Key focus areas included driving the strategic, creative and production of campaigns for England, Manchester City, and performance football, while aligning markets around merchandising, product drops, and global go‑to‑market plans. I also managed major agency and partner relationships — from contracts and remuneration to integrated marketing models.
The results and impact:
- “Tailored By” campaign redefined football culture and won Sports Brand of the Year (2011) at the Sports Industry Awards, ahead of Nike, adidas and Under Armour.
- Delivered record sales of England and Manchester City apparel in 2009–10.
- Helped reposition Umbro as a culture‑first football brand recognised for creativity and authenticity.