Balmaseda Concept Store is a curated multi-brand fashion store in Madrid. I act as its marketing lead: digital strategy, social media, content creation, web maintenance, paid campaigns on Meta and Google and email marketing — building a voice of its own, distinct from its sister atelier, while holding both to the same standard of craft.
Retail marketing with brand discipline: every post, campaign and email working toward the same commercial goal.
The challege
A multi-brand concept store lives or dies on a clear point of view — without one it's just a rail of other people's labels. Balmaseda Concept Store needed a voice distinct from its sister atelier, strong enough to make the curation feel like a destination rather than a shop, while still belonging to the same family.
Inconsistency: mismatched fonts, styles and content across Concept Store and Atelier.
The existing newsletters fell short of the brand's premium, tailored positioning
The approach
I act as the store's marketing lead: digital strategy, social media, content creation, paid campaigns and email marketing. The work is retail discipline applied with brand thinking — every post, campaign and newsletter pulling toward the same commercial goal, while building a personality that's recognisably the Concept Store and not a copy of the Atelier. Two brands, one standard of craft, two different voices.
Consistent & aesthetic feed
Editorial videos
Curated Newsletters
