Brand & Content lead
I currently work at CROSS JEANS as part of the marketing department. I started in 2021 as a graphic designer, and over the years I have taken on increasing responsibilities. Today, I am responsible for the brand’s communication strategy, acting as a central connector between the online marketing agency, social media agency, PR team, and the e-commerce and campaign shoot teams.
In this role, I lead the communication around seasonal campaigns, ensuring that messaging is cohesive and aligned across all channels—digital, print, and point-of-sale.
My day-to-day responsibilities include creative direction for e-commerce and editorial shoots, developing POS materials for B2B clients, designing graphic content for B2B and B2C platforms, and producing newsletters and social media ads. I work closely with internal teams and external partners to maintain a unified visual and strategic identity for the brand in both digital and physical touchpoints.
CAMPAIN SHOOTING CREATIVE DIRECTION
Purpose
Autumn/Winter campaign 2025
Concept
Back to the basics
Team CROSS JEANS
Lucía Castellanos
Production VEYEN Agency
Art Director
Elena Notz
Photographer
kamil.rutkowski
DOP
Noé Cassi
H&M
Annika Jeck
Styling
Hakan Solak
Part of managing the visual identity of a fashion brand requires me to plan the right image according to each campaign, as well as translating it across multiple formats.
New approaches
When I joined the brand, my goal wasn't to reinvent it — but to elevate it. I modernized the visual identity while keeping the brand's core essence intact: from creative direction to every digital asset, everything evolved with intention and coherence. We fully redesigned the online shop and introduced a new concept for PDPs and product imagery, shifting towards a lifestyle aesthetic that resonated more with the end customer.
At the same time, I migrated the email marketing channel from Sendinblue to Klaviyo — a move that changed everything: advanced segmentation, A/B testing, automation flows, and a real lifecycle strategy. The result was sustained channel growth and a direct impact on revenue.
Finally, I introduced a structured marketing calendar, aligning the marketing and product teams around key seasons, events, and campaigns — because even the best creative strategy needs structure to truly deliver.
