Committed to amplifying your brand's digital presence
about ME
"Born in America, shaped by the world"
Born and raised in Hampton, Virginia, Rachel is a passionate traveler and explorer with an unwavering curiosity about the world. Her insatiable wanderlust inspired her to pursue a degree in Marketing, with a focus on international brands. After graduating with a Bachelor of Science (B.S.) in Marketing with a concentration in Product and Brand Management from Virginia Commonwealth University in 2017, Rachel embarked on an exciting journey that would take her to Milan, Italy.
In Milan, Rachel began her career at a prestigious agency, DOING - Part of Capgemini, where she had the privilege of working with renowned clients such as Ferrari, Lavazza, and Haribo. Specializing in social media and digital PR, Rachel played a vital role in crafting compelling campaigns and captivating content that resonated with audiences worldwide. Her exceptional skills and keen understanding of digital strategies quickly led her to the position of Senior Digital Content Manager and Strategist at We Are Social, Italy's premier creative agency. Committed to continuing to deepen her knowledge and passion for marketing she obtained a Master's of Science in Marketing (MSM) from The College of William & Mary in 2023.
Currently, Rachel leads a dynamic team of accounts, influencer marketing specialists, and art directors, collaborating to create captivating content and innovative campaigns for prestigious brands such as Ferrari, Pirelli, Netflix Italia, Sephora, and Adidas. With her strategic vision and expertise in brand marketing, she consistently delivers exceptional results that drive engagement, increase brand awareness, and generate measurable success for her clients.
Outside of her professional pursuits, Rachel continues to fuel her wanderlust by embarking on exciting travel adventures. Her love for cultural immersion and her ability to connect with diverse audiences make her an exceptional marketer and storyteller, capable of crafting narratives that resonate deeply with people from all walks of life.
MY mission
"I believe in igniting brand growth through immersive storytelling and innovative solutions."
Social
Media Strategy Development
Crafting tailored social media strategies that ignite your brand's online presence and drive meaningful engagement
Content Creation
Developing engaging and visually appealing social media content, including posts, stories, graphics,
and videos that resonate with intended audiences
DIGITAL
PR
Building bridges between your brand and its target audience through strategic digital PR campaigns that generate buzz and foster lasting connections.
My Latest Work
SOCIAL MEDIA STRATEGY
FERRARI STYLE
Brand diversification project for Ferrari's first venture into the world of high fashion.
RISTORANTE CAVALLINO
Social media strategy development and content creation for Instagram.
CAMPAIGNS
Vestaire collective
"Scuiraglam x Vestaire Collective"
Campaign connecting icons in Milanese fashion.
SOCIAL MEDIA STRATEGY
OVERViEW
In 2021 the iconic Italian automotive brand started its venture into high fashion with the launch of Ferrari Style, furthering the commitment to "Made in Italy" luxury beyond the road and track.
TASK
The brand needed a tailored social media strategy to launch the brand diversification project with a specific emphasis on new audience acquisition, content production and strategic brand positioning among the fashion world.
My ROLE
From the start of the new project until present day, I have led a team of accounts, art directors and influencer marketing specialists in producing content and developing the brand's social media strategy. This includes everything from creating short-form video content to copywriting to performance reports and analytics. The Ferrari Style project has been one of the most challenging, yet rewarding projects I have worked on to date.
SOCIAL MEDIA STRATEGY
"The Unlimited Power of Beauty"
OVERViEW
Sephora, the globally acclaimed beauty retail supplier, boasts an impressive network of 130 stores in Italy. With its international reach, Sephora faces the distinct task of tailoring compelling digital narratives that resonate with each specific country.
TASK
Craft bespoke social strategies and dynamic influencer marketing campaigns meticulously designed to captivate and engage the vibrant Italian beauty community.
My ROLE
Crafted an impactful influencer marketing strategy for Sephora's Italian Beauty Community, driving brand objectives. Led the creation of compelling short-form video concepts, strategically showcasing products across Instagram and TikTok.
SOCIAL MEDIA STRATEGY
"Slow Food in the Land of Fast Cars"
OVERViEW
Founded in 1950 in Maranello, Ristorante Cavallino stands as a cherished chapter in Ferrari's history. Beyond its culinary excellence, the restaurant has fostered countless encounters among visionary minds, symbolizing a convergence of Italian gastronomy and automotive ingenuity.
TASK
After an extensive revitalization in 2021, Ristorante Cavallino now thrives under the visionary leadership of Massimo Bottura, the acclaimed chef behind esteemed establishments like Gucci Osteria. Eager to amplify its historic allure, the restaurant sought to open a new social media channel.
