Aoife Curley

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.

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.

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.