I describe myself as a 'creative-techie’. WHY? Because I love the process of understanding the 'needs & wants' of the client and their respective customers/audience (‘marketing’) and then finding practical, insight-driven, creative solutions to fulfil these.Additionally, I also comprehend the technicalities and skills involved in meeting these needs.I use my understanding of both disciplines to help formulate effective solutions.Creative Control offers Websites, Digital Design & Marketing Consultancy Services

Most recently working with Swyft in all areas of Client Services - sales liaison, project management, logistics planning, UX development, location sourcing, project delivery and ongoing account management.I held the core delivery relationship with our many clients, these include numerous multi-national, publicly-traded organizations and leading consumer brands.As a start-up, Swyft is an innovative global company with a focus on retail technology, exceptional customer experiences, and world-class brand partnerships.Swyft has developed next-generation automated retail solutions for brands and consumers, initially launched in Australia & Japan, with their US launch commencing in April 2017. These turn-key solutions are easy for brands to implement and manage, with low-risk economics for both the brand and their chosen location partners.

Prior to leaving the UK (in October 2015 on a 12 month sabbatical), I headed up the UK Retail Marketing function for World Duty Free Group and was also responsible for the management of their global online digital presence.As Head of Marketing for World Duty Free Group's UK business, I was responsible for multi- million pound budget to deliver all in-store, on-airport, en-route and ATL marketing for their various airport retail brands. With airport retail operations all over the world, I was also involved in many global marketing and customer service initiatives. The most recent project I was managing prior to leaving was developing a unique global website offering pre-order services for World Duty Free customers.This project included developing and presenting the business case to the Executive Board; securing project funding; identifying the core platform (Magento) and implementation partner; working on a day-to-day level with the agency to develop the business requirements document, user interface and site-flow, database design, creative look & feel, product management; and finally in-store and online launch activities. Winner of 'Best Website' at the 2015 Moodie Awards - uk.worlddutyfree.com.From a product marketing perspective, I also worked directly with major global brands launching products into the duty free channel including Estée Lauder, Jo Malone, MAC, Gucci, Marc Jacobs, Chanel, Boss & Diageo.World Duty Free Group is the UK's biggest Travel Retailer with an annual turnover of $1bn from 80+ shops that can found at most UK airports. In the UK brands include World Duty Free, Biza, Alpha Airport Shopping, World of Whiskies & Glorious Britain.Dufry, the world’s biggest travel retail company, has recently acquired World Duty Free Group and is integrating it into their global business infrastructure.

Responsible for marketing delivery to over 100 business units with control of $2.1m of marketing budget. Managed all Alpha’s consumer retail brands – including Alpha Airport Shopping / Biza - Tax & Duty Free & Glorious Britain (destination merchandise). Led all brand & proposition development – including new retail & catering concepts, including Biza & The Eating Place (working with internal & external design teams). Developed the customer & industry insight plans – to better understand the ever-changing travelling consumer and adapting marketing strategy as a result.Developed the Alpha Retail’s digital & e-commerce strategy. Led marketing efforts in relation to new business development – including the creation and copywriting for Alpha’s tender submissions & pitch presentations. Worked with third party brands on joint projects and tenders including successfully securing an on-airport Starbucks franchise. Key player within innovation initiatives and product development including D’lish (food brand).

Led the development of three of Alpha’s key brands – World News (airport newstands), Glorious Britain (destination merchandise) & BookBound (standalone bookstore). Responsible for the strategy for each brand, market research programs, PR activity, on & off- airport advertising, staff training & development programs, own-brand product development and web development collaborating with a range of internal and external stakeholders. Led the design, development & installation on an in-store media network (World News Airplay) driving store penetration & spend, plus acting as key media revenue tool. Devised and developed an online auction tool for media space sales securing an additional £1m of incremental supplier income. Introduced a new online sales channel for Glorious Britain from conception to implementation driving incremental revenue for the brand. Line management responsibility for all in-store promotions & supplier activity, including print & design management. Participated in a number of development activities to gain broader understanding of the business including working with the Group Communications Director on various Alpha Airports Group projects including: IRIS (new IT system), Intranet (improving internal communication) & Alpha Heroes (staff recognition scheme).