Christopher Smith Email & Phone Number

Cape Town, Wc, Za

City Of Cape Town, Western Cape, South Africa

Spearheaded creative projects for major global brands, including luxury beauty, fashion, and lifestyle campaigns.I specialise in delivering cross-channel digital strategies, from social media content to e-commerce optimisation.

Cape Town, Western Cape, South Africa

Cape Town

About:At ninety9cents, I played a pivotal role in shaping the creative direction and brand strategies for key clients, including NU-IN, an international sustainable fashion retailer, and Ackermans, a leading value retailer with over 700 stores across Africa. My responsibilities ranged from guiding marketing initiatives to managing creative teams, with a strong focus on delivering impactful campaigns that drove growth and aligned with each brand’s vision.NU-IN - Sustainable Online Retailer (Dec 2021 - Sept 2022)I led the development of NU-IN’s new brand strategy, guiding the company's shift toward a more sustainable, international brand image. I directed comprehensive digital marketing campaigns designed to drive sales across all product lines, ensuring brand consistency across digital platforms, websites, and B2B partnerships.Key Achievements:Successfully secured buy-in from all key brand stakeholders for a refreshed brand strategy.Reduced average creative costs by up to 50% through effective use of local creative resources and agencies.Ackermans - Value Retailer (Sept 2018 - Dec 2021)As the creative lead for Ackermans, I mentored and developed a high-performing creative team while overseeing the execution of a new brand strategy. My work helped strengthen the visual and communication identity of the brand across TV, online, print, and digital platforms. I directed the full creative process from concept to completion, working closely with senior clients to align on brand direction and campaign objectives.Key Achievements:Increased Ackermans’ market share by 18% through innovative creative campaigns.Grew digital and social media platforms from 23k to 176k followers.Successfully introduced a new womenswear brand identity, resulting in a 14.5% sales increase in the womenswear department.

Cape Town Area, South Africa

Working with local and international brands across all media platforms to conceptualise and deliver marketing campaigns across all media.Creative Director for Woodstock Laundry. Implemented the trend direction of all Woodstock Laundry products for the SS18 – SS22 collection along with delivering the overall brand strategy.Creative lead with The Observer Magazine(UK) leading cover story. Produced and managed the creative for the front cover editorial which featured activist and model Sanele Xaba.Partnering with Topman UK on Street-Style Photographyprojects leading creative direction, content production, and photography.

London, United Kingdom

Over my 11 years at TM LEWIN, I worked my way up from the factory floor, through the garment tech department, to the Head of Design to my final role as Creative Director. Creative and design director, leading the transformation and strategic new brand direction. New branding,conceptualisation, and visual identity roll out across all150 stores worldwide.Relaunch helped TM LEWIN have its most successful sales period on record. The company recorded sales of over 1 million pounds, the first in the companies history.Social media relaunch increased following from 6000 to20000 in three months.Website relaunch Increased sales by 20% in the first week.

London, United Kingdom

Directing the visual design and style of the brand, managing the quality of output and products from concept to production.Accountable for the full range conceptualisation, enriching the label's designs to capture key markets.Managed designers and producers to the design vision.Coordinated content and visual production to the design calendar.Partnered with merchandising and marketing to commercialise designs.

London, United Kingdom

With promotion in 2012, bringing innovation and creative vision to the Tailoring & Casualwear ranges.Pitched a business case to redefine the tailoring range that connected with the skinny silhouette trend achieving buy-in and investment for the Skinny Fit Suit range.Delivered the fastest-selling tailored line increasing sales from £20m to £30m.Designed the casualwear range worth £2m to the annual sales portfolio.Liaised and networked across Europe and the Far East setting up new manufacturing units maximising profitability.

London, United Kingdom

Promotion from garment technologist to menswear product developer within 2 years - managed all design concepts, specifications, fits, sealing, and trims to deliver consumer-ready product portfolios and seasonal campaigns.Partnered with factories in China, India and Europe tobenchmark production quality standards and retain thesecond-to-none standards the brand is renowned for.