PAST WORK

Most recent first

MATTER OF FORM

Brought in as a consumer and retail expert on a freelance basis to shape a strong, focused and consumer relevant new brand positioning and expression for Champion Europe. Over four months working with the MOF team, we defined Champion's new brand strategy which I then took to build out how it should be applied and activated across retail channels, D2C, wholesale, digital and marketing in a cohesive manner to drive brand equity and consumer engagement.

Model in a photoshoot

CHANEL

Oversaw the flagship Innovation Partnership over 6 years whilst at Farfetch delivering new tech integrated boutique launches, innovation strategy workshops, trend advisory and team management.

Concluded with a standalone consultancy project with the Paris-based fashion division deep-diving into a number of strategic themes to build out a “so-what” point of view and provocations to feed long-term client experience planning. Project was delivered as a learning workshop to maximise value across the team and foster innovation thinking.

Male and female model in a photoshoot

FARFETCH

Joined as one of the founding team in the new Store of the Future unit tasked with revolutionising the luxury experience blending the store and digital into one unique enriched journey capitalising on the best qualities of both. Remit covered multiple lenses from customer experience strategy to retail concept creation including transformation culture. Worked with luxury brands including CHANEL, Burberry, Thom Browne, FERRAGAMO to build innovation-led programs leveraging cultural insight, strategic foresight and new tech exploration.

Members club interior

SOHO HOUSE

Hired by the founder to bring the digital membership vision for the brand to life by tying together the different businesses into one new unified client-centric mobile app; the now Soho House members app. Mission comprised of extensive concepting and validation with members to ensure highest level of perceived value before product development.

Man in a suit in a fashion photoshoot

MR PORTER

First hire to oversee all customer insight, customer marketing and client retention activities globally for the brand working cross functionally with editorial, brand and buying teams. Insight outputs used to steer 360 plans for launch into new categories including grooming and sportswear as well as the creation of the brands target customer profiles which formed the backbone of the content and commerce strategy.