EFFETTO LAUNCH | GLOBAL LUXURY MARKETPLACE

OVERVIEW

Role: Global Marketing Director (US, UK, EU)

Focus: Brand positioning, GTM, customer profiles, editorial strategy, global campaigns, PR, content, media planning, partnerships, social/SEO/CRM, marketplace growth, luxury audience development.

Effetto (previously The Bruno Effect) was a global luxury marketplace created by former 1stDibs leadership to redefine how high-end furniture, interiors and collectible design is discovered online. The vision was to build a world-class platform for galleries, dealers and HNWI/UHNWI designers + collectors — but the business needed a strategic brand foundation, an authoritative editorial voice and a credible global marketing engine to realise that ambition.

I joined to build the marketing function from the ground up: shaping brand positioning, defining the audience and brand bible, building the media, content and PR engine, and creating the frameworks that enabled Effetto to scale internationally.

APPROACH

Operating within lean budgets, the approach was to design a marketing system that could punch above its weight. Rather than spreading activity thinly, I focused on building a coherent, high-impact brand and content ecosystem that could scale through leverage, partnerships and amplification.

Creative and editorial were developed to a deliberately high calibre, ensuring the brand projected authority and confidence beyond its size. This work was then extended through close collaboration with designers, galleries and tastemakers, using their own platforms and networks alongside selective paid, performance, event + PR activity to build reach and credibility efficiently. The aim was not minimalism, but focused momentum - creating the perception, and reality, of a serious, established player while remaining disciplined in spend.

WHAT I DID

  • Defined Effetto’s brand positioning and premium identity system.

  • Created the voice, narrative and visual language used across product, PR, content and campaigns.

  • Launched Effect Magazine, establishing Effetto as a cultural authority in design and adjacent luxury sectors.

  • Built and led the global marketing engine and team across PR, media, social, CRM, SEO, PPC, editorial and partnerships.

  • Directed storytelling with leading designers (Kelly Wearstler, Greg Natale, Martin Brudnizki, Alidad, Venus Williams).

  • Strengthened credibility through brand presence at Masterpiece London, Salon Art + Design (NY) and LAPADA.

  • Built and negotiated the international paid media channel plan to capture the full funnel - from international digital takeovers to podcast sponsorship.

IMPACT

  • 90M+ global campaign reach across PR, social, digital and influencer channels.

  • 60k quality followers and niche subscriber base built over 1 year.

  • +60% YoY organic traffic growth and +500% audience growth in 6 months, blending brand, SEO, CRM and content.

  • £1M+ annual earned media value, with top-tier coverage (AD, FT HTSI, Galerie, World of Interiors, House & Garden).

  • 1M+ reach from Effect Magazine, establishing Effetto as an authoritative voice in design.

  • 40% uplift in engagement among high-value designers and collectors.

  • Supported £3M+ investment by shaping investor narrative and commercial storytelling.