Micaela Torres
Consultant
Experience
May 2024 - Jun 2024
2 monthsConsultant
Westwing Group SE
- Conducted research and crafted an inspiring presentation for and with the C-Level focusing on customer behavior insights (e.g., Gen Z), and identifying key retail trends to watch for the future of retail and e-commerce.
Apr 2024 - Present
1 year 4 monthsMarketing Consultant
MIRAGUA
- Supporting the water brand with their marketing needs, including creating pitch presentations to boost sales efforts and convince NGOs. These presentations also involved sharpening brand positioning and refining the overall look & feel.
Feb 2024 - Present
1 year 6 monthsFreelancer
Self-Employed
- Secured start-up funding.
- Offering Marketing & Creative Services:
- Upskilling Consulting & Strategy
- Project- & Interim-Management
- Creative Concepts
- Team Upskilling & Workshops
Oct 2022 - Apr 2023
7 monthsMunich, Germany
Head of Editorial Content (Interim)
Westwing GmbH
- Led a team of 5 editors to create state-of-the-art editorial concepts for brands, theme campaigns and mega sales events that excite and convert prospects into buyers.
- Managed an international restructuring, including: taking over new markets, analyzing and redefining current structures, processes and roles, change management, introduction of tools to foster collaboration and ensure operational efficiency.
- Responsibility for the editorial roadmap and content planning on a quarterly, weekly, daily basis that was translated into all Westwing communication channels and markets.
- Led in a fast-paced environment: editorial responsibility for a daily newsletter reaching millions of members and website content that is changing every day (Westwing Club-Sales, formerly Westwing.de).
May 2020 - Jun 2023
3 years 2 monthsMunich, Germany
Head of Creative Strategy & Concepts
Westwing Group SE
- Consulted senior leadership in all Westwing markets to ensure that the Westwing creative DNA runs through all parts of the company.
- Conducted insight sessions and workshops to achieve a state-of-the-art shopping experience by refining a unique and contemporary visual language, merchandising and mobile-first storySELLING that excites.
- Created strategic concepts and presentations for C-level executives.
- Researched and analyzed social & retail developments, UX/UI trends, lifestyle trends and translated them into strategic focus topics and guidelines for the Westwing offering and communication.
- Development of digital creative brand concepts in order to attract new brands for Westwing and extend existing partnerships.
Dec 2019 - Apr 2020
5 monthsMunich, Germany
Art Director (Interim)
Westwing GmbH
- Led a graphics and photo production team of 6 creatives (graphic designers, stylists, photographers), designing the daily Westwing.de newsletter and website and producing inspiring on-brand content for both.
- Developed and implemented the visual vision for the year 2020, specifying the overall look and feel of content presented to the Westwing customer.
- Identified fields of development for the team & organized autodidactic workshops.
- Established new processes and mechanisms to ensure smoother interactions between various departments (e.g. editing team, marketing team).
Dec 2018 - Nov 2019
1 yearMunich, Germany
Team Lead Video Marketing & Production
Westwing Group SE
- Developed (social media) video strategies to ramp up reach, followers, traffic, conversion, and brand awareness and to push strategical topics.
- Recruited, led and coached a team of three creative editors and two video producers (5 direct reports) to create video content that achieves company KPIs.
- Created video content for social media and the website.
- Analysed relevant KPIs and optimized video content.
- Cooperated closely with the influencer marketing department to ensure the best inclusion of influencer video content across all relevant Westwing platforms.
Apr 2018 - Nov 2018
8 monthsMunich, Germany
Paid Social Media Productions Manager
Westwing Group SE
- Developed paid social media creatives to drive leads, conversion and brand awareness on Facebook, Instagram and Snapchat.
- Led a team of two creatives (2 direct reports), oversaw and optimized the creation of ad content.
- Supported company-wide special video topics (e.g. influencer marketing, landing page videos, Westwing private label, company video).
Sep 2016 - Mar 2018
1 year 7 monthsMunich, Germany
Stories Editor & Director
Westwing Group SE
- Built up the Westwing stories channels of Snapchat and Instagram @westwingde, contributing to a growth of +400k followers on Instagram (effective May 2019).
- Developed and executed the social media strategy for the stories channels, including managing the content calendar and setting up reporting.
- Conceptualized, created, produced, edited, coordinated and analyzed up to 10 video content pieces weekly with the goal of driving traffic, conversion and engagement.
Aug 2015 - Aug 2016
1 year 1 monthMunich, Germany
(Junior) International Marketing Manager
Bench International GmbH
- Managed the wholesale marketing budget of the international markets.
- Planned and executed promotional concepts, international events and tradeshows.
- Supported the C-level executives in managing and developing the license business (fragrances, bodywear, shoes).
- Supported the PR and social media managers in planning and executing country specific activities.
Sep 2013 - Dec 2014
1 year 4 monthsMannheim, Germany
Research assistant
University of Mannheim
- Chair of Marketing & Innovation
Apr 2013 - Dec 2013
9 monthsWalldorf, Germany
Working student
SAP AG
- Design Thinking
Aug 2011 - Jun 2012
11 monthsMetzingen, Germany
Intern and Working Student
Hugo Boss AG
- Brand Development BOSS Orange
- Sales Marketing and Sales Controlling
Jan 2011 - Mar 2011
3 monthsBuenos Aires, Argentina
Intern
Henkel
- Trade Marketing Schwarzkopf Professional
Summary
Highly passionate Marketing & Creative Strategist with a proven track record in building social channels as well as strong marketing and creative teams. Mobile-first content & video expert seamlessly blending inspiration with e-commerce. Always combining creative thinking with KPI-based analysis and optimization.
Languages
German
NativeSpanish
NativeEnglish
AdvancedFrench
Advanced Education
Jan 2014 - May 2014
Hong Kong Polytechnic University
MBA Exchange Program · Business Administration · Hong Kong
Oct 2012 - Jun 2015
University of Mannheim
M.Sc. in Management · Management · Mannheim, Germany · 1.5
Aug 2010 - Dec 2010
California State University Fullerton
Bachelor Exchange Program · International Business Administration · Fullerton, United States
...and 1 more
Certifications & licenses
Strategic Digital Marketing
OMR Academy
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