Founder | GLOW UP

Aude is a luxury strategy consultant with over 15 years of experience building and growing international premium and luxury brands globally and locally (Remy Martin, Piper-Heidsieck, Louis XIII Cognac, Veuve Clicquot, Glenfiddich, The Balvenie & Hendrick’s).She worked in Paris & New York City and is now based in London. By working with brands strongly rooted in the Asian region she comes with a truly global luxury mindset and culture. 

Last year, she created the Women in Luxury network, aimed at developing a strong community of women sharing, supporting and lifting each other in the industry, and willing to make the luxury corporate workplace a more diverse & inclusive environment. 

In March 2021, she decided to create GLOW UP [ Luxury Brand Lab ] – an agile, forward-thinking, luxury strategy consultancy, focused on post-pandemic new luxury. Her mission? Helping premium and luxury brands grow whilst staying true to their voice & values, bringing to life their stories, and delivering a flawless, genuine, unique and culturally-relevant customer experience in the context of a new, post-pandemic Luxury world. 


1.       What was your very first job? 

It depends if you mean my very first job as a way to earn some money as a student, or if you mean in my career. 

The former : waitress in a fast food chain, late shift. Can’t say I enjoyed it, but I had to work as a student, so I did a lot of student jobs : sales associate, waitress, movie extra, marketing research, you name it. Working hard to design the life you dream of is important to me. It’s part of my values. My first job in my career was a marketing executive for an FMCG company though.

I liked most of those experiences, learned a lot and made great friends along the way, but looking back I can’t say that gender parity or well-being was on the agenda at that time!… it was a long time ago though. 



2.       Please describe, in your own words, what your job is and what work it entails.

 After 15+ years in in marketing & business development roles with international exposure, I decided at the beginning of 2021 to do the job that I loved, ie building premium and luxury brands, but differently, as a free-lance. I now work as a consultant to help my client brands grow. My consultancy is called “Glow Up” ( I choose the brands and people I work with, I am fully flexible for them. I don’t work less than before, but differently. Less meetings – only the ones that we need, my clients and I. More meaning. Quality time to spend with my 2 young daughters. And a better use of my brain maybe! I do believe that when you are a working parent with over 15 years of experience, you are certainly one of the most efficient, empathetic, adaptable person ever. What I miss though is being surrounded with the energy of a team. Oh and I am building my own company at the same time, on a totally different topic… 



3.       How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? Was there a train of events that brought you where you are today?

 I have always been a creative person I think. It’s in my family. However, I discovered very late that I was also a very analytic person. Now I like when my work requires both. In over 15 years of building brands, I have learned to speak both “languages” and as a result, I know I am a key asset when it comes to being the link between creative and analytic teams. I know I can do that very well. 



4.       In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

 I read, all the time. Books, articles, international and local press, blogs, social media platforms. I’m an early bird, I often wake up early – before anyone else at home – and my guilty pleasure is to read the business news whilst drinking my coffee when the house is still quiet. I try not to forward articles or links to anyone that early but I have to admit, I usually do. I also earmark a lot of content I don’t have time to read during the week for later.



5.       If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation rather than its recognition or industry "success," what would it be?

 A podcast I created a few years ago for a champagne brand. Way before podcast became a thing. I chose the partners I worked with. I brought to life the vision I had for it. The quality of it was exceptional. The attention to details was incredible. The creation process was fantastic, the collaborative work immensely rewarding. 


6.       Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most interested in seeing at CONNECTIONS? (ie photo, film, production, social, experiential, vr, cgi, animation etc)

 I would say all of them, it’s hard to pick one or two. If I have to choose I would say social, experiential. But film and animation too. 


