Chiara Merullo

• 6 — Global Campaign Launches
• 4+ Million — Audience Reach

I stabilized and evolved Gucci’s global brand voice during a period of leadership transition, enabling consistent, culturally relevant campaign delivery across markets and supporting engagement across a global audience of 4+ million Gucci Beauty followers.

I assessed the impact of leadership and creative transition on Gucci’s global tone of voice, auditing email, CRM, and campaign messaging across markets. I then defined a concise, high-clarity messaging framework designed to work within strict brand-safety and language constraints at scale. I partnered with global creative and regional teams to localize messaging and enable rapid multi-market campaign delivery. I also implemented a repeatable approval and localization workflow to support scalable global rollout.

I increased engagement and click-through rates across Gucci’s global email program during a period of leadership transition, while maintaining brand safety, consistency, and delivery at scale.

• 8% — Increase in Total Harvey Nichols Annual Profits
• 4 — Channels Delivered (Social, Email, Digital Editorial, In-store)

Harvey Nichols’ core audience was not typically drawn to celebrity-led beauty brands. At the same time, the Fenty launch was governed by strict global brand and language guidelines, leaving limited flexibility to localize or reposition the story for the UK market.

I developed a dual-track launch strategy that balanced a precise, globally aligned product narrative with a locally relevant UK brand story. I reframed the launch around inclusivity and product performance rather than celebrity, using hero storytelling to reposition relevance for the Harvey Nichols customer.

I led messaging architecture and content delivery across digital editorial, email, and in-store communications to ensure consistent execution at launch. I also aligned internal teams and stakeholders around launch priorities, sequencing, and campaign delivery.

In the UK, Fenty Beauty became Harvey Nichols’ biggest beauty launch ever, with products selling at a rate of one unit per minute. This helped drive a 17% increase in LVMH’s cosmetic and perfume sales during the launch quarter.

The challenge was to define a compelling brand and positioning for launch that would resonate with the target audience’s real motivations, while translating complex behavioral science into simple, emotionally engaging messaging that neither alienated nor over-educated consumers.

I defined the brand positioning, narrative, and tone of voice from behavioral insight to create a distinctive and emotionally resonant brand platform. I also translated complex behavioral science into clear, benefit-led messaging aligned to audience motivations and purchase drivers. I built the full brand system for launch, including tone-of-voice guidelines, SEO-led product naming, and messaging architecture. Additionally, the project involved leading website messaging structure and UX content flow to support clarity, engagement, and conversion at launch.

I defined a commercially differentiated brand and positioning that enabled Gatte’s market entry and supported partner activations with QVC and TSC, leading an ongoing retained engagement to support growth and future launches.