2. IDENTITY
I was born in Mexico City but raised just a
few hours away in the small city of Leon,
Guanajuato. At the age of 7, my mom
introduced me to the importance of
personal branding and that is where I
discovered my love for fashion. I have been
a fashion and golf addict my entire life. Over
the past few years, I have been studying in a
different country while playing golf as a
discipline. Golf's competitiveness has taught
me to be resilient, to have clear goals, to
face challenges, and to have ambition. I am
enrolled at the Entertainment Business
program at Full Sail University. I am focused
on developing skills to bring marketing
solutions with a creative data-backed
strategy and with the power of storytelling.
To help brands build meaningful moments
that help monetize emotional connections.
3. PROFESSION
Potential Job Titles:
• Brand Manager
• Marketing Coordinator
• Creative Director
Hero Archetype - Producing brand
stories that show how to overcome
challenges like a champion.
Highlighting the ample rewards that
come from hard work and discipline.
Defining industry trends that create
connections and inspire audiences to
shop from luxury brands.
Digital Marketing for Luxury Fashion Brands
4. TARGET AUDIENCE
• DEMOGRAPHICS: Generation X and
Millennials - 25 - 45 years old, 62%
Male, college educated, $100k - $250k
annual income located in North
America, Europe, Middle East, and Asia
• PSYCHOGRAPHICS: Is enthusiastic and
follows multiple sports, enjoys fine
dining, wine tasting, traveling and
concerts. Looks for fashion inspiration
in shopping malls, social media,
magazines and television.
• IDEALS AUDIENCE MEMBERS: Anthony
Vaccarello - Creative Director ( Saint
Laurent ) Alessandra Marangione -
Marketing & Communication associate
( Off - White ) Veronique Courtois -
Brand Manager ( Christian Dior )
Recruiters & Hiring Managers at LVMH, Kering, and NGG
5. GOALS
Short Term: ( Immediately after graduation, 2020 )
Land an entry - level marketing position at LVMH.
• I will grow my brand awareness by consistently publish
branded content on my social media platforms. I will
increase my connections with industry professionals on
Linkedin by 20% by December 31, 2019.
Mid Term: (2025)
Lead a successful digital marketing campaign aimed to increase
sales influencing consumer behavior.
• Increase sales by 30% in Europe, Asia, Middle East and
North America by December 31, 2025
• Start a Masters degree in Digital Marketing by December
31, 2025.
Long Term: (2040)
Establish a Marketing company that helps luxury fashion brands
design digital marketing campaigns aimed to increase sales and
expand brand awareness.
• Secure LVMH, Kering and Conde Nast as my top 3 clients
by December 31, 2040.
• 99 successful rate on increasing sales by 30% at least.
6. SKILLS ANALYSIS
Notable skills & Current proficiencies
Hard Skills:
• Social Media Marketing 88%
• Microsoft Excel 76%
Soft Skills:
• Costumer Service 100%
• Written communication 80%
Notable skills required in fashion marketing & Current proficiencies
Hard Skills:
• Adobe Spark Video 10%
• Data Storytelling 50%
Soft Skills:
Public Speaking 60%
Problem Solving 40%
7. PROMISE
At the intersection of fashion and storytelling, I use my passion for marketing
to help luxury fashion brands increase sales and expand brand awareness by
inspiring consumers through digital media storytelling with data-backed
strategies that connect and monetize emotional connections.
8. CREDENTIALS
Work Experience:
• 2 years Marketing Director at Tiga
Poin golf products
• 2018 Quail Hollow Golf club
• 2018 Wells Fargo Championship
• 2017 PGA Championship
Education:
• 2016-2018 Business Administration,
Queens University of Charlotte.
• Entertainment Business B.S., Full
Sail University (Exp. 2020)
Awards:
“SEC Conference Honorable Mention
Award”
9. COMPETITION
Jorge Iván Tirado
Industry experience:
• 4 years of marketing experience.
• 1 year as marketing director at AID
Education:
• Diploma on leadership in business and
entrepreneurship, at Universidad Anahuac
Mexico Norte
• Entertainment Business B.S. at Full Sail
University
Leadership Experience:
• Advanced achievement award
Skills:
• English - 3 endorsements
• Microsoft Office - 3 endorsements
• Microsoft Excel - 2 endorsements
Online Presence:
• Less than 200 connections, banner image
not customized, no headshot, well
organized profile, inactive on social media
since 2017, URL not yet customized.
Gilberto Pena
Industry experience:
• 2 years of digital marketing experience.
Education:
• 2016-2018 Business Administration, at Queens
university of Charlotte
• ( Exp. 2020 ) Entertainment Business B.S. at Full Sail
University
Leadership Experience:
• SEC Conference Honorable mention award
Skills:
• Public Speaking- 0 endorsements
• Social Media Marketing - 0 endorsements
• Microsoft Excel - 0 endorsements
Online Presence:
• Less than 100 connections, banner image customized,
good headshot, no information on profile, active on
social media, URL not yet Customized
10. COMPETITION
Eric Pires
Industry experience:
8 years of digital marketing experience.
