CV | My Site 1

About Me.

Strategic creative with over 18 years’ experience building and evolving brands across sportswear, retail and global events. I specialise in creating clear brand frameworks that translate commercial objectives into distinctive, scalable visual systems. My work spans brand identity, art direction and multi-channel execution, with a proven track record of elevating brand perception, enabling teams to deliver consistently at pace, and driving measurable growth. I thrive in roles where design challenges convention, sharpens positioning and delivers long-term brand value.

Skillset

Creative:

Campaign Development, Art Direction, Brand Identity, Content Strategy, Photography & Video Briefing, Packaging Design, Venue/Event Dressing

UX/UI:
User-Journey Design, Prototyping and Wireframing, Interaction Design, PoS, Wayfinding Signage.

Leadership:
Project Management, Cross-functional Collaboration, Team Mentoring, Strategic Thinking,
Agency Briefing.

Software:
Adobe - Photoshop, InDesign, Illustrator, Premiere Pro, Acrobat, Microsoft 365, Wordpress, Figma.

Employment

Wynnstay Agricultural
Deport Marketing Specialist
Aug ‘24 - Current

Lead the delivery of retail marketing across a 51-store national estate, supporting a multi-million-pound retail operation. Plan and execute multi-channel retail campaigns across in-store and digital platforms, ensuring activity is commercially aligned and consistently delivered. Work closely with product managers and suppliers to select, launch and promote ranges that drive volume, margin and sell-through. Manage campaign budgets and production, negotiating supplier and print costs to maximise efficiency and return. Drive growth initiatives, including supplier-funded advertising, in-store digital media rollout, and a high-value loyalty voucher scheme to increase retail spend.

Freelance Creative Consultant
Various
April ‘22 - Current

Freelance contracts included:

• Levy Merchandising/Sudu Sportswear: Appointed to lead brand development for a premium sportswear brand (launching 2024). Delivered full competitor analysis, strategic positioning, and

brand identity. Directed creation of digital and print guidelines, ecommerce UX/UI, and worked alongside web development partners to ensure seamless brand experience.

• ASICS: Created presentations for an internal conference, showcasing 2024 product launches and Olympic Games activation strategy.

• Llanidloes RFC: Developed the club’s brand across all channels, managing social media, sponsorship strategy, and the design and sourcing of kit and clothing.

Input Output Global
Creative Consultant
April ‘22 - Jan ‘23

My role at IOG was to provide creative support for the Cardano Ecosystem and Communities team whilst raising the creative standards and aligning with the brand guidelines. I would produce themed hero and cover graphics for newly published papers on blockchain technologies, creating detailed technical diagrams and infographics for the audience to digest across digital channels and touchpoints.

Working with the team, I would also create materials for the international conferences and blockchain events organised by the Ecosystem and Communities team, including event
promotion and venue dressing.

Castore Sportswear
Lead Graphic Designer
Sept ‘21 - Oct ‘22

As Creative Lead at Castore, I came into the business to improve its creative output, implementing a new user-journey-centric process, aligning our e-commerce and retail execution. With a focus on consistent execution across all touchpoints, creating adaptable, multi-use content across all our channels was essential to campaign success. With improved and consistent content, we gained traction with new customers and successfully launched partnership activations whilst running seasonal campaigns. This strategy produced notable results, particularly on Instagram, where followers surged from 23k to 135k, achieving 575% growth. This strategic shift led to a turnover of £31.8m, a 187% surge, and an £8.2m EBITDA profit.

From concept to completion, my team and I created aligned seasonal promotions and kit launch activations for our e-commerce and retail channels and for our partnership clubs. Overseeing the entire process, from conceptual development, art direction for photoshoots, and crafting comprehensive campaign guidelines for the team to work to, this systematic approach not only streamlined content production but helped in the professional development of our junior design team, allowing them to take ownership of mini-campaigns within the over-arching campaign.

