As Head of Brand Marketing at Footasylum, I maximised brand desirability and visibility for five key own-brands through both direct-to-consumer (DTC) and wholesale channels. My key responsibilities included:Brand Strategy and Development: Crafted long-term brand strategies and updated brand guidelines, enhancing visibility, awareness, and perception for brands: Zavetti Canada, Alessandro Zavetti, Dripmade, Forena, and Monterrain.Campaign Management: Led the development and execution of comprehensive content strategies, managing campaigns from Q3 2023 onwards. Streamlined content creation to maximise efficiency within tight budgets.Team Leadership: Managed a small team, planning for expansion to cover creative, copywriting, marketing, social, and community management. Mentored team members to ensure high performance.Collaborative Efforts: Worked closely with various departments, including buying, design, and marketing teams, to craft compelling brand narratives. Required visibility from the buying team and involved design in marketing efforts.Partnerships and Insights: Onboarded key partners such as JD, Lifestyle Sports, and Finish Line USA, formulating plans through their brand lens. Explored data insights with YouGov and TrackSuit to understand UK brand recognition and consumers.Innovative Content Creation: Launched new DTC sites for Dripmade and Forena, developing content strategies to optimise resources. Supported a new paid partner with ad-specific content creation and a larger push on video content.E-commerce Photography: Introduced a new approach to e-commerce photography for Forena, Dripmade, and Zavetti Canada, streamlining content creation and raising the bar for asset generation across all digital touchpoints.During my tenure, I drove strategic initiatives that enhanced brand visibility and consumer engagement, significantly contributing to the overall growth and success of Footasylum’s own-brands.

As Head of Creative Services at Castore, I was responsible for driving the creative vision and output across all of the brand’s product lines, partnerships, and wholesale touchpoints. My key responsibilities included:Creative Strategy and Execution: Developed and executed creative strategies that aligned with Castore’s brand vision and business objectives, ensuring a cohesive and compelling brand narrative across all channels.Campaign Management: Led the direction and execution of brand campaigns, collaborating with internal teams and external partners to deliver impactful marketing initiatives.Team Leadership: Expanded the creative team from three members, including myself, to over 12. Managed and mentored three direct reports: Creative Lead, Studio Manager, and Creative Artwork Lead, fostering an environment that encouraged innovation, collaboration, and excellence.Partnership Management: Managed creative direction for over 25 team wear partners, including high-profile names such as Oracle Red Bull Racing F1 Team, McLaren F1 Team, Rangers Football Club, and Newcastle United Football Club.Brand Development: Played a key role in evolving Castore’s brand identity, ensuring it resonated with target audiences and maintained a competitive edge in the market.Process Improvement: Introduced new shoot directions and streamlined creative processes to enhance efficiency and quality, focusing on product confidence and excellence.During my tenure, I was instrumental in establishing Castore’s presence in the competitive sportswear market, leading creative campaigns and collaborations with globally renowned partners. My strategic vision and leadership significantly contributed to Castore’s growth and established the brand as a key player in the industry.

As Creative Director at THG, I spearheaded the creative direction for all internal and external campaigns and communications, ensuring consistent brand messaging across all channels. My responsibilities included:Leading Creative Strategy: Developed and executed innovative creative strategies that aligned with THG’s brand vision and business objectives.Campaign Management: Directed comprehensive marketing campaigns from concept to completion, collaborating with cross-functional teams to deliver impactful results.Team Leadership: Managed and mentored a talented team of designers, writers, and creative professionals, fostering a collaborative and high-performing work environment.Brand Development: Played a key role in defining and evolving the THG brand identity, ensuring it resonated with target audiences and maintained a competitive edge in the market.Collaboration with THG Beauty: Worked closely with the THG Beauty team to ensure cohesive representation of beauty brands, including LOOKFANTASTIC, Cult Beauty, and Dermstore, in overarching THG campaigns.Innovation and Creativity: Introduced new creative processes and innovative ideas to elevate the brand’s creative output, driving engagement and growth.During my tenure, I successfully led the creation of THG’s Annual Report and Accounts, directed the new THG.com website design, and formulated the creative vision for THG/Eco, the sustainability branch of THG.

My tenure at size? was defined by my ability to drive creative initiatives that enhanced brand engagement and loyalty. I successfully navigated the challenges of limited resources and remote work during the COVID-19 pandemic, delivering high-quality content and campaigns that solidified size?’s reputation as a brand for purists and collectors.

Responsible for executing the vision and evolution of the Blacks brand across all platforms, delivering a cohesive and credible brand image.Oversee production and creative direction of all branded (The North Face, Berghaus, Columbia, Jack Wolfskin, Merrell, Salomon) and own-brand advertising campaigns, ensuring maximum output, whilst meeting tight deadlines within budget.Leading by example, mentoring and inspiring the creative department to achieve, innovative and deliver high quality creative output across all areas.Fluent in Adobe Creative Suit (Photoshop, Illustrator, InDesign).