Creative Director
CurrentI built up a creative team in London and New York, leading them to ensure creative excellence and consistency across all areas. I oversaw all visual aspects of the business, from product design, packaging, print catalogues, offline and online advertising, campaign identities, events and installations, photoshoots and videos.I managed the brand identity through all marketing channels, working cross functionally with key stakeholders to strategise and deliver creative concepts across all platforms, maintaining a seamless 360 vision. I have strong experience with digital, having overhauled the website twice during my tenure, and spearheaded the growth of social media channels through the creation of engaging content with particular focus on video.A key part of my role was being responsible all product development, from strategy to execution. I established relationships with collaborating designers from the fields of art, fashion, design and architecture and translated their visions into award-winning rug collections and standout marketing campaigns. These included Alexander McQueen, Vivienne Westwood, Paul Smith, Dale Chihuly, Kelly Wearstler, Mary Katrantzou, David Rockwell and Barber Osgerby amongst others.Additionally, I designed all the in-house products with my team, significantly broadening the offering by developing new qualities and techniques. This became a bestselling category for the business under my direction. The collections I created have won industry recognition including the Wallpaper* Design Award.As a luxury brand, offering custom and bespoke design was important to our discerning clients and I set up best practice and trained an artworking team in the US and UK studios. This services sales and needed to be done in a timely manner and to a high degree of accuracy and became a key growth area for sales both online and offline. I also spearheaded an industry-leading project to create a digital custom rug designer.