Career Journey & Industry Insights  

VCF: Alex, can you tell us about your journey from Vogue College to working at Condé Nast  Johansens? What steps did you take early on to transition into content marketing, particularly within the luxury sector?  

AR: My journey truly began when I was a teenager. I first encountered Vogue College at the age of 13 and immediately knew it was where I wanted to study. From that moment, I set my sights on it as my ultimate goal and worked tirelessly to align myself with that vision. When I secured my place at 18, I threw myself into every opportunity the College offered. 

Vogue College provided an unparalleled platform, offering direct access to industry legends whose insights were instrumental in shaping my understanding of what it takes to succeed. A standout experience was visiting the Condé Nast headquarters in New York—an extraordinary and surreal opportunity that was unique to the course. 

The first major step in my career came when I secured an internship at British Vogue. Achieving this was no small feat—it required relentless determination, relationship-building within the company, and sending countless emails until I finally received a response. Securing the placement felt like a dream come true, and it affirmed my commitment to pursuing a career in luxury content. 

Upon graduating from Vogue College, I focused on taking actionable steps every single day to edge closer to my goals. A defining moment during my time at the College was pitching a business proposal to Anna Wintour as part of my final degree exhibition. That experience was a “pinch-me” moment, one that bolstered my confidence and made me realise I was ready to tackle the job market with purpose. 

I set a target of submitting up to 20 job applications daily—whether it was tailoring my CV, applying for roles, or reaching out to industry professionals for advice. Persistence was key. My work was soon featured in British Glamour, particularly fashion features with a commerce focus. This opened the door to an internship at hardlyeverwornit.com, a luxury e-commerce reseller. Their office, tucked behind Selfridges on Bond Street, provided an incredible learning experience and invaluable insight into the world of online luxury retail. 

From there, I spotted a freelance Digital Producer role at ITV Studios and didn’t hesitate. I researched the hiring manager on LinkedIn, sent a direct email with my CV and a brief summary of my experience, and received a response within minutes. After an interview, I was offered the role. At ITV, I managed commerce content for their daytime programmes, including This Morning, where I published Holly Willoughby’s looks and products featured by Lisa Snowdon, Dermot O’Leary, and others. This role allowed me to merge my editorial and commerce expertise while taking on significant responsibility in the process. 

After six months, I saw an opening for a Digital Content Marketing Executive at Condé Nast Johansens. With my background in content creation and editorial, I felt it was the perfect next step. Following the interview process and a task assignment, I was offered the position. Within my first year, I grew our digital audience and Instagram following by over 90%. This achievement led to my promotion to Digital Editor. 

In my current role, I lead all digital content activity, driving innovation and helping to establish the brand as a leader in luxury content. Luxury has always been central to my career, and this position enables me to craft and deliver meaningful, engaging content that reflects the essence of the brand. 

VCF: You recently spoke at the 2024 Global Content Marketing Summit in Seoul. What were  some of the key trends in luxury content marketing that you highlighted during your talk, and how do you think those trends are shaping the industry today?  

AR: … One of the key trends I highlighted was the importance of personalisation and data. Leveraging consumer data to create targeted, bespoke campaigns is essential in today’s market. Alongside that, using high-quality visuals and storytelling is vital to creating engaging and rich content. Authenticity and brand integrity are crucial in maintaining trust with your audience, which is why genuine messaging is a must. Additionally, employing key SEO tactics and validating content ensures it resonates and reaches the right people. It’s important to align content with relevant keywords while preserving the essence of storytelling. Leveraging well known talent, such as models, film stars and more can also play a significant role in creating high-performing, bespoke content, but it’s essential to ensure they align with your brand values. These trends are shaping the luxury content marketing landscape by fostering more authentic, data-driven, and visually compelling content that speaks to the values of both the brand and the audience. 

VCF: What was it like giving a talk at an international conference like the Global Content Marketing Summit? Did you find any particular value in presenting in front of such a diverse, global audience?  

AR: … Absolutely, it was a fantastic opportunity. I thoroughly enjoyed every minute of showcasing Condé Nast Johansens and the wider Condé Nast brands to such a diverse international audience, particularly in Seoul, South Korea, where luxury is booming. There was a lot of interest from the audience in what I had to say. It was also incredibly valuable to hear from other keynote speakers who had travelled from across the globe, sharing their perspectives, experiences, and insights from their own markets. A lot of the audience were eager to learn more about the Condé Nast brands, especially the travel and lifestyle aspects. Many were particularly intrigued to hear about our connection to Vogue and were fascinated to learn that there is a dedicated reference guide to luxury hotels with Condé Nast Johansens. This was something they were really impressed by. 