Heritage & Innovation Director | BALLY
Creative Director | BBDO BERLIN
Head of Digital Production & Partner | BBH LONDON
VP & Creative Production | SYNEOS HEALTH
Creative Director | BOX MEDIA
Founder & Creative Director | IGWE
Senior Art Director | SEPHORA
Creative Director | COTY
Brand Creative Director | GET YOUR GUIDE
Creative Director | BAUME & MERCIER
Creative Director | McCANN
Head of Creative | ESCADA
Vice-President | BETC
Marketing Manager | ABSOLUT VODKA
Creative Director | JAMIE BRUNSKILL
Art Buyer - Creative Producer
Head of Visual Identity | GALERIES LAFAYETTE
Creative Content Director | ESTÉE LAUDER
Editor-at-Large & Creative Director | i-D ITALY
Senior Creative | ACNE
Head of Digital Marketing | ZENITH WATCHES
Creative Development | PIAGGIO
Global Creative Lead | CLARKS
Communications Director | CHRISTIAN LOUBOUTIN
Dir. of Communications
Creative Marketing Director | MAVODI
Art & Creative Director | CAROLINA DAHER
Executive Creative Director | HUGE INC.
Creative Director | BABEL
Senior Creative Art Buyer | HOGARTH WORLDWIDE
Marketing Director | TED BAKER
Head of Image & Creative | MAKE UP FOR EVER
Art Director | L'OCCITANE
Creative Content Prod. Mngr | SAMSUNG
Brand & Creative Director | & OTHER STORIES
Executive Creative Director | THJNK
Responsable Image & Art Director | CHANEL
Global Head of Image | AMI PARIS
Chief Creative Officer | INBRAX CHILE
Art Buyer | MIMI GRAY
Art Director | COTY LUXURY
Brand Strategy | VOLKSWAGEN
Art Director Image | STUDIO LH
Head of Creative | GRAFF DIAMONDS
Art Director Creative | FACEBOOK
Crea. Services & Experiential | VERSACE
Senior Art Director | PVH
Creative Lead | GOOGLE
Creative Specialist | LEGO
Marketing Director | WARNER MUSIC
Campaign Development | MERCEDES BENZ
Art Director | CARTIER
Art Director | PUBLICIS LUXE
Creative Director | UNILEVER
Image Director | AZZEDINE ALAÏA
Executive Creative Director | OGILVY
Senior Creative | I-D & VICE+
Creative Lead | IKEA
Senior Art Director | NEW LOOK
Senior Producer & Content Project Manager | AKQA
Creative Director | PENTAGRAM
Creative Art Director | DLV BBDO
Art Director | CONDE NAST
Senior Producer Coordinator | LUXOTTICA
VP Marketing & Branding | VESTIAIRE COLLECTIVE
Founder | STUDIO M
Communications Director | M6
Head of Photography & Illustration | ST LUKE'S
Chief Crea. Officer | WUNDERMAN THOMPSON
Senior Mgr, Creative Shoot & Production | ADIDAS
Head of Brand Content | ROSBEEF
Head of Creative | ELEMIS
Exec. Creative Director | SCHOLZ & FRIENDS
Content Partnerships Manager | WETRANSFER
Director International Public Relations & Cultural Affairs | MONTBLANC
Creat. Dvpt Marketing Mngr | COCA-COLA
Global Brand Com. Director | PUPA MILANO
Communications Director | SHY ZEBRA
Content Manager Benelux | ROOSENSTEIN
Marketing & Communications Strategy Consultant
Creative & Brand Content Expert | CLUB MED
Creative Director | ROSAPARIS
Global Creative Strategist | SERVICEPLAN
Marketing Director | MONDELEZ
Art Director | ROSAPARK
Digital Marketing Lead | MCDONALD'S
Head of Product Marketing | PENHALIGON'S
Art Director | GOOGLE, ART & CULTURE
Creative Communications Dir. | TAG HEUER
VP Creation & Product | TAG HEUER - LVMH
Executive Crea. Director | PUBLICIS GROUPE
Marketing Creative Director | BOTTEGA VENETA
Founder | GLOW UP
Brand Strategy & Creative Marketing Consultant
Creative Director | SAATCHI & SAATCHI ZÜRICH
Freelance Global Brand Communications Manager | ADIDAS
Exec. Creative Director | SERVICEPLAN
Creative Director | AER SCENTS
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