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CHARLOTTE THOMAS
Address
Telephone
Email
Crossways, Aston Tirrold, Oxfordshire OX11 9DH
+44 (0)7949 262 541
[email protected]
Profile
A commercially-minded senior director with more than 20 years’ experience in strategic global marketing and
communications for luxury brands, supported by experience of high-end brands across most categories - from
international luxury fashion houses and Bond Street jewellers through premium drinks brands to highperformance cars. A member of the IoD and the PRCA. LinkedIn profile includes references from industry
professionals: ttp://uk.linkedin.com/in/charlottekatethomas
Career History
2013 – present
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Senior marketing and PR consultant, advising the owners and CEOs of a portfolio of luxury retailers
and services including Winser London (Kim Winser’s new womenswear brand) and The Carlyle
Group/Caraeno (high-end residential property development in St. James’s)
2012 –2013
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Rosehip
Marketing and communications for luxury brands: www.rosehip.co.uk
Founding Director
Includes the freelance role of Director of Marketing & PR for Winser London
Luchford APM
Marketing and communications for luxury brands
Interim Managing Director
Appointed to solidify the existing 30-staff communications agency and to set up a new marketing
division
o Won and directed first piece of agency’s marketing business: exclusive period property
development on The Crown Estate in St. James’s, London SW1, with global marketing brief to
support the sale of exceptional, high-end residences to an international UHNW client base
 Successfully completed brief on time and within budget: research, brand work and
identification, appointment & management of:
 Design agency for design and production of branding/identity and marketing
collateral
 Editor, publisher and illustrator for production of coffee table book
 Digital agency for build of new website and app
 CGI company for high quality interiors imagery
2011 –2012
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Edmiston & Company
Superyacht sales and charter
Director of Marketing & Communications (Executive Board Director)
Briefed to grow the sales and charter businesses through marketing to new and existing international
UHNW customer base
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2010 - 2011
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Rosehip
Marketing and communications for luxury brands
Founding Director
Senior consultant, advising the owners and CEOs of a portfolio of luxury retail and service businesses
including Bruce Oldfield Couture, Think Sicily (award-winning luxury villa agency) and Sweaty Betty
2006 - 2009
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Delivered new prospecting brochure, sales brochure and two new mobile apps
Identified and briefed New York and London PR agencies, ready to appoint
Identified and briefed creative and advertising agency
Wrote, negotiated and activated international media and FBO plan
Trained up inexperienced team and introduced new systems
Aquascutum
Global Marketing & Communications Director (Company Director)
Appointed to reposition the business as a global luxury fashion brand and to increase sales in line with
business plan through marketing and communications
Reporting to the President & CEO, Kim Winser OBE, managing a communications team of ten in-house
staff (global marketing, graphic design, archive and visual merchandising teams) plus all UK agencies
(PR, creative, media buyers, online/e-commerce, CRM, store architects) and a global marketing and
PR network
Responsible for global communications campaigns: strategic mix of promotions, sponsorship, events,
fashion shows, DM, CRM, online, visual merchandising, advertising (creative plus international media
plans), PR and branding; and operations including e-commerce planning, store design and
international roll-out
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‘Made in England’ global campaign delivered +50% UK sales in Q1 2009 LFL
High-profile Shanghai event with Pierce Brosnan heightened brand-awareness in Hong Kong
and China and resulted in 15 new store openings
Quality international editorial increased six-fold in first 18 months
Delivered new globally-consistent advertising to new strategic media plans
Launched new website and online CRM programme
Substantially increased brand-awareness and womenswear sales via Harper’s Bazaar ‘At
Work’ supplement and Businesswomen Awards partnership; and enabled successful roll-out
across Asia
BAFTA Film Awards 2009 partnership delivered £1.2million-worth of editorial
Award-winning store windows, globally consistent for the first time
2005 - 2006
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Briefed to reposition Pringle of Scotland as an authentic luxury fashion brand through global
marketing and communications
Reported to the CEO, Kim Winser OBE; managed in-house PR team, marketing team and graphic
designer plus four PR agencies and international media buying agencies
Responsible for creation and placement of advertising campaigns, Milan runway shows, events,
sponsorship, DM, print, online, PR and rebranding
Delivered to brief on time and within budget
2005
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Rosehip
Marketing and communications for luxury brands
Founding Managing Director
Senior communications consultant for Bruce Oldfield Couture which included the organisation and
publicity of The Bruce Oldfield for Crimestoppers Party at Spencer House, St. James’s for clients Lord
Ashcroft KCMG and Bruce Oldfield OBE
1999 - 2005
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Pringle of Scotland
Head of International Marketing and PR
Left to join Pringle CEO on the board of Aquascutum
Aurelia Public Relations
Luxury brands PR agency (30 staff)
Management Board Director (2001–2005), previously Account Director
Director of Luxury Brands Division with additional responsibility for generating new business
Clients included: Krug Champagne, Sotheby’s, Vertu, Versace, Jaguar, Montblanc, De Beers/DTC,
Bulgari, Tiffany & Co., David Morris, Christian Dior Haute Joaillerie, Georg Jensen, Diageo (premium
collection), Bruce Oldfield Couture, The Prince’s Foundation, Macmillan, NSPCC
o Doubled Krug UK sales without advertising in 2 year period
o Repositioned Sotheby’s to attract new generation of collectors (5,000 quality London
prospects introduced in 12 months)
o Delivered in excess of £1million value of lifestyle editorial for Jaguar X-Type launch
1997 - 1999
Nexus Choat Public Relations (consumer brands PR agency)
Account Director
1996 - 1997
Town House Publicity (television and theatre PR agency)
Account Director
1994 - 1996
Hotel Palazzo Belmonte, Italy (luxury hotel)
Set up and managed in-house press office
1991 - 1994
Lynne Kirwin Associates (television drama and theatre PR agency)
Account Executive
Qualifications
London Business School Finance for Senior Managers Certificate (2010)
Affiliations
Institute of Directors, Public Relations Consultants’ Association
University
University of Durham: BA Hons., Combined Arts (graduated 1989)
School
The King’s School, Canterbury: Four A’ Levels, two AO’ Levels (1985)
Languages
Italian (competent, previously fluent), French (conversational)
Interests
Photography, interiors, cycling
Nationality
British
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