WILLIAMS LEA TAG

In an international design and production environment, Coty was seeking a strategic creative partner capable of supporting the development of its brands by ensuring rapid, consistent, and flawless creative execution across all marketing and retail touchpoints.

The challenge was to lead the design, production, and deployment of creative solutions for international distribution networks—packaging, visual merchandising, point-of-sale displays, digital content, and multimedia assets—while guaranteeing adherence to brand standards, launch timelines, and the quality requirements specific to the beauty and luxury sectors.

In this context, my role involved leading the Creative Studio, coordinating multidisciplinary teams, and supporting Coty's brand portfolio in the design, development, and international deployment of high-impact creative solutions, contributing to increased brand visibility, customer engagement, and commercial performance.

Guarantee high-performing creative output capable of supporting product launches and marketing activations within tight deadlines and across multiple international markets.
Ensure consistent brand expression across all media: packaging, retail, visual merchandising, point-of-sale displays, digital, and multimedia content.
Structure the studio organization to optimize resource planning, deliverable quality, and streamlined production processes.
Support creative teams in a demanding environment by developing their expertise, autonomy, and ability to collaborate effectively with various departments.
Coordinate communication between marketing teams, product managers, agencies, printers, and suppliers to secure projects and ensure their successful execution.
Maintain a high level of creative excellence while balancing innovation, technical feasibility, cost control, and adherence to deadlines. Contributing to brand performance by developing high-impact creative solutions tailored to business challenges and consumer expectations. This includes creative tools for international distribution networks—packaging, visual merchandising, point-of-sale displays, digital content, and multimedia—while ensuring adherence to brand standards, launch deadlines, and the quality requirements specific to the beauty and luxury sectors.

In this context, my role was to lead the creative studio, coordinate teams, and support the group's brands in the design and deployment of high-performing creative solutions that enhance their visibility, appeal, and business growth.

Structure the Creative Studio to develop an agile, high-performing, and scalable organization capable of supporting the international ambitions of the brands.
Define priorities, allocate resources, and implement working methods that optimize quality, responsiveness, operational efficiency, and adherence to deadlines.
Transform marketing and sales objectives into high-impact creative solutions, while ensuring a consistent brand identity across all touchpoints: retail, packaging, digital, multimedia content, and visual merchandising.
Foster close collaboration between the Marketing, Brand Management, Product Development, and Production teams, agencies, suppliers, and external partners to streamline communication, secure projects, and accelerate their deployment.
Manage the entire project lifecycle, from the strategic brief to production and international deployment, balancing creative excellence, technical feasibility, cost control, and operational performance. Develop a culture of continuous improvement by optimizing processes, sharing best practices, supporting team skills development, and fostering innovation.
Design creative, value-generating solutions capable of strengthening brand visibility, consumer engagement, and business performance in international markets. This involves working with Brand, Product, Production, agencies, printers, suppliers, and external partners to create an integrated and efficient project delivery model.
Oversee the entire project lifecycle—from strategic briefing and concept development to production and international rollout—balancing creative excellence, technical feasibility, budget control, and operational performance.
Coach and develop multidisciplinary creative teams by strengthening expertise, encouraging collaboration, and promoting a culture of accountability, innovation, and continuous learning.
Drive continuous improvement by optimizing creative processes, standardizing best practices, and implementing governance that ensures consistency, efficiency, and executional excellence.

2018 - 2019