Hugo Boss Fragrances | Amina Arsheen

Optimised Content - Types & Rollouts

Digital Tools - DAM, PIM, BrandThinking & Jira.

Media
Orchestration

Execution and Content guidelines for all retailers and markets.

AR Activations for Events and Launches

Collaborated with Zero10 and Holition to create exciting digital experiences.

HUGO BOSS (FRAGRANCES)

As a part of the Global digital Team, I led the 2024-25 campaign strategy in collaboration with the fashion house, CDO and local markets, focusing on paid and owned media. Drove brand visibility through the development of e-commerce toolkits, ongoing content production, and strategic digital touchpoints. Oversaw digital innovations to enhance customer experience and maintain a strong online presence.

Project ideation, planning and execution

Defined and led the execution of 2024–2025 global campaigns and digital activations (Xmas ‘24, Hugo x Superman, The Scent, BB Absolu AR Filter) in partnership with the CDO and key markets—overseeing paid/owned media strategy, content production, and timely delivery of digital toolkits tailored to both launch moments and KCPs.

Stakeholder management - Fashion House, Markets & Retailers

Managed stakeholder relationships between the stakeholders, ensuring alignment of objectives and clear communication. By fostering collaboration and addressing concerns, supported the successful execution of brand initiatives and maintained strong, effective partnerships across all levels.