Sonya Koumi

Led the art direction function and a studio team of four across fashion, lifestyle, hospitality and luxury clients while remaining hands-on in design and art direction. Developed campaign concepts, visual narratives, moodboards and shoot plans for clients including House of George, George W Davies, Pampeano, Cotswold Leather Co. and Blooming Wear. Directed seven Blooming Wear campaign shoots and three George W Davies campaigns, redefined Cotswold Leather Co.’s creative direction and redesigned its website. Directed creative across websites, email, e-commerce, social, print, retail displays and 3D event installations. Mentored creative talent and reduced photography and video production costs by 35%.

Led a multidisciplinary creative team of 10 across beauty, fragrance, fashion, jewellery, gifting and lifestyle for UK and international markets. Represented the UK on Avon’s global creative team, conceptualising campaigns, art directing shoots and designing brand kits for international rollout. Developed product stories across e-commerce, digital, social, CRM, print, packaging and retail. Delivered campaigns including Avon’s highest-performing jewellery range at 255% above estimate and a Mother’s Day fragrance campaign at 207% above estimate. Acted as Creative Director from 2024 until departure, while managing planning, budgets, scheduling and delivery of more than 150 creative assets per month.

Led creative development across beauty, fragrance, fashion and wellbeing, combining concept development, hands-on art direction and team leadership. Conceptualised and delivered 18 campaigns annually across fashion, personal care, fragrance, promotions and special events. Directed model and still-life shoots for digital, e-commerce, retail, print and promotional channels. Managed and mentored five Art Directors and Designers and presented concepts to senior stakeholders. Created purpose-led campaigns for Avon charity partnerships, including Her Story for Changing Faces, which generated £140,000, and a Breast Cancer Awareness campaign that raised more than £100,000.