BUGABOO

Drove Growth through Product Launches, Collaborations, and Global Campaigns

As Head of Brand Marketing for North America, I led a team of six and shaped regional brand strategy across product, partnerships, content, retail, and go-to-market. Working with headquarters in Amsterdam and cross-functional partners across planning, sales, and finance, I aligned marketing with seasonal priorities, inventory, and commercial goals.

We introduced flagship products including the Bugaboo Bee5 stroller and entered a new category with the Bugaboo Boxer travel system. The integrated launch program included a four-month New York City pop-up, PR, social partnerships, celebrity seeding, and Bugaboo’s first global television campaign, developed with 72andSunny Amsterdam and adapted for the North American market.

To position Bugaboo at the intersection of design, lifestyle, and culture, we developed limited-edition collaborations with French underground artist Niark1 and Australian swimwear label We Are Handsome. These partnerships expanded the brand’s expression, amplified cultural relevance, and deepened audience engagement.

I also launched Bugaboo’s North American Instagram channel, leading content strategy and growing the audience to more than 100K—exceeding growth targets and building a stronger direct connection with consumers.