Director of Photography, Studio & Creative Production at SHEIN (2022-01 – Present)
Led the UK Photoshoot Department and end-to-end creative production operations across internal studios and the EU partner network, defining production strategy, resource planning and governance frameworks to support large-scale e-commerce and campaign delivery while safeguarding visual consistency across multiple brands.
- Directed a cross-functional creative department of 25+ (photographers, producers, stylists, HMUA, videographers), guiding both creative concept interpretation and large-scale execution across multi-channel content production — delivering 25,000+ fashion SKUs annually across multiple brands.
- Translated brand and commercial objectives into structured visual direction, defining storytelling, styling, and lighting standards that strengthened brand identity and supported scalable, high-volume production.
- Scaled studio infrastructure through multi-set expansion and structured capacity planning to support sustained commercial growth.
- Standardised visual guidelines and implemented KPI-driven production frameworks that improved on-time delivery and reduced reshoot rates — improving right-first-time output and operational predictability.
- Managed multi-million pound annual production budgets, UK & EU vendor networks, supplier negotiations and operational forecasting to support scalable, cost-efficient content delivery.
- Led feasibility and resource strategy for EU creative expansion initiatives and production partnerships.
- Contributed to the incubation of a premium-focused brand by elevating model pool standards, refining lighting and styling direction, and designing structured shot packages that enhanced brand perception while maintaining production efficiency.
- Established structured shoot governance (briefing frameworks, QC gates, sign-off processes) across studio and on-location productions, reducing reshoot rates and improving delivery quality.
Photography & Production Manager at SHEIN (2021-01 – 2022-12)
Established and scaled the London studio infrastructure during the rapid growth phase, building a multi-set facility from the ground up.
- Established and scaled the London studio infrastructure during the rapid growth phase, building a multi-set facility from the ground up.
- Recruited and developed the initial in-house creative team while expanding the contractor network to meet increasing production demand.
- Implemented scalable production systems that significantly increased shoot capacity across product categories.
- Designed structured workflows to support expansion across product categories and multiple concurrent teams.
Company Director (Statutory) at SHEIN Distribution UK Ltd (2022-02 – 2023-06)
Additional appointment as Company Director
Head of Photography at 100% Digital Studios (2017-01 – 2021-12)
Led the photography department across three studio environments, scaling the client portfolio from 500 to 800+ active monthly accounts while maintaining consistent quality, delivery standards and client retention.
- Directed multi-category e-commerce photography (fashion model, product, accessories, beauty, homeware), ensuring technical and stylistic consistency across all client outputs.
- Implemented automated post-production workflows, reducing turnaround times and enabling scalable output growth across a high-volume client base.
- Introduced enhanced QC frameworks that measurably improved client retention and satisfaction scores.
- Standardised lighting and shooting protocols to ensure repeatability and quality across high-volume production at pace.
- Developed and mentored team members, building internal capability while strengthening brand perception across diverse client segments.
Lead Photographer at 100% Digital Studios (2015-01 – 2017-12)
Led high-volume multi-category e-commerce shoots with technical precision and visual consistency.
- Led high-volume multi-category e-commerce shoots (product, model, jewellery, homeware), ensuring technical precision and visual consistency.
- Contributed to still-life and campaign concept development, supporting client brand positioning.
- Optimised lighting setups and shooting workflows to maintain output quality under tight deadlines.
Fashion Photographer & Creative Production at Freelance (2006-01 – 2015-12)
Shot campaign and editorial work for international fashion clients across Milan, Florence, and New York.
- Shot campaign and editorial work for international fashion clients, with work featured in Vogue Russia, Vogue Uomo, and NYT Style.
- Organised and produced studio and location shoots across Milan, Florence, and New York, collaborating with leading creative agencies on brand campaigns and advertising productions.
- Managed full end-to-end production — casting, location sourcing, art direction, crew coordination and post-production — across diverse markets and client briefs.
Photography Director Assistant at Jacaranda Studios (2005-01 – 2007-12)
Supported luxury fashion productions through lighting setup, equipment management and on-set coordination.
- Supported luxury fashion productions through lighting setup, equipment management and on-set coordination.
- Conducted lighting tests and collaborated with leading model agencies on portfolio development and test shoots.
Web Designer at Argonet (IT Consulting) (2003-01 – 2003-12)
Designed and developed client websites, gaining early expertise in digital structure and web-based content management.
- Designed and developed client websites, gaining early expertise in digital structure and web-based content management.
