Hello, I’m Tawny. I’m a multidisciplinary creative leader with 10+ years of experience building and shaping brands across FMCG, wellness and sportswear. Whether launching challenger brands into competitive categories or revitalising existing ones, I specialise in turning strategy into standout creative; from brand identity to content, campaign, and experience. I bring a commercial mindset to design, always connecting creativity with business outcomes. I thrive in fast-paced settings, and know how to build brand worlds that capture consumer attention and drive real action.…

Tawny McMahon

Hello, I’m Tawny. I’m a multidisciplinary creative leader with 10+ years of experience building and shaping brands across FMCG, wellness and sportswear. Whether launching challenger brands into competitive categories or revitalising existing ones, I specialise in turning strategy into standout creative; from brand identity to content, campaign, and experience. I bring a commercial mindset to design, always connecting creativity with business outcomes. I thrive in fast-paced settings, and know how to build brand worlds that capture consumer attention and drive real action.…

Available to hire

Hello, I’m Tawny. I’m a multidisciplinary creative leader with 10+ years of experience building and shaping brands across FMCG, wellness and sportswear.

Whether launching challenger brands into competitive categories or revitalising existing ones, I specialise in turning strategy into standout creative; from brand identity to content, campaign, and experience. I bring a commercial mindset to design, always connecting creativity with business outcomes. I thrive in fast-paced settings, and know how to build brand worlds that capture consumer attention and drive real action.

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Language

English
Fluent

Work Experience

Head of Creative at Hydrate Drinks Group (Previously Skinny Drinks Group)
May 1, 2022 - October 27, 2025
Spearheaded creative strategy and brand evolution across four portfolios; crafted visuals resonating with audiences and delivering measurable business impact. Led end-to-end creative strategy and execution for three new FMCG brands (Enhance, Dirty Laundry and Happy Soda), translating brand positioning into retail-ready assets. Directed a high-visibility influencer campaign for Happy Soda with global partner Smiley at Coachella, achieving 8,000 impressions in one weekend and contributing to increased Shopify/Amazon orders. Cultivated and guided freelance creatives to ensure high-quality work.
Creative Lead / Designer at KBK Meal Prep
May 1, 2022 - May 1, 2022
Developed campaign creative direction and oversaw content creation across multiple digital platforms (social, website, newsletter, blog), ensuring consistent brand presentation. Repositioned KBK from niche fitness to mainstream wellness, broadening appeal and increasing lifestyle-led engagement; Instagram following grew by over 10,000. Established a streamlined content production workflow enabling regular updates and a strengthened brand presence.
Freelance Senior Designer at Gaelic Armour
July 1, 2019 - July 1, 2019
Produced high-level visual assets for omnichannel marketing, including e-commerce site visuals, in-store point-of-sale materials, and email campaigns. Operated within a fast-paced showroom retail environment, delivering promotional concepts that enabled rapid market response.
Midweight Graphic Designer at Better Bathrooms
October 1, 2018 - October 1, 2018
Specialised in designing custom sublimated sportswear and performance apparel for global sports organisations. Crafted design presentations for seasonal collections, presenting concepts to executive leadership. Hosted in-house design sprints to boost team creativity and product development; subsequently trusted with Design Manager responsibilities during a colleague's maternity leave.
Graphic Designer at OʼNeills Sportswear
February 1, 2018 - February 1, 2018
Produced visual assets for omnichannel marketing, including e-commerce, in-store POS materials, and email campaigns, contributing to timely promotional activities and brand consistency.
Head of Creative at Hydrate Drinks Group (formerly Skinny Drinks Group)
May 1, 2022 - October 27, 2025
Spearheaded creative strategy and brand evolution across four portfolios; translated brand positioning into visual identity and retail-ready assets. Led end-to-end creative direction and guided a network of freelance creatives to deliver high-impact work. Drove three new FMCG brands (Enhance, Dirty Laundry, Happy Soda) from concept to execution, increasing in-store and online visibility. Directed a high-visibility influencer campaign with Smiley at Coachella, boosting social engagement and revenue, and managed multiple photoshoots to strengthen brand storytelling.
Head of Creative at Hydrate Drinks Group
May 1, 2022 - October 31, 2025
Spearheaded creative strategy and brand evolution across four portfolios; created intuitive digital experiences and compelling visual narratives; led a network of freelance creatives; directed end-to-end strategy for three new FMCG brands (Enhance, Dirty Laundry, Happy Soda); partnered on a high-visibility influencer campaign at Coachella that increased engagement and orders.
Creative Lead / Designer at KBK Meal Prep
May 31, 2022 - May 31, 2022
Drove design strategy and brand visuals; curated concepts for team apparel; oversaw content creation across social, website and app; established a consistent content production workflow to strengthen brand presence and audience engagement.
Freelance Senior Designer at Gaelic Armour
July 31, 2019 - July 31, 2019
Produced high-level visual assets for omnichannel marketing, including e-commerce site, in-store POS materials, and email campaigns.
Midweight Graphic Designer at Better Bathrooms
October 31, 2018 - October 31, 2018
Specialised in custom sublimated sportswear and performance apparel for global sports organisations; crafted design presentations for seasonal collections; led in-house design sprints; promoted to Design Manager during a colleague’s maternity leave, expanding leadership responsibilities.
Graphic Designer at OʼNeills Sportswear
February 28, 2018 - February 28, 2018
Delivered high-level visual assets for omnichannel marketing, e-commerce, in-store POS, and promotional materials; presented concepts to leadership and collaborated on product development.

Education

Graphic Design BA (Hons) at The University of Bolton
January 1, 2010 - January 1, 2013
Graphic Design at St John Rigby College
January 1, 2008 - January 1, 2010
BA (Hons) Graphic Design at The University of Bolton
January 1, 2010 - January 1, 2013
Graphic Design at St John Rigby College
January 1, 2008 - January 1, 2010
BA (Hons) Graphic Design at The University of Bolton
January 1, 2010 - January 1, 2013
Graphic Design at St John Rigby College
January 1, 2008 - January 1, 2010

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Retail, Manufacturing, Media & Entertainment, Professional Services
    paper GB Group Brand Guidelines
    GB Group approached us to tighten up their branding and create a cohesive look across all touch points, ensuring brand integrity throughout. They already had an existing logo but they needed to create a comprehensive guide for their logo usage, typography, comms and imagery. We took this brief and created their visual bible which has helped boost their overall look and feel.…