Alice Gividen
Director of Content Strategy
Alice Gividen is Director of Content Strategy at The Business of Fashion (BoF). She is based in London and drives content partnerships across luxury, fashion and beauty. She also leads the delivery of executive briefings to BoF’s professional community. Previously, Alice worked as a trends forecaster at WGSN. She has a Bachelors in Politics and International Relations from the University of Nottingham and a Masters in Publishing from City University.
The New Beauty Discovery Journey on TikTok Shop
As discovery commerce reshapes the beauty industry, this playbook details how brands can leverage modern shopping behaviours, boost awareness and build cross-channel demand through TikTok Shop’s creator-led marketplace — with insights from Phlur, Medicube and POV Beauty’s Mikayla Nogueira.
Why CMOs Should Have a Seat at the Pricing Table
BoF’s latest knowledge report, in partnership with Ekimetrics, explores why marketing leaders should have a say in pricing decisions — with their expertise in balancing creativity with managing budgets, as well as an in-depth knowledge of consumer price-sensitivity.
How to Unlock Growth Through Underserved Marketing Channels
Marketers are now expected to balance reach, relevance and performance across a growing array of platforms. BoF’s latest knowledge paper, in partnership with Ekimetrics, explores how to measure them effectively.
The CMO Brief: What’s Driving Results in Fashion and Beauty Marketing
In an era of channel fragmentation, evolving KPIs and data constraints, fashion and beauty’s marketing leaders are confronting a new market reality. BoF's latest knowledge report, in partnership with Ekimetrics, explores how they are redefining performance, reallocating investment and driving growth across the entire funnel.
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