Joanna Watson
Mentor at The 30 Minute - University of Planning- Claim this Profile
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English Native or bilingual proficiency
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Dutch Limited working proficiency
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Bio
B. LaCertosa
Jo was my teacher at the Amsterdam Fashion Institute in the International Branding Program. She is one of those teachers that makes a lasting impression on all of her students, and for me this is especially true. She made herself available even when I was no longer in her class and took a continued interest in my development throughout my degree. Having this kind of support is extremely helpful in an intense study environment. She has a vast knowledge of the industry but also made it a point to dive into the subjects that her students were doing projects on. Having a proactive teacher makes all the difference, especially when there was always such a diverse range of topics from the students. Her feedback is productive and communicated well, she is direct when needed but took the effort that we put into our work into consideration. There was a moment in my study when she recognized I was struggling so she made it a point to reach out to me to call a meeting on how to go forward. Her expectations are high but is motivating and supportive in helping us reach our potential. Her lessons are interactive, giving us tools that we could incorporate into all of our work going forward. I am very grateful and appreciative for all of the time and energy she has put into helping my development.
B. LaCertosa
Jo was my teacher at the Amsterdam Fashion Institute in the International Branding Program. She is one of those teachers that makes a lasting impression on all of her students, and for me this is especially true. She made herself available even when I was no longer in her class and took a continued interest in my development throughout my degree. Having this kind of support is extremely helpful in an intense study environment. She has a vast knowledge of the industry but also made it a point to dive into the subjects that her students were doing projects on. Having a proactive teacher makes all the difference, especially when there was always such a diverse range of topics from the students. Her feedback is productive and communicated well, she is direct when needed but took the effort that we put into our work into consideration. There was a moment in my study when she recognized I was struggling so she made it a point to reach out to me to call a meeting on how to go forward. Her expectations are high but is motivating and supportive in helping us reach our potential. Her lessons are interactive, giving us tools that we could incorporate into all of our work going forward. I am very grateful and appreciative for all of the time and energy she has put into helping my development.
B. LaCertosa
Jo was my teacher at the Amsterdam Fashion Institute in the International Branding Program. She is one of those teachers that makes a lasting impression on all of her students, and for me this is especially true. She made herself available even when I was no longer in her class and took a continued interest in my development throughout my degree. Having this kind of support is extremely helpful in an intense study environment. She has a vast knowledge of the industry but also made it a point to dive into the subjects that her students were doing projects on. Having a proactive teacher makes all the difference, especially when there was always such a diverse range of topics from the students. Her feedback is productive and communicated well, she is direct when needed but took the effort that we put into our work into consideration. There was a moment in my study when she recognized I was struggling so she made it a point to reach out to me to call a meeting on how to go forward. Her expectations are high but is motivating and supportive in helping us reach our potential. Her lessons are interactive, giving us tools that we could incorporate into all of our work going forward. I am very grateful and appreciative for all of the time and energy she has put into helping my development.
B. LaCertosa
Jo was my teacher at the Amsterdam Fashion Institute in the International Branding Program. She is one of those teachers that makes a lasting impression on all of her students, and for me this is especially true. She made herself available even when I was no longer in her class and took a continued interest in my development throughout my degree. Having this kind of support is extremely helpful in an intense study environment. She has a vast knowledge of the industry but also made it a point to dive into the subjects that her students were doing projects on. Having a proactive teacher makes all the difference, especially when there was always such a diverse range of topics from the students. Her feedback is productive and communicated well, she is direct when needed but took the effort that we put into our work into consideration. There was a moment in my study when she recognized I was struggling so she made it a point to reach out to me to call a meeting on how to go forward. Her expectations are high but is motivating and supportive in helping us reach our potential. Her lessons are interactive, giving us tools that we could incorporate into all of our work going forward. I am very grateful and appreciative for all of the time and energy she has put into helping my development.
Experience
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The 30 Minute - University
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Germany
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Advertising Services
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1 - 100 Employee
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Mentor
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Mar 2021 - Present
Website https://www.30minuteuniversity.org/ Website https://www.30minuteuniversity.org/
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Amsterdam Fashion Institute
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Netherlands
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Higher Education
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1 - 100 Employee
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Coordinator and Lecturer Fashion Branding
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Jan 2008 - Present
• Since Jan 2007 Teacher/Lecturer at AMFI, Amsterdam Fashion Institute of the Hogeschool van Amsterdam I am a brand specialist with 20 years experience in luxury, denim and sportswear, and I am currently working at Amsterdam Fashion Institute (AMFI). My role is to prepare young people for careers in industry. I have drawn on my own experience to design and develop programmes in partnership with international brands that give students the ‘reality school’ experience that AMFI is respected for. Show less
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Streative Branding
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Netherlands
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Market Research
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1 - 100 Employee
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Trends/Consultancy
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Oct 2005 - Dec 2007
I have worked with Streative Branding, a Trend Research/Consultancy agency, as a Project Manager/Researcher/Writer/Copy Editor. The role was multidisciplinary, offbeat and creative, and the company young and dynamic with a prestigious list of international clients such as Nike, Estee Lauder, O2, and Bacardi. I was lucky to join the company in the very early stages and, therefore, I enjoyed numerous different roles and international travel. I have worked with Streative Branding, a Trend Research/Consultancy agency, as a Project Manager/Researcher/Writer/Copy Editor. The role was multidisciplinary, offbeat and creative, and the company young and dynamic with a prestigious list of international clients such as Nike, Estee Lauder, O2, and Bacardi. I was lucky to join the company in the very early stages and, therefore, I enjoyed numerous different roles and international travel.
