Daniel Giles is currently the Chief Marketing Officer at Perricone MD of the San Francisco Bay area. Prior to this experience, he was the Vice President of Creative Services/Global Branding at LVMH Fashion Group. It is apparent that Daniel is considered to be an expert in his field due to the more than 8 years’ worth of experience he has as an executive marketing leader in his industry. His success in this industry was heavily influenced by prior experience he had as a buyer and fashion director for a menswear company. He was able to use his knowledge of fashion and interest into the industry to climb the corporate ladder of his first company, Holt Renfrew. After acquiring comprehensive experience as a manager in this organization, he then left to build his experience as a marketing professional for other organizations, contributing to his success today. Overall, Giles’ intense interest in the fashion industry is what pushed him to this field and he is thankful that he has been able to act upon the opportunities that his work experiences have provided him with.
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Giles claims that he remains competitive by building compelling brands and engaging with customers in manner that allows for a very personal and powerful relationship. He brings strategies, structures, and capabilities that can be adopted to a single channel or a multi-channel focus. Furthermore, he believes that business strategies and marketing strategies are not separate and he uses this understanding to help his organizations achieve capital gain.
The Perricone MD brand began within the last 6 years. Although Giles does not own the organization, he is responsible for ensuring its success. Many individuals have heard of the Perricone skin care products as a consequence of the campaigns that Giles has personally launched. The business itself was started by Nicholas Perricone, a dermatologist who began to create his own skin care products. Perricone hired Giles in an attempt to popularize his brand, which has been a largely successful venture.
Giles was not exposed to a high level of risk prior to start-up because he is working under a board certified dermatologist. Therefore, a majority of the risk is placed on Perricone himself. To start the business, Giles conducted comprehensive research that allowed him to gain an understanding of the tactics that competitors in the skin care industry use. He then combined this understanding with his knowledge of the fashion world to create advertisements that would captivate his target demographic. During the start-up, Giles was primarily concerned with how Perricone MD would distinguish itself from other skin care products. To do so, Giles and Perricone decided that it would be best to emphasize the research that went into developing the products to demonstrate their efficacy.
Giles believed that the transition from menswear to skin care was a challenge to an extent, but he was able to cope with this switch readily. He was thankful for having the opportunity to take charge of the marketing needs of this product and believed that he was able to use much of what he learned in menswear for this new product. To ensure that this start up would be a success, Giles relied on the expertise of Perricone who knew the product best. Even though Perricone would not be able to effectively provide Giles with insight into the marketing of the product, he was able to offer him suggestions that Giles would either agree with or choose to avoid in formulating the marketing campaign.
References
Giles, D. (2015). LinkedIn. Retrieved from https://www.linkedin.com/pub/daniel-giles/1a/238/610
Perricone, N. (2006). Dr. Perricone’s 7 Secrets to Beauty, Health, and Longevity: The Miracle of Cellular Rejuvenation. Ballantine Books.
Perricone, N. (2007). Ageless Face, Ageless Mind: Erase Wrinkles and Rejuvenate the Brain. Ballantine Books.
Perricone, N. (2010). Forever Young: The Science of Nutrigenomics for Glowing, Wrinkle-Free Skin and Radiant Health at Every Age. Atria Books.
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