Metail solves a fundamental customer need - not being able to confidently try-on clothes online.Metail allows customers to try on garments, online, true to size and in any outfit combination. Metail makes it easy and fun to discover new clothes, while providing the user with a personalised buying journey. Working across the UK, Europe and Asia, Metail has proven that “try-ons” improve user engagement by 3x, lifts sales by 30%, and with 3D photography costs 50% less than traditional… Show more Metail solves a fundamental customer need - not being able to confidently try-on clothes online.Metail allows customers to try on garments, online, true to size and in any outfit combination. Metail makes it easy and fun to discover new clothes, while providing the user with a personalised buying journey. Working across the UK, Europe and Asia, Metail has proven that “try-ons” improve user engagement by 3x, lifts sales by 30%, and with 3D photography costs 50% less than traditional photography.As CCO (Chief Creative Officer) of Metail I am responsible for creating and delivering a consumer proposition for the business. This includes all the B2B and B2C customer touchpoints; branding, new business, marketing and publicity. I sit on the Leadership team with the other 'C' Suite executives. Show less

I launched style-passport, the online holiday fashion and beauty destination, in March 2011 after 8 months of development and team build. The site brought together my editorial and retail experience and mixed it with my passion for travel. Women could find all the style they needed for their holidays at style-passport.com. I set the business up from scratch, built a platform, created the team, set up headquarters (including warehouse and studio) and drove two funding rounds. During our two year… Show more I launched style-passport, the online holiday fashion and beauty destination, in March 2011 after 8 months of development and team build. The site brought together my editorial and retail experience and mixed it with my passion for travel. Women could find all the style they needed for their holidays at style-passport.com. I set the business up from scratch, built a platform, created the team, set up headquarters (including warehouse and studio) and drove two funding rounds. During our two year trading period style-passport developed partnerships with global brands such as Four Seasons, Soho House and British Airways; we sold a mixture of catwalk brands and artisanal product from all over the world, we created our own 'suitcase and map' wrapping paper packaging solution and we grew a loyal customer following. Show less

Directed a team of 12 staff and a multi million pound budget to drive the marketing and publicity of this high street leader.Led the Sponsorship of Graduate Fashion Week, setting up a pop-up shop, creating a magazine and a music platform launched by Tinie Tempah.Led delivery team for the new brand website which quickly became portfolio lead store. Led the creation of content for the website during this very fast growth trajectoryDrove campaigns to launch the business in The… Show more Directed a team of 12 staff and a multi million pound budget to drive the marketing and publicity of this high street leader.Led the Sponsorship of Graduate Fashion Week, setting up a pop-up shop, creating a magazine and a music platform launched by Tinie Tempah.Led delivery team for the new brand website which quickly became portfolio lead store. Led the creation of content for the website during this very fast growth trajectoryDrove campaigns to launch the business in The Netherlands, Belgium and Russia.Created the style blog site 'style-insider' to give the brand and its creators a voice.Led the partnership with The Princes Trust and worked with their ambassadors Pixie Lott and Alesha Dixon. Show less

Worked across both the Marketing and Publicity teams to deliver brand initiatives to drive 'noise' around the brand as it focused on an IPO and then expansion in the SE of England, the Middle East and Europe. Created a 'Designers in Residence' initiative involving some of the brightest new designers in London to showcase their designs at price points accessible for everyone.Developed high profile brand campaigns with Kelly Brook, Lily Allen, Giles Deacon, Luella Bartley and Drew… Show more Worked across both the Marketing and Publicity teams to deliver brand initiatives to drive 'noise' around the brand as it focused on an IPO and then expansion in the SE of England, the Middle East and Europe. Created a 'Designers in Residence' initiative involving some of the brightest new designers in London to showcase their designs at price points accessible for everyone.Developed high profile brand campaigns with Kelly Brook, Lily Allen, Giles Deacon, Luella Bartley and Drew Barrymore to expand and enhance the retailers standing on the British high street. These campaigns included team leadership from idea creation to product development, launch, in-store environment and extensive external marketing. Show less

I directed a department of 14 FT members to deliver and budget up to 130 pages of fashion within the title on on a monthly basis. I oversaw all content for this section, written and visual and supported the editor in chief in driving the success of the brand. At this time Marie Claire was selling 650k issues a month.

Having worked as a Fashion Assistant for two years I was promoted to the new position of Accessories Editor. I was responsible for up to 10 pages of editorial a month, supported the fashion editors on their accessory choices and sought new brands for the magazine to feature.