Joanna Chiarello

Roger Dubuis, a luxury Swiss watch company, was looking to launch a product in a unique way and enable the sales team to engage with clients and generate sales. Collaborating with local wholesalers and utilizing an ambitious partnership with Automobili Lamborghini, Roger Dubuis hosted clients with high customer lifetime value to experience the brand and be the first to see a new limited edition product.

Throughout the event, I directed the talent and content team to generate the shot list and served as a liaison between influencers and headquarters C-suite executives. I also managed the budget and negotiated all contracts with vendors, venues, transport, catering, and talent. Before the event, I secured paid media and programmatic advertising to continue the momentum and increase brand awareness. I trafficked all ads, native content, and posts and managed the campaigns from start to finish.

The strategy for the young market included a 360-degree approach and a 6-month marketing lead, including large OOH buys, paid digital media, and direct mail. I created an influencer campaign featuring 17 local influencers, from business owners to celebrities, to be featured in all opening market content. I further created and managed all opening assets, including print media, direct mail, paid and organic social, paid digital media, and email, focused on the Boston market.

Ultimately we achieved collective opening sales of 110% of the target through partner collaboration and campaign-driven marketing and advertising initiatives.

I developed a strategic influencer affiliate program aligning with high-converting, upper-funnel content partners selected through an affiliate network. Focusing on mid-tier and micro-influencers with engagement rates greater than 5%, we saw traffic and sales increase quickly. Coupling this initiative with affiliate email marketing, we utilized email links through influencers' email campaigns and promoted joint content through owned email marketing.