Ailidh McSkimming
Senior Brand Manager @schuh
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WORK HISTORY
Senior Brand Manager @schuh
EDUCATION
Heriot-Watt University
Bachelor's degree
ABOUT AILIDH MCSKIMMING
At schuh, my role as Senior Brand Manager includes leading our brand and creative strategy, whilst ensuring alignment with our core values and business goals. I\'ve managed end-to-end campaigns for the schuh brand, and partners including New Balance, Nike and adidas.Leveraging insights from brand tracking and market research, I\'ve directed multi-million pound ATL campaigns and media plans, setting clear KPIs to measure our success. With a team of seven across Design and Creative, I foster a collaborative environment that upholds our brand\'s integrity across all channels.My education in Fashion Marketing and Retailing from Heriot-Watt University underpins my approach to brand management, blending creative vision with data-driven decisions.Having co-founded homeware brand Summer Morning Studios, I bring an entrepreneurial spirit to what I do, evidenced by a wholesale strategy that secured over 40 stockists - including household names like Urban Outfitters and John Lewis.
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