MANDIE GOWER
Brand & Content Director
Stadionweg 96-3, Amsterdam
Summary
Brand guardian with deep experience growing lifestyle, media and retail scale-ups in London, Dubai and Amsterdam. Adept across full marketing scope - brand, content, social, PR - my work creates cultural relevance, community and agenda-setting conversations.
Overview
25
25
years of professional experience
Work History
BRAND & CONTENT DIRECTOR
E.I.O Studio
09.2023 - Current
- Fractional Brand & Content Director for lifestyle brands, plus 1:1 consultancy for start-ups
GLOBAL HEAD OF BRAND & CONTENT
Rituals
09.2021 - 06.2023
- Brand guardian across all consumer touch-points. Hired to launch and amplify new 'wellbeing' mission.
- Chief ideas-generator for new events, experiences and services. Created innovative programme of wellbeing tools including fitness classes, audio binaural beats series and online masterclasses.
- Built panel of brand ambassadors, including Mo Gawdat and Ruby Wax. Managed all aspects of partnerships, from contract and concepts to directing shoots and PR campaigns. Engagement grew by 46%.
- Created concepts for product launches including ‘Survival Kit for Busy Men’ and the experiential Digital Advent Calendar. Collaborated with Innovation, UX and eComm teams.
- Developed and championed new brand calendar rooted in cultural moments and consumer needs. Curated evergreen programme of content for festivals plus interactive stand design, ensuring on-brand, elevated experiences anywhere in the world.
- Spearheaded collaboration between stakeholders to ensure cohesive brand messaging across global touch-points. Efforts delivered 55% increase in organic search, highest performing Reels video and growth in consumer association as ‘wellbeing brand’.
- Managed in-house and external content creators (copy, video, audio), plus budget. Increased direct traffic by 23% to online magazine.
- Identified opportunities to cross-sell services or amplify customer experience, including incorporating ambassadors in to store displays and adding 'wellbeing challenges' to Digital Advent Calendar.
BRAND & CREATIVE DIRECTOR
HOPE MEDIA
09.2018 - 09.2021
- Content, brand and editorial strategy for fashion and beauty start-ups, global publishers and agencies.
EXECUTIVE EDITOR, STYLIST
The Stylist Group
09.2016 - 04.2018
- Overseeing brand extensions, partnerships, team management plus features and travel content.
- Curated branded events including annual Stylist Live, a 3 day festival attended by 22,000 women.
- Owned agenda-setting campaigns including 'women’s strike’ to highlight the gender pay gap, supported by Mayor of London and celebrities. 271K watched live Facebook feed of Stylist's two male colleagues in an empty office!
- Grew brand fame with innovation; convinced Twitter to make suffragette emoji for special event
- Created brand extensions: managed three year non-fiction book deal with Penguin. Responsible for entire brand expression; concepts, design and PR campaign.
- Generated PR through high profile partnerships; launched branded fashion products with top designers; commissioned high profile writers like Roxane Gay; oversaw celebrity guest editors including Lena Dunham and a former Prime Minister
- Leadership: mentored team to interpret and guard the brand across multiple content formats (video, shoots, long and short form print, digital copy)
- Brand ambassador: Event host, brand spokesperson on Sky, BBC Radio.
BRAND & CONTENT CONSULTANT
John Brown Media
01.2014 - 09.2015
- Re-branded B2C wellbeing magazine and website. Offered full-time job due to success of project.
EDITOR-IN-CHIEF, ZEST
Hearst UK
09.2008 - 12.2014
- Led the re-brand and digital transformation of UK's no.1 beauty and wellbeing magazine. Grew brand ecosystem to include newsletter verticals, nationwide events, and active online community.
- Increased subscriptions by 84% and social media engagement by 19%
- Created Zest Challenge, an annual 10K running event with 4,000 attendees and six figure sponsorship.
- Highly commended as Editor of the Year three times by industry 'Oscar's'
ASSOCIATE EDITOR, GRAZIA
Bauer
01.2008 - 09.2008
- Senior leadership role responsible for lifestyle, travel and beauty. Brand guardian for content, events and campaigns, managing in-house and external stakeholders
- Developed partnerships with high profile names in fashion, beauty and politics. Launched branded products including T-shirt range with Katherine Hamnett
EXECUTIVE EDITOR, FIRST
Bauer
06.2007 - 01.2008
- Senior player on radical re-brand. Won four coveted design and journalism awards within six months
EDITOR & JOURNALIST
FREELANCE
08.2006 - 06.2007
- Wrote and edited for Elle, Harper's Bazaar, Grazia, The Guardian, Glamour, Condé Nast Traveler
EDITOR-IN-CHIEF, VIVA
ITP Media
01.2004 - 08.2006
- Created, launched and edited Middle-East's first international standard glossy, kick-starting a new era for publishing in the region. Ultimate brand gatekeeper, overseeing all extensions and franchises.
- Within six months, VIVA was region's top-selling magazine with luxury advertising from Chanel, Estée Lauder and Armani.
- Part of the senior delegation to Hearst, Mondadori, Condé Nast, winning local licenses of global brands
STYLE EDITOR, NOW
Time Inc
01.2000 - 01.2004
Education
Bachelor of Arts - English Literature & Commonwealth Arts (2:1)
University of Exeter
Exeter, United KingdomA Levels - English, French, History (A, B, B)
Sutton High School
Sutton, United KingdomTimeline
BRAND & CONTENT DIRECTOR
E.I.O Studio
09.2023 - Current
GLOBAL HEAD OF BRAND & CONTENT
Rituals
09.2021 - 06.2023
BRAND & CREATIVE DIRECTOR
HOPE MEDIA
09.2018 - 09.2021
EXECUTIVE EDITOR, STYLIST
The Stylist Group
09.2016 - 04.2018
BRAND & CONTENT CONSULTANT
John Brown Media
01.2014 - 09.2015
EDITOR-IN-CHIEF, ZEST
Hearst UK
09.2008 - 12.2014
ASSOCIATE EDITOR, GRAZIA
Bauer
01.2008 - 09.2008
EXECUTIVE EDITOR, FIRST
Bauer
06.2007 - 01.2008
EDITOR & JOURNALIST
FREELANCE
08.2006 - 06.2007
EDITOR-IN-CHIEF, VIVA
ITP Media
01.2004 - 08.2006
STYLE EDITOR, NOW
Time Inc
01.2000 - 01.2004
Bachelor of Arts - English Literature & Commonwealth Arts (2:1)
University of Exeter
A Levels - English, French, History (A, B, B)
Sutton High School
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