Bookmark/Search this post with
Peter MALACHI
SVP, Communications | HERMÈS
Peter graduated from King’s College, London, and started his career working as PR & Marketing executive for Toni&Guy during a period of rapid growth and development; launching TIGI Bedhead products, opening salons globally and producing print & video campaigns showcasing the Toni&Guy style & technique of hairdressing. After three formative years, Peter joined London-based PR Agency Red Rooster, representing haircare and cosmetics brands including Fudge & Joico, Hugo Boss, Helmut Lang and Yohji Yamamoto fragrances, part of Procter & Gamble’s Prestige Beauty portfolio. In 2000, Peter re-located to New York where he joined Nike Communications, a marketing communications agency specializing in luxury goods. Peter’s focus was wine & spirits, hospitality and accessories brands with clients Piper-Heidsieck champagne, Vacheron Constantin, Diageo brands and Rosewood Hotels & Resorts. Peter was recruited in 2003 by L’Oreal USA to spearhead communication strategy for Japanese makeup brand shu uemura. After a stint as VP of Global Communications for MAC Cosmetics, Peter returned to Nike Communications as Creative Director responsible for campaign strategy and business development leading the Moet & Chandon, Moet Hennessey Wine portfolio, Bombay Sapphire, Martini & Rossi & Dewar’s Scotch accounts. Peter headed the US launch of Burberry Beauty, Jimmy Choo’s first fragrance & P&G’s Lacoste fragrance portfolio. Since 2012, Peter served on the Hermes senior executive team leading Communications, responsible for managing the brand’s 360 media strategy including paid, owned & earned media activation.
questionnaire
1) What was your very first job?
My first job was Saturday during high school selling at a local sports shop. I also assisted my grandfather coaching junior tennis. My passion for tennis remains strong!
2) Please describe, in your own words, what your job is and what it entails.
I lead communication strategy for Hermes in the US market to drive brand awareness, visibility and consideration. This entails directing paid, owned and earned media activation within a 360 communications plan with a focus on new client recruitment and business growth. I’m a team leader, creative strategist and brand ambassador who communicates the core values and traditions of the House.
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? What was the train of events that brought you to where you are today?
I was exposed to the media, fashion and creative industries via a flat mate in London who was editor of a magazine in London. I got my education on the job casting and shooting image campaigns, getting to know the nitty gritty of marketing and creative production. I was deeply inspired by this dynamic and creative culture, driven by artistry.
4) In your constantly growing and expanding industry, how do find inspiration to keep your work fresh, innovative, and relevant?
Stay curious and engaged. Be ready to soak up all life’s experiences, whether professional or personal. Travel, education and exposure to art & culture is critical to staying inspired and energized.
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 it required rather than its recognition or industry "success," what would it be?
As a plucky 23-year old I pitched, produced and published the first ever Toni&Guy print magazine. During my time at Hermes I have been instrumental in developing high-impact “Hermes Universe” events and exhibitions that have significantly raised the brand profile and awareness of the scope of collections for men, women and home. The growth in digital media has also been a significant learning experience as the explosion in mobile and social media has become a dominant part of the marketing mix.
