Ash R

Head of Lingerie design

Landmark Global • Full-time

Mar 2015 - Aug 2023 • 8 yrs 5 mos

Led the creative and commercial direction of the design department, aligning seasonal collections with overall business objectives in close collaboration with buying, merchandising, and senior management. Managed the entire product lifecycle, from initial concept through to final development, ensuring commercially successful and trend-driven collections. Key achievements and responsibilities included: Delivered against annual sales and margin targets through strategic product development and range planning. Directed the seasonal creative vision by analysing market trends, consumer behaviour, and trading performance. Built balanced, commercially relevant collections in partnership with buying teams, ensuring the right mix of styles, silhouettes, and fabrications. Identified new growth opportunities through competitor analysis, market research, and trend forecasting. Presented seasonal trend concepts and product strategies to key stakeholders. Reviewed trading performance, optimising future collections by identifying bestselling products and addressing underperforming styles. Attended international trade shows to source inspiration, identify emerging trends, and develop new seasonal ranges. Recruited, led, and developed design teams across multiple departments. Fostered a high-performing team culture through coaching, mentoring, performance management, and regular appraisals. Effectively delegated and managed workloads to maximise productivity and team engagement.