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I am a strategic marketing leader and cultural practitioner with over 10 years of experience proving that for luxury and lifestyle brands, the best marketing feels like a service rather than advertising. I specialise in building systems that turn social attention into business value while prioritising community engagement and long-term loyalty. From architecting the cultural newsroom at Zalando to leading 360 brand awareness for ByteDance, my focus is on protecting the soul of a brand while using disruptive technology to drive results. I am a leader who prefers to stay close to execution and thrives in fast-paced environments.…I am a strategic marketing leader and cultural practitioner with over 10 years of experience proving that for luxury and lifestyle brands, the best marketing feels like a service rather than advertising. I specialise in building systems that turn social attention into business value while prioritising community engagement and long-term loyalty. From architecting the cultural newsroom at Zalando to leading 360 brand awareness for ByteDance, my focus is on protecting the soul of a brand while using disruptive technology to drive results. I am a leader who prefers to stay close to execution and thrives in fast-paced environments.

Rachel Maxwell

Marketing Strategist, Brand Strategist, Growth Marketer, +2

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I am a strategic marketing leader and cultural practitioner with over 10 years of experience proving that for luxury and lifestyle brands, the best marketing feels like a service rather than advertising. I specialise in building systems that turn social attention into business value while prioritising community engagement and long-term loyalty. From architecting the cultural newsroom at Zalando to leading 360 brand awareness for ByteDance, my focus is on protecting the soul of a brand while using disruptive technology to drive results. I am a leader who prefers to stay close to execution and thrives in fast-paced environments.…I am a strategic marketing leader and cultural practitioner with over 10 years of experience proving that for luxury and lifestyle brands, the best marketing feels like a service rather than advertising. I specialise in building systems that turn social attention into business value while prioritising community engagement and long-term loyalty. From architecting the cultural newsroom at Zalando to leading 360 brand awareness for ByteDance, my focus is on protecting the soul of a brand while using disruptive technology to drive results. I am a leader who prefers to stay close to execution and thrives in fast-paced environments.

Available to hire

I am a strategic marketing leader and cultural practitioner with over 10 years of experience proving that for luxury and lifestyle brands, the best marketing feels like a service rather than advertising. I specialise in building systems that turn social attention into business value while prioritising community engagement and long-term loyalty.

From architecting the cultural newsroom at Zalando to leading 360 brand awareness for ByteDance, my focus is on protecting the soul of a brand while using disruptive technology to drive results. I am a leader who prefers to stay close to execution and thrives in fast-paced environments.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Senior Social Strategist at Zalando

September 1, 2024 - Present

Lead the social and creator strategy across 15+ markets, shaping a modern, community-focused brand voice. Built a 360-brand awareness approach by unifying performance content, PR, and social into a cohesive growth engine. Drove innovation including spearheading the TikTok Shop UK pilot, generating 1 million EUR+ in monthly revenue by bridging social content and commerce. Enabled cross-functional alignment with PR, Creative, and Product teams to ensure global brand moments feel high-quality across touchpoints.

Senior Account Director at VaynerMedia

January 1, 2020 - January 1, 2022

Digital and partnership leadership across a cross-functional team of 20, turning complex cultural insights into actionable digital strategies and roadmaps for global tech and luxury brand accounts. Demonstrated strategic judgement and hands-on execution across strategy, creative, and product teams to drive global client growth.

Marketing Communications Manager at PICO XR

January 1, 2022 - January 1, 2023

Led 360 brand awareness campaigns for consumer tech launches, delivering end-to-end product storytelling. Built community hubs in collaboration with Red Bull to bridge physical luxury experiences with digital engagement, coordinating cross-functional teams to ensure creative quality and timely delivery. Spearheaded VR/tech storytelling across 20+ creators to reach premium lifestyle audiences.

Senior Social Strategist at CREAM (Luxury Brand Agency)

January 1, 2017 - January 1, 2020

Led 360-brand marketing storytelling for luxury brands including Charlotte Tilbury and Pandora. Focused on data-driven storytelling to increase brand desire and cohesion across channels; architected community-first initiatives and high-aesthetic social moments that fueled luxury brand growth.