United Kingdom
With over a decade of experience in wholesale sales and distribution management, I specialise in leading footwear, accessories, swimwear, loungewear, nightwear, bodywear, and hosiery categories across both menswear and womenswear within premium and commercial market segments. My remit spans commercial leadership, category strategy, and wholesale distribution, with full accountability for driving revenue growth, optimising go to market execution, and managing strategic key account partnerships across the UK and Ireland. I operate cross functionally at the intersection of product, merchandising, planning, and supply chain ensuring seamless alignment from seasonal line architecture through to in market performance. I bring deep expertise in branded multi category distribution, with experience across lifestyle, sport inspired, business, casual and fashion led environments. I have successfully navigated both scale driven and selective distribution models, balancing brand integrity with commercial performance. My approach is highly analytical and results oriented, underpinned by strong commercial acumen and the ability to operate effectively within complex, matrixed organisations. Recognised as a relationship driven leader, I build trusted, long term partnerships both internally and externally. I combine strategic thinking with a hands on, execution focused mindset, and thrive in global brand environments where product excellence, distribution strategy, and commercial discipline must operate in lockstep to deliver sustainable growth.
Leading strategic business development, commercial growth and key account partnerships across the United Kingdom and Ireland for one of Europe’s largest licensed apparel organisations. Responsible for driving wholesale growth, distribution expansion, commercial planning and account profitability across a portfolio of globally recognised brands including Nike, Jordan, Converse, Nike ACG and Hurley within the kids categories (0–16 years). Key Responsibilities ▪ Lead UK & Ireland commercial strategy across major national, digital and specialist retail partners. ▪ Develop and execute long term growth plans focused on revenue expansion, market share gains and profitable distribution. ▪ Build and strengthen executive level relationships across leading retailers including department stores, digital pure players, premium independents, specialists and multi-channel accounts. ▪ Identify and secure new business opportunities, driving distribution growth across apparel, footwear, accessories and licensed product categories. ▪ Partner closely with European leadership, merchandising, planning, product and marketing teams to deliver market leading commercial solutions. ▪ Manage seasonal sell in strategies, forecasting, open to buy planning and assortment architecture to maximise retail performance. ▪ Analyse market trends, consumer behaviour and competitive landscapes to identify opportunities and shape commercial direction. ▪ Lead strategic negotiations, account development initiatives and business reviews to drive sustainable long term partnerships. ▪ Translate customer insight and market intelligence into actionable business strategies that accelerate growth across all channels. ▪ Champion premium brand positioning while ensuring commercial excellence and operational execution throughout the product lifecycle. Brand Portfolio Nike Kids (0–7 Years) Jordan Kids (0–16 Years) Converse Kids (0–16 Years) Nike ACG Kids (6–16 Years) Hurley Kids (6-16 Years)
Northern Hub (UK, Ireland, Sweden, Norway, Finland, Iceland) BOSS & HUGO (Man & Woman Products) Leading regional product strategy for footwear and accessories across menswear and womenswear, acting as the commercial bridge between global product teams and Northern Hub wholesale markets. Owned the market interface between product creation and execution, translating sell through data, customer insight and account feedback into clear, actionable direction for global teams, while ensuring strong seasonal delivery across key partners. Key responsibilities included Driving product performance across all footwear and accessories categories (BOSS & HUGO Man & Woman) across the Northern Hub region. Acting as the primary link between regional markets and global HQ Development (Ticino), influencing range direction and assortment planning. Leading product presentations and seasonal sell in strategy across key wholesale partners, including Frasers Group (Flannels, House of Fraser, USC, Sports Direct), Very, NEXT, M&S, Harrods, Selfridges and Harvey Nichols, ensuring strong brand alignment and commercial positioning. Driving sales team performance across multiple markets through clear product direction, commercial focus and structured sell in support. Analysing trading performance, margin and stock flow to optimise commercial outcomes across regions Supporting account teams with product storytelling, range curation and commercially focused presentations Aligning cross-functional teams (sales, merchandising, marketing) to deliver cohesive go-to-market execution Monitoring in season performance and identifying opportunities to maximise sell through and profitability. Recognised for combining strong product instinct with commercial discipline, ensuring collections were both brand aligned and regionally relevant.
Led the commercial and product strategy in the department across UK & Ireland wholesale channels, supporting both BOSS and HUGO collections. Accountable for driving seasonal performance through close alignment with global product teams (Ticino HQ), translating market insight, sell-through data and customer feedback into actionable product direction and range optimisation. Key responsibilities included Owning end-to-end product lifecycle from market input and forecasting through to sell-in execution. Acting as the central link between UK market and global product teams, ensuring regional needs were clearly represented. Managing key wholesale relationships, including major strategic accounts and independent partners. Analysing sales performance, margin, and stock flow to drive commercial decision making. Supporting seasonal GTM strategies, showroom execution and customer presentations. Collaborating cross functionally with merchandising, sales and marketing to maximise category performance. Recognised for strong commercial acumen, deep market understanding, and the ability to translate data and customer insight into profitable product strategies. £66m annual department turnover.
Advised and executed wholesale distribution strategies for emerging and established footwear and apparel brands across the UK & Ireland, supporting market entry, brand positioning and commercial growth. Operated as a hands on commercial partner to brand owners, building distribution frameworks, securing key accounts and driving sell in performance across wholesale channels. Key responsibilities included Developing and implementing UK & Ireland distribution strategies for multiple brands. Acting as distributor and commercial lead, driving market entry and expansion. Building and managing relationships with key wholesale accounts and independent retailers. Leading seasonal sell in, pricing strategy and product positioning. Supporting brand development through aligned distribution, ensuring consistency across channels. Identifying growth opportunities and scaling brand presence within competitive markets. Worked across a portfolio including Meyba, Lascòlana, Goliath Sportswear and Kinner Italia, supporting brand development and commercial execution across the region.
Led the development and commercial expansion of Original Penguin Footwear across Europe, with full responsibility for product, sales strategy and distribution. Built and scaled the category from early stage positioning into a recognised and commercially viable footwear offer within the European market, aligning brand identity with product execution and retail demand. Key responsibilities included: Defining and executing European footwear strategy across wholesale and distribution channels Leading product development in collaboration with global teams and licensing partners Building and managing key account relationships across major retailers and independent partners Driving seasonal sell in, pricing architecture and margin strategy Identifying market opportunities and expanding distribution footprint across key territories Managing budgets, forecasts and P&L performance for the footwear division Established a strong commercial foundation for the category, combining brand led storytelling with disciplined wholesale execution and market driven product decisions.
Led the introduction and rollout of Diesel’s footwear distribution model across the UK & Ireland, establishing a structured wholesale framework aligned to brand positioning and commercial objectives. Worked cross functionally across sales, product and marketing teams to embed market strategy, drive execution and ensure consistency across key accounts. Key responsibilities included: Launching and scaling Diesel footwear distribution across UK & Ireland wholesale channels Managing key business accounts, driving sell in performance and seasonal growth Aligning cross functional teams to deliver cohesive market execution Supporting brand positioning through controlled distribution and account selection Educating internal stakeholders and retail partners on product, pricing and go-to-market strategy Monitoring performance, forecasting demand and optimising commercial outcomes Delivered annual turnover in excess of £7m, establishing a strong and scalable platform for the category within the region.