top of page

Ted Baker

Marketing Director


June 2023 - present


Head of Brand Marketing November 2021 - May 2023

  • Lead end to end global Brand Marketing campaigns that bring brand purpose to life

  • Strategic development for all multichannel opportunities

  • Support in the building of a first-class Customer function, resulting in a flow of valuable data from consumers at every point in their journey across all channels

  • Achieve meaningful customer proximity driven by an excellent ability to analyse evolving customer and market data, as well as driving original and effective efforts to engage with customers, constantly measuring NPS

  • Providing leadership and direction to a talented team, ensuring consistency and quality of output 

  •  Being a critical leader for the Ted Baker brand, providing both people leadership to the team as well as function representation across the business community, comprising a global network of colleagues and business partners.

  • Defining the cadence and creating the campaigns that will power brand awareness and drive sales, through carefully considered use of creativity, consumer relevant messaging and a media mix that is both functional and meaningful to the needs of the marketplaces and the target consumer

  • Developing compelling product campaigns, seasonal look books and B2B initiatives

  • Leading the team in developing and implementing the complete marketing plan for all categories and channels.

  • Identifying emerging technologies with the ability to recognise trends and insight to share with the Customer team and wider business

  • •Working together with the global product engine to interpret internal/ external business challenges and recommending best communication practices that improve awareness of our products/ processes or services.

Parka London

Brand Director (Freelance)

July 2021 - November 2021

Acting as Brand Director and responsible for overall brand strategy, product development and marketing across all channels.

  • Brand strategy 

  • Brand identity / tone of voice

  • Product strategy and development

  • Campaigns

  • PR strategy and delivery

  • Organic and paid social inc. influencer

  • CRM

  • Content marketing, SEO and PPC


Marketing Director (Freelance)

December 2020 - September 2021

Developing and implementing the overall brand and marketing strategies across all communication channels.

Including but not limited to:

  • Brand identity and tone of voice

  • Launch campaigns across all channels

  • PR and Press strategy and delivery

  • Organic and paid social and influencer activity

  • Email and PPC

  • Content marketing


Pringle of Scotland

Head of Marketing and Communications


August 2019 - October 2020


Responsible for creating and delivering the global marketing and PR strategy and the development and delivery of the annual marketing and PR plan whilst creating long-term plans to build the brand profile by developing the business content and creative strategy.


Ultimately accountable for directing ongoing retail, e-commerce and wholesale marketing activity through web, mobile, social media and email marketing campaigns, in order to accelerate the transition to a digital-led business.


  • Leading the implementation of a multi-channel customer acquisition strategy to drive customer acquisition, retention and increase overall brand presence.

  • Defining and executing the brand’s public relations strategy to maximise the exposure of the brand and products to target audience and deliver product placement with media and influencers.

  • Managing a direct team of four, and additionally managing cross functionally across the business

  • Full accountability for the Marketing and PR Budget



Head of Marketing (Contract)


March 2018 – March 2019


Senior marketing leader within the business, responsible for the creation of the brand marketing strategy and the development and delivery of the annual marketing plan 


  • Created, defined and implemented the marketing strategy for the brand, identifying the key opportunities for success

  • Created, planned and delivered all marketing campaigns

  • Led a cross functional team (VM, PR (including agency), Ecom, Design and Retail) to aid the delivery of campaigns across all consumer touchpoints

  • Responsibility for the development and delivery of all brand content across all channels 

  • Developed and defined the social media strategy

  • Delivered and implemented all social media activity including both paid and organic social and influencer marketing 

  • Managed print, digital and OOH media planning, buying and analysis globally (with agency)

  • Supported in the delivery of SEO and PPC, and email marketing

  • Defined brand KPI’s and analysis of ROI, enabling future planning

  • Responsible for the management of brand research and utilising results in future marketing planning

  • Developed individual country or regional marketing plans to support the growth of the business

  • Managed the team to deliver trade marketing support (Wholesale and Outlets)

  • Key member of the omni-channel strategy team and active role in delivery of new ecommerce site

  • Line management and development of four team members: Graphic Designer, Trade Marketing Manager, Social Media Executive and Marketing Assistant.

  • Full accountability for the P&L of the marketing budget




Global Head of Marketing 


August 2013 – September 2017


Guardian of the Hackett brand DNA across all communication channels, and key responsibility within the marketing leadership team


  • Developed, planned and led the global 360 marketing communication strategy

  • Initiated, produced and executed seven global creative campaigns

  • Delivered campaigns through leading a cross functional team of Windows, VM, Ecommerce, Digital, Social, PR (including agency) and Retail

  • Oversaw all brand content including photography, social, email and editorial

  • Delivered all elements of global store opening communications across three territories

  • Conducted tender for new media agency and delivered new media strategy alongside appointed agency

  • Full accountability for global marketing budget

  • Principal contributor to CRM activity and loyalty retention programme

  • Active role in delivery of social media and online content

  • Responsible for retail marketing including events, wholesale communication activity and marketing with franchise partners

  • Managed licensee and partnership relationships, supporting on execution of their marketing plans

  • Management of global team of five colleagues across multiple territories


House of Fraser

Advertising Manager - Fashion


August 2011 – August 2013


Creating and delivering the customer facing creative across all fashion categories


  • Managed multiple internal stakeholders at all levels to devise distinct advertising strategy for each category

  • Planned, briefed, produced and then executed that strategy within the brand advertising creative

  • Controlled media buying of all print, outdoor and digital activity through effective management of external agencies

  • Full accountability for significant advertising budget

  • Management of advertising support team of two colleagues 

  • Frequently deputised for Head Of External Communications at senior level


House of Fraser

Category Marketing Manager - Menswear & Childrenswear


March 2010 – August 2011


Originating and implementing a tailored suite of marketing and promotional activity to drive sales and profit through stakeholder relationship management.


  • Produced and delivered bespoke time bound plans aligned with business objectives through focused cross functional working both as a leader and a participant 

  • Responsible for consistency of cross category promotional plans through engagement of central buying teams

  • Collaboration with both central and local PR teams to maximise awareness of the category

  • As an ambassador for the brand, built strong relationships with key business partners and suppliers with a view to securing funding to allow delivery of activity




International Marketing Manager – London Sales

European Paintings, British and Irish Art Post 1850, Early British Art, 20th Century British Art, Photographs & Sculpture


January 2008 – March 2010


Delivery of annual marketing activity plans and quarterly communication campaigns aligned to brand priorities for multiple 

International territories


  • Briefed and managed media buying through management of relationship with external agency

  • Accountable for budget creation and management

  • Management of marketing team of 2



Brand Marketing Manager 


March 2006 – October 2007


Development and management of annual promotional plans and campaign activity both above and below the line




Fashion Marketing Manager 


October 2004 – March 2006


Constructing a fashion marketing plan for the brand, and bespoke to each location delivered through leveraging third party 

branded relationships  


3 other positions in marketing at Selfridges 


June 2000 – October 2004






Surrey Institute of Art and Design University College

1997 - 2000


BA (Hons) Fashion Promotion and Illustration

bottom of page