Head of Creative/Design Operations I Lead Designer
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As a Creative Director and Founder of What Creative Consultants, I specialize in crafting strategic, impactful design solutions that bring brands to life. With a strong background in branding, digital, and print design, I work collaboratively with clients to develop visually compelling and results-driven creative outputs. My freelance work spans branding, website design, digital campaigns, and print collateral, focusing on combining creativity with efficiency to deliver high-quality brand experiences.
Strategic and results-driven Freelance Design Director with a strong background in branding, digital and print design. Expert at combining creativity with efficiency to craft impactful brand experiences.
Founder & Creative Director
Oct 2024 – Present
Helping businesses bring their brands to life through strategic,
impactful design. From branding and websites to digital and print,
I collaborate with clients to craft visually compelling and results-
driven creative solutions.
Branding & Identity Design
Web & Digital Design
Print & Packaging Design
Feb 2019 – Jul 2024 London I Hybrid
Led the creative direction for print, digital design, and music across VMO2 retail spaces. Delivered seamless brand experiences, product launches, and campaigns across 460 retail stores nationwide.
Shaped digital content strategy, increasing customer engagement by 25-28%.
Oversaw print creative, driving a 52% YoY increase in creative output.
Introduced a digital approval system, streamlining production and cutting costs.
Negotiated supplier contracts, securing 25% cost savings.
O2
Sep 2014 – Feb 2019 Slough I Hybrid
Delivered all creative for over 500 retail stores, ensuring quality and brand consistency. Secured a new animation partner,
streamlining creative output.
Developed a digital design process for retail animation,
optimising content for store regions and demographics.
Led creative direction for all BAU trading activities to maximise audience engagement.
Enhanced team efficiency by refining design processes.
O2
Sep 2005 – Sep 2014 Slough I Hybrid
Managed retail experiences across 500 stores, leading branding, vendor installations, and marketing campaigns.
Reimagined O2’s customer-facing magazine, optimising the print budget while enhancing content quality and design.
Art-directed Christmas trading campaign, crafting visually cohesive brand storytelling.
May 2005 – Sep 2005
Worked with multiple agencies, delivering branding, packaging,
print and digital design solutions.
Freelance Designer The Evening Standard
May 2003 – Sep 2004
Produced the weekly travel section, delivering page layouts and custom maps to enhance the features visual appeal and reader engagement.
Feb 1999 – Mar 2005 | London
Designed luxury property brochures for high-end clients,
delivering visually striking and sophisticated layouts.
Managed multi-channel campaigns from concept to execution, ensuring consistent brand messaging.
Directed and developed Residential First, a lifestyle and property magazine, creating a fresh, upscale market presence.
Pitched for new business at client meetings, successfully securing new projects.
Managed client meetings and delivered presentations.
Represented the agency at MIPIM, securing new clients.
Jul 1998 – Aug 1999 | Kendal
Designed consumer packaging, prepared artwork, and managed print production.
Sep 1994 – Oct 1998 | Lytham St Anne’s
Developed expertise in design, finished artwork, and illustration for client publications and advertising.
E D U C A T I O N
Blackpool College of Art & Design
H I G H L I G H T S
Increased digital animation output by 73% over four years through streamlined workflows.
Established digital signage best practices for Retail,
standardising design quality.
Introduced automated API workflow for O2'
s loyalty program
"Priority,
"
saving one day of production weekly.
Led creative for all retail locations, achieving a 52%
year-on-year increase in creative output.
Deployed an AI-driven music platform with Play Network and Apple Music for Business,
reducing operational costs by
40% and improving staff experience.
Achieved a 17% cost saving by securing a new retail design support agency partner.
Shifted the culture from relying on external agencies to leveraging internal creative talent, saving over £100k in the first year.
HND in Graphic Design, Blackpool College of Art & Design
This qualification provided you with a solid foundation in graphic design principles, creative thinking, and practical skills in digital and print media, forming the basis of my extensive career in graphic design and design leadership.
