Freelance Account Director
Icebreaker merino clothing for the outdoors, technical sports and lifestyle includes underwear, mid layer garments, outerwear, socks and accessories for men, women and children. Icebreaker is based in Auckland, New Zealand, and is sold in more than 4000 stores in 44 countries.
GLOBAL BRAND MARKETING www.trudieabel.com I’ve enjoyed marketing Global Lifestyle brands worldwide - specifically, athletic performance and urban footwear, apparel and fitness wearable technology product. I’m an integrated brand marketer, with a unique 15 year agency and brand in-house background, specialising in global roles, on global brands, in the active lifestyle, sports and fashion industry. With international experience in London, Europe and Australia, I partner with global headquarters to deliver marketing strategy and planning for global growth. Working across cultures, in markets at different maturity stages, I author and present the groups plans in on-stage global forums. I build in-house teams, appoint valuable brand partners, create hard working department budgets, and inspire a roster of talented agency partners. I’m hands on in the delivery of highly creative brand, seasonal, category and product campaigns, sell-in tools, and go-to-market strategies for trade and consumers. Including: creative development, ATL and BTL advertising, retail strategy and POS, b2b and b2c toolkits, photo and film shoots, trade show events, trade engagement, PR, website, content and social. What I do best, and what I love to do, is define a brands positioning to activate a brands true purpose, strengthen brand identity guidelines to ensure band consistency, offer brand guardianship to ensure global strategic alignment, strategise unique product positioning to drive growth, steer creative advertising to build on consumer insights, and create authentic brand stories translating these into multichannel strategies and high quality tools.