NANNA LUCAS
PROFESSIONAL EXPERIENCE
GUEST LECTURER
February 2025
Invited to deliver a guest lecture on my dissertation topic, “Creating Hybrid Working Methodologies in Luxury Fashion Marketing,” for bachelor’s students.
EXTERNAL EXAMINER
April 2023 - Now
Hybrid
As a freelance external examiner, I assess and provide feedback on final exams and projects in Design and Business, including topics such as Branding, Marketing Management, and Creative Branding in various Danish Universities. I contribute to evaluating students’ work, ensuring academic rigour and supporting the development of future professionals in the field.
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MARKETING AND PR CONSULTANT - FREELANCE
June 2024 - August 2024
London, United Kingdom
Initiated a large-scale influencer collaboration with Team GB athletes from the 2024 Olympics, securing unpaid partnerships through strategic outreach and personalised communication.
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Developed and implemented monthly tracking reports for PR activities and social media performance, ensuring data-driven strategy adjustments.
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Optimised the brand’s Instagram strategy by streamlining content, introducing engaging story formats, and launching “Friday Edit” interviews with UK stylists and PR agencies, leading to steady platform growth.
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HEAD OF PR AND MARKETING
Oct 2020 - April 2023
Copenhagen, Denmark
Drove a 37% YoY increase in Instagram following (2022) through a refined influencer strategy, leveraging exclusive partnerships and curated brand ambassadors to enhance desirability and engagement across digital channels.
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Managed a £200,000 annual marketing budget, driving ROI through continuous campaign analysis, performance metrics, and media investment strategies to support brand objectives and market expansion.
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Directed and hosted high-profile in-store events, amplifying brand visibility and engaging audiences with influencers reaching 1.5M+ followers, enhancing brand prestige and connection with consumers.
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Introduced a performance-driven brand ambassador strategy, engaging 563 micro- and nano-influencers over three months, achieving 111% ROI and significant organic reach growth.
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Recognised for exceptional digital brand growth, I was invited by the investment group’s leadership to host workshops for portfolio brands, sharing best practices on influencer marketing and digital expansion with fellow Marketing Managers.
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Developed and executed a unified content strategy that integrated campaign imagery, editorial storytelling, and social media narratives, ensuring a seamless consumer experience across digital, in-store, and offline touchpoints.
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Led a high-performing marketing team, facilitating collaboration between PR, sales, and creative teams to amplify brand storytelling, resulting in a stronger market position and increased consumer engagement.
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Built strategic partnerships with agencies, influencers, and B2B clients to ensure seamless global visibility and alignment with market expectations, enhancing brand awareness and market penetration.
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Led multi-channel brand campaigns across 21 countries, incorporating digital, in-store activations, and PR initiatives to amplify brand positioning in both B2B and B2C markets, aligning with commercial goals and audience targeting.
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Elevated brand storytelling and visual identity, working closely with the Creative Director to refresh the brand’s aesthetic, resulting in stronger market positioning and increased consumer engagement.
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Streamlined creative workflows, accelerating content production timelines and ensuring timely delivery of campaign assets, ensuring efficiency and brand consistency across all platforms.​
PR AND MARKETING MANAGER
Dec 2018 - Sep 2020
Copenhagen, Denmark
Ideated and implemented the “birthstone” storytelling element across all brand touchpoints, creating a consistent narrative and enhancing emotional engagement with the product.
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Spearheaded creative strategies for digital marketing, including social media, PR, paid advertising, and newsletters, boosting audience engagement and increasing brand awareness.
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Managed an annual marketing budget of approximately £100,000, ensuring strategic allocation across campaigns, in-store initiatives, and digital marketing efforts to maximise brand impact.
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Designed newsletters and communication materials that enhanced brand recognition and customer engagement
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Created and managed sensory-driven in-store brand marketing initiatives, including curated playlists and scent marketing strategies, aligning with the brand’s image and enhancing the luxury experience.
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Managed and optimised the brand’s social media presence, increasing visibility and contributing to a consistent brand message across multiple platforms.
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Led a marketing team, ensuring professional growth and delivering high-quality outputs in a fast-paced environment.
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Tracked and reviewed marketing performance, adjusting tactics to maintain momentum and drive improvements in key areas.​
PR AND MARKETING COORDINATOR
Jan 2018 - Nov 2018
Copenhagen, Denmark
Established and led the brand’s first in-house PR and influencer marketing strategy, securing extensive media placements and brand visibility.
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Planned and executed high-profile press and influencer events, including a Copenhagen Fashion Week event and an exclusive dinner, securing attendance from key industry figures.
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Implemented and managed B2B newsletters, providing engaging content that supported the sales team, drove wholesale orders, and streamlined retail communication.
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Built and maintained an image bank, ensuring press and partners had easy access to updated marketing assets, improving brand consistency across channels.
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Designed marketing materials, including newsletters, advertisements, and promotional assets, enhancing brand storytelling and visibility across digital and print platforms.​​
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PR AND MARKETING COORDINATOR
Copenhagen, Denmark
Established and nurtured relationships with key influencers, fashion press, stylists, and actresses through frequent meetings and collaborations, resulting in heightened visibility and engagement.
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Developed strong ties with Norwegian influencers, leading to a strategic collaboration with the Holzweiler agency and brand, contributing to commercial success.
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Managed packshot production and campaign shoots, overseeing logistics such as model bookings to ensure smooth execution and high-quality content.
Nov 2016 - Jan 2018
SKILLS & EXPERTISE
Languages
Danish and English
Software
Adobe - Photoshop/InDesign, Mailchimp, Klaviyo, Falcon, Shopify, Magento, Wordpress, Word, Excel, Powerpoint, Slack