TCAbout Tiara
Hi there! I'm Tiara, a seasoned integrated marketer specialising in human-first social and IRL experience strategies for longterm growth and deeper brand love. I like to dive deep into human behaviour to understand the 'why', uncover shared truths and micro-communities, and then strategize what's next to test and drive greater brand interest with consumers.
Having navigated various roles across PR and marketing over the past 12 years, allows me to lead cross-functional teams towards cohesive strategies that blow benchmarks out of the water. I'm a strategic partner to brands across tech, beauty, lifestyle, hospitality and CPG, and my work has gained the attention of audiences globally.
English
Native or bilingual
Dutch
Basic
Can work on-site
Amsterdam (up to 50km)
Experience
- INFLUENTIALPrincipal Consultant: Global Creator & Brand Experience DirectorOctober 2022 - Today (3 years and 8 months)• Lead cross-portfolio strategist for top 5% clients, supporting $75M global beauty contract win & agency acquisition• Architected and launched Hilton Hotel & Resort's inaugural Brand Ambassador program, positioning 18 legacy brands through innovative creator partnerships and culturally-relevant events• Secured 63 global tier-1 influencer partnerships, earning $3M incremental revenue within first 6 months• Led multi-disciplinary team of 8 to activate viral 360 campaigns, fostering collaborative and high-performance culture• Developed and executed go-to-market experience & partnership strategies for EMEA and APAC creator expansion• Managed 360 campaign from creator sourcing, negotiation, campaign development to performance analysis
- SabbaticalSabbaticalDecember 2021 - September 2022 (9 months)• Strategic pause and reset to learn new skills, explore passion projects, practice slow living and to spend much needed time with family during the ongoing pandemic.
- Wilde ParlourChief Executive Officer & FounderJuly 2021 - Today (4 years and 11 months)Strategic creative communications consultant to tier-1 social agencies, startups and household brands, guiding complex teams through integrated campaign and event execution, influencer strategy & global campaign authenticity• Guide executive teams through creator partnership strategy development and implementation• Develop scalable frameworks for influencer partnership programs• Branded influencer event strategy, promotion and execution
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Education
- Master of International StudiesHult International Business SchoolMaster of International Marketing
- Bachelor of Business AdministrationMarymount UniversityBachelor of Arts in Fashion Merchandising, Business Administration