Lapels Bespoke
A bespoke tailoring company based in Dubai, known for its heritage and luxury positioning across global markets. I lead the brand's full social media and email marketing strategy, overseeing digital positioning, content performance and audience growth.
Brand & Digital Marketing Lead. Dubai, Remote.
Lead comprehensive social media and email marketing strategy for Lapels 1940, overseeing digital positioning, content performance and audience growth across global markets.
1M views from a social media Reel campaign, driving 11K new followers.
Develop and execute performance-led content strategies aligned with the brand’s heritage, luxury positioning and seasonal commercial objectives
Design thematic campaigns and structured content calendars to ensure consistency across Instagram, TikTok, YouTube and LinkedIn (including director-led personal accounts)
Create and oversee all platform content, including carousels, captions, short-form video scripts and storytelling formats designed to drive engagement and lead generation
Plan and schedule multi-platform content distribution, optimising visibility and audience growth
Lead full email marketing strategy, including campaign planning, automation setup, segmentation and performance analysis
Monitor analytics across all digital channels, delivering weekly and monthly performance insights to inform optimisation and growth decisions
Collaborate closely with marketing, design and creative teams to align digital output with brand tone, aesthetics and commercial targets
Case Study: The Travel Suit
Objective
Increase awareness of Lapels Bespoke’s Travel Suit and introduce the product to a wider audience through engaging, performance-led short-form content.
Approach
Developed a Reel centred on the Travel Suit, presenting its functionality, craftsmanship and relevance for the modern traveller in a clear and visually engaging format. The content was structured with a strong opening hook and concise storytelling to capture attention, encourage sharing and maximise organic reach.
Results
1M+ organic Reel views
11K new followers generated
Significantly expanded the brand’s visibility beyond its existing audience
Increased awareness of the Travel Suit and Lapels Bespoke’s wider offering
Impact
The Travel Suit Reel became one of the brand’s strongest-performing pieces of social content, demonstrating how product-focused storytelling can generate significant organic reach and convert attention into measurable audience growth.
Instagram & Tiktok Reels
After understanding the brand's audience in Dubai, I built a content approach around their culture, habits and viewing behaviours, planning and scheduling around a different time zone and cultural rhythm than my UK-based clients, which gave me deeper insight into how audience behaviour shifts across markets.
Managing the full creative direction, from photography and video to final edit, for all social media campaign assets.
Email Marketing
Managing email marketing for a Dubai-based audience meant rethinking what UK and European subscribers respond to, adapting messaging, timing and tone to reflect different cultural expectations, occasions and purchasing behaviours. From campaign planning to automation and segmentation, every email was built around what actually resonates with this market, not a one-size-fits-all approach.
