A results-driven Brand Director with a proven track record of building, scaling, and transforming global fashion businesses across streetwear, sportswear, and high-end luxury. I specialize in end-to-end product creation, balancing bold creativity with commercial success, and driving cultural impact through storytelling, strategic collaborations, and disruptive product launches. With experience leading €1bn+ businesses, I have successfully revitalized iconic franchises and driven category-defining innovation. At adidas, I elevated the most legendary 3-Stripes franchises, while at Burberry, I was responsible for stewarding and evolving the world-famous Check to resonate with modern luxury consumers. I have unparalleled access to the world’s best wholesale doors, a top-tier global supply chain network, and deep connections across high-profile brands—enabling high-impact collaborations and breakthrough product opportunities. My industry relationships allow me to activate partnerships at the highest level, ensuring every collection and initiative lands with maximum cultural and commercial impact. Passionate about building culturally relevant brands, I thrive in environments where vision, strategy, and execution come together. Whether launching high-impact collaborations, crafting compelling marketing narratives, or optimising assortments for global success, I am committed to pushing the boundaries of what a brand can achieve.
Reporting directly to the CEO, and working in collaboration with Matthew Willams, the creative director, I am responsible for all trading activities and full end to end management of the ALYX brand. • Lead the overall brand vision, commercial strategy, and execution, ensuring alignment with company goals. • Oversee full product lifecycle, from ideation to market launch, ensuring innovative and trend- driven designs. • Manage profit and loss (P&L), driving revenue growth and cost efficiency across all product categories. • Manage all budgets for all brand activities. • Lead the sales campaigns, in collaboration with sales team in Paris fashion week twice a year. • Collaborate with design, marketing, and sales teams to create cohesive and impactful collections. • Develop strategic partnerships and collaborations to expand brand reach and influence. • Spearhead sustainable and ethical sourcing initiatives to align with modern consumer values. • Drive energy into the brand by developing unique campaign narratives, experiential activations, and strategic influencer partnerships. • Build and maintain strong relationships with wholesale accounts, ensuring consistent brand presence and revenue growth through key retail partners.
Full ownership and responsibility of managing and driving the men’s global seasonal ready- to-wear apparel business, seasonal fashion week runway show, as well as Burberry collaborations and special projects. • Oversaw and directed the business transformation to a new creative direction under Daniel Lee. • Responsible for driving +£1 billion annual revenue, managing house codes, and world- famous check franchises. Created and introduced the best-selling item in the business to date, the check polo. • Worked from concept to consumer, delivering impactful, meaningful collections that balance excitement and commerciality, elevating the brand in the luxury space while delivering substantial growth in revenues. • Created a new brand strategy that celebrates the brand’s authentic British heritage, focusing on storytelling while delivering modern, contemporary, and energetic products. • Worked closely with the finance team to manage financial targets and break them down into category targets and KPIs for each season, including revenue, margin, category mix, AUR management, pricing, and sell-through. • Managed a menswear team of six merchandisers, working closely with planning and design teams. • Oversaw the critical path from concept to consumer, incorporating regional feedback and key accounts into concept creation. • Led sourcing, supply base management, fabric selection, fittings, and costings to optimize efficiency. • Managed and led the go-to-market process, presenting the global range to key stakeholders, regional merchandising teams, and key wholesale accounts. • Established a new wholesale strategy, reducing wholesale doors to best-in-class partners only. • Led the collaboration strategy to energize and elevate Burberry’s luxury status in the market, spearheading collaborations with Supreme and POP Trading.
• Held full ownership and accountability of the global business strategy, collaboration initiatives, and key account management for Napapijri within VF Corporation. • Revamped Napapijri’s positioning within the outdoor/street/sportswear market, focusing on revenue optimization, improved sell-through, and enhanced margins. • Orchestrated the complete product strategy for Men’s, Women’s, footwear, accessories, and key account SMUs, redefining the brand’s distribution strategy to authenticate accounts. • Developed and implemented a 3-year financial plan and an ‘icon franchise management’ strategy, safeguarding older icons while innovating new silhouettes aligned with Napapijri’s strengths and market disruption. • Maximized the footwear opportunity by restructuring the product line, concentrating on archive ‘outdoor’ models tailored for today's consumer preferences. • Introduced consumer-centric business concepts, targeting specific segments such as youth streetwear/outdoor adventure wear, aligning with platforms like ASOS, Zalando, and JD Sports. • Spearheaded a new collaboration strategy, leveraging Napapijri’s iconic silhouettes in partnerships with Martine Rose, Patta, and fabric mill Majocchi, crafting culturally resonant collections for Tier 0/1 authenticating accounts.
• Managed global men’s apparel business at adidas Originals, employing a hands-on approach to steer financial, product, and storytelling strategies alongside a dedicated team. • Conducted comprehensive pre-season analyses encompassing retail landscapes, historical financial data, and market input to inform strategic decision-making. • Oversaw product and category assortments from inception to consumer delivery, ensuring regional customization while preserving a globally resonant narrative. • Implemented a business segmentation strategy, organizing adidas Originals apparel into smaller, more digestible 'concepts' to enhance focus and efficiency. • Led the transformation of adidas Originals’ flagship €1 billion franchise, ‘adicolor,’ reviving the biggest franchise in sportswear with a bold strategy focusing on product, storytelling, sourcing, and activation. • Introduced new culturally relevant archive-based products, premium executions, and fabric packs while addressing underperforming products, significantly improving margins. • Exceeded volume targets by +1.88 million units and increased overall margin by +2%, generating an additional €29 million for Originals apparel. • Championed the FW20 + FW21 outerwear strategy, doubling sales targets and increasing net sales from €26 million to €57 million. • Pioneered the revival of the ‘adidas adventure’ concept, leveraging heritage and outdoor/trail-inspired sportswear trends, growing the segment from inception to over €30 million in two seasons. • Led ‘in-season creation’ strategy, instituting mini-concepts within the men’s apparel business, leading to the best-selling ISC pack within Originals apparel and surpassing sales targets by tripling Western Europe's seasonal target in one collection (€20 million in sales across 16 articles). • One of only two members of staff within the adidas brand to achieve the elite status of ‘Game changer’ for my performance for the year.
Responsible for the biggest franchise in sports fashion: 'adicolor'. The backbone and critical to the adidas originals business. (Over €1 billion annually) Tasked with rejuvenating an aging concept I introduced and drove a bold new strategy to inject new life, freshness and drive energy back into the concept through product, story, better sourcing/negotiation and activation. Working cross functionally and leading a holistic strategy with Women's, kids + accessories, footwear. Introduced new and exciting archive-based products as key newness, intrinsically linked through culture, as-well as new fabric packs, and premium executions. While newness was a key driver in the success of the concept, also analyzing poor products: low margin etc., low efficiencies, poor fabrications, and stripping/resourcing increased the margin significantly. Over achieved the volume targets by +1 .88mil units (total vol 9.58mil units), while increasing the overall margin by over +2%, (generating an extra €29mil for originals apparel) making it the best adicolor season to date but most importantly making it a relevant concept to all markets and consumers again.
Joined Topman as assistant buyer on the newly formed private label brands team. Working closely with the buyer to develop, fit and deliver: TOPMAN LTD, TOPMAN LUX, TOPMAN DESIGN, and DESIGNER COLLABORATIONS.