Aoibheann Foley

• Founded Arc & Flow, a strategic consultancy delivering end-to-end marketing leadership, brand partnerships and commercial growth strategy across beauty, fashion and lifestyle sectors
• Advise brands on go-to-market strategy, positioning, and integrated campaign development, driving audience growth, engagement, and revenue performance.
• Deliver consultancy across brand development, partnerships and commercial acceleration, identifying new opportunities through insight-led strategy
• Currently acting as Interim Marketing Director for Atelier Collection (client engagement), where I:Defined brand identity and positioning
  Led the launch of website and digital ecosystem
  Established partnership strategy and onboarding frameworks
  Built and executed the end-to-end marketing strategy to support successful market entry
  
  

• Led commercial strategy and marketing direction for multi-brand initiatives, delivering 23% YoY revenue growth
• Developed and executed full-funnel marketing campaigns, driving acquisition and engagement across multiple titles
• Owned commercial planning, forecasting and budget management, optimising channel performance
• Built and scaled a multi-brand platform across ELLE, Harper’s Bazaar, Good Housekeeping and Women’s Health
• Partnered with editorial and brand teams to deliver integrated campaigns and go-to-market strategies
• Led cross-functional teams, driving clarity, performance and delivery

Subscription & Membership Initiatives

• Supported the launch of ELLE Collective and Good Housekeeping VIP, developing compelling membership propositions
• Created product-led acquisition strategies, using exclusive Beauty Box propositions to drive sign-ups
• Launched the ELLE Advent Calendar as a membership-exclusive product, increasing conversion and engagement
• Leveraged content-to-commerce strategies to monetise audiences and strengthen brand loyalty

• Defined and executed go-to-market strategies for Hearst’s Beauty Box and promotions business, positioning it as a leading subscription-style offering in the UK market
• Delivered integrated acquisition campaigns, combining brand partnerships, editorial alignment, and retail execution to drive circulation and customer growth
• Developed new revenue streams and commercial models, including sponsorships and cross-title packages
• Led media planning and campaign delivery, ensuring strong performance across both brand and conversion objectives
• Collaborated with senior stakeholders across editorial, commercial and marketing teams to deliver scalable growth initiatives
• Created commercial frameworks for new business and licensing models, increasing revenue diversification, and strengthening partner relationships.
• Drove creative innovation, ensuring brand partnerships aligned with editorial tone, consumer trends, and audience engagement.
• Developed the newsstand covermount gifting strategy across ELLE, Harper's Bazaar, and Cosmopolitan to ensure the brand partnerships were strongly aligned with the editorial tone of voice, resulting in substantial circulation increases and repeat partnerships with brands such as Benefit Cosmetics, Bella Freud, Clé de Peau, and Bobbi Brown.
• Event Management - Curated and managed standout brand activations at flagship events such as London Fashion Week, designed to elevate brand presence, engage the right audiences, and maximise sales impact.

• Developed strategic newsstand promotions for Hearst luxury brands, including ELLE and Harper’s Bazaar.
• Secured market-firsts for ELLE UK with a global exclusive beauty product launch, increasing sales by 560%.
• Executed marketing plans for new product launches, collaborating with editorial and production teams to achieve milestones.
• Managed marketing budgets, optimizing resource allocation to enhance returns on investment.
• Established new business partnerships to drive customer acquisition and revenue growth.
• Analysed market trends and consumer behaviour, adjusting strategies to align with changing demands.
• Conducted thorough competitor analysis to guide strategic marketing decisions and refine tactics.
• Engaged with external partners and stakeholders to cultivate relationships supporting marketing objectives.

• During my time as Senior Brand Manager, I secured brand partnerships with brand including Benefit Cosmetics, REISS, Urban Outfitters and Kurt Geiger to create market-first newsstand covermount promotions which boosted sales of ELLE magazine by over 530%
• I managed the ELLE & London Fashion Weekend activations in conjunction with the British Fashion Council
• Led cross-functional teams in the execution of marketing campaigns, achieving targeted objectives and metrics.
• Monitored and reported on campaign performance, adjusting strategies to maximise ROI.
• Established brand partnerships, leveraging collaborative opportunities for growth.
• Implemented customer feedback mechanisms to gather insights, shaping product development and brand positioning.
• Oversaw social media strategy, doubling followership and significantly boosting online engagement.