Barbara Beach

As Senior Manager, Brand Marketing, I lead the development and execution of global brand strategy to elevate awareness, strengthen brand equity, and drive measurable business growth across direct-to-consumer, retail, and wholesale channels. I oversee integrated 360° marketing initiatives that ensure consistent storytelling, strong market visibility, and alignment with commercial priorities. Partnering closely with executive leadership, creative teams, and cross-functional stakeholders, I translate consumer insights, CRM data, and market research into seasonal strategies that expand market share, deepen client relationships, and reinforce brand authenticity across every touchpoint. I own the brand’s go-to-market strategy and seasonal marketing calendar, leading cross-channel campaigns spanning digital, social, PR, experiential activations, and retail programming. I also oversee major brand initiatives including company-wide rebranding efforts, guiding the evolution of visual identity across packaging, collateral, retail environments, and proprietary products. In addition, I direct Studio Services and celebrity relations, managing wardrobe pulls, archival placements, and partnerships with stylists, talent, and production teams across editorial, red carpet, television, and film. These placements and cultural partnerships position the brand at the center of fashion and entertainment conversations while expanding visibility through high-impact celebrity and influencer moments. My work is highly data-driven, with a focus on measurable marketing performance and brand health. I analyze campaign engagement, media impact, brand sentiment, and share of voice to inform strategy and optimize marketing investments. Also track the performance & revenue impact of creative assets and production initiatives to ensure marketing efforts exceed spend and align with company P&L objectives, driving sustained growth and strengthening the brand’s position within the global luxury market.

As Senior Manager, Brand Marketing, I lead the development and execution of global brand strategy to elevate awareness, strengthen brand equity, and drive measurable business growth across direct-to-consumer, retail, and wholesale channels. I oversee integrated 360° marketing initiatives that ensure consistent storytelling, strong market visibility, and alignment with commercial priorities. Partnering closely with executive leadership, creative teams, and cross-functional stakeholders, I translate consumer insights, CRM data, and market research into seasonal strategies that expand market share, deepen client relationships, and reinforce brand authenticity across every touchpoint. I own the brand’s go-to-market strategy and seasonal marketing calendar, leading cross-channel campaigns spanning digital, social, PR, experiential activations, and retail programming. I also oversee major brand initiatives including company-wide rebranding efforts, guiding the evolution of visual identity across packaging, collateral, retail environments, and proprietary products. In addition, I direct Studio Services and celebrity relations, managing wardrobe pulls, archival placements, and partnerships with stylists, talent, and production teams across editorial, red carpet, television, and film. These placements and cultural partnerships position the brand at the center of fashion and entertainment conversations while expanding visibility through high-impact celebrity and influencer moments. My work is highly data-driven, with a focus on measurable marketing performance and brand health. I analyze campaign engagement, media impact, brand sentiment, and share of voice to inform strategy and optimize marketing investments. Also track the performance & revenue impact of creative assets and production initiatives to ensure marketing efforts exceed spend and align with company P&L objectives, driving sustained growth and strengthening the brand’s position within the global luxury market.

-Develop and execute multi-channel marketing strategies to drive brand awareness and sales. -Build and manage strategic brand partnerships, influencer collaborations, celebrity relations, and sponsorships, securing a significant amount in sponsorship revenue. -Lead PR efforts, overseeing internal and external teams to secure over 100 media placements, generate 4B+ impressions, and grow the brand’s following by 50K+ through events and campaigns. -Plan and execute high-impact activations, including NYFW events, brand dinners, and private shopping experiences. -Spearheaded Amazon Luxury Stores Initiation (9/22), positioning WGACA as the exclusive pre-owned designer seller. -Oversee a multi-million-dollar marketing budget, vendor partnerships, and a team of five to align with business objectives.

-Led digital marketing initiatives (SEO, social media, content creation, ad campaigns), increasing net sales by 40% and Instagram following to 120K+. -Spearheaded a website upgrade, integrating social commerce to drive online sales. -Managed wardrobe and creative direction for NYFW shows, overseeing 30–40 models and 50+ team members. -Secured brand partnerships and sponsorships, acting as a media liaison for 20+ Patricia Field artists/brands. -Held multiple leadership roles (Stylist, Studio Services Director, Social Media Director, Store Manager, E-Commerce Manager), managing an extensive client book and adapting to various business needs. PROJECTS & COLLABORATIONS -UGG x Patricia Field – Design Team | NYC | 2019 -Patricia Field NYFW Runway Show – Production, Stylist, Model Cast Director | NYC | 2019 -Art Basel Runway Shows – Producer, PR | Miami | 2018 & 2019 -DJ Khaled’s Birthday Runway Show – Producer, Stylist | Miami | 2018 -Carrie Necklace Launch Campaign (2019) – Creative Director & Stylist | Featured in Vogue, Glamour Italia, WWD, Daily Mail

• Studied and reported on marketing trends and compiled customer research data to ensure their vision coincides with styling and merchandising for all campaigns used for website, social channels and any ads used in print or digital • Assisted in managing marketing brand budget for e-Commerce • Coordinated and styled photo shoots for potential customer presentations and online marketing • Assisted uploaders in product uploads, categorizing, and pricing to provide an updated and well-merchandised site. • Maintained and ensured cross sell items are merchandised in E-commerce site to increase potential sales. • Acts as a liaison between Marketing, Production and the Buying team to ensure effective communication for product launches and sales

Oversee a store with 4,000 sq. ft. with $40,000 weekly sales.  Managed merchandising, inventory, maintenance, opening/closing procedures and deposits  Serving as the ultimate leader of the store, developing and motivating the entire staff to provide a superior level of customer service that maximized sales and profit  Taking initiative in addressing unique challenges and doing so in collaborative, innovative and value-adding ways  Styling and merchandise selection with Patricia Field for specialty/celebrity clientele  Managing press studio pulls with store merchandise for publications and film/television.  Planning for, supervising & assisting throughout private fashion events/store events/parties

Oversee a store with 4,000 sq. ft. with $40,000 weekly sales.  Managed merchandising, inventory, maintenance, opening/closing procedures and deposits  Serving as the ultimate leader of the store, developing and motivating the entire staff to provide a superior level of customer service that maximized sales and profit  Taking initiative in addressing unique challenges and doing so in collaborative, innovative and value-adding ways  Styling and merchandise selection with Patricia Field for specialty/celebrity clientele  Managing press studio pulls with store merchandise for publications and film/television.  Planning for, supervising & assisting throughout private fashion events/store events/parties

Ensured brand standards were met from a merchandising and visual standards perspective as well as maintained store environment  Respected and dealt fairly with employees, vendors and customers as a representative of the company and the brands.  Supervised sales objectives and associated activities.

Maintains sales volume, product mix, and selling price by keeping current with supply and demand, changing trends, economic indicators, and competitors.  Being knowledgeable about designers, seasons and quality of garments

Sold products by implementing sales plans; supervised sales staff  Directed sales team on all floor moves, and accessorize and merchandise them appropriately.  Tags all merchandise according to the tagging standards, and prices the merchandise for current promotions. Marks down prices on discontinued merchandise and/or aging accessories, as directed by the Merchandising Department.  Act as Manager on Duty per schedule