Lily-Rae Hewitt Jasilek
I’m a brand and marketing strategist with experience across Mulberry, Burberry and SHOWstudio, working at the intersection of culture, consumer behaviour and creative execution.
About
I’m a brand and marketing strategist with experience across Mulberry, Burberry and SHOWstudio, working at the intersection of culture, consumer behaviour and creative execution. My background combines editorial and commercial thinking, shaped by time in both creative and brand environments, where I learned how to translate cultural storytelling into clear, structured frameworks that drive both creative execution and commercial outcomes.
A core part of my experience is in brand partnerships and collaborations, where I’ve led and closed multi-market agreements, aligning internal stakeholders with external partners and ensuring creative ambition is translated into commercially viable structures. I’ve also led global campaign strategy, with a strong focus on insight: understanding what drives audiences and turning that into clear positioning and compelling narratives.
Alongside this, I’ve managed multi-channel strategies and international stakeholders from initial briefing through to final execution. I’m naturally curious, visually driven and people focused, with a particular interest in how cultural signals and lived behaviours inform meaningful brand direction.
- 6 years' experience
- Joined April 2026
Skills· 1
Languages
- FrenchAdvanced
- EnglishFluent
Industry experience
- Media & Entertainment
- Retail
Work experience· 5 roles
Owned the global seasonal marketing calendar and go-to-market plans; drove acquisition, retention, and brand engagement; aligned cross-market stakeholders across commercial, product, training, wholesale, and customer teams. Led global media planning and activation across OOH, print, digital, and partnerships delivering culturally relevant placements and measurable impact against key brand and performance KPIs. Delivered weekly updates on campaign activity and performance; aligned marketing initiatives with commercial priorities, trade objectives, and evolving consumer demand. Managed global marketing budgets, tracking UK and EU spend to optimise investment, timelines, and overall campaign effectiveness. Led customer-focused partnerships and activations, defining clear objectives and executing cross-market initiatives.
Brand & Media Strategy: Led multi-market brand and media strategy across UK, EU, and US, delivering high-impact campaigns that strengthened brand positioning and drove global visibility. Integrated Campaign Leadership: Partnered with global agencies and creative teams to shape and deliver integrated brand campaigns across digital, social, and physical channels. High-Profile Activations: Executed key tactical projects including the 'Burberry Street' takeover, achieving strong cultural visibility and reinforcing the brand in a key luxury hub. Financial Stewardship: Managed multi-million-pound budgets, optimising investment to maximise brand impact while aligning with commercial goals and campaign priorities. Executive Communication & Insights: Presented brand campaign strategies and performance insights to senior leadership, translating data into clear recommendations to inform future direction.
End-to-End Content Production: Led the production of in-house SHOWstudio editorial and video content, aligning projects with senior leadership’s vision while owning the 360° marketing and production schedule. Project Commissioning: Commissioned and strategically selected fashion films, panel discussions, editorial content, and illustrations for high-profile contributors and luxury brands, ensuring alignment with brand objectives and creative vision. Project Management Leadership: Oversaw creative teams across studio, editorial, film, and design departments, setting realistic deadlines, managing team capacity, and ensuring seamless execution of projects from brief to completion.
Education
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