My ROLE
As the driving force behind the launch of the new Instagram account, I was responsible for crafting the editorial strategy, defining captivating content streams, and establishing the channel's distinctive tone of voice. Furthermore, I organized and oversaw quarterly photo shoots to curate photos and engaging short-form videos per the establishment's aesthetic.
CAMPAIGN
BARILLA
"The Rooftop Match"
Background
In April 2020 a video of two young Italian girls, Carola and Vittora, playing tennis from their rooftops during the COVID-19 lockdown went viral; becoming the universal symbol of resilience in Italy. Both girls also happened to be big fans of Barilla's brand ambassador, Roger Feder.
EXECUTION
After the lockdown was lifted in Italy, we brought Roger Feder to surprise the girls in Finale Ligure, a small seaside town in northern Italy. The girls got to enjoy the rooftop match of a lifetime with the internationally renowned tennis player, followed by a lunch with Barilla pasta.
RESULTS
1.6 B Total Reach
35M Video Views
1.3M Total Readership (Print)
138K Interactions
Vestaire collective
CAMPAIGN
"Milano, you know fashion!"
Background
Vestiaire Collective, a leading brand in the resale of second-hand fashion, made a triumphant return to the communication scene in Milan after months of absence. The objective was to engage with the fashion-savvy residents of Milan. It was crucial to leave a lasting impression on individuals accustomed to a constant influx of messages and information, their attention spans growing shorter by the day.
EXECUTION
To accomplish this, we ingeniously intercepted the iconic language spoken by the fashion enthusiasts of the city. We elevated it, transcending it from the realm of ordinary social media chatter to the hallowed realm of the bustling Milanese streets. Our approach took the form of a clever and ironic out-of-home (OOH) campaign, ensuring that our message would resonate in the minds and hearts of the fashion-savvy populace.
LavAZZA
CAMPAIGN
"The Vanishing Color"
Background
The Amazon Rainforest is universally recognizable by its color, a color that is vanishing too quickly because of deforestation. More than 1M trees are destroyed every day, and nobody seems to notice. The Lavazza Foundation is helping the Madre De Dios community to reforest their land in the Peruvian Amazon, recovering the life of the area and its natural color.
EXECUTION
On International Earth Day, in order to show the Lavazza Foundation’s commitment and to raise awareness about deforestation, we partnered with the Pantone® Institute to create a unique color that symbolizes the shades of the Amazon Rainforest. A color that is in danger and will disappear if we don’t take action now. We launched #TheVanishingColor on social media and immediately people started to talk about it. More than 100 countries shared our content, painting Instagram with The Vanishing Color and opening the discussion about deforestation.
My Process
01
LISTEN
By actively listening and engaging in meaningful conversations with clients, I gain valuable insights that help tailor the approach and deliver solutions that align with their specific goals.
02
UNDERSTAND
Understanding the situation before taking action is crucial because it enables me to make informed decisions based on a comprehensive overview of the context, challenges, and opportunities at hand.
03
ACT
Turning ideas into reality, through an approach that seizes on opportunities. Action is the driving force behind progress. It propels us forward, helping us achieve milestones, overcome challenges, and move closer to our goals.
Working with me...
"As an American student coming to intern at DOING in Milan, Italy, I did not know what to anticipate. However, Rachel immediately helped to remove any anxieties I walked in with the first day. As an American herself, Rachel served as a mentor and close colleague to me throughout my 2 months working at DOING. Not only does she possess a positive spirit in the workplace, she also demonstrates a high level of professionalism and a strong work ethic. I witnessed Rachel wear multiple hats during my time at DOING- her organization and passion for her work allow her to successfully manage multiple projects at a time. Rachel taught me countless lessons, such as how to make editorial plans for high-end clients, how to create social content, and how to conduct influencer marketing. These skills will serve me as I return to the U.S., where I am pursuing a career in Public Relations. I am thankful for my experience at DOING, for meeting Rachel, and for all that she taught me. I can confidently attest that Rachel has a very bright and successful career ahead of her"
ISABELLA B.
"In the months that we worked together at DOING, Rachel always proved to be an available and reliable colleague, who carried out the various projects with the utmost precision and professionalism. The advantage of being multilingual in a context that relates to international clients undoubtedly made her an indispensable resource for the team."
ELENA F.
"Working with Rachel during my internship at DOING made working a job in a foreign country much more fulfilling. As the only other American in the office, I always felt that I could go to Rachel with any questions about work related things, living in Milan, or just to talk about things we missed about America. Rachel not only taught me what I needed to know for my position at DOING, but countless other work skills that I have been able to bring over to my current position working at an advertising firm in Los Angeles, for example how to make a piano editoriale (or editorial plan). I’m am confident that I got the best internship experience possible from DOING and a large part of that is due to how welcoming and helpful Rachel was to me during my time there. Would always recommend highly."
NICO R.
RACHEL HOWARD