Abdellah Mellouk
@abdellahmellouk
Executive brand marketing leader driving growth through cultural storytelling.
What I'm looking for
I am an executive brand marketing leader with over 15 years of experience at the intersection of culture, content, and commerce. My expertise lies in building global brands and leading award-winning integrated campaigns that translate creative vision into measurable business results. I have a proven track record of engaging Gen Z and Millennial audiences through culturally fluent storytelling and platform-native strategies.
At David Yurman, I spearheaded the global integrated marketing communications strategy, aligning messaging and creative development across all channels. I built and led a high-performing team of over 15 experts, driving a 47% year-over-year increase in earned media value and positioning the brand as the fastest-growing in the luxury category. My leadership in launching a breakthrough NBA partnership unlocked significant media value and expanded our retail presence.
Previously, at Estée Lauder, I led global marketing for Origins, managing a team of over 50 marketers and a multi-million-dollar budget. I drove double-digit revenue growth through a 360° marketing strategy rooted in audience insights and storytelling. My initiatives have consistently improved brand awareness and consumer loyalty, demonstrating my commitment to delivering impactful marketing solutions.
Experience
Work history, roles, and key accomplishments
Vice President, Global Brand & Integrated Marketing
David Yurman
Jan 2024 - Dec 2025 (1 year 11 months)
Led global integrated marketing at David Yurman, overseeing strategy and execution across paid media, social, influencer, go-to-market, and events to drive omnichannel growth, retail integration, and brand storytelling. Spearheaded global integrated marketing communications (IMC) strategy, aligning messaging hierarchy, creative development, media, influencer, PR, and experiential under one cohesiv
Vice President, Global Consumer Marketing & Experience, Origins
Estée Lauder Companies
Jan 2021 - Dec 2023 (2 years 11 months)
Led global marketing for Origins, defining strategy and execution across Paid, Owned, and Earned media in 50+ markets, while managing a global team of 50+ marketers and a multi-million-dollar budget. Led IMC operations across 50+ markets, overseeing global campaign execution from brief to post-launch analysis, driving operational excellence and measurable business growth.
Executive Director, Global Consumer Engagement, Origins
Estée Lauder Companies
Jan 2018 - Dec 2021 (3 years 11 months)
Enabled global-to-local campaign success by creating modular creative assets and adaptable messaging frameworks, equipping 50+ regional teams with toolkits that ensured brand consistency while allowing for localized relevance and speed of execution. Designed GTM frameworks and scaled centralized content production, accelerating campaign speed, efficiency, and market consistency.
Senior Manager, EMEA Consumer Engagement
M.A.C Cosmetics
Jan 2015 - Dec 2018 (3 years 11 months)
Led campaign execution across Western Europe, India, ME & South Africa, capturing 3.5M new customers. Expanded regional social communities by over 6 million followers through platform-native content strategies, driving brand engagement and accelerating reach across priority markets.
Manager, Global Digital, Giorgio Armani & L’Oreal Paris
L'Oréal
Jan 2010 - Dec 2015 (5 years 11 months)
Launched award-winning new eCommerce platforms in US, UK, and China, achieving 27% year-over-year growth. Managed global digital initiatives for Giorgio Armani and L'Oreal Paris.
Education
Degrees, certifications, and relevant coursework
Paris 12 University - Gustave Eiffel
MS, Marketing Strategy, Communications & Media Studies
Studied Marketing Strategy, Communications & Media Studies at Paris 12 University - Gustave Eiffel. Gained expertise in global brand strategy, IMC leadership, and go-to-market planning.
Tech stack
Software and tools used professionally
Availability
Location
Authorized to work in
Social media
Job categories
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