Building brands, leading creative teams and turning commercial challenges into distinctive creative experiences.

I’m a hands-on creative leader with over 20 years’ experience across FMCG, retail and digital, building brands, leading teams and delivering creative that works commercially as well as creatively.

I currently lead the in-house creative function for Krispy Kreme UK & Ireland, setting the creative vision and ensuring the brand shows up consistently and distinctively across every guest touchpoint. I lead and develop a hybrid team of designers and freelance creatives, manage a substantial annual creative budget and oversee agency, photography, production and global partnerships, building strong internal capability while bringing in specialist expertise where needed.

My experience spans the full creative process, from strategy, brief interrogation and concept development through to campaign, packaging, retail, social, CRM, digital, photography, film and production. I work closely with Brand, Marketing, Retail and Operations teams to turn commercial and brand priorities into integrated creative experiences that connect with consumers and work in the real world.

Alongside leading major national campaigns and brand initiatives, I’m responsible for developing the people, processes and partnerships behind the work. I’ve built and developed creative teams, introduced more effective briefing and production processes, managed external agencies and specialist partners, and created environments where creatives can do their best work.

Before Krispy Kreme, I led creative at FatFace, delivering seasonal campaigns and brand experiences across retail, digital and ecommerce, following earlier roles in digital-first businesses including Jobsite.

I still love being close to the work. Whether I’m interrogating a brief, shaping an idea, directing a shoot or helping a team push an execution further, I believe the strongest creative leaders understand both the bigger picture and the detail required to make it brilliant.

My current CV can be found here.

Feel free to connect with me on LinkedIn.