VCF: Working in the luxury sector, especially at Condé Nast, requires a unique understanding of high-end audiences. How does your role at Condé Nast Johansens balance creativity with the business goals of the brand? 

AR: … I’m quite lucky in that regard. Working at Condé Nast Johansens, we are a small, close-knit team, and we collaborate extensively. I work very closely with colleagues from the commercial side of the business, as well as with our publishing director. We’re in constant communication, which gives me a very clear understanding of the commercial side of the brand. I also work closely with our print editor. This strong collaboration allows me to approach everything with both a commercial and creative mindset. I’ve always had an entrepreneurial flair, something I’ve been told from a young age, so I find it quite natural to balance creativity and business goals fluidly. It’s a combination that works well in my role and ensures we stay aligned with the objectives of the brand while also delivering high-quality, creative content. 

VCF: The world of luxury content marketing is very competitive. How do you stay ahead of the curve in terms of trends and innovations?  

AR: … Within the wider company, I learn a great deal from my colleagues on a global scale, whether it’s from the newsletter team, research team, data team, or others. We consistently bounce ideas off each other and collaborate on a global scale, which helps us stay on top of new developments. Additionally, I make sure to keep an eye on LinkedIn, monitor news updates, and follow trends across social media platforms. LinkedIn, in particular, is invaluable for connecting with industry professionals and staying informed about the latest trends and innovations in the luxury content marketing space. 

Impact Of College Education  

VCF: How did your time at the College prepare you for a career in content marketing?  What course(s) did you study, and were there any specific projects or experiences that had a lasting impact on your career?  

AR: … I studied the BA Fashion Communication degree, and it was such a unique experience. The College brought in leading industry professionals to be part of the projects, offering real-life perspectives on what happens within the industry. Some of my earliest memories include meeting and hearing talks from iconic legends in the field. One project that had a lasting impact on my career was the Collaborative Industry Project. For this, we had the chance to collaborate with one of two brands, either Mac Cosmetics or the luxury fashion brand COACH. I chose COACH and created a brand campaign that reflected intergenerational relationships, focusing on father and son. The idea was to illustrate the bond between father and son while showcasing the core brand values of COACH. I was able to use my visual direction skills to create compelling imagery that aligned with the brand’s aesthetic. I received top marks for this project, having created some cool visuals with my dad and me featuring COACH products while maintaining the brand’s style. Shortly after, COACH launched their ‘COACH Family’ campaign for Fall 2020, starring Michael B. Jordan, JLo, and others alongside their families. It was amazing to see my idea come to life in action. What made this project particularly unique was that, at the final stage, we presented our ideas and assets to the actual COACH head office team and marketing directors, who provided grading and feedback. It was an incredible experience and truly shaped my career. 

VCF: Can you share any memorable experiences or opportunities from your Vogue College days that directly influenced your current role in the luxury content industry?  

AR: … Again, having direct access to industry legends walking through the Vogue College doors, hearing their perspectives, and understanding their vision within the industry was such a unique experience. I first came across the Vogue College when I was a teenager, around 13 years old, and from that moment, I knew I wanted to study there. I made it my ultimate goal to align my aspirations with that vision, and eventually, it happened. I was so grateful for every minute spent at the College and made sure to seize every opportunity. 

I believe that when you’re a student at a fashion college, it’s crucial to get yourself out there and expose yourself to as much as possible. During my time at the College, I would reach out to PRs hosting shows during London Fashion Week, explaining that I was a fashion student and asking if they could accommodate me for the shows. This was a great opportunity to really immerse myself in the industry, witness it in full action, and meet industry professionals. I remember attending these shows and thinking, “Wow, I want to be able to make a difference in this industry one day and play my part in it.” 

The College really helped me visualise where I fit in the industry and gave me a clear understanding of my direction. I also attended fashion parties, meeting incredible people who took me under their wing and showed me the ropes—going from show to show, party to party, and event to event. When you’re starting out, you just need to throw yourself out there, take the risk or lose the chance, and jump right into the deep end. I’ve always lived with the thought that you only live once, and it’s now or never. That mindset has always grounded me and driven my career path. 

I remember sending a direct message on Instagram to a mega fashion designer who was hosting an intimate presentation of their latest designs. I wasn’t expecting a response, but to my surprise, I received an invitation with a simple, ‘Of course, here you go.’ From that event, I met some fantastic contacts, and we’ve stayed in touch ever since. So, I think the College really helped me find my grounding and align me with where I see myself in the industry and the level I aim to reach. 

