Unifying a global luxury brand for expansion
The challenge
A fragmented global marketing function was selling luxury payment cards and lifestyle management for high-net-worth clients under disconnected propositions, holding back international growth.
What I did
I built the business case to restructure the team and created one brand architecture across both businesses. I turned that positioning into a B2B2C go-to-market. When a leading Swiss private bank signed, I built its co-branded marketing suite from scratch, a first for Insignia: the design and production of premium and super-premium cards, an online application connected to internal processing systems, an upgraded and co-branded online banking platform, sales brochures, luxury card packaging, rate cards, digital success stories and a wealth manager portal. I designed and delivered on-site training for the bank's relationship managers.
The results
- 4x premium and 2x super-premium card sales
- A complete co-branded card programme for a leading Swiss private bank, built from scratch
- 40% headcount cost reduction through a centralised London team
- Digital tracking introduced across platforms, making ROI visible
“Over the period of 1 year, Leilah understood our requirements perfectly and devised a bespoke marketing strategy. The digital and print marketing package she provided to us was best-in-class and her meticulous attention to detail was particularly appreciated. In addition, her passion and enthusiasm during a week long training session undoubtedly supported me to onboard our international wealth managers to go on and successfully sell. Her personable nature, professional approach, combined with her drive to deliver made her the perfect partner for this inaugural launch.”
Leilah King-Gotlib is a London-based global growth and marketing leader who builds commercially accountable marketing for premium and travel brands. She has led marketing in more than 20 countries across six regions, delivered over £25m in revenue and rebuilt marketing functions through pivots, reorganisations and restructures.