Molly Daines
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RÉSUMÉ

Molly Daines

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Luxury Brand Strategist
Savannah, GA
[email protected]
linkedin.com/in/molly-daines

I craft brand strategies that amplify resonance and cut through noise.

Experience

  • Atelier Jouffre
    Marketing and Communications Intern · New York
    June 2025 – Aug 2025

    Strategy: Brand audit for a Lyon-born upholstery atelier entering the U.S. market; launch positioning for the collectible-design debut; client materials including the Natural Materials FAQ and Material Care Guide.

    Branding: Editorial direction across Instagram, LinkedIn, and the website. Articles for the NYC expansion event, a Humans of Jouffre profile filmed and edited in-house, and the video concept for the collectible-design launch kit.

    Presentation: Photography, copywriting, and client-facing presentations for the collectible-design launch, serving luxury hospitality, collectible design, and leading interior designers.

    Developed and presented to the CEO of Atelier Jouffre.
  • BMW
    Brand Strategist
    April 2025 – June 2025

    Strategy: Positioning and value proposition for BMW's in-car digital service ecosystem, built on competitive benchmarking and market insight across a 10-week engagement.

    Branding: Executive report and final client deck defining how the in-car service ecosystem reads to BMW owners.

    Presentation: Insights workshop with BMW executives to clarify strategic direction; final presentation at close of engagement.

    Developed and presented to BMW's Head of Innovation.
    Project in partnership with SCADpro.
  • Deloitte
    Marketing Lead
    Jan 2025 – March 2025

    Strategy: Marketing strategy for a Gen Z-first investment concept: positioning, brand architecture, and campaign direction for a legacy firm rewriting its defaults for an emerging audience.

    Branding: Tone of voice, brand architecture, and standalone concept narrative; executive summary and final client deck.

    Presentation: Executive presentation framing the opportunity and the concept for internal review.

    Developed and presented to Senior Analysts in Deloitte's Government & Public Services (GPS) sector.
    Project in partnership with SCADpro.
  • Ralph Lauren
    Brand Ambassador · Salt Lake City
    Jan 2024 – April 2024

    Strategy: Client experience and team mentorship on the shop floor for one of American luxury’s defining brands.

    Branding: Visual merchandising aligned with Ralph Lauren’s heritage codes.

    Presentation: Direct client engagement as a brand ambassador across seasonal collections.

Capabilities

Strategy

Positioning & brand architecture · Brand extension · Narrative and tone of voice · Heritage code audits · Competitive benchmarking

Research

Lextant-trained human-centered research. Synthesis of cultural, consumer, and competitive signal into structured insight, not trend summaries.

Tools

Adobe Creative Suite (InDesign, Illustrator, Photoshop) · Figma · Keynote

Languages

English (native) · Spanish (professional working)

Selected Projects

  • Vyne
    Fractional-ownership wine investment platform: product model, competitive map, and go-to-market plan.
  • Aman
    Amanañke, a 40-suite property near Torres del Paine, with full brand case and financial model (P&L, cost per key). Presented to a senior executive at Four Seasons Hotels & Resorts.
  • The RealReal
    Paris expansion: 3,600 sq ft boutique and café concept in Le Marais with three-year P&L and four-persona audience model.
  • Rolex
    $30M integrated marketing plan for a Rolex × Google hybrid smartwatch, built around the 2025 London Marathon sponsorship.
  • Celine
    Strategic brand analysis of Celine’s position within LVMH: heritage audit, competitive positioning map, and framework for creative transitions.
  • The Row
    Fragrance and retail extension: packaging concept, store environment, and presentation deck.
  • Balenciaga
    Short-form activewear campaign film built on the premise of transformation into power. Producer and creative director.
Full case studies: work

Education

  • Savannah College of Art and Design
    MFA, Luxury & Brand Management · GPA 4.0
    Expected Aug 2026

    Graduate study in brand strategy for luxury maisons and hospitality. Client engagements through SCADpro with BMW and Deloitte.

  • University of Utah
    BS, Philosophy · GPA 3.9
    2018 – 2022

    Concentration in philosophy of art and aesthetics: the study of when a form is legible as itself and when it is not. The foundation underneath the strategy work.

Certifications

  • Inside LVMH
    LVMH Group
    2024

    Open-enrollment online curriculum developed by LVMH. Brand strategy, retail excellence, and operations across maisons including Louis Vuitton, Dior, Celine, and Tiffany & Co.

  • Design Research & Insight Translation
    Lextant
    2025

    Human-centered research and the translation of behavioral insight into brand strategy.