Head of Apparel at Arksen

Lead and manage all aspects of the Arksen Apparel business unit reporting to the Founder/CEO. Shaped the creative and commercial vision, establishing a distinct identity aligned to the parent brand’s mission of responsible adventure. Designed and developed technical outerwear and lifestyle collections with specialist suppliers and factories; oversaw sampling, sourcing and manufacturing to ensure quality, timelines and sustainability standards. Owned campaign strategy and brand storytelling across digital, print and social; managed e-commerce (Shopify), product launches and the customer journey. Drove early-stage revenue growth through pre-order and DTC initiatives and implemented lean, scalable logistics, fulfilment and customer service systems.

Visiting Lecturer / Module Leader at University of Hertfordshire

Leading the Level 4 Fashion, Fashion Business module and the Level 6 Fashion Marketing: Professional Portfolio Module; assisting lecturers across the Fashion Module.

Owner/Director at SO/MA CREATIVE

Specialising in design, development and sourcing direction to branded apparel and accessory businesses, including conceptual research, seasonal/brand Creative Direction, and design and techpacks across product categories. Responsible for sample development from concept to customer with UK, European and Asian vendors, plus global fabric sourcing, trim and branding development, manufacturing and supply chain management.

Creative & Brand Consultant (SO/MA Creative) at SO/MA Creative

Founder and Director of a specialist consultancy providing design, product development and sourcing leadership to branded apparel and accessory businesses from start-ups to established premium brands. Provided creative and brand direction at seasonal and long-term levels; led product design and technical development across categories; developed concept-to-customer samples with UK, European and Asian vendors. Owned global fabric sourcing, trims, branding and manufacturing strategy. Advises founders and leadership teams on positioning, product clarity and growth. Known for trusted senior input without corporate overhead, delivering clearer brand positioning and creative coherence, improved product quality and consistency, and stronger brand-product-marketing alignment.

Founder & Creative Director / Design & Brand Consultant at SO/MA Creative (Specialist consultancy)

Provided design, product development and sourcing leadership to branded apparel and accessory businesses from start-ups to established premium brands. Delivered creative and brand direction at seasonal and long-term levels; led product design and technical development across categories; developed concept-to-customer samples with UK, European and Asian vendors. Directed global fabric sourcing, trims, branding and manufacturing strategy; advised founders and leadership teams on positioning, product clarity and growth. Known for clear, coherent creative outcomes aligned to commercial goals and trusted senior input without corporate overhead.

Design Director (Penfield / Albam / Cape Heights) at Four Marketing Group

Senior design and creative lead across three international menswear brands. Led the successful integration and creative repositioning of Penfield following acquisition; integrated Albam into the group design structure and drove 100%+ wholesale growth. Stabilised and modernised Penfield’s product offer by redefining brand DNA and target customer; contributed to the creative relaunch of Penfield.com. Delivered 50% wholesale growth for Cape Heights. Responsibilities included setting and leading seasonal creative direction across all product categories, delivering four seasonal wholesale collections annually (1,000+ SKUs, £8m+ turnover), leading and mentoring in-house design teams across menswear, womenswear, accessories and graphics, and partnering with marketing, PR and e-commerce teams to ensure cohesive brand output. Presented collections to global distributors, key accounts and wholesale partners; completed extensive international travel to markets and manufacturing hubs.

Design Director at Penfield / Albam / Cape Heights (Four Marketing Group)

Senior design and creative lead across three menswear brands. Led the successful integration and creative repositioning of Penfield following acquisition; integrated Albam into the group design structure driving 100%+ wholesale growth. Stabilised and modernised Penfield’s product offer by redefining brand DNA and target customer, and supported a creative relaunch of Penfield.com. Delivered 50% wholesale growth for Cape Heights. Set and led seasonal creative direction across product categories, delivered four seasonal wholesale collections annually (1,000+ SKUs, £8m+ turnover), mentored in-house design teams, and partnered with marketing/PR/e-commerce for cohesive brand output presented to global distributors and wholesale partners.

Design Director at PENFIELD / ALBAM / CAPE HEIGHTS

Set and led seasonal creative direction and brand tone of voice across all product categories for Penfield, Albam and Cape Heights. Delivered four seasonal wholesale collections annually containing 1000+ SKUs and led the integration of Albam into the Four Marketing group, re-launch of Penfield, and growth of Cape Heights wholesale.

Creative Consultant (Freelance) at VULPINE CYCLING APPAREL

Providing creative and commercial advice on range planning, fabric and manufacturing sourcing, and developing mood boards and seasonal stories. Creating detailed techpacks and overseeing sample development.

Senior Designer / Product Manager – Men’s Lifestyle at Musto Ltd

Appointed to establish and grow Musto’s men’s lifestyle channel alongside its core technical sailing offer. Led design and product management across technical and lifestyle categories, positioning the brand within menswear independents and international trade shows (e.g., Pitti Uomo, Jacket Required). Developed seasonal concepts, colour palettes and fabric stories; worked with specialist mills including Gore, Polartec and British Millerain. Owned range planning, costings, pricing and margin delivery; managed critical path from concept to store and maintained relationships with global suppliers.

Senior Designer / Product Manager Men’s Lifestyle at Musto Ltd.

Led the Men’s Lifestyle team to grow the brand in new lifestyle channels, delivering full seasonal collections across technical and non-technical outerwear, knitwear, jersey, shirts, pants and accessories; managed external design consultants and junior designers; defined seasonal concepts and color palettes; collaborated with mills to develop relevant fabrics; oversaw costings, pricing and margins; managed the design critical path and budgets.

Designer / Product Manager – Accessories at Musto Ltd

Established and grew a comprehensive accessories division across sailing, shooting and equestrian categories. Delivered 20% growth in the first season (£1.67m → £2.07m). Owned full commercial and creative responsibility for accessories and built robust development and sourcing processes across global suppliers.

Designer / Product Manager Accessories at Musto Ltd.

Established and expanded the Musto accessories range across sailing, shooting and equestrian; designed luggage, headwear, gloves, belts and socks for both genders; implemented development procedures and achieved year-on-year growth; managed the full critical path and production sourcing.

Senior Designer, Men’s Accessories at Peter Black Ltd.

Lead designer for Marks and Spencer men’s accessories and luggage accounts; designed and expanded M&S belt business; provided design support for women’s accessories; conducted trend and material research; factory liaison and development.

Senior Designer, Men’s Accessories at JPM RESOURCES

Senior designer for Reebok UK and Europe, managing multiple ranges per season; delivered concepts, fabric and colour selections, and graphic design; overseas travel for markets and product evaluation; oversaw sample development and production.