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Nike
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United States
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Retail
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700 & Above Employee
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Men's Active Apparel Merchandiser Manager
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Nov 2004 - Oct 2005
I worked for the largest business unit Men's Active Apparel. I was responsible for creating line plan and category construct product and price positioning, effective style/sku management, and reaching profitable target margins. As well as analysis of the business, bookings and sell thru and being a market expert on cultural drivers, consumer trends and the competition. Outside my normal job role, I was chosen to work on a Sports Marketing project, Athletes plans, where I curated the product selections for the Top 12 Athletes of Nike. This involved creating an impactful presentation/showroom of products and working with the athlete and their agent to clothe and style them off the pitch in Nike apparel. Show less
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Levi Strauss & Co.
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United States
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Retail Apparel and Fashion
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700 & Above Employee
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Merchandising Manager Dockers
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Apr 2004 - Nov 2004
I took a transfer to Levi's owned company Dockers to work for 6 months on their new premium collection before the company relocated back to Brussels. I worked as a Merchandiser for the line called Made in History (a concept driven capsule range of khakis inspired by history to build brand equity), and I was also responsible for press interviews on promoting the collection.
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Merchandising Manager Levi’s BLUE, Brussels.
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Dec 2003 - Apr 2004
Due to the success I had in previous role I was asked to launch and work on a new concept for Levi's at a new higher price point within the Originals business to compete with the increase of new denim niche brands.
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Merchandising Manager Levi's® RED™, Brussels.
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Nov 2002 - Dec 2003
I had a successful year working on the premium line and business increased by 20% (approximately) in units and value from previous season and was above plan. The profit margin increased by 15%.
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Non Denim Product Manager
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Mar 2001 - Nov 2002
I was promoted within less than a year from London office to European HQ to Red Tab Originals Non-Denim Product Manager. As part of Red Tab team, I was also responsible for monthly forecasts and analysis of the 501® and Red Tab denim area.
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Junior Product Manager for Levi Strauss UK
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Mar 2000 - Mar 2001
My role was to help implement, manage and review the range selected for LSUK. I was given the Premium sector of the line, RED and Vintage collections as my focus, and concentrated on driving the opening of new distribution with Image Account Manager.
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AGAL Fashion Office
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London, United Kingdom
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Market Representative for Bergdorf Goodman
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Apr 1998 - Mar 2000
(Buying and Fashion Merchandise Office). My role was varied but mainly involved keeping abreast of fashion and market trends, sourcing new designers and merchandise for the luxury market. I dealt as well with US Customs regulations, the day-to-day control of orders, deliveries and shipping. For two seasons every year I organized the American buyer’s hectic schedules, assisting them to appointments and to fashion and trade shows all over London. Was promoted to oversee all of womenswear and the sourcing of new British designers for the Neiman Marcus group. Show less
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Assistant Sales Agent for Alexander McQueen and Helmut Lang
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Jan 1998 - Apr 1998
I chose to do a season work experience with the Sales Director Maud O'Keefe, and my time here was short but invaluable. I chose to do a season work experience with the Sales Director Maud O'Keefe, and my time here was short but invaluable.
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Julien Macdonald Limited
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Retail Luxury Goods and Jewelry
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1 - 100 Employee
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Work Experience in Press and Design Office
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Nov 1997 - Feb 1998
Assistant to haute couture designer Julien MacDonald working in a very small team I assisted in the Press and Design office during the run up to London Fashion Week. Assistant to haute couture designer Julien MacDonald working in a very small team I assisted in the Press and Design office during the run up to London Fashion Week.
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Bay Trading Co.
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London, United Kingdom
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Trainee Buyer
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Jul 1997 - Nov 1997
I was placed on a one-year fast-track learning scheme, working on soft dressings and leisurewear, with the aim of becoming a Buyer. I was placed on a one-year fast-track learning scheme, working on soft dressings and leisurewear, with the aim of becoming a Buyer.
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Sainsbury's
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United Kingdom
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Retail
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700 & Above Employee
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Assistant Ladieswear Buyer
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Jul 1995 - Feb 1996
My sandwich year work placement for University was at the Sainsbury's Savacentre Head Office. My sandwich year work placement for University was at the Sainsbury's Savacentre Head Office.
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Education
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University of the Arts London
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1993 - 1997
Northumbria University
BA Hons, Fashion Marketing -
1987 - 1993
Wallace High School
High School
Community
