About me
Executive Director, Strategist and Designer with leadership experience in contemporary and luxury womenswear. General Manager overseeing all aspects of business.
Multi-faceted creative thinker and early adopter underscored by a deep investment in environmental
justice, and the social impact of the fashion industry.
Innovative Consultant specializing in brand building, business development, and creative alignment from
concept inception through to product development, merchandising, sales, PR, marketing, advertising, and digital.
Skills include:
Diversity & Inclusion, Corporate Responsibility
Trend Forecasting, Casting Direction, Art Direction
Product Direction, Design and Development
International & Domestic Production Management
Merchandise Planning and Execution; Budget alignment
Seasonal Sales Planning, Forecast and Activation for
International & Domestic Markets, Wholesale and B2C
Artistic Direction of Fashion Presentations and Activations,
Campaigns, Lookbooks and Press Collateral
Client and Sponsor Acquisition, Liason and Management
Digital Marketing, Social Strategy & E-Commerce Execution
Content Creation, Copywriting, Indesign
Work history
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Design Consultant and Brand StrategistRyan Lobo
Sydney, AustraliaFreelance
Creative / Artistic Direction for Corporate and Start Up Fashion Brands (Contemporary and Designer)
• Develop categorical strategies for brands with execution in design direction, sourcing, costing, merchandising, production, sales and marketing. • Create and manage the seasonal design development process calendar from design inception to sampling through to production.
• Develop and shape the vision, aesthetic and ethos of the brand, especially within a diverse, sustainable and ethical framework.
• Own proven record in driving growth by developing designer business, merchandise strategies, recruiting, leading effective teams and establishing a productive network of relationships.
• Brand Development/positioning by identifying and working with new business areas and growth initiative plans in collaboration with CEO/Creative Directors/ Designers/ Production
• Assign closeout responsibilities and pinpoint process improvement areas focused upon ROI.
• Formulate strategic 3, 6 and 12 month sales, merchandising and production budget strategies
• Build client specific tools to aid development and production
• Create analyze and update calendar and merchandising tools to measure sales cadence and to identify opportunities, and risks.
• Develop an assortment analytic process to drive growth through depth, core product, and trend strategies while optimizing fashion presentation.
• Help shape PR strategy through various networks. • Develop Digital and Social Strategy and
budget (across all channels) with execution in marketing, and partnerships.
• Provide Seasonal Direction for all Digital Marketing and assets required therien – web, social, paid advertising, partners, affiliates, SEO, SEM.
• Concept and Direct all creative for lookbooks, ads, digital/ social collateral and activation
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Creative DirectorTome NYC
- New York, United StatesFull Time
I began the brand Tome in 2011, an ethically and environmentally sustainable women's ready-to-wear collection, that has always embodied the idea of including #everywoman.
• Co-Founder and President focused on strategy, brand communication, creative and artistic direction, marketing, sales, and e-commerce.
• Manager of corporate responsibility supporting the implementation of ethical and environmental practices: diversity and inclusion, sustainable manufacturing and sourcing, social impact, and human rights.
• Drove the marketing strategy and execution for all brand-led initiatives, events and activations.
• Press, celebrity and stylist liaison, and PR direct report managing communication strategy.
• Influencer relations and negotiations. •Developed ‘Tome Portraits of Women’ series for the site and social marketing.
• Developed and executed 360 campaigns, including asset creation to implementation on social, paid advertising, affiliates, and email marketing.
• Managed e-commerce shoots and collateral, platform sales, merchandising, customer service, SEO and SEM strategies.
• Sales lead for wholesale and retail opportunities both domestic and international.
• Customer acquisition and retention strategy.
• Concepted and executed, and managed production teams, of all seasonal runway shows and/or presentations, inclusive of lookbooks.
• Responsible for identifying and overseeing all partners and collaborators (e.g. designers, artists, photographers, models, and more).
• Sponsorship and new business acquisition including designing and producing proposals.
• Casting Direction, Scouting
• Responsible for overall financial budget including profit margin, vendor margin agreements, co-op advertising budget, specialist programs, and incentives.
• Created and managed annualized calendar and budget for all deadlines and deliverables.
Skills
- Creative Art Direction
- General Management
- Fashion Design
- Product Development
- Sales Management
- Marketing
- Brand Alignment
- Digital Marketing
- Trend Forecasting
- Diversity
Education
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CertificateCornell university
- New York, United States
Certificate in Diversity and Inclusion
- Improving engagement
- Counteracting Unconscious Bias
- Diversity and Inclusion at work
- Fostering an Inclusive Environment
CertificateUniversity of The Arts London (UAL)
- London, United Kingdom
Fashion and Sustainability: Understanding Luxury Fashion in a Changing World
An introduction to issues, agendas and contexts relating to fashion and sustainability in a changing world.
+ Show more
Awards
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Fashion Sustainability InitiativeThe Council of Fashion Designers of America (CFDA)
18 month Sustainability bootcampC
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International Sustainable Denim Initiative (Winner)Copenhagen Fashion Summit
ISKO Denim Design challenge in collaboration with CPH+ Show more