IKEA Space Optimisation
IKEA Franchisor - Customer Meeting Point Formats
I led a global program evolving IKEA’s retail system to meet new ways of shopping, working across the franchisor value chain, franchisees, and markets to optimise space and costs across IKEA’s retail portfolio. I enabled decision-making in a high-stakes environment by creating the right processes, facilitating alignment and direction, and bringing stakeholders and workstreams together.
The outcome was an updated customer meeting point definition, shaping how retail spaces are defined and used more efficiently across markets.
Details limited due to confidentiality.
IKEA
Future of Social Commerce
IKEA Franchisor - Retail Experience Innovation & Development
I worked within a global initiative shaping IKEA’s strategic direction within social commerce. I brought structure and clarity by setting up the right processes, working across markets, aligning stakeholders, exploring platforms, and designing and running market tests to build alignment and define a clear point of view for future investments and decision making.
Details limited due to confidentiality.
IKEA
Store of Tomorrow
IKEA Franchisor - Customer Meeting Point Formats
I led a global program shaping the future of IKEA’s retail experience in response to changing customer shopping behaviours. Working across the franchisor value chain, including retail concept, range, supply, franchisees, and markets, I brought clarity to a complex commercial space by setting up an innovation process that aligned stakeholders and workstreams, defined direction, and kept the work moving forward.
The work is tested through new store concepts across markets, turning ideas into learnings and actionable strategic directions, contributing to the ongoing evolution of IKEA’s retail system.
Details limited due to confidentiality.
PVH
Innovation Initiatives
PVH — Global Innovation (via Dentsu Creative)
I led innovation initiatives exploring future growth opportunities across PVH’s brands, including Tommy Hilfiger and Calvin Klein. I created a process that enabled teams and stakeholders to design and develop concepts, aligning on strategic direction and translating insights into a structured roadmap of prioritised opportunities for testing.
Details limited due to confidentiality.
Philipshue.com
Signify — Philips Hue (via Dentsu Creative)
I led the design of a global e-commerce experience for Philips Hue to strengthen brand and commercial impact across markets. I set up and guided a structured process, aligning stakeholders across leadership and development teams and enabling the work to move forward.
The outcome was a streamlined and scalable experience, with simplified customer journeys and a design system to support consistency and future scalability across markets.
GLS Rebrand
GLS - Global Rebrand (via Dentsu Creative)
I led the process for a global rebrand for GLS, shifting the brand from functional to more human and emotionally connected. I set up and guided a structured process across stakeholders and markets, aligning leadership and enabling the creative work to move forward.
The outcome was a new global brand identity, including positioning, tone of voice, a design system and assets for digital touchpoints, along with a global launch campaign.
