About me
With a natural flair for creativity, an obsession with all things brand and a guardian of process, Ricky has over 15 years experience working with a host of well known brands, covering industries such as fashion, beauty and – most recently – hotel and leisure. As an experienced Brand Director, Creative Services Director, Creative Director and Fashion Stylist, Ricky's career is steeped in all things brand. From marketing to strategy, Ricky is impeccably organised and passionate about every step of the brand
process – a pro at implementing tried- and-tested systems, delivering consistent brand identity through award-winning campaigns like The Body Shop's 'Plastics for Change'.
Projects
- Scents of Life - The Body ShopIdeated and produced this campaign. Female empowerment in the Middle East was at the heart of this campaign. We shot modern muslim women in situations that women in ME have only recently be given the rights to partake in. I wanted to focus on strong M-generation women and worked with a Cultural Advisor to ensure that this campaign was relevant. My in-house team shot this in the UK. This is a regional campaign and was played in ME & APAC across all channels.
- Plastics for Change - The Body ShopIdeated and produced this campaign. Plastic affects the world in many ways, we know about the oceans and the animals, there are better organisations to talk about this with authority other than ours. I wanted to focus in the human element and really highlight the unimaginable story of human plight living in and around plastic. My in-house team shot this in India. This is a global campaign and was played in 69 countries (and still is) across all channels.
- She in every Shea - The Body ShopIdeated and produced this campaign. It was always important to show the empowerment that these special women have but it was equally important for me to empower my in-house team to travel to Ghana to shoot with the inspirational women who produce the Shea butter for The Body Shop. This is a global campaign and was played in 69 countries across the following assets: In-Store, Online, Digital, CRM, OOH, Social Media, PR, Editorial.
Work history
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Brand & Creative DirectorCLC World Resorts & Hotels
Málaga, SpainFull Time
Current role: redefining the future of the CLC World brand, from implementing a marketing calendar to repositioning the brand purpose and facilitating a complete brand overhaul. Working at board level with other senior stake holders across the globe, overseeing the development of a new brand tone of voice and visual identity. The role is an integral component of the future success of the company.
Developed new brand purpose
Developed an 18 month marketing calendar (including geographical specific)
Sourced & immersed external suppliers and partners across a number of disciplines (Social, Content, PR, SEO)
The lead on projects across various key verticals including resort management, sales, real estate, operations, F&B and more
Developed and executed multiple 360 cross-channel marketing campaigns (TV, OOH, Social, Digital, CRM, E-com)
Implemented brand sessions for colleagues and heads of department to ensure understanding of brand and how to deliver
Presented brand strategy and vision at global conference
Implemented efficient and effective project delivery process Responsible for Creative Services budget of £4m pa
Global Head of Creative ServicesThe Body Shop
- London, United KingdomFull Time
As Head of Creative Services (and interim Head of Creative), responsibilities included: ideation and development of all creative processes and campaigns; directly managing a team of 10 across Creative Services and overseeing a further 15 across Creative Design.
Managed the transition of the internal studio to partner with an external production agency, leading the project from agency pitch to awarding of business and developing the relationship to promote an effective partnership
Headed up some of the highest-profile work streams in the business Ideated & implemented a global event delivery process
Ideated new brand image and tone of voice
Budget handler of over £2m pa for creative production
Art directed & produced numerous campaigns
Ideated & implemented a client relationship charter
Continually explored new ways of working and team development Devised & implemented annual Critical Path for Creative and Marketing Responsible for maintaining the ethical standards of The Body Shop
Key stakeholder when liaising with satellite studios in terms of direction and support (NY, Singapore, Melbourne and Sao Paulo)
Final sign off on all negotiations of rates, usage and costs
Responsible for creative recruitment
Skills
- Art Direction
- Brand Strategy
- Brief Interpretation
- People Development
- Stakeholder Management
- Brand Direction
- Creative Direction
- Brand Creative Strategy
- Creative Services
- Marketing Strategy