BRAND TRANSFORMATION IN PRACTICE
Across every chapter of my career I have aimed to transform how brands communicate to heighten desirability, deepen brand equity and support long term, profitable growth.
MERCEDES - BENZ I ELEVATING DESIRABILITY IN AUTOMOTIVE
An early proof point in redefining how a premium brand shows up.
Our A to S campaign moved Mercedes Benz from product led advertising to an immersive digital brand world that dramatised the full range. It became one of the most awarded automotive campaigns of its time and was named in Campaign’s Top 10 Digital Ads of the Decade, strengthening Mercedes Benz as the desirable, design led choice in a crowded category.
LOUIS VUITTON I IMMERSIVE LUXURY STORYTELLING
At Louis Vuitton I worked on the maison’s first fully integrated content and e-commerce platform, bringing storytelling and shopping into a single experience at a time when this was far from the norm.
Our 360° fashion show platform and early mobile applications won global recognition and the Art Directors Award for strategy, innovation and integrated marketing, and showed how elevated storytelling and seamless journeys could support audience growth
FROM HERITAGE LABEL
TO DIGITAL LUXURY LEADER
As Director of Creative Media, Digital, I helped lead Burberry’s shift from a traditional British heritage brand to a culturally relevant, digitally led luxury house.
BURBERRY I BRAND TRANSFORMATION
Between 2011 and 2017 we streamed runway shows and enabled real time “runway to retail” shopping, reshaped the fashion calendar with direct to consumer drops, launched the first global “Shot on iPhone” campaign with Apple, created personalised digital experiences and partnered with emerging artists and musicians to keep Burberry culturally fluent.
The result was a younger, more global audience, stronger brand heat and a clear repositioning of Burberry as a fashion forward, digitally native luxury leader.
Burberry’s innovation between 2011 and 2017 wasn’t just a series of tech experiments, it functioned as one unified, long-term brand campaign with a clear goal: to shift Burberry from a traditional heritage label to a fashion-forward, digitally native and culturally relevant brand.
BURBERRY I DIGITAL COMMERCE & PLATFORM LEADERSHIP
From 2015 to 2020 I also led the Creative, Design and UX teams for Digital Commerce.
We combined high touch luxury service with advanced technology years ahead of the sector, setting a new standard for connected shopping. Burberry consistently ranked at the top of the Luxury Digital IQ Index, with work that improved conversion, supported full price sell through and reset expectations of what the digital luxury experience could be.
This set a new digital benchmark in luxury, and we consistently ranked at the top of the Luxury Digital IQ Index, claiming the #1 spot both in 2015, and 2016.
BURBERRY I REDEFINING RETAIL
Working with Visual Merchandising and Architecture, we extended the same thinking into physical spaces.
Regent Street became the first fully digitally enabled luxury flagship. Shenzhen launched as the world’s first large scale social retail experience integrated with WeChat. Both environments connected media, retail and data to elevate perception and drive higher value transactions in key markets.
BEYOND FASHION
Independent and impact driven, my practice now combines creative excellence with commercial clarity for brands in luxury & lifestyle.
Recent and past projects include work for Off White, Givenchy, Stella McCartney, Belmond Hotels, the British Fashion Council, Bottega Veneta and Montblanc.
Today the focus mirrors a CMO remit across three pillars: foundational strategy that guides decisions, brand experience across every touchpoint and brand-led growth powered by creativity and data.
CLINUVEL I BUILDING A BRAND PLATFORM FOR FUTURE VALUE
For biotech company Clinuvel I created “The Art of Photomedicine”, a global brand platform reframing rare skin conditions such as EPP, vitiligo and albinism. Instead of presenting these conditions as clinical problems, we elevated the individuals who live with them and celebrated identity rather than deficiency. This was a radical shift for the pharmaceutical industry, changing how physicians, patients and media perceived the brand.
The platform sparked global conversation, including a private presentation at Lady Gaga’s residence, and laid the foundations for Clinuvel’s future luxury skincare line by giving it cultural relevance, emotional resonance and permission to stretch into higher value, higher volume categories.
