At BGRP Holdings, I lead a multidisciplinary creative team across graphic design, retouching, and photography, providing creative leadership and art direction from concept through to final execution. I line manage and mentor three direct reports, supporting their development, performance, and day-to-day priorities. Oversee workflows, production processes, and project delivery, ensuring efficient execution and high-quality output across all creative disciplines. Responsible for maintaining brand consistency and visual excellence across all customer touch-points while partnering with cross-functional teams to deliver impactful brand campaigns, new product launches, and creative assets for digital channels. Guide the team in creating engaging, commercially effective content that strengthens brand presence and supports business objectives.

CAMPAIGN AND DIGITAL ASSETS

Below is a selection of digital assets created for social media, paid advertising, email marketing, e-commerce channels, and the icon website. Each asset incorporates the icon brand style, tone of voice, and product photography.

ASSETS FOR CHANNELS

Below is a selection of digital assets created for Amazon, including enhanced A+ content, enhanced image carousels, and the icon storefront. Assets were developed for both parent and child SKUs and adapted for other languages and European marketplaces, including Otto and Maisons du Monde. I designed and optimised new branded templates to align with the brand and ensure efficiency and consistency across all channels.

PHOTOGRAPHY AND ART DIRECTION

Below is a selection of seasonal campaign photography captured on location to promote product ranges and new product development (NPD). All photography for NPD listings and product updates was produced in-house.