A highly creative strategist and creative director who has the ability to successfully drive brands forward through innovation and story telling with a keen attention to putting the customer at the centre of all work. An expert in customer insight using Google Analytics and consumer behaviour research, producing pitch perfect persona creation, creative strategy, user experience, art and design direction. A design thinker who follows cultural, tech, social, fashion trends and innovations to drive brand engagement. An effective and passionate team member, always adopting a positive attitude, approaching challenges with enthusiasm, inclusivity and energy. In a nutshell, loves fantastical ideas that can be supported with solid strategy and research.
Projects
- Upstyler.co.ukThe challenge was to create a desirable, exciting and flexible online brand that could compete with the rest of the high street. Working with a developer to realise the concept from sketches, wire frames and prototype to full merchant site. The website was accompanied by a printed newspaper distributed around London's cafes and boutiques. There was a pop up launch event for each new publication. Launched in October 2010 it made a big impact with the fashion press and bloggers, recruiting follow
Work history
Head of CreativeMarks and Spencer
- London, United KingdomFull Time
Head of Brand Creative, reporting into the CEO Marketing and .com. Working across .com and stores to deliver a seamless lifestyle expression of the brand. Creating and delivering creative strategy, art direction, analysing customer data and presenting personas.
Working with digital and store teams to test and iterate a great customer experience.
Head of Product and Art DirectorNew Look
- London, United KingdomFull Time
Development and delivery of an inspirational and at the same time attainable brand language. Research and development of 4 customer personality personas. Disseminating these to the business.
Creating concepts for each retail period for all customer facing areas of the business.
Conducting range reviews and product selection for shoots following strong commercial product analytics.
Art directing shoots for all content across digital, social, instore, windows and TVC.
Design direction and final sign off for TVC, digital, print, press advertising, social, windows and point of sale.
Skills
- Creative Art Direction
- Strategy
- User Insight
- Google Analytics
- Spss
- Design
- Concept Sketching
Education
MSc Psychology Applied in FashionLondon College of Fashion, UAL
- London, United Kingdom
My thesis focused on personality and how this affects our clothing choice. Proficient in SPSS analysis, designing quantitative and qualitative studies.