Additionally, I developed and designed the inaugural Brand Guidelines and Business Pitch Deck for the brand, pivotal in securing multi-million-pound contracts with prestigious entities such as the English Premier League, International Cricket, Gallagher Premiership rugby, and Formula One racing teams. This strategic alignment propelled Castore’s valuation towards a billion pounds, currently around £750m, a monumental leap from its initial £9m valuation upon my arrival.

American Golf
Lead Graphic Designer
Aug ‘17 - Sept ‘21

In my initial role at American Golf, I designed and executed promotional campaigns, creating a range of materials for in-store displays, large-scale graphics, and dynamic digital content. Recognising a gap between departments, I advocated for an aligned execution, leading to my promotion to Lead Creative Design. Once in this position, I crafted comprehensive campaign guidelines for stakeholders and designers to adhere to, ensuring the aligned approach execution.

This approach not only re-established American Golf as a creative authority in Europe’s golf retail sector but also significantly boosted engagement metrics. We saw a remarkable increase of 5% - 12% in email open rates, a 3% - 5% rise in click-through rates, and a 34% increase in Instagram following with a 3% uptick in product click-throughs. Additionally, we witnessed a 5% - 7% increase in hero banner interactions on the revamped AG home page over a 6 to 12-month period.

Furthermore, I created updated Brand Guidelines and new POS Guidelines in both Pound Sterling and Euro, ensuring a cohesive visual identity across markets. This played a crucial role in maintaining a strong brand presence.

First Ark Group
Graphic Designer
Dec '16 - Jul ‘17

Produced branded materials across print and digital platforms, supporting housing and community development services. Managed Mailchimp campaigns, infographics, reports, and promotional event material.

Freshfield PR
Creative Consultant
Aug ‘16 - Dec '16

As a brand consultant at Freshfield, I provided creative support for various clients, overseeing initiatives like brand development for thisiscuerden.co.uk, European Freeze Dry’s branding and packaging, creative support for exova.com, and a brand awareness campaign for Marketing Lancashire.

International Festival for business 2016
Creative Consultant
Aug ‘16 - Dec '16

As the creative lead for the International Festival for Business 2016 (IFB2016), I orchestrated the festival’s visual direction, developing and refining a comprehensive brand guideline. Collaborating with key stakeholders, I crafted impactful sponsorship materials that played a crucial role in securing over £9 million in investments. I worked closely with external agencies, partners, and sponsors to implement multiplatform advertising campaigns across various channels, ensuring broad visibility and attracting international delegates from diverse business sectors.

A significant highlight was the design of the venue dressings for the expansive 8,100 square meter space, where I seamlessly integrated the IFB2016 brand for a cohesive and immersive experience. A pivotal feature was the innovative Blue Skies stage, for which I devised a sub-branding strategy and curated content to promote its schedule and highlight keynote speakers. This stage became a focal point, greatly amplifying the festival’s impact.

IFB2016 generated impressive results, contributing around £250 million in sales for UK businesses and creating over 2,000 jobs, according to an independent evaluation. 14,000 delegates attended the festival, with 103 international delegations comprising 800 companies from across the globe. Over 500 UK businesses secured £87 million in export sales directly attributable to the festival. Approximately 250 UK businesses attracted around £10 million in overseas investment, while the domestic trade thrived with over 850 UK businesses reporting secured sales of around £145 million.

Sure Save Ltd
Lead Graphic Designer
Jan ‘13 - May '14

As the Creative Lead Designer at yoursuresave.com, I directed creative across digital and print during a growth phase of this comparison site. Overhauled branding, led CRM-focused campaigns and optimised social content.

Other Employment

Freshfield PR
Creative Consultant - Aug ‘16 - Dec '16

Kukri Sports
Graphic Designer - Jan ‘12 - Jan ‘13

Waggledance
Freelance Graphic Designer - Oct ’11

Salons Direct
Freelance Artworker - Jan ’11 - Feb ‘11

Wests Design Consultants
Freelance Artworker - Chelsea FC - Oct ‘10

ReMark
Freelance Artworker - Mar ‘08 - Sept ’08

Chill Out Spa
Freelance Graphic Designer - Sept ‘07 - Nov ’07