4. Bread & Butter
Client: Zalando
Role: Global Marketing Manager
Date: 2017 - 2018
Location: Berlin, Germany
Project: Talent Strategy and Brand Alignment for Bread & Butter by Zalando
Brief:
Bread & Butter was Berlin’s leading global fashion event, eclipsing Berlin Fashion Week in significance. Having previously attended while at adidas, I recognized its unique potential to elevate fashion culture and reach diverse audiences. My role at Zalando was to create a unified, strategic approach for talent and influencer usage at the event, ensuring consistent brand representation across departments and maximizing the impact of partnerships.
Approach:
Initially, I established cross-departmental alignment for Zalando’s influencer and talent strategy, addressing inefficiencies that arose from siloed influencer management. As the role evolved, I took charge of talent scouting and strategy development, coordinating with Zalando’s in-house creative agency. This involved identifying the right influencers, reaching out, negotiating deliverables, and contracting over 50 strategic partnerships.
Our goal was to create bespoke content journeys for each talent, enhancing engagement and aligning with the overarching event theme. Additionally, we integrated brand-specific talent brought in by external partners like Nike and Vans, weaving them into a wider social execution plan to provide comprehensive value for Zalando and its partners.
Beyond Bread & Butter, I regularly provided strategic guidance for partners such as Nike and Vans, assisting in the development of impactful campaigns that lived on the Zalando platform and ensured consistent brand resonance.
Outcome:
The project established a streamlined, cohesive approach to talent management at Bread & Butter, transforming Zalando’s influencer strategy and strengthening brand perception. By creating tailored content strategies and fostering mutually beneficial partnerships, we maximized the reach and impact of the event’s social execution, positioning Zalando as a leading fashion and cultural voice in Europe. Strategic support for external brand campaigns further solidified our partnerships, reinforcing Zalando's collaborative influence within the fashion industry.