Selfridges
Director of Multimedia Creative
Leadership, Strategy, Branding, Budgets, Customer Experience
Championing creative excellence to craft a seamless, high-impact brand experience at every touchpoint…
Leading a cross-functional team of 40 super-talented creative and production specialists at Selfridges, I was responsible for translating high-level operational targets and creative vision into tangible brand collateral while ensuring creative excellence and consistency across all customer touchpoints.
With an operational budget of £2 million, my diverse team delivered cohesive activations across the entire brand real estate, including all physical stores, online platforms, social channels, and outdoor media, ensuring that the customer received a consistent, joined-up experience, irrespective of the channel.
Under my leadership, the team delivered solutions for all in-store graphics, shoot art direction, print and packaging, website, mobile app and social media channels, digital, in-store, out-of-home and brand-affiliate advertising, high-volume photo studio operations and retouching, in-store signage, and wayfinding.
Ultimately, all my efforts focused on optimising the customer experience, elevating brand awareness, and driving audience engagement across every medium and interaction…
Stats
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£2M
Operational budget for creative output across all channels and customer touchpoints, delivered on time and within budget.
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98%
Creative consistency score across digital, print, and in-store communications, enhancing the brand’s unified aesthetic.
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30%
Streamlined workflows and introduced new processes, increasing creative output by 30% YoY with zero compromise on quality.
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20%
Uplift in audience engagement across digital channels through cohesive, high-impact brand activations.
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40
Mentored a team of 40 creatives and producers, fostering a culture of creative excellence and enabling 10 internal promotions within two years.
