I spent seven years at Timberland, based in VF Corporation’s European headquarters in Switzerland.
I joined as Sr Manager, Strategic Account Marketing—stepping up from a UK-focused position to full EMEA responsibility—and helped bring the brand to life across major B2B partners.
I was then promoted to the role of Digital Marketing Director, leading the region’s digital transformation, before concluding my time in the role of Director, Brand Creative, where I proudly oversaw the execution of Timberland’s 50th Anniversary moment across EMEA.
KEY RESULTS
-
Launched Timberland’s first EMEA membership program, growing to 800K members in under two years.
-
Revitalised EMEA brand storytelling, driving +8% YoY organic search growth and +23% Instagram engagement.
-
Delivered +40% conversion growth and 3× ROAS through data-driven media planning for strategic accounts
-
Expanded Instagram community by +50K followers (+18% growth) over two years
-
Drove +12% CAGR and market share gains across Timberland’s most strategic B2B accounts
-
Scaled global campaigns across 12 international markets, maintaining brand consistency throughout
KEY PROJECTS *
KEY PROJECTS *
50th ANNIVERSARY
“This Is Not A Boot: The Story Of An Icon”
OVERVIEW
Timberland marked its 50th anniversary with This Is Not a Boot: The Story of an Icon — a documentary celebrating the cultural legacy of the Original Timberland Boot.
MY ROLE
I led the EMEA amplification strategy, driving launch events in both London and Milan and orchestrating cross-channel support across social, influencer, and digital media to maximise cultural reach during anniversary week.
BUILT FOR THE BOLD
OVERVIEW
Built For The Bold was a milestone brand voice campaign that reintroduced Timberland as a youth-focused, creativity-driven brand.
MY ROLE
As campaign project lead, I led the integrated digital rollout — aligning teams across social, paid media, influencer, CRM, and membership channels — and also developed experiential moments, including a two-day pop-up and a consumer talent showcase, to bring the brand’s new voice to life.
METAVERSE ACTIVATION
OVERVIEW
In a first-of-its-kind partnership, Timberland collaborated with Fortnite and ConceptKicks to merge physical and virtual worlds, and reimagine the future of footwear design. The experience debuted at Milan Design Week and extended globally through a fully immersive digital activation, with the experience itself activated within Fortnite.
MY ROLE
I led the social media and influencer coordination for launch — aligning gaming creators, talent partners, and global markets for a synchronized reveal across IRL and digital channels, timed with Timberland’s universe going live inside Fortnite.
MEMBERSHIP
OVERVIEW
Community was the new membership program designed to deepen brand affinity, reward loyalty, and build a more connected consumer ecosystem.
MY ROLE
Community was one of the first major assignments I took on as Digital Marketing Director. I steered the evolution of the program from a small, early-stage CRM initiative into a fully integrated, omnichannel brand experience spanning retail, digital, and live events.
Over two years, we expanded the program, growing from ~100k to 800k members, and expanding from 1 country to 5 across the region. We activated unique brand experiences across markets, and ultimately scaled Community into Timberland’s global membership framework across EMEA, NORAM, and APAC.
NATURE NEEDS HEROES
Bespoke Urban Campaign
OVERVIEW
Nature Needs Heroes was Timberland’s global sustainability platform, created to reinforce the brand’s authenticity and leadership in environmental responsibility. The challenge was translating a nature-led campaign for urban audiences who research showed felt disconnected from traditional green-space narratives.
The solution was to reinterpret nature through the cityscape—positioning urban environments, communities, and culture as ecosystems worth protecting. Seven artists across seven global cities (New York, Chicago, Philadelphia, London, Berlin, Paris, and Milan) were partnered to capture their local environments and share stories of creativity, community, and cultural impact. The result was a culturally nuanced activation that resonated with urban consumers and delivered relevance for Sports Lifestyle key accounts.
MY ROLE
I led the strategic translation of the Nature Needs Heroes platform into an urban-first activation, shaping the cultural lens and creative direction while preserving Timberland’s sustainability values. I oversaw artist selection, partnerships, and narrative development across markets, collaborating with internal teams, agencies, and key wholesale partners to deliver locally resonant storytelling at scale. I also led the execution of this campaign within EMEA key accounts, delivering the campaign to 500+ doors across Europe.
PRODUCT LAUNCHES
Throughout my time at Timberland, I oversaw and supported the launch of dozens of products and seasonal collections — from innovation platforms like GreenStride to icons such as the Original Yellow Boot and 3-Eye Lug, as well as high-energy collaborations.
My role covered the full launch process: often times shaping the narrative, developing bespoke campaigns for key accounts, managing agencies, talent, and creative partners, leading shoot development, and delivering integrated DTC programs across social, CRM, OOH, digital media, and retail.
Every launch was built to meet consumers where they were, with cohesive, channel-right storytelling that tied each drop to the season’s broader brand narrative and commercial priorities.
