Let's connect! I'm Erika Tamvilius Based in London, experienced in marketing and communications, PR, and event management |
I'm passionate about creating stories and experiences that connect people and brands together.
I’ve always loved fashion campaigns that draw you in and make you feel part of a community, a story, or even a world. Some led to thoughtful buys, some to impulse ones, and some I didn’t buy from at all — yet they always stayed with me. That kind of impact is what I aim to create: Crafting moments that bring people closer to the stories they love.
MY PROJECTS
FASHION
DLT FASHION EVENTS
DLT (TSUM) is a premier department store selling collections of the world’s leading couture, jewellery, beauty, perfumery, and optics luxury brands.
The goal of the events was to enhance customer loyalty and reinforce DLT as a premium shopping destination by hosting a series of exclusive events, including fashion shows, celebrations, and brunches.
DLT (TSUM) is a premier department store selling collections of the world’s leading couture, jewellery, beauty, perfumery, and optics luxury brands.
The goal of the events was to enhance customer loyalty and reinforce DLT as a premium shopping destination by hosting a series of exclusive events, including fashion shows, celebrations, and brunches.
3 fashion shows
2 New year's eve kids parties
1 brunch with a celebrity host
2 New year's eve kids parties
1 brunch with a celebrity host
My accomplishments
- Successfully organised and coordinated 6 high-profile events for the VIP clients and celebrity guests
- Communicated with over 6 rental companies and coordinated furniture, decorations, and catering logistics for 5 events.
- Managed communication between departments and documentation flow, improving workflow efficiency.
- Collaborated with merchandisers and floor managers to ensure 100% compliance with company standards on clothing, footwear, and accessories for the events
- Oversaw site and apparel preparations for the fashion shows
- Coordinated models, makeup artists, and hairstylists during castings and fashion shows.
- Collaborated with the CRM department to deliver exceptional guest service during events and achieved 100% positive feedback from VIP clients.
- Managed urgent issues and filled various roles as needed to ensure smooth operations.
DLT CAMPAIGN SHOOTS
Two photo shoots for the Fall/Winter and Christmas campaigns
- Collected clothing, footwear, and accessories, liaising with merchandisers and floor managers and handling the necessary documentation.
- Prepared over 100 clothing, footwear, and accessory items (around 50+ complete looks) for photo shoots, including steaming garments, protecting shoes with tape, and ensuring all pieces were shoot-ready.
- Assisted during photo shoots by supporting the creative team, organising looks on set, managing urgent issues, and ensuring the items and a model were ready for shooting.
Sources (IG): @dlt_spb & @valeraevane
AND SOME OF THE UNI PROJECTS...
...as an MA Fashion Business Management student
MAJOR PROJECT: How can emerging fashion brands in the UK gain a competitive advantage through strategic marketing?
My work was aimed to investigate how independent emerging fashion brands can differentiate from established competitors and gain competitive advantage in the UK fashion market.
To answer the question, I analysed shopping behaviour and preferences of UK younger female consumers (18–34), alongside the UK fashion market. I paid particular attention to how growing independent brands such as Peachy Den and Damson Madder use digital and traditional channels, influencers, and authentic storytelling to build visibility and loyalty.
I conducted extensive desk research on the UK fashion market and fashion consumers, complemented by primary research through observations, case studies, and two focus groups.
Key insights:
To answer the question, I analysed shopping behaviour and preferences of UK younger female consumers (18–34), alongside the UK fashion market. I paid particular attention to how growing independent brands such as Peachy Den and Damson Madder use digital and traditional channels, influencers, and authentic storytelling to build visibility and loyalty.
I conducted extensive desk research on the UK fashion market and fashion consumers, complemented by primary research through observations, case studies, and two focus groups.
Key insights:
- In independent brands, consumers value authenticity, relatable storytelling, and sense of community, however, trendiness and pricing remain the main purchasing drivers.
- Social media content, especially video-first (TikTok, Instagram Reels, YouTube Shorts) boosts brand awareness and drives stronger engagement.
- Influencer collaborations boost brand awareness, trust, and loyalty.
- Despite the significance of digital channels, omni-channel experiences (online + pop-ups/events) enhance brand visibility, create community-driven engagement, and drive sales.
SWITCH
(spec project competition & business game winner!)
From workout to what's next?
Switch is the new-age activewear brand designed for all women, of all sizes and all ages, who live life on their own terms.
Whether you're powering through a workout, leading a meeting, catching up with friends, or simply taking a moment for yourself, Switch is built to support your every move.
USPs:
- Redefining versatility: From workouts to workdays, our pieces are designed to move with you, wherever the day takes you.
- Diversity: Women of all ages and life phases can wear performance apparel from Switch, in contrast to standard athletic manufacturers that place more emphasis on style than comfort.
MARKETING STRATEGY
Objectives:
- Boost brand awareness & engagement
- Strengthen community & brand loyalty
- Boost sales & conversions
- Switch is an activewear brand that blends style, quality, comfort, and inclusivity and helps women transition from workouts to casual day-to-day activities seamlessly.
- Switch is more than just a fashion brand; it is a community that champions active living and well-being, empowering women and fostering a supportive network where everyone thrives.
- Viral networking campaign + influencers and celebrity endorsement (Alice Liveing)
- Outdoor advertising
- Listing optimisation
- Community events and pop-ups
- In-store marketing
- Collaboration with a luxury activewear brand
GEOX project
Brand problem:
Project goals:
To implement innovative elements that would help to...
Solution:
- Underperformance in 18-34 age group
- Market share: Only 8%
- Building relevance
- Brand amplification
Project goals:
To implement innovative elements that would help to...
- To attract younger consumers (18-34)
- To increase brand awareness worldwide
Solution:
- GX PULSE — a sub-brand offering stylish footwear & apparel, primarily targeting younger audience.
- Mother-daughter brand ambassadors in different regions (examples: Gwyneth Paltrow & Apple Martin, Aradhya Bacchan & Aishwarya Rai Bacchan).
- Geox App (for EU, the key market) with enhanced shopping experiences, including personalised product recommendations, size and fit guidance, virtual try-ons, loyalty rewards, community integration, and seamless in-app checkout.
MY EDUCATION
Saint Petersburg State University of Economics
2020-2024
Bachelor's degree, Advertising and PR
Thesis: Company rebranding in the context of foreign business transformation in the domestic market (a case study of Ikon Tyres)
Bachelor's degree, Advertising and PR
Thesis: Company rebranding in the context of foreign business transformation in the domestic market (a case study of Ikon Tyres)
University of Westminster
2024-2025
Master of Arts, Fashion Business Management
Thesis: How can emerging fashion brands in the UK gain a competitive advantage through strategic marketing?
Master of Arts, Fashion Business Management
Thesis: How can emerging fashion brands in the UK gain a competitive advantage through strategic marketing?
Certifications
LET'S WORK TOGETHER
Currently looking to work with brands and agencies on creative marketing and strategy projects, yet will be happy to consider short-term collaborations too :)