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With over 14 years of experience in the creative industry, I have worked at a senior level both in house and agency side across brands such as LEGO, Chelsea Football Club, Ted Baker, Selfridges, Marks & Spencer, O2 and many more. As Creative Director at edtech startup SAM Labs, I took on the challenge of repositioning the company from B2C to B2B with a full rebrand, new website, photography and video direction, product launches and events. My approach to all briefs is strategic, considering target audience, platform and messaging to work in harmony with the creative.

My work spans across creative strategy, branding, retail environments, global campaigns, performance marketing and events. My passion is to bring a brand to life through engaging experiences no matter what the touch points are. 

In my current role leading the creative studio at Chelsea FC, I've had opportunity to build a full team of designers, artworkers, freelancers and agencies from scratch to provide the business with compelling and beautifully executed creative, effortlessly. From concept and strategy to pitching ideas within the business through to production and delivery.

Everything that we do aims to challenge preconceptions of the traditional sports club and take the brand 'beyond football' into lifestyle and entertainment. Above all, the success of the studio relies upon motivation, engagement and growth of the creatives, setting clear personal development plans and objectives, collaboration and regular reviews and critiques of the in-house team, external agencies and suppliers.

In addition to this, my experience includes brand management, budget management, team training and recruitment.

If you’re interested in learning more about me or my work, please get in contact.

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