Edwina A

MULTIFUNCTIONAL CREATIVE WITH EXTENSIVE EXPERIENCE ACROSS FASHION PRODUCTION, BRAND STORYTELLING, GLOBAL MARKETING, AND HIGHER EDUCATION. HIGHLY SKILLED IN LEADING GLOBAL SHOOTS, MANAGING PRODUCTION BUDGETS, BRIEFING AGENCIES, CASTING, AND MAINTAINING CONSISTENT BRAND IDENTITIES ACROSS MARKETS. EXTREMLY PASSIONATE ABOUT CHALLANGING TRADITION AND EXPLORING NEW AVENUES OF GROWTH, COMBINING STRONG DESIGN FOUNDATIONS, 3D TECHNICAL SKILLS, AND HANDS-ON CREATIVE DIRECTION WITH COMMUNICATION AND LEADERSHIP ABILITIES.

WITH AN EXPRESSIVE TASTE AND METICLOUS ATTENTION TO DETAIL

CREATIVE PROJECTS EXECUTIVE at ELLESSE (GLOBAL TEAM) (2023-01 – 2026-01)

• LEAD ON ALL CREATIVE SHOOTS FROM CAMPAIGN, ECOMMERCE, SOCIAL AND ADHOC - DRIVING END-TO-END PRODUCTION ACROSS BUDGETS, TIMELINES, LOGISTICS AND APPROVALS. DIRECTING AGENCIES AND FREELANCERS, COORDINATE CASTING AND PRE-PRODUCTION, AND DELIVER TOOLKITS AND GUIDELINES THAT ENSURE GLOBAL BRAND CONSISTENCY ACROSS ALL MARKETS
• SUPPORTED GLOBAL MARKETING CAMPAIGNS & SEASONAL STORYTELLING, MANAGING TIMELINES, BUDGETS, ASSETS AND ROLLOUT PACKS. COLLABORATED CROSS-FUNCTIONALLY ACROSS DESIGN, ECOMMERCE, PR, SOCIAL AND WHOLESALE, COORDINATING SOCIAL SHOOTS, LOOKBOOKS AND SEASONAL BRAND MOMENTS

BRAND ASSISTANT (MARKETING) at ELLESSE (GLOBAL TEAM) (2022-01 – 2023-01)

ASSOCIATE LECTURER at UAL - LCC (2024-01 – Present)

• DELIVERED WORKSHOPS, LECTURES, MODULE SUPPORT AND TUTORIALS FOR BA PHOTOGRAPHY & CREATIVE INDUSTRIES COURSE. LED 1-1 CRITIQUE SESSIONS, ASSESSMENTS AND GUIDED STUDENTS THROUGH PRODUCTION PLANNING AND CREATIVE IDEATION.

JUNIOR DESIGNER at PENTLAND BRANDS (2022-01 – 2022-12)

• WORKED ACROSS BRAND PORTFOLIO: LACOSTE, KICKERS, BERGHAUS AND RED OR DEAD. PRODUCED 3D FOOTWEAR RENDERINGS IN RHINO + SOLIDWORKS.
• EXECUTED MINI DESIGN BRIEFS FOR FOOTWEAR.
• CREATED SOCIAL CONTENT FOR RED OR DEAD.
• COLLABORATED WITH WGSN TO SUPPORT AW24 COLOUR TREND FORECASTING AND PALETTE CURATION.

TEAM LEADER at WAITROSE (2016-01 – 2022-01)

• DEMONSTRATED EARLY LEADERSHIP MANAGING WEEKEND TEAMS AND TAKING RESPONSIBILITY AS A KEYHOLDER FOR STORE OPENING AND CLOSING, CASH OFFICE OPERATIONS AND STORE VALUABLES. DELIVERED STRONG CUSTOMER SERVICE AND CONFLICT RESOLUTION WHILE ADAPTING TO FAST-PACED SITUATIONS, SUPPORTING DAILY OPERATIONS THROUGH EXCELLENT ORGANISATION AND TIME MANAGEMENT, AND WORKING FLEXIBLY ACROSS MULTIPLE DEPARTMENTS AND SHIFTS.

BA DFASHION ACCESSORIES & FUTURE TEXTILES HONS in Fashion Accessories & Future Textiles – RAVENSBOURNE UNIVERSITY (2019-01 – 2022-01)

FOUNDATION DIPLOMA – UAL (2018-01 – 2019-01)

GCSE

AS/A LEVELS