EMPLOYMENT HISTORY
LEADING EDGE - CREATIVE DIRECTOR | Feb 2024 - present
Lead the creative vision and strategic direction for Leading Edge
Conceptualise and execute innovative design solutions for a diverse range of clients
Manage and scale a high functioning creative team to support company growth
Establish a robust creative workflow, streamline processes and improve deliverable timelines
Lead client presentations and creative pitches, effectively communicating the creative vision and securing new business
Provide guidance, inspiration, and mentorship to team members to foster their growth and development
ASDA STUDIO 368 - SENIOR CREATIVE MANAGER | Dec 2018 - Feb 2024
Accountable for the creative direction of the studio, driving a culture of best in class, customer focussed design solutions, with a strong emphasis on development, coaching and mentoring
Oversee visual output across a range of printed media including: branding, point of sale, advertising campaigns and various marketing materials to help drive in store and online sales
Managing freelance resource and budget
On boarding of project management tool (Workfront) to plan projects and measure performance using bespoke reports and dashboards
Implementation of Adobe Experience Manager (digital asset management system)
Saved the business 100k+ (external agency design fees) in the first year of operation
Creative direction of Asda’s value reset project - the largest POS project Asda have implemented in the last 10 years. 20% sales uplift in the first week of launch. As much as 30% uplift in selected categories
ASDA - PACKAGING DESIGN MANAGER | Mar 2016 - Dec 2018
Drove the creative vision and consistent delivery for all own brand food packaging
Led a team of design specialists through coaching and sharing
Agency partner management and reviews
Brand guardian for all own label sub brands
Process improvements to deliver efficiencies and cost savings to the business (20% reduction in amends)
Managed the re brand of Asda Extra Special - over 1000 SKUs worth approx £500m per year
Extra Special achieved 15.3% sales growth in the first year of brand relaunch, an extra £54m in sales
PORTFOLIO DISPLAY - HEAD OF CREATIVE SERVICES | Nov 2013 - Mar 2016
Responsible for creative strategy across all print and digital media
Streamline of artwork and print processes resulting in a 60% time saving in file set up
New digital strategy and creative direction resulting in a 20% rise in online customer sign ups
Design and build of www.project-portfolio.co.uk
Successful pitch to design Huddersfield Town’s match day magazine 2014/15
HUDDERSFIELD TOWN FC - HEAD OF DESIGN | Jun 2009 - Jun 2012
Managed a team of designers, photographers and videographers
Re brand of Huddersfield Town and it’s associated assets. Increased brand awareness and fan engagement resulted in a 15% increase in ticket sales
Winner of League One programme of the year 2009/10 at the Football League Awards
ASDA - PACKAGING DESIGN SPECIALIST | Jun 2012 - Nov 2013
CARD FACTORY - MID WEIGHT/SENIOR DESIGNER | May 2006 - Jun 2009
HALLMARK CARDS - JUNIOR CREATIVE ARTWORKER | Jan 2003 - May 2006
All references available on request