Helene Smekens
About Helene Smekens
Helene Smekens serves as the Director of Advertising for Luxury, Fashion, and Travel at The New York Times, where she has worked since 2018. With a background in various roles across leading companies, she has developed expertise in integrated marketing campaigns and brand partnerships.
Current Role at The New York Times
Helene Smekens serves as the Director of Advertising for Luxury, Fashion, and Travel at The New York Times. She has held this position since 2018, contributing to the development of advertising strategies that cater to high-end markets. Her role involves overseeing advertising campaigns that align with the publication's prestigious brand image.
Previous Experience in Advertising and Marketing
Prior to her current role, Smekens accumulated diverse experience in the advertising and marketing sectors. She worked at Yahoo as a Senior Video Specialist for 11 months and held various positions at Young & Rubicam, Broadridge, Oath, Scoota, Rockabox, and Vibrant Media. These roles involved responsibilities ranging from financial specialization to account management and video lead roles.
Education and Expertise
Helene Smekens obtained her Bachelor's degree from Helha — Haute École Louvain En Hainaut. Her educational background complements her extensive professional experience in marketing and advertising, particularly in developing integrated, multi-channel campaigns across various sectors including Luxury, Fashion, and Travel.
Skills in Marketing and Campaign Development
Smekens possesses a comprehensive understanding of the marketing mix, which includes brand partnerships, media planning, content marketing, custom events, and sponsorships. Her expertise allows her to create customer-centric campaigns that effectively communicate brand messages and strengthen brand identity.
Mindset and Approach to Work
Helene Smekens is recognized for her continuous improvement mindset, which she applies to her work and encourages in her team. She is passionate about helping brands articulate their messages effectively while enhancing their market presence.