Brand Creative Director at Gymshark, responsible for how the brand is defined, expressed and experienced globally.

Leads creative direction across all brand touchpoints, from foundations and systems through to campaigns, experiences and physical spaces, building clarity, coherence and high creative standards at scale, always in service of the customer and the long-term health of the brand.

Known for connecting strategy, culture, product and creative execution into a single, coherent direction, then helping teams and partners align around it - spanning long-term brand platforms, campaign concepts and execution detail.

Over 20 years' experience across brand strategy, communications, products and services, including digital platforms, wearables and lean-back experiences. Has worked with brands including Nike, TAG Heuer, BBC and Xbox. Cares deeply about developing talent, building strong teams and turning thoughtful foundations into impactful, beautifully executed work.