Education:
• Université Paris Nanterre ( no degree shown )
Leadership Experience:
• No leadership experience on profile
Skills:
• Digital Marketing - 0 endorsements
• Management - 0 endorsements
• Marketing - 0 endorsements
Online Presence:
• Less than 100 connections, good image, good
headshot, profile not customized, inactive on social
media, URL not yet customized, just one contact
option.
Gilberto Pena
Industry experience:
• 2 years of digital marketing experience.
Education:
• 2016-2018 Business Administration, at Queens
university of Charlotte
• ( Exp. 2020 ) Entertainment Business B.S. at Full
Sail University
Leadership Experience:
• SEC Conference Honorable mention award
Skills:
• Public Speaking- 0 endorsements
• Social Media Marketing - 0 endorsements
• Microsoft Excel - 0 endorsements
Online Presence:
• Less than 100 connections, banner image
customized, good headshot, no information
on profile, active on social media, URL not yet
Customized
12. Networking & Marketing
Industry events & Organizations
Create + Cultivate
• September 20-21 I San Francisco, CA
WWD Digital Summit
• September 18 I New York City, NY
Decoded Fashion
• October 18 I New York City, NY
Digital Marketing
• Primary Content: Youtube Channel, 1 episode per week.
Sharing my lifestyle in the fashion industry. Telling
personal stories on how to overcome challenges like a
champion and aspiring people to work hard and be
disciplined.
• Primary Tools: Instagram: Promote my channel through
highlights of my next episode. It can be on a photo or
short 60 second promo video. LinkedIn: Network with
industry professionals publishing monthly articles
highlighting my YouTube channel.
• Website: I will use my digital portfolio to showcase my
work and specifically, I will use my blog to showcase
fashion marketing knowledge and share my YouTube
channel.
13. PROFESSIONAL
DEVELOPMENT
Formal Education
• Complete Entertainment Business B.S. by
October 30, 2020
• Complete Digital Marketing M.D by
December 31, 2025
Technical Skills
• Digital Marketing trends - lynda.com,
December 2019
• Social Media video strategy - lynda.com,
March 2020
• Influencer Marketing - lynda.com, June 2020
Soft Skills
• Problem solving skills - lynda.com October
2020
• Public speaking - lynda.com October 2020
• Written Communication - lynda.com
October 2020
Mentor
• Seeking a senior-level brand manager
professional with more than 20 yers of
experience in fashion industry. Family man,
enjoys time outside and exercise.
14. Gilberto Pena
You know how luxury fashion brands have been gradually slipping their
essence, history and the values that gave them the “luxury” status. Well, what I
do is produce personal brand histories that inspire, motivate and encourage
consumers to shop from luxury brands. In fact, I produce original content for a
golf products company that has increased its sales by 64% in just two months.
15. REFERENCES
• Tirado I. (2019). Ivan Tirado LinkedIn Profile. Retrieved August, 2019, from https://www.linkedin.com/in/jorgeistirado/
• Pires E. (2019). Eric Pires LinkedIn Profile. Retrieved August, 2019, from https://www.linkedin.com/in/eric-pires-7b2391b5/
• (2016, March 11). 12 Important Conferences for Fashion PR & Marketing Professionals. Retrieved from https://
www.prcouture.com/2015/08/12-must-attend-conferences-fashion-pr-marketing-professionals/
• (2018, August 26). Anthony Vaccarellois One of the 500 People Shaping the Global Fashion Industry in 2018. Retrieved from
https://www.businessoffashion.com/community/people/anthony-vaccarello-1
• (n.d.). Decoded Future New York. Retrieved from https://www.decodedfuturesummit.com/
• Gigante, M. D. (2018, September 28). Affluent Consumers in 2018: Demographics and Spending Habits. Retrieved from https://
www.mdgadvertising.com/marketing-insights/affluent-consumers-in-2018-demographics-and-spending-habits/
• Prant, D. (2018, July 31). Must Read: Inside Fashion's Waste Problem, Why Luxury Brands Are Reducing Their Prices in China.
Retrieved from https://fashionista.com/2018/07/fashion-industry-waste-problem
• Seguir, & Agility Research & Strategy. (n.d.). Affluent luxury consumer psychographic segmentation. Retrieved from https://
es.slideshare.net/AgilityAsia/affluent-luxury-consumer-psychographic-segmentation
• (n.d.). Summary Report for: 11-2021.00 - Marketing Managers. Retrieved from https://www.onetonline.org/link/summary/
11-2021.0
• (2019, March 22). The future of luxury marketing: 5 consumer types and trends. Retrieved from https://www.agilitypr.com/pr-
news/public-relations/future-luxury-marketing-5-consumer-types-trends/
• (n.d.). Where Titans of the Industry Talk. Retrieved from https://fairchildlive.com/
