Content strategy & productionShaping McArthurGlen's brand partner content system
Content strategy, photography production, and campaign delivery for Europe’s leading designer outlet group.
Delivered campaignsCustom photoshootsIncreasaed time spent on siteImprovement in site exit rate15
104
23%
6.2x
The challengeUniting dozens of distinct brands under one consistent voice
McArthurGlen's brand partners are some of the most closely guarded names in luxury and lifestyle retail. Adidas, Gucci, Polo Ralph Lauren, and dozens more each bring their own brand guidelines, campaign calendars, and expectations for how their name appears in the market.
The challenge was building a system that could hold all of that together at scale: consistent, brand-accurate content, delivered locally across 21 centres in 8 countries. Every campaign had to work as a piece of McArthurGlen's marketing and as a faithful extension of the partner's own brand. All at the same time.
My contributionAs Group Content Manager, I set the strategic direction for how brand partner content was planned, produced, and rolled out - from the guidelines governing photoshoots to the workflows that got finished content into every McArthurGlen centre.
I also led the end-to-end delivery of content for every campaign across web, social media and CRM, working closesly with the group-wide Social Media and CRM teams, as well as with each regional marketing team. Every campaign was different, ranging from brand-supplied content adaptation to original copywriting and full custom photoshoots. Where a photoshoot was needed, I owned that too, working with photographers and their teams for professional productions and local Content Coordinators for in-house shoots.
From strategy to studio floor
"Elena is an incredibly knowledgeable and professional content manager. I was always impressed with the quality of her work, creative flair, attention to detail and, most of all, her thorough management across every stage of the process. Elena is a great team player, and a great asset for any organisation."
Valeria Borgia
Head of Group Marketing
McArthurGlen Group