Kelly Reade

VP Global Communications, Jo Malone London

Kelly brings luxury brands to life with stories that stay with people. With over 20 years at the intersection of fashion, beauty, and lifestyle, she crafts campaigns that don’t just reach audiences; they resonate, inspire, and endure. From launching global product narratives to creating culturally charged collaborations, Kelly blends strategic insight with creativity to make brands feel iconic and contemporary.

At Jo Malone London, she leads global communications, shaping the brand’s voice, positioning, and cultural impact. Highlights include the brand’s first men’s appointment, Tom Hardy and its fully integrated men’s campaign and the globally celebrated Jo Malone x Paddington collaboration. Kelly’s signature approach balances global consistency with local relevance, ensuring campaigns are ambitious, precise, and memorable.

Earlier in her career, Kelly scaled agency teams and founded profitable units, delivering high-profile campaigns for P&G, Alexander McQueen, American Express, and more. She thrives on mentoring teams, forging strategic partnerships, and turning complex brand narratives into clear, compelling stories. Simply put, she doesn’t just build brands, she gives them a voice, a personality, and a presence that resonates long after the campaign ends.

Why are you involved with The Fragrance Foundation UK?

I’m excited to join The Fragrance Foundation UK, to help find fresh and creative ways to connect people with fragrance.  

Why do you love fragrance?

I love fragrance because it has the power to transform a moment. A single scent can take me back to a memory, change my mood, or spark my imagination. Fragrance is storytelling without words.

What is your scent memory?

London rain…fresh, earthy, and familiar. It reminds me of home.