Benjamin Gunn
Saint Albans
Summary
Experienced executive with a focus on creativity, customer experience, and brand strategy. Over a decade of experience in renowned fashion organizations such as TOPMAN, ASOS, and Lyle & Scott. Expertise in strategic planning, creative design, brand management, and development. Played a pivotal role in enhancing customer experience and driving brand identity transformation at Lyle & Scott. Proven track record in leading artistic initiatives and developing innovative campaigns. Strategic approach to brand storytelling and visual communication consistently delivers impactful results. Collaborative team player focused on achieving creative goals and adapting to evolving project requirements.
Overview
17
17
years of professional experience
Work History
Creative Director
Lyle & Scott
05.2024 - Current
- Oversee all aspects of Lyle & Scott’s global brand creative and customer experience, ensuring consistency across all channels and markets.
- Manage the brand’s visual identity globally, strengthening its market positioning through compelling storytelling and cohesive design execution.
- Lead a multidisciplinary creative team to deliver integrated campaigns, content strategies, and brand assets that resonate with diverse international audiences.
- Manage campaigns with specific focuses to meet customer needs and creative visions.
- Direct photo shoots for print and digital media, reviewing each element against client standards and expectations.
- Develop style guides to promote consistent branding across projects.
- Monitor industry trends to keep creative materials fresh and engaging.
- Mentor and train junior designers to help enhance skills and capabilities.
- Collaborate with stakeholders to define project vision and ensure alignment with business goals.
Brand, Marketing & Customer Director
Lyle & Scott
10.2018 - 04.2024
- Directed all brand, marketing, and customer initiatives, aligning creative strategy with commercial objectives to drive growth and engagement.
- Pioneered innovative global campaigns, reinforcing brand identity and customer loyalty through initiatives rooted in community impact and customer experience.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Successfully executed the brand’s largest initiative, "Kits for Clubs", distributing over 15,000 customised football kits to grassroots teams in 59 countries, driving brand engagement and community alignment.
- Oversaw a £6.5m P&L, ensuring strategic allocation of resources to maximise ROI while delivering creative excellence and measurable impact.
ECommerce Director
Lyle & Scott
11.2014 - 09.2018
- Built relationships with customers and community to establish long-term business growth.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Drove transformation from a wholesale-centric business to a customer-focused eCommerce model, prioritizing digital growth and user experience.
- Re-platformed the brand’s website to Demandware within a 17-week period, delivering on time and within budget—recognized as the fastest Demandware implementation of 2016.
- Led data-driven initiatives to improve customer acquisition and retention, significantly enhancing conversion rates and eCommerce revenue.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
ECommerce Optimisation Manager
ASOS.com
03.2008 - 11.2014
- Established the eCommerce Optimisation department, building a team focused on testing, analytics, and performance enhancements.
- Achieved a reduction in the US site bounce rate from 60% to 28% through rigorous A/B and multivariate testing.
- Delivered cost savings of £1.8m by optimizing translation processes and improving product page efficiency.
Education
Skills
- Strategic Leadership: Expertise in aligning creative, customer, and brand strategies with commercial goals to deliver sustainable growth
- Brand & Visual Identity: Proven success in managing and evolving global brand identities to resonate with target audiences
- High-Performance Teams: Skilled in building and leading diverse teams that deliver impactful results and foster collaborative, innovative culture
- Financial Management: Proficient in overseeing multimillion-pound P&Ls to ensure operational efficiency and ROI
Websites
Awards
- ASOS Employee of the Year
- ASOS 'Aces' Award Winner for Innovation
Timeline
Creative Director
Lyle & Scott
05.2024 - Current
Brand, Marketing & Customer Director
Lyle & Scott
10.2018 - 04.2024
ECommerce Director
Lyle & Scott
11.2014 - 09.2018
ECommerce Optimisation Manager
ASOS.com
03.2008 - 11.2014
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