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I’m a brand, product and e-commerce director with 10+ years of experience turning ambitious ideas into clear, compelling brands and commercial experiences. I’ve worked across luxury, design, technology, art, retail and hospitality, combining strategy, storytelling, creative direction, digital growth and customer experience.…

Alexandra Astra

Creative Director, Brand Strategist, Marketing Strategist, +2

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I’m a brand, product and e-commerce director with 10+ years of experience turning ambitious ideas into clear, compelling brands and commercial experiences. I’ve worked across luxury, design, technology, art, retail and hospitality, combining strategy, storytelling, creative direction, digital growth and customer experience.…

Available to hire

I’m a brand, product and e-commerce director with 10+ years of experience turning ambitious ideas into clear, compelling brands and commercial experiences. I’ve worked across luxury, design, technology, art, retail and hospitality, combining strategy, storytelling, creative direction, digital growth and customer experience.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

German

Advanced

Latvian

Advanced

Russian

Advanced

Italian

Beginner

Work Experience

Brand, Product & E-Commerce Director at Lunar Artefacts

January 1, 2022 - January 1, 2026

Led brand, product and commercial strategy for a founder-led premium design start-up, scaling a Kickstarter-born hero product into a £1.3M DTC business. Directed e-commerce, Shopify, launches, CRM, paid creative, merchandising, gifting, B2B, HNWI relationships and customer journey improvements. Led brand strategy, creative direction and go-to-market across 11 launches, including an award-winning product that generated £210k in its first two weeks. Built the Klaviyo audience from approximately 200 to 6,000+ and developed gifting partnerships with Louis Vuitton, Zaha Hadid Architects and McLaren.

Brand & Client Strategist at Saatchi & Saatchi

January 1, 2020 - January 1, 2022

Worked across UK and global-facing accounts including British Heart Foundation, Deutsche Telekom and EE. Translated business challenges into sharper briefs, campaign territories, messaging frameworks and client-facing creative direction. Developed audience and category insight, strategic territories, brand and campaign strategy, pitch narratives and creative routes that could move from presentation to execution. Worked between clients, strategists and creative teams to challenge weak assumptions and create usable direction.

Brand & Project Manager at ZIMA Restaurant

January 1, 2018 - December 31, 2018

Repositioned a founder-led Russian street-food concept into a premium, authored and art-led hospitality brand. Led the brand experience across visual identity, interiors, menus, objects, table presentation, staff presentation and guest journey. Developed creative direction that connected the venue, food, language, objects, service and art placement into a distinctive world. Also built digital growth activity across the website, Klaviyo CRM, social media, paid media and analytics.

Head of Brand, Marketing and E-Commerce at DotART Domain

January 1, 2017 - January 1, 2019

Led brand, marketing and e-commerce for .ART, the first internet domain created for the global art community. Developed positioning, website content, CRM, paid acquisition, partnerships, PR, events and sales materials. Turned a technical domain product into a cultural proposition centred on identity, visibility, provenance and belonging online. Built partnerships with Tate, Louvre, Centre Pompidou, LACMA, MAXXI and Sotheby’s, helping establish brand and marketing foundations as .ART grew to more than 50,000 domains across 148 countries.

Digital Marketing Manager at Tate Modern

January 1, 2014 - January 1, 2016

Managed public-facing digital content for Tate Modern, including website content, exhibition pages, campaign landing pages, email, paid Meta activity and CRM communications. Built structured digital journeys for cultural audiences while balancing clarity, accessibility and institutional authority. Improved website journey structure, supported campaign rollouts, created content and maintained Tate’s digital brand standards across public-facing channels.

Social Media Content Manager at Zara

January 1, 2011 - January 1, 2013

Built Zara’s early social media presence while working with the Spanish office as global retail began to adopt social seriously. Developed content for fast-moving collections, product drops and campaign rollouts, translating brand identity into social storytelling. Maintained visual consistency across social channels and built foundations in retail rhythm, global audience communication and brand discipline.