Hi, I’m Gemma Lacey, a Chicago-based Senior Creative Strategist with over 15 years of experience building brand partnerships, content marketing programs, and end-to-end campaigns for leading consumer brands. I thrive at the intersection of culture and business, translating strategic objectives into compelling experiences that resonate with diverse audiences. I’ve led growth initiatives for brands like Gucci, Nike, and Red Bull, shaping editorial and marketing programs across beauty, fashion, and lifestyle sectors. I love mentoring cross-functional teams and exploring new formats and technologies to elevate brand storytelling and community engagement.…

Gemma Lacey

Hi, I’m Gemma Lacey, a Chicago-based Senior Creative Strategist with over 15 years of experience building brand partnerships, content marketing programs, and end-to-end campaigns for leading consumer brands. I thrive at the intersection of culture and business, translating strategic objectives into compelling experiences that resonate with diverse audiences. I’ve led growth initiatives for brands like Gucci, Nike, and Red Bull, shaping editorial and marketing programs across beauty, fashion, and lifestyle sectors. I love mentoring cross-functional teams and exploring new formats and technologies to elevate brand storytelling and community engagement.…

Available to hire

Hi, I’m Gemma Lacey, a Chicago-based Senior Creative Strategist with over 15 years of experience building brand partnerships, content marketing programs, and end-to-end campaigns for leading consumer brands. I thrive at the intersection of culture and business, translating strategic objectives into compelling experiences that resonate with diverse audiences.

I’ve led growth initiatives for brands like Gucci, Nike, and Red Bull, shaping editorial and marketing programs across beauty, fashion, and lifestyle sectors. I love mentoring cross-functional teams and exploring new formats and technologies to elevate brand storytelling and community engagement.

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Language

English
Fluent

Work Experience

Senior Creative Strategist at Ralph and PussPuss Magazine
January 1, 2023 - Present
Developed branded editorial and event formats for global clients; translated strategic objectives into compelling content experiences; led cross-functional teams to deliver end-to-end campaigns on time and on budget.
Director of Marketing & Strategy at Marvin Magazine
January 1, 2022 - January 1, 2024
Launched Marvin Magazine, leading social and digital marketing strategy; achieved 1M+ organic views; negotiated seven-figure partnerships; built and mentored a high-performing cross-functional team.
Director of U.S. Market Entry & Global Growth Strategy at Imbue Hair Care
January 1, 2020 - January 1, 2022
Directed U.S. market entry and global growth strategy; secured partnerships with Target and Ulta; managed a $5M marketing budget and led cross-functional teams.
Head of Social Media at Milani Cosmetics (Woo Agency)
January 1, 2017 - January 1, 2019
Doubled social media footprint YoY; launched TikTok from 0 to 150K followers in 3 months; boosted engagement to 15.4% through audience-led digital campaigns; achieved top Google ranking for lipsticks in the U.S.
Strategy Lead at FCB Inferno
January 1, 2015 - January 1, 2016
Led strategy for Project Literacy, contributing to Cannes Lions Grand Prix for Good; collaborated with creative teams to shape impactful campaigns.
Integrated Social Media & Creative Lead at Adidas Stella Sport
January 1, 2014 - January 1, 2016
Integrated social media and creative direction; led the global live stream launch and long-term social strategy for Stella Sport.
Global Editorial Platform Lead at Red Bull
January 1, 2010 - January 1, 2013
Transformed Red Bull.com into a global editorial platform; developed content distribution partnerships; directed a $1M+ annual content budget.
Editorial & Campaign Director at Ralph and PussPuss Magazine
January 1, 2023 - Present
Developed branded editorial and event formats for global clients, enhancing cultural relevance and engagement. Translated strategic objectives into compelling content experiences and drove cross-functional teams to deliver end-to-end campaigns on time and on budget.
Editorial & Marketing Lead at Marvin Magazine
January 1, 2022 - January 1, 2024
Launched Marvin Magazine, a platform at the intersection of music, fashion and modern culture. Led social and digital marketing strategy, achieving 1M+ organic views on branded video series. Negotiated seven-figure partnerships and directed a 26-person cross-functional team across content, creative, and brand partnerships.
Growth Strategy Director at Imbue Hair Care
January 1, 2020 - January 1, 2022
Direct US market entry and global growth strategy, securing partnerships with Target and Ulta. Executed social marketing with a $5M budget, delivering a 4x ROI within three months. Doubled social footprint YoY, launched TikTok to 150K followers in 3 months; achieved #1 Google ranking for 'lipsticks' in the US.
Head of Social & Digital Marketing at Woo Agency (Milani Cosmetics)
January 1, 2017 - January 1, 2019
Led Milani Cosmetics' social and digital marketing, building and mentoring a high-performing cross-functional team. Doubled social media footprint YoY, launched TikTok to 150K followers in 3 months; achieved 15.4% average engagement and increased site traffic; drove top search rankings for lipstick-related terms.
Brand & Live Campaign Lead at Adidas Stella Sport
January 1, 2014 - January 1, 2016
Integrated social media and creative-directed the global live stream launch of Adidas Stella Sport.
Editorial Director at Red Bull.com
January 1, 2010 - January 1, 2013
Transformed Red Bull.com into a global editorial platform, scaling trusted partnerships for content distribution. Directed a $1M+ annual content budget.

Education

BA (Hons) in Design and Trend Research at Nottingham Trent University
January 1, 2000 - January 1, 2003
Pre-degree Arts Diploma at University of the Arts London (London College of Fashion)
January 1, 1999 - January 1, 2000
Bachelor's Degree at Nottingham Trent University
January 1, 2000 - December 31, 2003
Pre-degree arts diploma at London College of Fashion, University of the Arts London
January 1, 1999 - December 31, 2000

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Consumer Goods, Professional Services, Software & Internet, Retail
    paper Puss Puss Magazine X IRO Luxury Brand Partnership

    Developed and secured a 6-figure partnership between Puss Puss, IRO and Marta Pozzan, shaping the creative and editorial framework for a digital cover. The project delivered record engagement across both brand and publication, translating cultural storytelling into measurable performance.

    uniE621 Reservation Perfumes Brand Positioining
    Developed the brand’s foundational narrative, writing and conceptualising a multi-part statement that defines the world, mood and sensory language of Francesco Ragazzi’s new fragrance line. The work establishes a distinct point of view—balancing hedonism, intimacy and escapism—to anchor future creative and campaign direction.…
    paper Brand Statement for Reservation Perfumes

    Developed the brand’s foundational narrative, writing and conceptualising a multi-part statement that defines the world, mood and sensory language of Francesco Ragazzi’s new fragrance line. The work establishes a distinct point of view—balancing hedonism, intimacy and escapism—to anchor future creative and campaign direction.

    uniE621 Reservation Perfumes Brand Statement
    IDeveloped the brand’s foundational narrative, writing and conceptualising a multi-part statement that defines the world, mood and sensory language of Francesco Ragazzi’s new fragrance line. The work establishes a distinct point of view—balancing hedonism, intimacy and escapism—to anchor future creative and campaign direction.…