Experience

RAYY LONDON

• United Kingdom
• Retail Apparel and Fashion
• 1 - 100 Employee

• Founder

  • Jul 2014 - Present

  Established in 2015, RAYY LDN, is a design and product strategy consultancy, specializing in casual shoes and sneakers for men and women. We work with premium brands across sports and fashion, helping to bring an authentic expression of their brand DNA through design. We look to bring insights and solutions that can inspire positive change in a brand's footwear offer, focusing on what’s relevant and effective, through a purpose-driven approach to product strategy and design. Creating better products by doing less. Some of the clients we work with are PUMA, Lacoste, Christopher Kane, Levis, By Far, and Burberry. Show less



Lacoste

• France
• Retail Apparel and Fashion
• 700 & Above Employee

• Creative Director

  • Sep 2014 - Jun 2017

  Working on Lacoste's footwear offer. Created and implemented creative direction for the Lacoste Footwear line. Translating the core brand DNA and direction into future facing concepts and stories. Working with the footwear design and commercial teams to bring the creative direction to life through future facing product and new opportunities for the brand. Working on Lacoste's footwear offer. Created and implemented creative direction for the Lacoste Footwear line. Translating the core brand DNA and direction into future facing concepts and stories. Working with the footwear design and commercial teams to bring the creative direction to life through future facing product and new opportunities for the brand.



Puma International

• United Kingdom

• Creative Director

  • Sep 2010 - Jun 2014

  Creative Director for PUMA’s footwear division. A strategic and highly creative role, collaborating across the brand's design, brand and marketing and commercial executive teams to bring the creative direction, brand direction, and future-facing designs to life.Working with, and managing multiple design teams across different product categories from Performance and Lifestyle through to Fashion collaborations, I implemented seasonal creative direction and design kick-off meetings with all of the cross-divisional design teams and communicated and presented design direction both internally and externally.I looked to inspire the design teams, bring a cohesive design language and direction, and build a consensus across the brand. Show less

• Group Manager Fashion

  • Oct 2005 - Sep 2010

  PUMA's Black Station/Fashion division was the home for all of the brand’s collaborations, including Alexander Mcqueen, Hussein Chalayan, McQ, Sergio Rossi etc. In my role, I was responsible across the division for design, product development, and product management. Managing and navigating through multiple collaborations I ensured the DNA and essence of all of the brands were faithfully represented through inspiring product briefs, multiple design reviews, and cross-brand collaboration.I also researched, proposed, and implemented new collaborations and presented concepts internally and externally.Responsible for design and creative direction, product positioning and development, and managing multiple teams and the unit’s P&L. Show less

• Senior Product Manager - Lifestyle

  • Jul 2005 - Oct 2007

  As Product Manager for 2 of PUMA’s International lifestyle ranges, focusing on heritage and evolved heritage lines, I managed the direction of the categories with a view to uncovering new opportunities for the brand and managing the life cycle of some of its most iconic products. I researched relevant markets across the world, engaging with retailers and PUMA’s commercial teams. I worked with the design teams to ideate and brief in new concepts and designs and presented strategy, concepts and product ranges to both internal and external partners. Show less



EVISU Group Limited

• Retail Apparel and Fashion
• 1 - 100 Employee

• Senior Design Manager

  • May 2003 - Jul 2005

  An entrepreneurial role to kickstart Evisu footwear. Tasked to create an identity, and establish and grow the Evisu footwear line. I created a positioning strategy, a creative direction and footwear collection, drawing on the brand’s heritage, its consumer base, and distinctive brand signature. I recruited and managed, a design and marketing team and together we grew the business from 10,000 units to 120,000 in 2 years. An entrepreneurial role to kickstart Evisu footwear. Tasked to create an identity, and establish and grow the Evisu footwear line. I created a positioning strategy, a creative direction and footwear collection, drawing on the brand’s heritage, its consumer base, and distinctive brand signature. I recruited and managed, a design and marketing team and together we grew the business from 10,000 units to 120,000 in 2 years.



Clarks

• United States
• Retail
• 1 - 100 Employee

• Product & Design Manager Clarks Originals

  • Mar 1999 - Jun 2001

  A new position at Clark's, as their first dedicated product and design manager for the 'Originals' Footwear line. I created a stand-alone strategy for the brand and a product direction for the collection. I introduced new product into the range alongside the classics, for the first time including women’s exclusive styles and sneakers and doubled the sales in a 2 year period. A new position at Clark's, as their first dedicated product and design manager for the 'Originals' Footwear line. I created a stand-alone strategy for the brand and a product direction for the collection. I introduced new product into the range alongside the classics, for the first time including women’s exclusive styles and sneakers and doubled the sales in a 2 year period.