BRAND ACTIVATIONS
I specialise in innovative brand activations and transformative marketing. With a eye for spotting trends, I design and curate products while building brands through celebrity and influencer collaborations, music partnerships, strategic licensing, and artist collaborations. My expertise spans designing retail and wholesale models, executing trade shows, and developing comprehensive brand guidelines. I have a proven track record of introducing brands to global retail partners, significantly enhancing their market presence worldwide.
Explore my portfolio to witness how my creativity and vision can elevate your brand. Let's collaborate and create something extraordinary together.
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PARTNERSHIPS AND COLLABORATIONS
CELEBRITIES
Partnering with top-tier celebrities like Helena Christensen, Paulina Porizkova, and Elizabeth Hurley has significantly elevated global brand visibility. These strategic collaborations target specific objectives, including fashion credibility, the US market, and sustainability, creating memorable campaigns that resonate deeply with audiences.
INFLUENCERS
Innovative influencer strategies in fashion, beauty, and lifestyle amplify the brand's reach by fostering authentic connections with diverse audiences. Collaborating closely with influencers, I have curated designed collections and established partnerships with brand ambassadors. Through content edits, events, trips, posts, paid partnerships, and organic initiatives, enhancing brand visibility and driving engagement in today's dynamic digital landscape.
CONTENT STRATEGIST
As a content strategist, I've had the privilege of collaborating with renowned media partners such as Vogue, Who What Wear, SheerLuxe, Vice, Mixmag, and Resident Advisor. These partnerships have enabled me to develop compelling content strategies that resonate effectively across diverse audiences, elevating brand visibility and engagement on multiple platforms.
CHARITIES
I've collaborated closely with esteemed charities such as Women's Aid, Shelter, Teenage Cancer Trust, and Smart Works, integrating their missions into brand strategies to foster social impact and community support. These partnerships reflect my commitment to leveraging creative direction and brand strategy for meaningful causes, empowering vulnerable groups and advocating for positive change in society.
CREATIVE ARTIST PARTNERSHIPS
Collaborating with visionary artists has been integral to my career, enriching our projects with creativity and depth. From renowned painters to digital innovators, each artist brings a unique perspective that enhances our brand storytelling. Notable collaborations include artists such as Kate Bickmore, Nick Grindrod, Rui Juang, Alexandra Farmer, and Nicholas Hughes, whose contributions have enriched our creative endeavors with their diverse artistic visions.
BRAND MANAGEMENT FRAMEWORKS
BRAND MANAGEMENT: STRATEGY, REBRANDING, GUIDELINES, LOGO EVOLUTION
I've led transformative rebranding efforts at Karen Millen, Coast, Misspap, and Threadbare. These initiatives involved strategic market positioning, creative direction, and collaborative leadership. I oversaw the evolution of brand guidelines and logo designs to strengthen brand appeal and market impact. Each project aimed to align brand narratives with current consumer expectations while preserving brand heritage for sustained growth and relevance.
MUSICIANS
In my experience across multiple brands, music plays a central role in my creative vision. Collaborations with musicians such as Calvin Harris, Swedish House Mafia, Rudimental, Jess Glynne, Disclosure, Oasis, and Kaiser Chiefs have consistently enriched campaigns with immersive soundscapes and compelling narratives. From chart-topping stars to indie favorites, these partnerships amplify each brand's cultural impact and audience engagement, resonating deeply with diverse audiences worldwide.
FESTIVAL PARTNERSHIPS
I have initiated partnerships with top music brands and festivals, enriching our creative portfolio and global impact. From launching collaborations with Warehouse Project and Hacienda to celebrate music legacies, to boosting international appeal through partnerships with Coachella, The Grammys, Space Ibiza, Cafe Mambo's, Pacha, Boiler Room, Ibiza Rocks, Melt Festival, and Sonar underscore my dedication to electronic music culture and significantly enhancing brand visibility worldwide.
PR AND EVENTS
I specialise in crafting strategic PR campaigns and executing impactful event activations to enhance brand visibility and engagement globally. From securing media placements in top publications to managing disruptive, memorable press days, international conferences, product launches, and pop-up shops, I create immersive brand experiences that resonate with audiences. My approach blends creativity with strategic insight to ensure brands achieve their communication goals effectively. I also collaborate with and manage global PR agencies to amplify brand messages and engagement on a broader scale.
PRODUCT DESIGN AND TRENDS
PRODUCT DESIGN
Throughout my career, I have demonstrated exceptional expertise in product design and buying, successfully blending creative vision with strategic market insights. At Bench, I played a pivotal role in the growth of the international market by developing innovative retail and product strategies that propelled the brand from a wholesale model to a full retail experience
BEAUTY DESIGN
My tenure at Glossy Pops further showcased my abilities, where I developed over 30 product lines and managed the product lifecycle from concept to global distribution.
BUYING PRODUCT
I have consistently demonstrated a keen understanding of market trends, consumer preferences, and strategic sourcing. At CAPO, I spearheaded the selection and procurement of womenswear across 20 multi-brand retailers and nine Timberland franchisees, ensuring that each collection met the highest standards of quality, style, and market relevance. My ability to analyse sales data, forecast trends, and negotiate with suppliers has allowed me to secure favourable terms and deliver products that resonate with target audiences.
GLOBAL TRADESHOWS
I have managed global trade shows, designed and managed exhibition stands and marketing collateral for 14 major fashion global trade shows, including Bread and Butter, Pitti Uomo, Who's Next, CPH, Magic, Project Las Vegas, and ISPO. Orchestrated successful participation in beauty trade shows in Las Vegas, Hong Kong, London and Manchester.
RETAIL STORE DESIGN
I have designed stores globally, integrating innovative retail concepts and customer-centric layouts. Concessions & Shop-in-Shop (SIS): I have crafted engaging SIS environments that enhance the brand presence within larger retail spaces. POS Displays: Designed POS displays for Glossypops stands, enhancing product visibility and consumer interaction.
RETAIL AND WHOLESALE
STRATEGIC RETAIL PARTNERSHIPS
I have executed highly successful international and UK wholesale strategies, forging strategic partnerships with leading retailers, thereby expanding market presence. Collaborated with retailers such as Next, Zalando, New Look, Burton, Namshi, Marks & Spencer, Debenhams, Vogacloset, Nykka, Doll's Kill, Macy's, Lord & Taylor, Nordstroms, Urban Outfitters, Accessorize etc
LISCENSING
I 've successfully managed licensing initiatives that extended brand portfolios into diverse categories including opticals and sunglasses, signature fragrances, stylish stationery, homeware, soft furnishings, footwear, underwear, and travel essentials. These strategic expansions have significantly broadened brand appeal and enriched market presence across various consumer goods segments.