Diptyque, Byredo and Le Labo.
Support regional teams with guidance and frameworks for local execution, ensuring cultural relevance while maintaining global consistency.
Regional Localisation & Brand Consistency
Adapted global brand assets for the Australasian market, keeping visual identity and messaging consistent.
Strong project management skills, including managing critical path, governance, approvals, and budgets.
Budget & Resource Management
Managed CMO-allocated campaign budgets; ran the VIP program end-to-end, including budget, profitability and $0.5M+ annual revenue.
Analytical and insight-led; able to translate performance data into action and improvement.
Performance, Optimisation & Learning
Data-led product curation, category analysis and trend forecasting behind the 200–300% uplift; post-activity learnings on the VIP program. Tools: Salesforce (CRM, Marketing Cloud, Pardot), Tableau, Advanced Excel.
Develop and deliver integrated, cross-functional marketing plans across Zimmermann’s annual calendar, including campaigns, events, brand moments, and runway shows.
About the job
Campaigns, VIP events and seasonal, cultural and brand moments: yes. Runway shows would be new to me, and the part of the role I am most eager to learn.
Show notes
The collection is the hero. The calendar is how it gets its moment.
I learned marketing inside a calendar: twelve cycles a year, a portfolio of more than seventy premium and luxury brands sharing one calendar. The best plans started with the product. Which piece is the hero, which category must win, and how each channel tells that story in its own way without losing the voice.
Today I work on the floor of a French luxury maison, where I see how a campaign lands with a real client. I would bring both sides to Zimmermann: the planner’s discipline and the boutique’s instinct, with the optimism your house is known for.
RSVP
I would be glad to talk through the brief, the calendar and the collections.