Frederica Luscombe
Hale,England
Summary
Senior brand strategist with 12 years of experience in enhancing brand growth through global campaigns and cultural relevance in fashion, sportswear, and retail sectors. Expertise in executing integrated 360 campaigns, managing high-profile celebrity partnerships, and developing multi-channel marketing strategies that align brand building with commercial success. Skilled in creative direction, team leadership, and cross-functional collaboration.
Overview
17
17
years of professional experience
Work History
Head of Brand
ARNE
Warrington, Manchester
03.2025 - Current
- Built and led ARNE’s brand function, managing a dedicated studio team and taking full ownership of brand output and asset delivery.
- Embedded a brand-first marketing strategy, rebalancing performance-led activity with campaign, brand-building initiatives and initiatives to support full-funnel growth.
- Owned end-to-end asset strategy and distribution across Paid, CRM, and E-commerce, ensuring consistent storytelling, product relevance, and effective asset re-use at scale.
- Led brand activations for ARNE’s first permanent Liverpool store, UK pop-ups and VIP customer events, strengthening physical brand presence and customer retention.
- Planned and delivered ARNE’s first-ever OOH campaigns across key UK cities, elevating brand visibility and supporting long-term awareness and consideration.
- Led brand input across campaign shoots and the relaunch of ARNE Women’s, helping to reset positioning and increase investment in the category.
- Acted as a senior brand guardian, approving all campaign creative, CRM and paid advertising to maintain 100% brand consistency across touchpoints.
- Owned brand planning, campaign calendars, and budgets, ensuring efficient studio delivery aligned to business priorities and growth objectives.
Senior Marketing Manager
ARNE
Warrington, Manchester
03.2022 - 03.2025
- Joined ARNE at an early growth stage as the first senior marketing hire, helping to establish the marketing function, processes and channel strategy.
- Owned performance marketing strategy during a high-growth phase, working closely with a London-based agency to scale acquisition efficiently.
- Drove improvements in paid media effectiveness through structured creative testing, audience development and ongoing optimisation.
- Supported new customer acquisition at scale across Paid Social and performance channels, contributing to sustained revenue growth.
- Built and scaled ARNE’s CRM and lifecycle marketing strategy, strengthening customer retention and repeat purchase.
- Introduced Direct Mail and Lookbooks as retention and brand-building channels, laying the foundations for a more brand-led marketing approach.
Head of Marketing
360 Brand Group
Manchester
03.2021 - 03.2022
- Owned the end-to-end marketing strategy across multiple fashion brands, including Faded Store, Closure London and B. Malone.
- Led and developed a cross-functional marketing and design team, setting strategic direction and executional standards.
- Managed paid social agencies, budgets and KPIs, improving performance efficiency and ROAS.
- Set creative vision across campaigns, photoshoots and always-on content, evolving brand positioning and visual identity.
- Redesigned social and content strategy, driving increased engagement, audience growth and brand recognition.
Global Brand Marketing Manager
JD Sports Fashion
Bury, Manchester
12.2017 - 03.2021
- Led global brand campaigns across UK, EMEA, APAC, Australia and the US, delivering fully integrated 360 activity.
- Owned creative strategy and photoshoot production across OOH, retail, paid media, social and digital.
- Presented campaign concepts to senior leadership, influencing seasonal brand storytelling and positioning.
- Acted as senior on-set creative lead and managed complex global productions, budgets and talent usage.
- Partnered with international teams to balance global consistency with local relevance.
- Led and developed junior team members and managed the annual global brand calendar.
Women’s Brand Marketing Executive
JD Sports Fashion
Bury, Manchester
09.2015 - 11.2017
- Supported the launch of JD Women’s, including the Instagram channel, App and celebrity-led influencer campaigns.
- Delivered press and PR activations across London, securing coverage in key fashion titles.
- Supported the launch of Pink Soda Sport, contributing to celebrity seeding and PR activity.
- Supported major JD fashion partnerships and campaigns, including adidas x Hailey Baldwin (LFW), Ellesse x Anne-Marie, Puma Fenty x Rihanna, IVY PARK x Beyoncé and adidas x Stella McCartney.
Consumer Insight and Trend Executive
JD Sports Fashion, PLC
Bury, Manchester
09.2014 - 08.2015
- Produced market, competitor and consumer insight to inform brand, product and buying strategy.
- Delivered seasonal trend forecasts and analysed multi-channel data to identify key consumer behaviours.
Visual Merchandiser
Banana Republic
Trafford Centre
07.2013 - 08.2014
Sales Advisor
Henley’s Clothing
Trafford Centre, Manchester
07.2009 - 08.2010
Sales Advisor
Business Design Centre
Islington, London
06.2013
Education
BA - Fashion Marketing and Management
London Metropolitan University
01.2013
A-levels - English Language, English Literature, Product Design/Textiles
Loreto Grammar School
01.2010
Skills
- Brand strategy and leadership
- Global campaign management
- Creative direction and production
- Influencer partnerships
- Multi-channel marketing
- Customer retention strategies
- Team leadership and management
- Event marketing
Timeline
Head of Brand
ARNE
03.2025 - Current
Senior Marketing Manager
ARNE
03.2022 - 03.2025
Head of Marketing
360 Brand Group
03.2021 - 03.2022
Global Brand Marketing Manager
JD Sports Fashion
12.2017 - 03.2021
Women’s Brand Marketing Executive
JD Sports Fashion
09.2015 - 11.2017
Consumer Insight and Trend Executive
JD Sports Fashion, PLC
09.2014 - 08.2015
Visual Merchandiser
Banana Republic
07.2013 - 08.2014
Sales Advisor
Business Design Centre
06.2013
Sales Advisor
Henley’s Clothing
07.2009 - 08.2010
BA - Fashion Marketing and Management
London Metropolitan University
A-levels - English Language, English Literature, Product Design/Textiles
Loreto Grammar School