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I’m Aoife Curley, a strategic marketing and community leader with a proven track record of building and executing end-to-end, community-led growth strategies across a variety of channels. I’m experienced at turning brand love into measurable impact across retail and digital ecosystems, from consumer communities to brand ambassador programs and live events. I’m now seeking to apply this expertise in a purpose-led organization that aligns with my personal values and interests. My passion is crafting authentic brand storytelling and scalable community activation that drives engagement and conversion. I thrive in cross-functional environments, partnering with Ecommerce, Brand Marketing, PR, Education & Eventing, and Retail teams to maximise advocacy opportunities at every consumer touchpoint, while keeping core brand values at the center of all activities.…I’m Aoife Curley, a strategic marketing and community leader with a proven track record of building and executing end-to-end, community-led growth strategies across a variety of channels. I’m experienced at turning brand love into measurable impact across retail and digital ecosystems, from consumer communities to brand ambassador programs and live events. I’m now seeking to apply this expertise in a purpose-led organization that aligns with my personal values and interests. My passion is crafting authentic brand storytelling and scalable community activation that drives engagement and conversion. I thrive in cross-functional environments, partnering with Ecommerce, Brand Marketing, PR, Education & Eventing, and Retail teams to maximise advocacy opportunities at every consumer touchpoint, while keeping core brand values at the center of all activities.

Aoife Curley

Brand Strategist, Marketing Strategist, Community Manager, +2

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I’m Aoife Curley, a strategic marketing and community leader with a proven track record of building and executing end-to-end, community-led growth strategies across a variety of channels. I’m experienced at turning brand love into measurable impact across retail and digital ecosystems, from consumer communities to brand ambassador programs and live events. I’m now seeking to apply this expertise in a purpose-led organization that aligns with my personal values and interests. My passion is crafting authentic brand storytelling and scalable community activation that drives engagement and conversion. I thrive in cross-functional environments, partnering with Ecommerce, Brand Marketing, PR, Education & Eventing, and Retail teams to maximise advocacy opportunities at every consumer touchpoint, while keeping core brand values at the center of all activities.…I’m Aoife Curley, a strategic marketing and community leader with a proven track record of building and executing end-to-end, community-led growth strategies across a variety of channels. I’m experienced at turning brand love into measurable impact across retail and digital ecosystems, from consumer communities to brand ambassador programs and live events. I’m now seeking to apply this expertise in a purpose-led organization that aligns with my personal values and interests. My passion is crafting authentic brand storytelling and scalable community activation that drives engagement and conversion. I thrive in cross-functional environments, partnering with Ecommerce, Brand Marketing, PR, Education & Eventing, and Retail teams to maximise advocacy opportunities at every consumer touchpoint, while keeping core brand values at the center of all activities.

Available to hire

I’m Aoife Curley, a strategic marketing and community leader with a proven track record of building and executing end-to-end, community-led growth strategies across a variety of channels. I’m experienced at turning brand love into measurable impact across retail and digital ecosystems, from consumer communities to brand ambassador programs and live events. I’m now seeking to apply this expertise in a purpose-led organization that aligns with my personal values and interests.

My passion is crafting authentic brand storytelling and scalable community activation that drives engagement and conversion. I thrive in cross-functional environments, partnering with Ecommerce, Brand Marketing, PR, Education & Eventing, and Retail teams to maximise advocacy opportunities at every consumer touchpoint, while keeping core brand values at the center of all activities.

Skills

Experience Level

CRM

Expert

Email Marketing

Expert

Branding

Expert

Work Experience

Brand Advocacy Manager at Shiseido Group / NARS, Shiseido, Drunk Elephant

April 1, 2023 - September 1, 2025

Defined and led the UK Brand Advocacy strategy as a new channel in the EMEA region, enabling authentic brand storytelling across multiple channels and communities. Launched the NARS consumer community platform, growing to 30K members in 2 years with members spending 40% more than non-community members and purchase frequency 33% higher. Launched scalable brand ambassador programs end-to-end for NARS and Drunk Elephant with senior leadership buy-in, program design, creative and 360 go-to-market execution. Pioneered user-generated content strategies, delivering a 20% uplift in onsite conversions, 30% higher email click-throughs, and a 15% uplift in paid social performance.

Assistant CRM Manager at Shiseido Group / NARS, Shiseido, Drunk Elephant

January 1, 2022 - April 1, 2023

Executed the UKI CRM strategy and ensured workflow excellence across multiple brands. Built CRM calendars aligned with Global Marketing and eCommerce plans, delivering tactic conversion campaigns and editorial storytelling. Managed end-to-end email campaign briefs, audience segmentation, and A/B testing to improve engagement and lifecycle performance. Implemented onsite and in-store data acquisition initiatives ensuring GDPR compliance, contributing to 121% growth in first-party data and driving increased new customer acquisition. Produced CRM performance reports and translated insights into data-driven optimisations.

Digital Marketing Executive at Elemis Group / L’Occitane

April 1, 2020 - January 1, 2022

Supported planning and execution of Performance Marketing across Paid Search, Display, Paid Social and Affiliate channels. Managed the channel activation calendar around key trading and seasonal moments, owned asset creation from briefing to go-live, and maintained relationships with key partners. Reported on campaign performance via Google Analytics, maintaining positive ROAS and YoY growth against targets.

Marketing Assistant TV Shopping QVC at Elemis Group / L’Occitane

September 1, 2018 - April 1, 2020

Supported 360° marketing campaigns to support the QVC channel, including performance marketing, CRM, experiential and print. Briefed creative assets and provided live TV support for QVC UK and Italy, including on-air asset creation, presenter briefing, set design and dressing.