Product & Collection Direction · London
Bridging creative and commercial thinking in fashion.
Fifteen years building design-led businesses across product, people and culture.
About
I'm a senior fashion leader operating at the intersection of creative vision and commercial strategy, helping founders and creatives translate their world into commercially viable businesses. Over fifteen years of working across design, product and merchandising in some of London's most culturally significant brands, I have learned what it takes to scale a design-led business while protecting and supporting the creative vision.
Beyond product, my experience spans organisational design, commercial planning and brand positioning. I've built business structures from scratch, transformed buying-led models into design-led, owned budget and P&L planning, led international supply chains, and guided studios through periods of rapid change.
I work as a consultant and fractional leader, brought in by brands that need senior strategic thinking combined with hands-on application. I am equally at home presenting a product roadmap to the board as I am building a range with the design team, leading the dialogue that connects the two.
Based in London, will travel for a good time.
Services
Holistic assessment of where a brand is and where it needs to go. Commercial planning, brand positioning and a clear strategic framework for founder-led and institutional businesses alike.
MD or Director-level leadership on a part-time basis. Budget ownership, team leadership and board-level input without the overhead of a permanent appointment.
Collection architecture, assortment strategy and range planning. Uniting design, product and merchandising to balance design integrity with commercial needs.
Structural transformation of design, product and surrounding teams: workflows, critical paths, cross-functional processes and the systems that underpin a design-led business.
Hands-on change management for brands in transition — buying-led to design-led, creative direction change, market repositioning. From recommendation to implementation.
Supply chain strategy, vendor relationships, ERP/PLM/CRM implementation and sustainability integration. Global sourcing across RTW, footwear and accessories.
Selected Work
Brought in as direct report to the CEO to lead a full team and workflow transformation — repositioning Russell & Bromley from a buying-led to a design-led business model. The engagement culminated in a 5-year global strategic roadmap developed in partnership with the Creative Director.
Delivered an organisational restructure, a phased omni-channel commercial roadmap for international wholesale, marketplace and franchise expansion, and a redesigned ERP/PLM/CRM infrastructure to support Digital Product Passport adoption. Repositioned Men's Retail pricing, generating £130,000 gross revenue uplift in Q4.
Led all design and development activities, studio processes, timelines and budgets with board-level influence on product strategy, financial planning and organisational structure at one of London's most culturally significant fashion houses.
Owned end-to-end collection strategy across RTW, shoes and accessories — balancing creative vision with commercial viability across mainline, special projects, collaborations, wholesale and DTC. Primary external product representative for VIP partnerships, brand exclusives and long-term wholesale negotiations.
Introduced a cross-functional commercial planning strategy connecting multi-year product vision to seasonal collection architecture, and built a best-practice master critical path across all departments.
Led design and development through a major creative and operational restructure, building new processes, structures and departments from the ground up. Managed the strategic relocation of the Product Development office from Italy to London, resulting in increased supply chain transparency and improved margin.
Wrote and implemented a new design-development seasonal structure — including all tools and resources — increasing team efficiency and time-to-market.
Career
| 2026 | Product Strategy & Operations Consultant | Palace Skateboards | End-to-end workflow audit, merchandising review and master critical path implementation. |
| 2025 | Product & Collections Director | Russell & Bromley | Business transformation, from buying-led to design-led. Direct report to CEO. |
| 2022–2025 | Head of Collections | Martine Rose Studios | End-to-end collection strategy, board-level influence on product, financial planning and structure. |
| 2019–2022 | Collections Manager | MCQ Alexander McQueen | Major creative and operational restructure, building new processes from the ground up. |
| 2017–2019 | Product Development Manager | De la Vali | Development of two mainline collections a year, seasonal collaborations and retail exclusives. |
| 2014–2017 | Founder | Alan Auctor | End-to-end brand creation and management. Global distribution across Asia and the US. |
| 2012–2017 | Product Development Consultant | Wales Bonner, Katie Eary & Alex Mattsson | Sourcing, product development and production. |
| 2012–2015 | Product Development & Special Projects Manager | Sophia Kokosalaki | Delivered mainline and fine jewellery alongside large scale commercial consultancies. |
| 2010–2012 | Product Developer | Christopher Raeburn |
Speaking & Education
| Guest Lecturer | How Design-Led Businesses Work | London College of Fashion |
| Industry Mentor | Speed Mentoring Programme | Fashion Minority Report |
| Continuing Education | Finance for Non-Financial Managers | King's College London · 2025 |
| Masterclass | Couture with Matthieu Blazy | Drexel University, Philadelphia · 2009 |
| Degree | Bachelor of Design, Fashion Design (BDES) | Ryerson University, Toronto · 2005–2009 |
I've got you.
