Maxine Hellenkamp
London
Summary
I am a commercial retail leader with over 18 years' experience in cultural retail, specialising in buying, merchandising, e-commerce and brand licensing. I have a proven track record of developing commercially successful product ranges, leading retail teams and delivering sustainable income growth through innovation, digital retail and strategic partnerships. I am passionate about creating distinctive retail experiences that deepen audience engagement while supporting cultural organisations to achieve their commercial ambitions.
Overview
2
2
Languages
19
19
years of professional experience
Work History
Acting Head of Retail and Brand Licensing
The British Library
London
12.2025 - Current
- Lead the British Library's Retail, E-commerce, and UK & International Brand Licensing functions, developing commercial strategy to drive sustainable revenue growth and strengthen the British Library brand.
- Led multidisciplinary teams across retail operations, buying, e-commerce, brand licensing and commercial partnerships, establishing a high-performing, commercially focused culture that drives results.
- Lead commercial planning, budgeting, forecasting and business case development, working with senior leadership to shape long-term commercial priorities.
- Develop new commercial opportunities through innovative product development, strategic partnerships, international licensing and retail experiences aligned with the Library's cultural programme.
- Oversaw retail marketing, digital trading and e-commerce development, enhancing customer experience and facilitating online growth across multiple sales channels.
- Built and managed strategic relationships with UK and international partners, negotiating commercial agreements to create new licensing and retail opportunities.
Buying and Merchandising Manager
The British Library
London
01.2020 - 12.2025
- Led the buying and merchandising strategy across the British Library's onsite and online retail channels, delivering commercial sales and margin targets.
- Managed supplier relationships, budgets and contracts to develop bespoke, branded, and print-on-demand product ranges, enhancing product diversity.
- Managed stock planning, financial compliance and commercial performance to support sustainable retail growth.
- Identified new commercial opportunities and led digital and e-commerce development projects, expanding retail reach.
- Collaborated with marketing and publishing to create integrated retail campaigns, promotional activities, and brand messaging, strengthening brand presence.
- Directed visual merchandising across all retail spaces, ensuring a consistent and engaging customer experience.
Buying Manager
The British Library
London
05.2017 - 01.2020
- Developed innovative product ranges that significantly increased sales and profitability, enhancing customer engagement and satisfaction.
- Managed buying for British Library's exhibition, pop-up, and online shops, ensuring alignment with audience needs and brand vision.
- Supported the continued growth of the online shop through effective range planning and commercial buying.
- Built strong supplier partnerships, leading bespoke product development for major exhibitions, resulting in unique offerings that attracted diverse audiences.
Buyer and Online Shop Manager
The British Library
London
05.2015 - 05.2017
- Managed day-to-day performance of online shop, overseeing product content, promotions, and sales reporting to optimise customer engagement.
- Played a key role in the migration of the British Library's online shop to a new e-commerce platform, working with designers, developers and SEO specialists.
- Managed supplier relationships, stock ordering and product development, enhancing product offerings across British Library's retail and online shop.
- Supported development of new product ranges, identifying opportunities to boost sales and revitalise underperforming categories.
- Worked closely with colleagues across Retail, Marketing and Digital to support the continued growth of the British Library's retail offer.
Buyer and Visual Merchandiser
The British Library
London
12.2014 - 05.2016
- Led visual merchandising efforts, collaborating with front-of-house teams to create compelling retail displays and promotions that attracted customer interest.
- Created mood boards and range presentations that informed product development and guided buying decisions.
- Sourced and developed retail ranges for temporary exhibitions, incorporating bespoke products and commissioned designs to enhance visitor engagement.
Shop and Box Office Supervisor
The British Library
London
11.2011 - 11.2014
- Led and developed team of 15+ staff across retail and box office operations to enhance service delivery.
- Ensured consistently high standards of customer service and operational performance to improve visitor satisfaction.
- Coordinated staff recruitment, training, rotas, cash management, and agency staffing to ensure operational efficiency.
- Collaborated with curatorial, development and events teams to deliver a seamless visitor experience.
Sales Assistant / Junior Buyer
The British Library
London
05.2007 - 11.2011
- Progressed from Sales Assistant to Junior Buyer, sourcing and developing exhibition merchandise, negotiating with suppliers and driving new product development.
- Managed book buying for designated categories, fostering publisher relationships, executing promotions, overseeing merchandising, budgets and stock control.
- Supported visual merchandising across exhibition and retail spaces, delivering engaging product displays and seasonal launches.
- Coordinated day-to-day operations of British Library Online Shop, managing product content, order fulfilment, sales reporting and Google Analytics.
- Acted as the primary customer contact for the online shop, resolving enquiries and working collaboratively with teams across the Library.
Education
A-Levels -
La Swap Sixth Form Consortium
London, UK01-2006
GCSEs -
St. Margaret's School
London, UK01-2004
Skills
- Commercial Strategy
- Buying & Merchandising
- E-commerce & Digital Retail
- Brand Licensing & Partnerships
- Leadership & Stakeholder Management
Languages
English
First Language
German
Proficient
C2
Timeline
Acting Head of Retail and Brand Licensing
The British Library
12.2025 - Current
Buying and Merchandising Manager
The British Library
01.2020 - 12.2025
Buying Manager
The British Library
05.2017 - 01.2020
Buyer and Online Shop Manager
The British Library
05.2015 - 05.2017
Buyer and Visual Merchandiser
The British Library
12.2014 - 05.2016
Shop and Box Office Supervisor
The British Library
11.2011 - 11.2014
Sales Assistant / Junior Buyer
The British Library
05.2007 - 11.2011
A-Levels -
La Swap Sixth Form Consortium
GCSEs -
St. Margaret's School