Helping brands to discover, connect and engage their consumers in an effective way. Supporting brands with product or brand direction, prints & graphics, seasonal stories and concepts or an insight into current or future consumer trends. With over 15 years of experience working with a wide range of innovative brands, across a number of sectors including sportswear, fashion, footwear, interiors and childrenswear.

As Head of Product for Licensed Brands Division within Pentland I am responsible for the creative direction, look and feel and brand guardianship of ellesse, Kangaroos and Red or Dead. I work closely with global partners to help them bring the brand to life in their market, meeting their market needs whilst maintaining the brand essence and DNA. I’m responsible developing seasonal stories provided to our partners within a visual creative document intended to support the partner through the season. Providing graphics, showing colours, product stories and forward thinking trends to ensure our brands stay ahead within the market. I work closely with marketing teams throughout Pentland to ensure the seasonal stories connect to our consumer in the right way and the product can be bought to life online, in print and throughout retail environments.

Within Pentland I am the Senior Creative force between the women’s fashion brand Red or Dead and their license partners, which include retailers/brands such as Schuh, Specsavers, Bank, Raleigh and Cancer Research. As a brand advocate I am responsible for the creative direction of all Red or Dead products sold by these licensees. Adhering to this creative direction has made Red or Dead the best selling spectacle brand in Specsavers for the last 5 years, selling 7000 specs a week. Alongside the day to day management of licensees and creative direction I am also responsible for developing new ideas for potential partnerships and business development.My role is highly creative and I make it a priority to keep abreast of what is new and tracking trends whilst maintaining the view of our consumer and what they want from Red or Dead. I manage a small team producing prints and graphics developed from trend research. Making sure Red or Dead looks coherent in different retail environments is a large part of my role and with strong creative marketing the current season has been one of our most successful.I am confident at giving presentations and public speaking and regularly present the brand at internal and external forums. Bi-annually I present current trends and direction for the brand to our license partners at a creative conference organised by Red or Dead. On a day to day basis I am in contact with internal and external partners to manage the development of products and accordingly I have built great working relationships.As a result of creative marketing at Red or Dead I was approached by Speedo to manage the Art Direction of their ‘Flipturns’ range. After a successful SS12 campaign, I have now provided creative direction to the Speedo team for three consecutive seasons resulting in valuable marketing material which shows the product in a new and exciting way leading Speedo to the young ‘fashion swimwear’ floor.