· Lead the concept, art direction, production and rollout of seasonal campaigns, lookbooks, eCommerce, collaborations and brand initiatives across digital, social, print, OOH and retail.

· Manage and develop the in-house creative team, managing workflow, creative reviews, professional development and quality of output across brand touchpoints.

· Direct end-to-end campaign production, including creative concepts, styling, casting, locations, crews, budgets, timelines, photography, motion, post-production and market delivery.

· Own and champion CALIBRE’s visual identity and brand guidelines, establishing consistent creative direction across advertising, eCommerce, packaging, stores and communications.

· Partner with Marketing and senior leadership on quarterly marketing plans, go-to-market strategy and the translation of commercial objectives into creative direction.

· Lead creative for collaborations, creators, events, experiences and retail activations, extending campaign concepts into physical brand environments.

· Established stronger creative operations through critical-path production planning, digital asset management and improved file and production systems.

· Maintain a hands-on design practice across typography, graphic design, retouching, digital, print and finished artwork while providing final creative approval across the wider business.

Brand Growth:
Contributed to six consecutive record-breaking years of financial growth through stronger creative concepts, more disciplined production systems and a more cohesive end-to-end brand experience.

High Winter ‘26 “The Weekender”:
Led the marketing strategy, creative concept, production and omni-channel rollout for CALIBRE’s May–June collection. Shot at Villa Galaxie in Fréjus, France, with models Edu Roman and Alicia Medina, the campaign established the creative lead-in to our Monaco activation and delivered record social engagement at the time, and delivered an approximately 8% year-on-year increase in sales.

Monaco Grand Prix, Cruise ‘26 “Vacation”:
Led creative surrounding a three-day brand experience aboard a branded super yacht during the Monaco Grand Prix, supported by talent, influencers, VIP clients and a lookbook photographed in Villefranche-sur-Mer. The activation contributed to a record-breaking June-July period, with increased digital reach, social growth and store traffic while exceeding business sales budget by approximately 15%.

Brand & Digital Transformation:
Directed, developed and implemented the updated CALIBRE Brand Guidelines. This led to the front-end redesign and replatforming of CALIBRE’s website with it’s own subsequent style guide, and established the ongoing visual direction of the eCommerce experience.

Packaging & Product Launches:
Directed the redesign and 18-month rollout of CALIBRE’s packaging suite and the creative development of the brand’s inaugural fragrance, spanning product concept, packaging and launch campaign.Though the responsibilites in the bullet points may look exesive, as the senior creative in a small marketing team, my role requires spinning many plates to support the business during it’s current period of growth. Reporting directly to the Head of Marketing and co-owner, my current role as the sole Art Director at CALIBRE is an overarching creative direction role that touches all visual touchpoints of the business.

The main responsibility of my role is the direction of refined visual language and consistent brand identity. My vision supports the marketing plan and leads content direction and design for our digital channels (web e-Commerce, eDM, social media), out-of-home print (screens and posters, billboards, magazine advertisements), packaging and bespoke gifting, and the spacial design of store signage, and experiences, ensuring all are on brand, within budget and to brief. 

Concept creation for all our advertisment solely lies with my direct reports and I. We don’t outsoure to any agency partners for ideation, all of our campaigns, lookbooks and activations are created, produced and executed in house. Due to this, my position has provided a wealth of production and  than many art director roles.

Over the 5 years I’ve spent at CALIBRE, I have experienced 4 consecutive record-breaking years of financial growth, attributed to a combination of year-on-year product innovation and a strong marketing vision. I have contributed to this growth through my implementation of a critical path timeline, creation of a digital asset management system and file hygiene, and general elevation of the end-to-end creative. More thoughtful concepts, more striking imagery, more separation between CALIBRE and it’s competition.

On top of campaign creative, other major projects managed over this period included the front-end redesign of the website and direction of the replatforming, the redesign of the packaging suite and management of it’s 18 month roll out, the creative direction of e-Commerce visuals, the development and implementation of the brand guidelines, and the visual support for store openings and activations.

I love many aspects of this role and environment, and I’m very grateful for the years I’ve shared in the business. The main reason I am looking to move on is that I would like the range of my visual vocabulary to expand. With the goal of taking my career outside of Australia, working solely with menswear limits the amount of opportunites I appear suitable for. I believe that being able to focus more on considered, well-excuted creative while allowing production and marketing strategy to be left with other specialists in my team will allow me to do more of what I do best: create considered, cut-through advertising that perfectly meets the needs of both brand and product targets and objectives.