Brand Marketing & Creative Strategy
Fashion / Lifestyle
Alysha Gardiner / London
I build brand worlds people want to step into.
7+ years bringing brands to life through brand and social strategy, creative direction, partnerships, PR and integrated campaigns. Blending creative storytelling with commercial thinking to build brand relevance, grow communities and drive meaningful business results.
London-based. Open to senior brand marketing and communications opportunities.
View selected work7+ years in fashion · Partnerships, PR & integrated campaigns · Concept to market
Campaigns & case studies
Where brand strategy, creative instinct and culture meet commercial impact.
01 / Lee
Reframing a seasonal denim launch around Lee’s strongest point of difference: its heritage.
Campaign development · Talent strategy · Integrated launch · PR
+22% YoY · 20 new retail accounts · 1.4M event reach
View story
02 / Wrangler × Better Beer
Two Australian brands, one summer story — developed from partnership and contracts through photoshoot production, original copywriting and an integrated launch.
Partnership management · Creative production · Copywriting · Integrated rollout
7,726 competition entries · 275K launch video views
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03 / Betts Shoes · 2025–2026
Repositioning a 130+ year footwear brand through a more distinctive visual world, creator strategy and culturally relevant brand moments.
Creator partnerships · PR · Events · Campaign production
+97% YoY revenue · +38% AOV · Instagram 74K to 89K
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04 / Wrangler
Making Wrangler’s authentic relationship with music relevant to a new generation through emerging Australian artists.
Cultural brand building · Artist strategy · Creative development · Storytelling
250K+ Rodeo launch views · +127% engagement · +60% monthly reach
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05 / Wrangler
A vintage-inspired campaign reinterpreting Wrangler’s archival advertising language for a contemporary audience.
Campaign development · Heritage storytelling · Integrated rollout · Activation
2M+ paid reach · 564K+ organic creator reach · 584 new followers
View storyMore work
Lee
Weekend in the City
Seasonal campaign · +142% YoY site sales
Wrangler
Long Way Home
Campaign storytelling · +328% MoM organic views · +122% collection link clicks
Approach
The best fashion marketing doesn’t feel like marketing. It creates desire, curiosity, recognition or belonging.
I start with the brand, find the story, build the world around it, then decide how that idea should travel — through campaigns, imagery, content, creators, partnerships, PR, experiences and culture.
Products aren’t the story.
They’re the starting point.
About
I lead brand partnerships, PR and integrated campaigns for fashion and footwear brands, from strategy and budgets through to talent, press and events.
I’m a London-based creative brand marketer with 7+ years’ experience across fashion and footwear, including leading integrated marketing across Lee, Wrangler and Riders by Lee at True Alliance and helping reposition heritage footwear brand Betts.
My experience sits between creative and commercial — from annual strategy, six-figure marketing budgets and go-to-market planning across international markets, to campaign development, casting, moodboards, photoshoots, storytelling, creators, PR and brand experiences.
I’ve worked with global creative teams and talent across three-brand portfolios, agency partners and cross-functional teams, while directly managing and developing junior talent and presenting performance and recommendations to senior leadership.
What I love most is the point where strategy becomes something people can actually see, feel and want to be part of.
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