VCF: In what ways did the College’s network or alumni connections help you in securing internships or job opportunities? Would you say these connections are crucial for students pursuing careers in media and marketing?  

AR: The College offers a great perspective on the industry and provides a solid foundation for kickstarting your career, but at the end of the day, it’s down to the individual to secure the internship or job opportunity. It’s about thinking outside the box and taking risks. Many people would do anything to study at Vogue College, and it’s such a unique opportunity, so once you graduate, you don’t want that to fizzle out. Keep yourself busy and find ways to get one step closer to where you want to be, even if it’s something as small as tweaking your CV or sending a direct message to your industry role model on Instagram. Never give up—if you really want it and work hard for it, it will come. 

It’s been a few years since I graduated, and now I’m working in the industry, occasionally bumping into my peers from the College, whether they’re in PR, styling, brand direction, or other fields. It’s important to be kind to everyone because you’ll always circle back with each other at some point. Those connections, whether formal or informal, can be incredibly valuable in the long run. 

Advice For Prospective Students  

VCF: Looking back, what advice would you give to students who are interested in content marketing, particularly those wanting to work in luxury or travel? Are there specific skills or areas of focus you recommend?  

AR: …My advice would be to stay curious and proactive, especially in a highly competitive industry like content marketing. The key is to build a solid foundation by gaining experience wherever you can. When I was starting out, I made sure to seize every opportunity—whether that meant reaching out to PRs during London Fashion Week or applying for internships, even if they seemed out of reach. The luxury and travel sectors, in particular, require a deep understanding of the audience and how to engage with them authentically. 

For those looking to work in luxury or travel content marketing, I would say it’s essential to develop a strong understanding of high-end consumers, their values, and what resonates with them. Building a brand through social media, engaging with industry experts, and staying up to date on the latest trends are all crucial steps. Additionally, learn to think strategically. Content marketing isn’t just about creating beautiful visuals or telling a good story—it’s also about driving business outcomes. 

A great skill to focus on is the ability to work collaboratively with different teams, from commercial to editorial, because in luxury and travel, the balance between creativity and business goals is vital. Don’t be afraid to learn the commercial side of the business—understanding data, SEO, and how content drives engagement and sales will make you stand out. And finally, be adaptable. The luxury and travel sectors are ever-evolving, and staying ahead requires continuous learning and the willingness to experiment with new ideas. 

Lastly, be prepared to put in the work. When I started, I was sending out 20 job applications a day, and I didn’t stop until I got where I wanted to be. So, be relentless in your pursuit of opportunities and don’t be afraid to take risks. The connections you make along the way—whether it’s through internships, events, or networking—are often just as important as the skills you develop. 

VCF: For students who are still deciding between different colleges, programmes or fields of study, what would you say are the key benefits of attending Vogue College? How did it stand out in shaping your career compared to other institutions?  

AR: … Vogue College offers an incredible combination of industry exposure and hands-on experience that sets it apart from other institutions. What made it stand out for me was the direct access to industry legends and the chance to work on real-life projects with top brands. The collaborative projects, like the one with COACH, really shaped how I approach content creation today. 

It’s not just about learning the basics—it’s about being in an environment where you’re encouraged to think creatively, take risks, and connect with people who can help shape your career. For me, Vogue College gave me a strong foundation in both creative and business skills, and it’s that mix that’s helped me thrive in luxury content marketing. 

VCF: What personal or professional values have you carried with you from your time at college that you think are particularly important in the luxury content marketing space?  

AR: … One of the key values I took from my time at Vogue College is the importance of authenticity. In luxury content marketing, staying true to your brand’s voice and vision is crucial. At college, I learned to value originality, to trust my instincts, and to push boundaries while remaining aligned with the brand’s essence. I also developed a strong work ethic—pushing myself every day to move closer to my goals, whether that was through internships, networking, or constantly refining my skills. These values have helped me stay grounded and focused as I’ve navigated my career in luxury content. 

VCF: Lastly, Alex, if you could go back to your college years with the knowledge and experience  you have now, is there anything you would do differently? Any opportunities you wish you had taken?  

AR: … Looking back, I wouldn’t change much, as every experience—big or small—has contributed to where I am today. If I could give my younger self advice, it would be to take even more risks and seize every opportunity, no matter how small it might seem at the time. I’ve always been a risk-taker, but over time, I’ve learned to take calculated risks and to trust my instincts even more. That mindset has only strengthened through the lessons I’ve learned along the way. 

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