Fractional Brand & Growth Director at Paul Drew Consultant (2013-07 – Present)
Operating as a senior fractional Brand & Growth Director, supporting organisations through growth, transformation and leadership transition.
- Led global brand and marketing strategies across international markets, aligning brand, content and communications to commercial priorities within digital-first environments.
- Partnered with fashion, lifestyle and consumer brands to refine brand positioning, storytelling and customer experience across digital and retail ecosystems.
- Developed thought leadership, case studies and content programmes that strengthened market visibility, generated inbound opportunities and supported commercial growth.
- Oversaw brand systems, messaging frameworks and global rollout, ensuring consistency across regions and channels.
- Led and coordinated distributed marketing teams and agencies, providing clear direction and governance.
- Advised senior leadership on internal communications, narrative alignment and organisational messaging.
- Reported marketing performance to boards and executive teams, providing insight, recommendations and brand value assessment.
Commercial Director – Brand, Marketing & Strategy at A New Kind Of Kick (2019-07 – 2023-09)
Senior leadership role within a brand and perception agency, working with complex, high-value propositions across consumer, fashion, wellness, technology and services sectors.
- Led new business growth through proposition development, pitch narratives and commercial storytelling that strengthened client engagement and acquisition.
- Supported brand, positioning and communications projects for consumer-facing and lifestyle brands operating in competitive, high-growth markets.
- Directed cross-channel brand campaigns and activations, aligning PR, digital, social and content initiatives to deliver cohesive brand presence.
- Oversaw content strategy, messaging and narrative development, including thought leadership and proposition articulation.
- Partnered with agency leadership on growth initiatives, helping shape propositions, pitch narratives and new business opportunities.
- Supported leadership teams with investment narratives, positioning and communications strategy.
- Held responsibility for marketing transformation, improving clarity, structure and execution across channels.
- Acted as senior client partner to founders and executive leadership teams.
Co-Founder – Brand & Marketing Strategy at A Sports Brand Agency (2019-10 – 2024-06)
Co-founded a specialist brand and marketing agency focused on purpose-driven storytelling, brand identity and communications within sport and culture.
- Led global brand positioning and messaging projects for organisations operating across multiple markets.
- Developed content, campaigns and communications strategies aligned to audience trust and reputation.
- Delivered brand rollouts, toolkits and governance frameworks to ensure consistency across stakeholders.
Country Manager – UK & Ireland at Denham the Jeanmaker (2012-05 – 2013-06)
Handpicked to lead UK & EIRE operations for the premium lifestyle denim brand during a period of commercial and structural turnaround.
- Led brand repositioning and distribution strategy, improving sell-through, reducing oversaturation and strengthening premium market presence.
- Enhanced brand visibility through targeted PR, influencer engagement and storytelling initiatives.
- Drove commercial recovery through operational restructuring, cost efficiencies and strengthened P&L management.
- Strengthened relationships with key wholesale and retail partners, optimising trading terms and brand presentation.
- Delivered substantial uplift in replenishment performance through improved training and customer experience.
Group Head of eCommerce & Digital Trading at JD Sports Fashion Group PLC (2011-03 – 2012-05)
Senior group role responsible for eCommerce buying, trading and digital brand presence across JD Sports, Size?, Bank Fashion and Scotts.
- Led group-wide eCommerce buying and trading strategy, aligning digital, merchandising and brand teams.
- Instigated a major eCommerce platform transformation, enhancing customer experience and online performance.
- Played a key role in launching CecilGee.com (now Tessuti.co.uk), delivering strong early growth.
- Strengthened relationships with key international brand partners, supporting portfolio expansion and category growth.
Senior Buyer – Menswear Fashion at ASOS PLC (2007-01 – 2011-03)
Joined ASOS during its early high-growth phase, contributing to its evolution into a globally recognised online fashion destination.
- Scaled the menswear brand portfolio from 18 to 350+ brands, securing partnerships with globally recognised fashion and lifestyle labels.
- Played a key role in shaping category strategy across denim, sport and streetwear.
- Partnered cross-functionally with marketing and creative teams to enhance product storytelling and visual presentation.
- Delivered significant improvements in sales mix and category performance.
- Reduced customer returns through optimisation of imagery, content and product presentation.
- Integral to ASOS's first major brand marketing partnership with Diesel SpA., aligning campaign, content and commercial executionand buying alignment.
