Desenio Group: Affordable art
As the Head of Brand & Communication at Desenio Group, Joanna had the remarkable opportunity to lead a dynamic team of 25 individuals, organized into three sub-teams: Photo Studio, Design/Communications, and Channels with 6 direct reports. In this role, Joanna oversaw the development of brand strategies and Marketing Plans, empowering her talented team of Superstars to execute weekly omnichannel launches and PR initiatives.
Desenio Group’s goal is to establish dominance in the online sales for affordable wall art. Currently, the company holds the position as market leader in Europe and is steadily expanding its presence in North America. Desenio offers a distinctive and curated selection of approximately 9,600 designs, along with frames and accessories, catering to customers across 37 countries through 51 local websites. The company's success is driven by a data-driven strategy.
Joanna was a key member of the Operational Management Team at Desenio Group. She worked closely with other Department Heads and C-suite executives to drive organizational success.
Joanna's team executed a dynamic array of launches, from smaller curated releases to large-scale campaigns like The Studio Hollywood Collection featuring Sofia Richie. Each initiative required meticulous planning and seamless collaboration across departments, blending creativity with strategic execution under Joanna's guidance.
The Studio West Collection
A unique print collection was created in collaboration with Allegra Shaw, Blake Healey, Katie Morton, & Michelle Infusino. As Creative Director on the project, I oversaw the entire process from concept to launch, including the photoshoot in Joshua Tree, California, together with my team. This partnership drove significant increases in brand awareness and sales, resulting in over 34 pieces of content, 1.2M+ organic impressions, 35K+ organic likes, and 12K+ landing page views.
My Approach to Creator Collaborations
I played a pivotal role in the strategy behind all of our major creator collaborations, overseeing everything from ambassador selection, contract negotiations, and concept development, production, to content creation execution. My approach to working with talent is rooted in a philosophy that prioritizes genuine collaboration and long-term impact. I believe in partnering with culture makers, not simply influencers. It's about identifying individuals who genuinely resonate with our brand values and have a real influence on their audience, beyond follower count.
These partnerships are not transactional; they're collaborative. We work together to craft authentic narratives, valuing their insights and perspectives. This holistic approach, focused on building lasting relationships, and co-creating meaningful content, allows us to move beyond short-term wins and cultivate genuine brand loyalty. It's about building something bigger than a single post – it's about creating a shared story.
The Photo Studio Team
At the heart of operations was the dedicated Photo Studio team, comprising of Photo Studio Manager (direct report), producers, photographers, stylists, and a videographer. Together, they breathed life into Desenio and Poster Stores brand imagery, capturing every detail for our marketing and e-commerce content, as well as producing stunning photography for our collections.
The Desenio Group Studio, nestled in the heart of Stockholm, spanning nearly 300 square meters. Operated like a well-oiled machine, it hosted daily photo productions, capturing brand imagery, marketing and e-comm content, and creating captivating photo collections for both Desenio & Poster Store.
The Design & Content Team
The Design team, consisting of a Creative Manager (direct report), Art Director, designers, copywriter, and a retouchers, worked tirelessly to curate captivating content for both brands weekly launches. Their meticulous attention to detail ensured that each collection was presented in its best light, resonating with our audience.
Tha Channels Team
Lastly, the Channels team, comprising PR manager (direct report) Sr. Marketing Coordinator (direct report), Social Media Manager (direct report), Marketing coordinators, and an assistant, played a pivotal role in amplifying our brand's voice. Their strategic prowess was instrumental in disseminating our message across a wide range of channels. This included managing our newsletter/CRM communications, executing social media strategies, coordinating PR initiatives, and ensuring all content was translated to reach a global audience. They were responsible for getting our messages out into the world.
Limited edition treys collection
Marketing Channel Growth
Under my leadership, we saw significant growth across all our marketing channels. This growth was a result of the collaborative efforts of the entire Brand Communication team. The Photo Studio team provided high-quality visuals, and the Design team created compelling content for our weekly launches. The Channels team then leveraged their strategic expertise to elevate and distribute this content effectively. One example, our organic social media presence expanded substantially, with a 23% increase across channels and a total gain of 600K followers on Instagram across both Desenio and Poster Store. This growth reflects the combined power of the team's creative output and the Channels team's strategic prowess in amplifying our message.
Reflecting on Joanna's journey at Desenio Group, she takes immense pride in the remarkable growth of the Brand & Communication team. The collaborative efforts invested in driving positive change have not only elevated team dynamics but have also left a substantial mark on both her team and the company as a whole.
Joanna was honoured with "Leadership" in Desenio Group’s annual awards. Here is the motivation:
With a modern, warm, and open leadership style, this person is responsive to their employees and truly encourages a healthy and sustainable workplace. With their cleverness and ability to inspire, they are able to both put the business needs at the forefront and at the same time listen to each individual to acknowledge them. Their transparency and openness make you feel secure as a person and colleague.
Keep up the amazing work; this makes you an outstanding leader, Joanna.
The Anna Lewandowska collection drove sales and elevated our brand across Europe—especially in Poland and Germany—surpassing our target.