Anderson Safo

Creative leader with proven expertise in building brand communities from the ground up. Skilled at developing compelling narratives, executing integrated campaigns, and creating authentic engagement that drives measurable results. Combines strategic thinking with hands-on content execution including photography, videography, and digital storytelling.

Demonstrates strong data literacy, analytical problem-solving, and the ability to lead teams toward ambitious creative goals while working effectively under budget constraints.

Experience spans luxury retail management, digital strategy, and community-first marketing in fast-paced, high-growth environments.

Creative Lead and Store Manager - J.HYDE - Premium British Eyewear Brand, Sutton Coldfield

(2025-04)

• Architected brand's entire digital presence from zero, building authentic community through strategic content aligned with luxury positioning. Grew Instagram from 300 to 970+ followers with consistent 40k monthly impressions through trend-aware, visually compelling storytelling.
• Directed three full-scale brand campaigns managing end-to-end execution: creative concepting, talent casting, onset styling and direction, photography, videography, and post-production editing using personal equipment (Canon M50 Mark II, Sigma 16mm f/1.4, Final Cut Pro X).
• Developed integrated social media strategy and content calendar aligned with seasonal launches, brand messaging, and audience insights. Monitored performance metrics and iterated strategy based on engagement data.
• Managed store operations solo across retail, sales, customer service, and self-taught dispensing optician responsibilities. Coordinated diverse stakeholders to deliver seamless operations and premium customer experience.
• Researched, costed, and implemented in-house production infrastructure for photography and video, achieving annual savings of 3,000 to 8,000 pounds without compromising quality.
• Set professional boundaries around unpaid creative work in 2026, ensuring clear project scoping and sustainable delivery while demonstrating maturity in role definition and stakeholder management.

Menswear Department Manager (then Backup Manager, Sales Advisor) - ARKET - Global Premium Lifestyle Brand, Birmingham

(2024-02 - 2025-04)

• Led menswear department operations as primary manager, supervising 10+ team members. Drove sales targets and KPIs through effective coaching, strategic visual merchandising, and high-standard customer service.
• Optimized workflow efficiency during high-traffic periods, managed inventory rotation, and coordinated product launches and seasonal promotions to maximize customer engagement and sales.
• Delivered exceptional service in luxury retail environment, building lasting customer relationships that drove repeat business and positive brand perception.

Sales Assistant (Zara) | Kitchen Manager (Leon) - ZARA SA and LEON RESTAURANTS

(2021-04 - 2023-09)

• Progressive retail and food service roles developing customer service excellence, high-volume operational management, and team coordination during peak service periods.

B.Sc. - Accounting and Finance - University of Birmingham (2018-09 - 2022-09)

Data Analytics Bootcamp - University of Birmingham (2022-09 - 2023-03)