About Me

I’m a British Freelance Design Lead and Creative Director located in Los Angeles, with over a decade of experience steering sportswear & lifestyle apparel collections from concept to market. In my previous role as Creative Director at Teddy Fresh, I led multiple teams across Design, Creative & Marketing and prided myself on having a strong eye for detail, creative vision and commerciality, whilst also acting as a mentor and guide to the team members who I managed.

Across my career I have spearheaded collaborations with global brands including Dr. Martens, Crocs, Umbro, and Marvel across the UK and North American markets, blending trend forecasting with brand storytelling to create thoughtful, design-led collections with great commercial success. When working on these projects I have had ownership of product from initial concept through to Ecom photography, campaign creative direction and social media strategy. My background in Fashion Design ensures I approach creative direction and marketing from a product first perspective, I am highly organised with a refined attention to detail.

Core Skills

  • Concept research & creative direction

  • Apparel, accessories & lifestyle product design

  • Techpack creation & fit development

  • Design-led leadership & mentoring

  • Trend forecasting & visual storytelling

  • Cross-category line planning

  • Web & content design

  • Collaboration & licensing

Experience

Teddy Fresh - Creative Director

Los Angeles | June 2022 – July 2025

  • Lead design across all categories and oversee a team of 6 designers & creatives

  • Drive concept research, build seasonal direction, and lead collection development

  • Guide techpack creation, fit sessions, and design QC

  • Own design calendar, critical paths, and line planning based on revenue targets

  • Lead brand collaborations-from pitch decks to design execution

  • Oversee content creation across campaign, ecommerce, and social platforms

  • Direct visual output across web, socials, and photo shoots

Lazy Oaf - Senior Designer > Designer Manager > Creative Lead

London, UK | March 2017 - June 2022

  • Led design, marketing & graphics teams, managing calendars and development

  • Designed apparel, accessories & homeware with a team of designers

  • Drove collaboration projects with Dr. Martens, Crocs, Umbro, and more

  • Directed visual identity across digital and physical touchpoints

  • Led inclusive fit sessions with focus on curve sizing

  • Approved all creative assets for product and digital rollouts

Fila - Junior Designer > Apparel Designer

London, UK | April 2014 - March 2017

  • Led design for Fila Blackline across UK and US, tripling annual revenue

  • Integrated archive research into contemporary sportswear designs

  • Managed CADs, techpacks, specs, color/fabric selection, and supplier liaison

  • Directed visual merchandising and attended international campaign shoots

  • Presentation of collections to international teams & external partners

  • Design SMU lines for partners such as Urban Outfitters and Asos

Puma - Design Intern

London, UK | July 2013 - April 2014

  • Supported design team with CADs, research, and techpacks

  • Assisted in presentations, trend analysis, and archive organization.

Education

BA (Hons) Fashion Design, Kingston University London - 2:1

Art Foundation, Canterbury - Distinction

Tools & Strengths

Adobe Creative Suite | Apparel Design | Techpacks | Line Sheets | Hand Sketching | Campaign Styling | Trend Research | Team Leadership | Digital Design | Commercial Strategy