A dynamic Creative Lead specialising in creative strategies. With a rich background spanning high-street fashion, activewear and sporting goods with a focus on tiered product design and development, excelling in crafting compelling product identities and category synergies.

Expertise lie in harmonising aesthetic innovation utilising data and market insights to guide brands through reliable ecosystems and new territories through strategic creativity and human centred design. A demonstrated passion to leverage and translate complex concepts into cohesive multidisciplinary design narratives, ensuring that each brand not only stands out visually but also engages and resonates deeply with its target audience.

Leadership skills are marked by an ability to identify and focus on key information, data and metrics most relevant to the companies’ goals to distil and synthesise into actionable knowledge to make informed decisions.