I have 19 years’ experience crafting transformational creative for the world’s most discerning brands with a focus on retail e-commerce. I am a determined and creative leader with an inquisitive mind and pride myself in having a finger on the pulse of current, and an eye for future, industry trends. This thirst for knowledge, combined with meticulous attention to detail and infectious drive, inspires and
motivates everyone around me.
I have the ability to combine strategic thinking with creativity to evolve big ideas into transformational work that captures the hearts and minds of audiences. This ensures the work created by my teams helps to drive business growth and success.
I am incredibly conscious of the way I do business and believe in operating ethically and sustainably, for people and the planet. I am passionate about working with and empowering women-led brands and conscious businesses. And thrive on building long-lasting relationships with colleagues, clients, partners, and peers.
Projects
- M&S.com Ecommerce Platform LaunchThe need was to move off Amazon’s platform and overhaul Marks and Spencer's online presence in order to better appeal to consumers and reflect changing browsing and shopping habits. The new website was a key part of their plan to transform from a traditional British retailer into an international, multichannel retailer. Strategic developments such as a stronger focus on editorial fashion and lifestyle guidance, with the aim to inspire and help customers with a clear style point of view and comp
- Jimmy Choo Social Media PitchThe need was to raise Jimmy Choo’s digital profile in the social-media space, generating discussion and increasing the brand’s social following and engagement through interactive content. The concept was to document the ‘Jimmy Choo’ woman and the aspirational life she leads, bringing together influencers and brand advocates under the moniker ‘Choo 24:7 Stylemakers' inside a social portal.
- M&S #Sharethelove Social CampaignThe very first M&S integrated Social campaign was kicked off by asking fans and followers to show what love meant to them via #SHARETHELOVE. Some of these images were used to populate the animated heart on the M&S.com homepage. A series of competitions were run over the course of the campaign via the social channels and I worked closely with the social team to bring them to life graphically. Fans were offered the chance to win a Gourmet Dine-In For 2 – 250,213 entries were received through the
- Lindex S/S 2013 Penelope Cruz Integrated Advertising CampaignThe need to extend the Lindex Spring / Summer 2013 campaign over two months, while keeping the customer interested with fresh, varied content across all channels was the task. Hollywood icon and global superstar, Penelope Cruz was cast as an ambassador for the brand. Her passionate, successful, family-oriented personality and beautiful Mediterranean looks were perfectly fitting for the Spring Summer collection. Two high-impact, through-the-line campaigns around the larger seasonal collections
- Lindex A/W 2012 Missoni CollaborationThe challenge was to find a prominent fashion brand for Scandinavian high street fashion retailer Lindex to partner with to create an unforgettable campaign while promoting a larger charitable cause: breast cancer awareness. Missoni was considered the perfect fit, with its instantly recognisable patterns and the brand values it shared with the high-street retailer – regardless of their price point. The Missoni Lindex collection was communicated to the masses via a fully integrated advertising
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Work history
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Founder + Creative DirectorCelibataire
London, United KingdomFull Time
Célibataire designs transformational digital flagships that empower the world’s most discerning brands. We do this by combining rigorous analysis, meticulous attention to detail, and a relentless commitment to quality. This approach enables our team of experts to provide the clarity and strategic insight our clients need to flourish. We are passionate about creating beautiful brand experiences that capture the hearts and minds of audiences and drive business success.
Co-Founder + Creative DirectorDouble Noire
- London, United KingdomFull Time
Double Noire builds online conversion through beautiful interfaces based on best practice, enriching user experiences and solid analysis. We’re trusted by some of Europe's greatest brands to consult on, evolve or restart online faces and increase ecommerce revenue.
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Skills
- Fashion
- Print Design
- Art Direction
- Design
- Illustrator
- Indesign
- Photoshop
- Digital Design
- UI
- E-commerce
- Design Direction
- Responsive Design
- Mobile Tablet Design
- Luxury Brands
- UX Understanding
- Creative Direction
- Team Management
- Team Building
- Creative Strategy
- Business Analysis
- Creative Art Direction
- Content Production
- Social Campaign
- Campaigns
Education
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Bachelor of Design, Visual CommunicationsCPIT New Zealand
- Christchurch, New Zealand
Bachelor of Design - Visual Communications - Majoring in Graphic Design and Photography