LAVINEL SAVU
Media and Tech Executive, Creative Strategist, Brand Leader, Head of Content and Editorial
ABOUT ME
Collaborative and results-driven ecommerce and media executive, content director and brand leader with 3 decades of success driving customer value, creative innovation and record top- and bottom-line growth for category-defining brands and businesses, including Amazon Ad's Brand Innovation Lab, Amazon Fashion, InStyle, Real Simple, The Oprah Magazine and Cosmopolitan.
PORTFOLIO
AMAZON FASHION
Directed creative, content, casting and storytelling for Amazon Fashion brand campaigns (seasonal flips, traffic drivers and ecommerce landing pages for Luxury Stores, The Drop, Premium, All-Gender, Plus, Climate Pledge Friendly, Black- and Women-Led Brands, among others) and Amazon tentpole events, including Prime Day, Black Friday, Cyber Monday and Holiday Deals.
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Served as Editor-in-chief of the Amazon Fashion Holiday Gift Guide and Look Books, which generate $1B+ in annual revenue.
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Optimized CX and GTM messaging for store launches, including Gap, Making the Cut, EleVen by Venus Williams and Savage x Fenty.
INSTYLE U.S.
Steered editorial and brand strategy, content operations, audience development, staffing and finances to create some of the most iconic and engaging celebrity and style content and experiences, which fueled the brand’s meteoric growth to a media powerhouse with a global reach of 30M+ and up to $110M in annual revenue.
INSTYLE INTERNATIONAL EDITIONS
​Oversaw global content and brand strategy for InStyle international editions across 6 continents, including the #1 fashion magazine in Germany and InStyle China, the brand’s first-ever weekly—and the second most widely read women’s magazine in the country with 1.9M circ.
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Approved celebrity subjects, editorial covers, EIC hires and brand extensions, including InStyle Men and InStyle Kids; led training of licensee teams to produce content according to the brand’s unique style guide and mission/vision.
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INNOVATIVE STORYTELLING
Excel at leading strategy and operations to transform storytelling across media platforms and create content and experiences that drive record breaking engagement, including:
The InStyle Awards
Steered editorial vision and operations for one of the biggest annual Hollywood events, which honors the actors, actresses and artists whose style defines the red carpet and the image-makers behind the scenes—and generated 6 billion+ media impressions in 2021
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The InStyle Elevator
Managed the development and launch in partnership with Instagram and oversaw strategy and production for the iconic digital experience, which garnered 440M+ views since 2017
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Red-Carpet Talk Meter
Spearheaded exclusive collaboration with Facebook to launch an innovative product that analyzes social media data during celebrity events, which boosted InStyle’s Facebook audience by 1,038% from 453K to 4.7M+
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The Real Simple Smart Money Awards
Researched, assigned, edited and co-wrote the 2022 Smart Money Awards, a round-up of the most innovative financial apps, tools and services that simplify the money management process
MERCHANDISE, COLLABORATIONS & SHOPPING EXPERIENCES
Oversaw all InStyle brand licensing partnerships, including:
• Exclusive capsule collections and collaborations with 9West, Clare Vivier, Virgil Abloh, & Other Stories, HSN and Michelle Obama's Let Girls Learn initiative, all of which sold out in record time
• The Badass Goods Collection of limited-edition, editor-designed and curated products and experiences customized especially for InStyle's passionate audience of shopping enthusiasts
• The Salon by InStyle at JCPenney
Managed branding and strategy for InStyle's multi-million dollar partnership with JCPenney, successfully leveraging InStyle's expertise and brand recognition to increase the retailer's market share via head-to-toe beauty solutions and a best-in-class shopping experience
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• Oversaw Real Simple's portfolio of licensed products, including the RS Style Collection of accessories and leather goods
CUSTOM ADVERTISINGÂ CAMPAIGNS & ACTIVATIONS
Directed branded and custom content and cross-channel activations for InStyle and Real Simple's advertising partners and clients, including Fidelity Investments, Christian Louboutin, Coach, Garnier, Lee Jeans and the Victoria Beckham x Target collection, among many others. Led creative strategy (GTM messaging, casting, fashion and prop styling) for the Amazon Lens paid social campaign.
MY EXPERIENCE
Career Milestones +Â Accomplishments
March 2023 - Present
HEAD OF BRAND INNOVATION LAB, FIRST ADVERTISERS, US
AMAZON ADS, AMAZON.COM
Head of FIRST (Financial Services, Retail/Restaurants, Services, Travel) US Advertisers at Amazon Ad's Brand Innovation Lab.
Lead a team of storytellers and innovators (strategists, creatives, design technologists, engineers) to create bar-raising solutions customized to meet the goals of Amazon's biggest global advertisers, including Mastercard and GEICO—and engage customers across the marketing funnel, driving record brand awareness, consideration and conversion.
July 2022 - March 2023
HEAD OF CONTENT & EDITORIAL, AMAZON FASHION
AMAZON.COM
Oversaw omnichannel content and editorial strategy across all Amazon Fashion customer touchpoints and marketing programs.
