About me
At Debenhams as the Head of Creative my aim was to step change photography in every channel across every single asset for Home, Food, Beauty, Womenswear, Menswear, Kidswear, Lingerie, Swim, Accessories, Electricals and Gifting.
I brought the online, campaign and production teams together along with all the separate budgets. I did a deep dive into processes, quantities, ROI, resources and re-distributed the campaign, instore, online, social and PR budgets according to where investment was required.
Putting in processes in place and streamlining workload and team accountabilities to allow more time for creative consideration.
I created company-wide brand guidelines and took back creative control that was being managed by different designers and departments. By putting together strict guidelines and objectives this gave the team clear direction.
I worked with my team to grow and develop their knowledge and skills, so they were maximising productivity both in time and money.
Understanding the detail and taking the time to review the structure, resources, budget allowed me to completely turnaround the creative team both visually and financially.
I used the budget in a smarter more cost-effective way that enabled me to give more than a million pounds back to the business yet still elevating the quality of all assets.
I have presentations that I can take you through which I presented to the CEO and the board that detail all my findings from deep process dives and the production sample process I put in place to elevate brand profiles, imagery and styling.
Being the main point of contact for everything creative, developing teams, taking the lead and turning processes and imagery around is what I do best. As well as all my experience at Debenhams I have a solid background in retail. At NEXT I built the Lipsy in house production and put all the resources and processes in place to launch Lipsy online and create all the brand profiles for all the NEXT Label brands.
I have an extensive visual portfolio of key shoots