Charles & Keith nabs agency talent for new global digital strategy role

Charles & Keith has appointed Saumya Goila (pictured) as its global head of digital strategy. MARKETING-INTERACTIVE understands that in her new role, Goila is responsible for the overall digital strategy of Charles & Keith's eCommerce business. Goila was formerly with MediaCom for close to three years, where she most recently held the position of digital director, performance marketing.

According to Goila's LinkedIn, she specialises in digital advertising with experience in search, display and social media advertising. She also added that she is a "client relationship person", working closely with clients to help them get maximum ROI from online advertising.

Prior to joining MediaCom, Goila was senior manager, digital and Zenith for about two years and, prior to that, was senior manager, performance at OMD APAC for close to a year. During her time there, she grew the agency's key clients by delivering their KPIs on an incremental basis, growing them by over 150% YoY. She also worked with the planning team to plan, strategise, present and build the pitches for new business development, and led the development and execution of digital strategy across Google, Facebook, Twitter, YouTube and LinkedIn for all clients.

Back in India, Goila worked as account director, strategist at iProspect for over half a year. She was also previously with Google, her most recent role there being display specialist, Google display network (partner sites).

Separately, Charles & Keith appointed South Korean actress and singer Krystal as its first-ever global brand ambassador in January this year, "to empower women around the world to express themselves freely through fashion", it said then. It added that Krystal, formerly a member of K-pop girl group f(x), is the embodiment of the modern-day woman, who strives to be the most authentic version of herself. The ambassadorship kicked off with Krystal fronting the Spring 22 campaign, which launch in February. The campaign highlighted the season’s key footwear and bags styles from the brand’s "Blooming Spring" collection. The campaign also included exclusive video content, where Krystal addressed burning questions on all things fashion lifestyle.

More recently, the homegrown fashion retailer launched cryptocurrency as a payment mode on its eCommerce site last month, ahead of the brand’s participation in the Metaverse Fashion Week hosted on Decentraland, a 3D virtual world browser-based platform. According to Charles & Keith, this initiative marked the brand’s first foray into digital currencies and will be rolled out in Singapore, US, Australia, Canada, Malaysia, UK and the EU during the initial launch phase in the first half of 2022.

This new offering caters to Charles & Keith's online customers who own cryptocurrency and are seeking additional channels where they can purchase goods and services using their investments. Customers with existing wallets will have to scan a QR code at checkout to make payment with their cryptocurrency. Accepted coins include popular digital currencies Bitcoin, Ethereum and Tether USDT. The brand has partnered with crypto payments platform TripleA for this offering. 

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