Let us introduce you to Andrea, a polyglot marketeer that has travelled worldwide, spreading her knowledge to impact the watchmaking industry. From a small team in IWC's HQ in Schaffhausen to leading the first e-commerce platform launch in Brazil from Miami, Andrea has been recognized for thinking forward and being a skilled marketing strategist.
My career journey...
I have been working for IWC for the past 20 years. I started my journey as a PR Project Manager in the beautiful HQ at Schaffhausen. I was really proud to join the world of watchmaking! At the time, I was 24 years old and I spoke 5 languages, which gave me a good foundation for the job. It was my first real job and I just loved working with the markets and being in contact with journalists all around the world. I organized SIHH and also the yearly world meeting. I can say I had three great mentors along the way, who shaped me into who I am today. Two of them are still in the group and they became really close friends of mine.
Four years later, when IWC got integrated into the Richemont worldwide platform, I was given a new position as a Communications & Marketing Manager for Spain and Portugal, so I moved to Madrid. We worked hard to build the brand, transforming it into a solid business. Even if we worked hard, we still had a lot of fun!
In 2009, IWC offered me a position in Miami as a Marketing & Communication Director. So I grabbed my suitcase and moved to the sunshine state of Florida.
In the past 12 years, I have had the chance to work with such an amazing team and the LATAM region is so full of diversity. We focused on building brand awareness and working on new retail opportunities. Last year, we launched our first e-commerce platform in Brazil, the first one in South America. It has been an exciting journey and there are many more things to come!
How I evolved...
I think I’ve changed a lot. Who doesn’t change in 20 years? When you’re 24 you think you can change the world and then you gain more experience, you learned from your mistakes and you focus your energy differently. From a professional perspective, my role and Maison have been constantly evolving over the years. I have been learning and adapting to new situations. I think constant learning and evolving personally and professionally is a big part of that change. You have to get moving, you have to keep evolving, be open to new things, to new ways of working. Adaptation is a big part of how I changed.
The most impressive moments...
When I look at my Maison, I would definitely say the transformation of the brand over the past 20 years. Back then we were a small watchmaker in Switzerland that focused on very specific markets. In the past 20 years, IWC has become one of the most relevant watch Maisons in the luxury industry with very strong storytelling and an “avant-garde” vision of new retail and CX. We were and still are pioneers when you look at our digital transformation and innovative approach in integrating digitalisation, not only in our online and SM appearance, but also in our new retail concepts like our recently renovated boutique in Zurich.
How did I impact IWC...
I believe that I have had an impact on the brand through the different positions I’ve held over the past 20 years. During my time at HQ and IWC, my contribution was helping to build the foundation to integrate the markets to the different platforms by creating certain guidelines and processes while also creating relationships with editors. When I switched to the market side, my contribution became more “in the field” by implementing and rolling out the marketing strategies on a local level whilst also acting by the brand’s recent established ICARE philosophies.
My favorite IWC memory...
Definitively all my SIHH experiences because it is our most important week of the year. It’s a week packed with interviews, client meetings, and events. We create everlasting memories for our VIP clients and get to see our key journalists and retail partners from the region. I love the adrenaline we have during this week and I have always been impressed by the magnificent booth we create every year.
My other favourite memories were created during our World Meetings – every single of them has been special and unique. It’s that one time of the year when you have the opportunity to exchange with your colleagues from all over the world, which is a more personal experience compared to the emails, Zoom and phone calls of the day-to-day. We see the upcoming product novelties, global strategy, and work together in workshops while also do team building activities, while always having a good time. It has always been a good push in terms of motivation for me!
My wise words:
I have two: - Audrey Hepburn: “Nothing is impossible, the word itself says I’m possible”
- Charlie Chaplin: “you never find a rainbow if you’re looking down”