• Served as member of the Senior Leadership Team for the top apparel retailer in the U.S., a $41B+ growing ecommerce business—and as Editor-in-chief of Amazon Fashion’s Gift Guide and Look Books, which generate $1B+ in revenue annually.
• Directed creative, content, casting and storytelling for brand campaigns (seasonal flips, traffic drivers and ecommerce landing pages for All-Gender, Plus, Climate Pledge Friendly, Black- and Women-Led Brands, among others) and Amazon tentpole events, including Prime Day, Black Friday, Cyber Monday and Holiday Deals.
• Led high-performing team of merchandisers, stylists, content managers, copy writers, proofreaders and fashion editors.Â
• Steered edit and creative innovation, A/B testing and optimization, driving 10%+ YoY growth in engagement, conversion and sales.Â
• Optimized CX and GTM messaging for store launches, including Gap, Making the Cut, EleVen by Venus Williams and Savage x Fenty.
2017 – 2022
EXECUTIVE MANAGING EDITOR, INSTYLE + REAL SIMPLE
DOTDASH MEREDITH
Served as lead financial, marketing and operating officer for the editorial divisions of InStyle and Real Simple—a multi-platform brand portfolio with a combined global audience of 57.4M+ and $100M+ in annual revenue.
• Directed content strategy and planning; managed brand and business development; spearheaded strategic partnerships, securing $20M+ in incremental revenue from brand extensions (salons, apparel collections, licensing) and events.
• Oversaw all branded/native/custom/sponsored advertising content; collaborated with sales and marketing teams to develop and sell 60+ content, editorial, native and cross-platform sponsorships, including the Golden Globes Elevator.Â
• Reduced operating expenses up to 37% YoY, while boosting feature output 400% and launching 15+ edit franchises/year.
2000 – 2017
EXECUTIVE MANAGING EDITOR, INSTYLE
TIME INC.
Served as lead brand, financial and operating officer for the editorial division of InStyle, the leading luxury fashion media brand with a global reach of 30M that during my tenure generated up to $110M+ in annual revenue.
• Managed content strategy and operations, brand and business development, marketing, staffing, cross-platform brand extensions and strategic partnerships.
• Oversaw international licensed editions across 6 continents, including the #1 fashion magazine in Germany and InStyle China, the brand's first-ever weekly publication and the second most widely read women's magazine in the country.
• Drove revenue, addressed RFPs and directed branded, native, custom and sponsored advertising content in collaboration with sales and marketing.
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Served as Assistant Managing Editor, 2/12-6/15; Editorial Operations Director, 1/07-2/12; Senior Editorial Manager, 11/04-1/07; Editorial Manager, 9/00-11/04.
2005 – 2022
FOUNDER & SUPERVISING DIRECTOR, DIGITAL CONTENT STUDIO
DOTDASH MEREDITH (FORMERLY TIME INC.)
Directed the successful launch and expansion of the magazine industry’s first fully integrated digital content studio.
• Oversaw strategy, finances and operations, generating 10K+ pieces of multi-platform content annually. Â
• Led the continuous modernization of facilities and development of new services (social, video, audio, live streaming), serving the evolving content needs of marketing, sales and edit teams across the largest publisher in America.
• Leveraged data, talent and best practices to maximize efficiencies, reducing average asset turnaround time by 75% (from 48 to 12 hours)—and average cost/asset by $120, delivering $10M+ in company-wide operational savings.Â
• Hired, trained and managed studio staff, including CDs, PMs, photographers, stylists, editors and retouchers.
1999 – 2000
FOUNDING MANAGING EDITOR, THE OPRAH MAGAZINE
HEARST MAGAZINES
Steered the meteoric national print and digital launch of the O brand, which was named "Startup of the Year" by Adweek and "Best Magazine of the Year" and "Best Launch of the Year" by Ad Age. Directed operations, content planning, staffing (recruited editorial team of 45+), P&L management and brand development.
1998 – 1999
ASSISTANT MANAGING EDITOR, COSMOPOLITANÂ
HEARST MAGAZINES
Managed content operations and successful reorg of workflow process across the brand's platforms; supervised production schedules, procedures and budgets; assisted with managing edit team of 60.
EDUCATION
MASTER OF BUSINESS ADMINISTRATION
STERN SCHOOL OF BUSINESS, NEW YORK UNIVERSITY
Major: General Management
Concentrations: Marketing; Business & Law; Entertainment, Media & Technology
Honors: Graduated with distinction, Phi Beta Kappa, Stern Scholar
MASTER OF SCIENCE
CENTER FOR PUBLISHING, NEW YORK UNIVERSITY
Major: Publishing
Honors: Graduated with distinction
BACHELOR OF ARTS
COLUMBIA COLLEGE, COLUMBIA UNIVERSITY
Major: French Language and Literature
Honors: Magna Cum Laude, Phi Beta Kappa, Dean's List all consecutive semesters