CHRISTINA SANTANA CRAWFORD CV 2016 Management & Development
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Transcript of CHRISTINA SANTANA CRAWFORD CV 2016 Management & Development
CHRISTINA SANTANA CRAWFORDBrand Management and Brand Development
An inspiring woman with leadership recognised in brand management and brand development of consumer products, specially in the fashion and luxury market. Charismatic presenter with strong
communication skills able to influence people with new ideas and projects. Special flair for innovative creative solutions that meet business needs and consumer aspirations. Accomplished team leader to
manage design, product and events. Fluent in English, Portuguese and Italian.
CAREER AMBITIONSTo take the lead in defining the brand portfolio and product of a leading brand.
PROFESSIONAL FASHION EXPERIENCEItaly
Christina Crawford Luxury brand, Milan - Creative Director/Brand managerDolce & Gabbana SPIGA 2 Fashion Project, Milan – Creative director
ChristinaCrawford C|Concept Temporary Store & More, Milan - Creator and CoordinatorInticom S.p.a (Yamamay), Gallarate – Designer Beachwear
Mustang Jeans, Milan - Visual MerchandiserPaolo Quartucci Studio, Milan - Designer Assistant
Anteprima srl, Milan - Sales Associate
InternationalArcane Diamonds, Dubai, UAE - Sales Director/Product Development
Dragao Fashion Week, Brazil – Christina Crawford fashion showAurora Fashion Week, Russia - Christina Crawford fashion show
New York Fashion Week - Christina Crawford fashion showCapital Fashion Week Brasilia - Christina Crawford fashion show
Nikki Beach, Dubai, UAE – Fashion Designer and Trend ResearcherHugo Boss Ticino SA, Coldrerio, Switzerland – Accessories Designer
QUALIFICATIONS – FASHION DESIGN & BRAND DEVELOPMENT2004-06 Instituto Europeo di Design (IED Moda Lab), Milan, Italy
2003-04 Esmod Paris Fashion School, Paris, France
Languages: fluent in English, Italian, PortugueseContact Address: e-mail: [email protected] Milan, Italy - Telephone: 0039 3200 569 021
Marital Status: Single / Date of Birth: 8th February 1983 / Nationality: British/Brazilian
2014 – 2016 Sales Director for Arcane Diamonds DMCC, UAEArcane Diamonds is a Dubai based company headquartered in one of the world’s top diamond trade destinations , Almas Tower, specialising in ethically sourced rough and polished diamonds. Christina Crawford partners with Arcane DMCC as Product development for a new jewellery line project and operates also as their Sales director . Delivered Middle East market research, diamonds and stone sourcing, research on suppliers and new clients. Created innovative design ideas and brand identity for the jewellery partnership. Developed distribution channel strategy for Middle East, Russia and Europe for Arcane.
2010 – 2016 Christina Crawford Luxury brand“Christina Crawford” is an international and unique Made in Italy luxury brand. As Creative Director and Brand manager responsible for: Brand Identity
Creation and vision of brand identity. Formulate ideas that inspire the new generation and shoppers. Brand loyalty, credibility and consumer preference as keys to sales volume. Focus on brand
recognition as the way to guarantee return customers.
Trend Research and Design Management Manage and communicate the design direction. Ensure that all ideas are truly creative and time-
appropriate. Inspire the design team to maintain a pipeline of new innovative ideas. Research upcoming trends, prints, graphics, fabrics and novelties in different international
markets. Guarantee that every season the design process from colour concept to production fittings is well
directed towards the brands identity. Prototype quality control. Control logistics and communication between merchandising, product development, production
and design team.
Production Management Coordinate production and fittings. Negotiate all prices, prototype quality control, textile and
accessories selection. Identify quality suppliers. Guarantee planned and on-time delivery schedules.
Events and Marketing Coordination Develop brand awareness with visual innovative strategies and concepts reaching target consumer,
sponsors, buyers, visual merchandisers, journalists, all media, product placement opportunities. Launch campaigns and create cross industry partnerships to maintain existing customer loyalty
and acquire new clients. Manage PR activities ensuring that the brand identity is transmitted in the most dynamic way
through appropriate media channels. Implement online and offline marketing initiatives. Maintain strong focus on well planned press
releases, campaigns, photoshoots, lookbook, press conferences. Understand and respond to marketing and promotion performance data. Monitor and analyse
client expectations. Manage and lead creative presentations including fashion week shows and other seasonal projects. Define ATL and BTL business and marketing strategies according to the region
Sales and Distribution Follow up with showroom and sales team to establish and maintain dynamic and reputable
distribution channels. Support showroom to exceed sales targets set by the company. Develop a strong and loyal client base. Acquire awareness of local and luxury market trends and monitor competition. Review seasonal orders with sales associates to ensure full merchandising potential with buying
office. Apply commercial acumen and create value added sales opportunities wherever possible.
People Management Maintain a positive working environment and attract talent. Develop energy and creativity within the design team to express the brand’s essence. Ensure that all team members have the right tools and working environment to maximise their
potential within the business.
Financial Coordination Develop and manage the financial budget for production, marketing, brand presentation and all
other operational costs in a fashion line development. Ensure that the business plan reflects the reality of production costs, sales completion and
margins. Monitor and follow-up on weekly cash-flow planning. Ensure that payment deadlines from retailers are followed through.
Achievements “Christina Crawford” Brand First collection project won the Capital Fashion Week New Talents competition in Brasilia and
reached the final vetting day for the London Fashion Week. Chosen by New Talents Programme to present second collection in NewYork Fashion week. Selected by Aurora Fashion Week Russia to present third collection. Nominated by Dolce & Gabbana to be part of the 15 chosen designers in the world to sell their
collections in the Dolce & Gabbana store Spiga 2, Milan. Christina Crawford was present in their stores during 4 selling seasons. Sell out in one month for the second season.
Invited to represent “Femininity” for Azimut, an asset financial management company, on their annual Woman’s Day event in Milan.
Presented latest collection at Dragao Fashion Week in Brazil in order to showcase international design.
Brand licensee for a new luxury jewellery line with Arcane Diamonds Group Product appearance in Italian Vogue Magazine and other international press articles on the
Christina Crawford brand and the designer’s personal profile.
2008 Nikki Beach Style, Dubai, UAE
Main Designer for new branded Nikki Beach clothing line and beachwear. Nikki Beach lifestyle brand brings together dining, fashion, music, entertainment.
2008 Inticom S.p.A, Yamamay, Gallarate, ItalyBeachwear Designer, defined the 2009 Beachwear Collection creating new Brazilian bikini concept design. Prototype development and technical specification sheets for production in China, India and Brazil.
2007 Hugo Boss Ticino SA, Coldrerio, SwitzerlandAssistant Fashion Designer for ‘Orange’ Shoes and Accessories Department. Worked directly with product development team. Provided trend research for main collection winter 08/09 Orange Line.
2007 Mustang Jeans, Milan, ItalyVisual Merchandiser, Mustang Jeans Milan. Ensuring store network compliance with Mustang’s merchandising standards and coaching of in-store staff. Daily reports on store visits. Guarantee Mustang brand’s uniformity and identity, and the correct balance between commercial needs and Mustang’s image.
2006 Paolo Quartucci Studio, Milan, ItalyDesigner Assistant in studio that created commercial designs for Zara and Coin.
2006 Anteprima srl, Milan, Italy Store Sales Associate for an established Japanese brand of luxury women’s wear. SKILLS Microsoft Office, Adobe Photoshop. Windows, Mac. Highly proficient researcher.
LEISURE Fashion, travel, Italian cuisine, nature, snowboarding, music