Usman L. - Senior Manager Brand Partnerships (GSA)

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Berlin, Germany

Experience

Apr 2024 - Present

1 year 9 months

Berlin, Germany

Senior Manager Brand Partnerships (GSA)

Sony Music Entertainment Germany GmbH

Managed cross-functional and KPI-based digital marketing campaigns and strategic collaborations between brands and Sony Music artists
Established and maintained relationships with key clients such as Sony Electronics and Porsche, resulting in increased customer loyalty
Key client projects:
Apache207 x Sony Electronics
Tate McRae x MCM
Anfisa x Gentle Monster
Liaised with the Vice President of Brand Partnerships to craft, execute, and monitor strategic plans and actions to achieve continuous improvement and drive sustainable business development

Jan 2023 - Present

3 years

Berlin, Germany

Founder & Creative Director

arabsoda UG

Explored the intersection of the Middle Eastern and Western world through luxury made to measure and ready to wear garments
Illustrated the balance of contemporary culture, tradition, and heritage in fashion

Mar 2022 - Apr 2024

2 years 2 months

Berlin, Germany

Manager Partnerships (GSA)

Sony Music Entertainment Germany GmbH

Oct 2020 - Mar 2022

1 year 6 months

Berlin, Germany

Partnership Manager

Wolt Enterprises Deutschland GmbH

Headed launch, expansion, account management, and development of Wolt in Frankfurt and Düsseldorf
Piloted pre-launch research and lead generation through scraping and network leverage
Developed a robust portfolio of 300+ restaurant partners and strengthened pre-existing partnerships
Commanded account management and development focusing on high-performing top-tier partnerships
Nurtured an inclusive, diverse culture by growing the team from 3 to 300+
Drove weekly growth of 30% with monthly GMV of €1.1 MM

Jun 2018 - Oct 2020

2 years 5 months

Frankfurt, Germany

Brand Relations Manager

Gekko Management GmbH

Managed all brand relations, partnerships, account management, and brand marketing across 34 properties
Acquired Porsche as the official mobility partner, securing €300K in sponsorship and projected €1.4 MM additional revenue
Facilitated German Press Days Dinner 2019, organizing a gathering of 100 top editors, journalists, and stylists
Delivered events with clients such as Sony Music, Hublot, Bambi Awards, GQ, and LVMH; hosted VIP box at Commerzbank-Arena during Bundesliga games
Served as key contact for PR and media collaborations with publications including Highsnobiety, Sleek Magazine, GQ, Vogue, and 032c
Supervised celebrity and influencer engagements including Bella Hadid, ASAP Rocky, and Toni Mahfud

Aug 2015 - Sep 2020

5 years 2 months

Berlin, Germany

Brand Marketing and Creative Consultant

Freelance

Crafted and tailored marketing strategies including influencer, social media, and experiential marketing
Notable consulting projects:
Creative strategy and seeding campaign for WRSTBHVR
Creative strategy and research for Converse
Hosted the German Press Days Dinner 2019, organizing and executing the gathering of 100 top editors, journalists, and fashion stylists
Notable styling & image consulting projects:
Mohammed Al Habtoor for GQ Men of the Year Awards 2023 in Berlin
Toni Mahfud for the Harley Davidson x Roomers campaign
Sheikh Abdulaziz Al Thani for Tiffany's Family & Friends Dinner in Dubai
Facilitated custom shoes by Premiata for The Weeknd’s “The Idol” premiere at Cannes Film Festival and his After Hours til Dawn Tour
Traveled globally to DJ and model for clients including Boggi Milano, Buffalo London, Bumble, Converse, Doc Martens, DoDo, Ducati, GQ, Hublot, Kering, Louis Vuitton, LVMH, New Era, Nylon Magazine, Sleek Magazine, Soho House, Sony Music, and Spotify
Notable DJ gigs:
GQ Men of the Year Awards, Berlin, November 2023
Imaan Hammam’s Birthday Soirée, Paris, October 2022
Sleek Magazine Summer Reception Vol. 2, Berlin, July 2022
Yacht Film Festival Party, Cannes, May 2019
Converse One Star Hotel for Fashion Week, London, February 2018
Louis Vuitton Time Capsule Exhibition, Berlin, September 2017
Notable modeling projects:
Zalando “We Will Hug Again” TV commercial (17 markets)
Numéro Homme 16 print issue for Balenciaga SS22
Numéro Homme 16 print issue “Empathie” by Ari Versluis
Runway show during Paris Fashion Week SS23 for KidSuper

Sep 2014 - Aug 2015

1 year

Frankfurt, Germany

Account Manager

The Radio Group Holding GmbH

Mar 2014 - Sep 2014

7 months

Neu-Isenburg, Germany

Marketing and Brand Management (DACH)

PepsiCo Deutschland GmbH

Jul 2010 - Mar 2014

3 years 9 months

Neu-Isenburg, Germany

Finance and Masterdata

PepsiCo Deutschland GmbH

Summary

Senior Manager Brand Partnerships with nearly 10 years of expertise in brand marketing, partnership, and account management. Skilled in fostering strategic collaborations between brands and artists, Proven ability in managing cross-functional digital marketing campaigns and establishing strong partnerships with key clients. Adept at driving sustainable business development and continuous improvement. Excels in crafting and executing strategic plans, with a focus on fashion, luxury, and lifestyle.