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Leads international marketing growth across Germany, Europe, Australia, and Canada. Develops localized market and trading plans, owns testing roadmaps, analyzes campaign and customer performance, manages profitable investment, evaluates new markets, and launches localized campaigns. Collaborates with acquisition, retention, ecommerce, analytics, brand, finance, product, and technology teams to grow direct-to-consumer customers.

Leads Boden’s ecommerce trading, visual merchandising, and experimentation strategy across womenswear and childrenswear. Owns onsite customer experience, conversion optimization, navigation, category merchandising, testing roadmaps, and data-led commercial insights. Partners with brand, product, marketing, CRM, and analytics teams to improve revenue and customer engagement. Manages and develops a six-person trading and visual merchandising team while building future leadership capability.

Lead paid social creative strategy from concept through delivery, developing trend-informed social content and managing creators, influencers, shoots, and external partners. Collaborate with Organic Social, Brand Marketing, Creative, Studio, Paid Media, and Product Marketing teams. Analyze creative performance, generate insights, and drive testing and optimization to improve engagement and commercial results.

Leads paid social creative strategy from ideation and production through testing and optimization. Uses performance insights, social trends, audience research, and platform developments to create engaging content, brief influencers, identify testing opportunities, and improve creative effectiveness. Collaborates with paid media, product marketing, organic social, and PR teams to support omnichannel selling and customer engagement.