About.

An internationally experienced Creative and Visual Director with over 20 years of expertise shaping brand identity, customer experience and commercially successful retail environments across fashion, luxury, lifestyle and department store sectors. Passionate about creating distinctive, immersive and memorable brand experiences through innovative retail spaces, showrooms, window displays, pop up shops, events and visual storytelling that inspire customers and strengthen brand connection.

Known for combining strategic vision with creative excellence, I have led the evolution of visual identity and customer experience for globally recognised brands including Topshop, Whistles, Farrow & Ball, Pandora, Myer and Oroton. My career has been defined by delivering creative transformation, developing high-performing teams and translating brand strategy into compelling physical environments that enhance customer engagement and drive commercial performance.

My approach is end-to-end, 360° design thinking, creating seamless brand physical and digital experiences that work together as one. From concept development and spatial design through to customer experience, visual identity, digital integration and execution, I create cohesive brand worlds that deliver consistency across every touchpoint. By connecting retail environments with digital experiences, I ensure customers encounter a unified, immersive brand experience that strengthens engagement, builds loyalty and drives commercial success.

With extensive international experience across the UK, Europe, Australia, Asia and the United States, I have successfully delivered large-scale retail concepts, multi-market rollouts and high-profile brand launches. As part of Topshop's Senior Leadership Team, I contributed to the brand's rise as a global fashion leader, leading the creative execution of iconic collaborations including Kate Moss, Christopher Kane, Celia Birtwell and Roksanda. I have also directed visual merchandising across 62 department stores in Australia, consistently delivering elevated brand standards while balancing creativity with operational excellence and commercial success.

Recognised for collaborative leadership, strong commercial acumen and a passion for innovation, I create inspiring environments that bring brands to life through connected, omni channel experiences that resonate with customers and deliver lasting business impact.