Sian O'Flaherty

Creative Lead - Refinery29

United Kingdom
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Projects credited in

About me

CREATIVE/ART DIRECTOR Creative Lead at Refinery29. Previously Snapchat & Lyst. Creative with over nine years' experience; specialising in creating engaging, impactful fashion & lifestyle content for a variety of brands. Working on 360° projects across photo, video, advertising, social and more. Proficient at creative direction, art direction, styling, visual execution, presenting & pitching. Contact me:

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  • Advanced Copywriting
  • Art Direction
  • Creative Art Direction
  • Creative Advertising
  • Creative Campaigns
  • Creative Concepting
  • Pitching
  • Styling Direction
  • Creative Direction

People I’ve worked with

Companies I’ve worked with

  • Stylight


    • Publishing
  • Refinery29


    • Publishing
  • Lyst


    • Technology
  • Uniqlo


    • Fashion and Textiles

Work history


Creative Lead


Jul 2017
  • London, United Kingdom
  • Full Time
  • Creative working within Refinery29's Branded Content team. Creative Direction across everything from video series' and photoshoots to social campaigns for numerous brands including Mulberry, Rightmove, ASOS, Converse, Diet Coke & more.


Head of Brand Marketing


Jan 2015
  • London, United Kingdom
  • Full Time
  • At Stylight, I'm responsible for creating and promoting content for both the UK and Australian markets in order to increase brand awareness and drive traffic to the site. I also manage all content across our English speaking regions and manage a team of 5 comprising of PR, social and editors. Campaigns that I've managed include: - 'The Minionistas': where we turned the fashion elite into Minions. Generating a reach of 80 million and 700+ links in the likes of Vogue, Elle, Paper Magazine, The Evening Standard, WhoWhatWear and more. The campaign was awarded Best SEO/Content Marketing Campaign at the SEMY Awards 2016: - '21 Things You Can Buy For The Same Price As A Gold Apple Watch': which generated 200+ links in publications such as Glamour, Business Insider, Design Taxi, GQ... - 'Star Wars: May The Style Be With You': which was shared by the likes of Gigi Hadid, Cara Delelvingne and Victoria Beckham and was featured in Vogue, Grazia, Fashion & Mash and many more. - Style Against Humanity: in which I recreated Cards Against Humanity for fashionistas. The game was featured by the likes of The Pool and Sheerluxe:


Content Marketing Manager


Sep 2012 - Feb 2014
  • London, United Kingdom
  • Full Time
  • Managed all content marketing on Shopstyle's UK site. Responsible for driving sales to partner retailers by promoting them onsite via email marketing, homepage merchandising, blogger collaborations, competitions, social media promotion and offline events. Produced and executed content packages for retailers such as ASOS, Net-a-Porter and MATCHESFASHION.COM as well as key publishing partners such as Grazia Shop and Channel 4. Managed a small team and was accountable for all editorial and merchandising onsite. Shopstyle is now the UK's number 1 affiliate site.




Sep 2010 - Mar 2012
  • London, United Kingdom
  • Full Time
  • Early member of the team responsible for turning Lyst from an ecommerce startup into the largest pure fashion marketplace online. As one of the first employees, I worked closely with the founders to define content strategy and created all social media channels, email newsletters etc. Managed team of content moderators and worked with bloggers and luxury retail partners to maximise their presence onsite.



BA Fashion Textile Design

Central Saint Martins (UAL)

Sep 2009 - Jun 2011
  • London, United Kingdom
  • - Graduated with a 2:1 in Fashion Textile Design with a focus on woven textiles - Course included fashion print, knitwear, styling, trend forecasting and cultural studies - Extensive experience with CAD (all Adobe programs) as well as presenting ideas to teams and clients - Winner of Timothy Everest menswear styling award - Final university project shot for One Granary Magazine: - Dissertation focus subject: The Influence of Ecommerce in The Fashion Industry


Art Design Foundation Degree

Parsons Paris

Sep 2008 - Mar 2009
  • Paris, France



Best SEO/Content Marketing Campaign


  • The Minionistas was awarded Best SEO/Content Marketing Campaign