I am a high-impact marketing executive with a track record for building brand awareness, revitalising under-performing brands, and driving powerful marketing strategies on an international scale. I have conceived and executed programs impacting up to 25+ countries worldwide for brands including 55DSL, Diesel, Oscar de la Renta, and Bluenotes/American Eagle with a unique ability to marry strategic thinking with out-of-the-box creativity to increase brand cachet and drive revenues.
Global Head Of Marketing, Diesel Business Unit (Apparel, Denim & Intimates) 2013 - 2015
National Retail Promotions Manager, Diesel USA 2001 - 2004
55DSL (Diesel Sub)
Global Head of Marketing
2007 - 2014
International Presence Marketing Manager 2005 - 2007
Bluenotes, American Eagle Outfitters
Director of PR & Brand Management
2004 - 2005
Oscar de la Renta
Public Relations Coordinator 2000 - 2001
DIESEL REBOOT SUMMER/FALL 2013
As the Head of Marketing, I was responsible for spearheading the revolutionary new campaign for Diesel, #DIESELREBOOT. #DIESELREBOOT was Nicola Formichetti's very first project as Artistic Director of Diesel. A full-blown reinvention of Diesel’s communication strategy. An innovative campaign that refreshed Diesel’s imagery and branding, reigniting the primary particles of its core DNA: freedom, creation, originality, and above all, bravery. By developing a global multi-platform campaign which combined A-List photographers with crowd-sourced casting and creative work, Diesel reached new heights of engagement and recognition. Through guerrilla marketing and immersive creative engagement on Tumblr microsite DIESELREBOOT.com, it enabled a co-creational dialogue with Millennials. The audience and press won over by this campaign can be seen in the numerous award nominations #DIESELREBOOT has received so far.
JOGG JEANS - SS14 PRODUCT LAUNCH
For the launch of 'JOGG JEANS' Diesel's denim/jersey hybrid, I was challenged to create a digital-only campaign which would garner the same results and impact as previous Diesel print campaigns. By identifying dance as our area of opportunity and a content focused approach as the best means to communicate, entertain and gain earned traction, we decided to create a shareable, addictive film that showcased the movability of the Jogg product like never before, all the while increasing product awareness globally and allowing Diesel to 'own' the hybrid jean category. A fully integrated campaign was rolled out around the world — from in-store and eCom to socials and events. More than just engagement, the campaign drove business. We arranged 20+ ‘A-Z of Dance’ in-store events around the world, driving massive increases in both footfall as well as total basket sale value. Up to 50% of Jogg Jeans sales for the year came in the three weeks after campaign launch.
55DSL REBOOT: 2010 - 2014
As the Head of Marketing I guided a complete overhaul of Diesel's millennial fashion brand 55DSL: Evolving how it looked, communicated and functioned — from analogue to digital, broadcast to a conversation by executing the following:
> Global research reporting via hand-picked panels across 8 key territories
> Development of a Brand Bible to streamline the brand direction & communication across all channels
> 6 films with 6 marquee Directors, 55DSL’s first entry into content marketing
> 6 ATL campaigns, look books, and events with each tent pole film
> Community management, content seeding and PR
> Retail strategy and product collaborations with companies like Adidas, MTV, Birkenstock, Coca-Cola, Bloody Beetroots, and may artists from around the globe
> Films invited and screened at Milan Film Festival, Barcelona Film Festival and Williamsburg’s SummerScreen
> Our Directors such as CANADA (Justice, Phoenix, Common) became spokespeople for the brand at press Q&As
> All 55DSL social media accounts grew by over 220% in just two seasons
> Established ‘55 Studio’ a creative network of bloggers, artists and musicians around the world as ambassadors, broadcasters and friends
> 55DSL garnered entry into top retailers and Diesel stores around the world
Chair & Co-Founder IRII / ONEXONE + (Retired) CEO DIESEL CANADA
It is always wonderful to meet someone with passion, enthusiasm and talent all rolled into one. That is our Charla; from the first time I was introduced to Charla, it was apparent that her deep commitment to her job is infectious. We are all in business to be profitable, Charla understands this. However, she also understands that to be successful we have to be relevant and think outside the box, as well as really dedicated to the vision of our brand. I would not hesitate to recommend Charla she is in my humble opinion she would be an incredible asset to any organisation as she is truly multitalented.
Founder at Moving Image & Content
"Extremely passionate" is the phrase that comes to mind when I think about Charla. It is rare to come across an individual like her who is not only dedicated, but results orientated, a team player and strategic. I had the pleasure of collaborating with Charla for 2 years at Diesel, working on several key marketing projects
including Dieselreboot. Charla's ability to juggle multiple projects was unlike any I’ve seen before and made a dramatic difference in the
productivity level of the team. As a team member or a leader, Charla earns my highest recommendation.
Commercial Director of Video Content at Condé Nast Publications
Charla is a risk-taker & strategic marketing leader. She executes bold global marketing campaigns across international territories & has an incredible eye for detail. She is extremely thorough & consistent in her projects & is a great manager of teams. It is always rewarding to work with her on collaborative projects.
Director of Brand Solutions
Charla is hard-working, has impeccable attention to detail, and not to mention a complete pleasure to work with!
Developer at Fathom
Charla is dedicated, well structured with an unnerving attention to detail and the possesses the ability to kick ass when needed. She's friendly and dependable both in and out of work.
Creative / Art director
Charla is detail oriented and a constant professional. It was a pleasure to work with her at Diesel.
International Academy of Design, Toronto
Diploma in Fashion Marketing & Merchandising Fashion Merchandising
University of Pittsburgh
Inter-disciplinary studies with a focus on Italian Cultural Studies
Activities: Graduated on the Dean's List.
Varsity Swimmer 93-94