Commercial ownership
Founder
Experience.
Two ventures across beauty, fashion and creative services — built, launched and operated end-to-end.
The work
I've founded and operated three ventures — two direct-to-consumer brands and my own creative studio. That's meant writing the strategy, building the Shopify sites, running the trading calendar, producing the campaigns, briefing the creators and shipping the creative.
Commercial ownership — not entrepreneurship as a title.
01
Venture
Cellie's Curls
Founder · Creative Director · Ecommerce Lead
A direct-to-consumer beauty and fashion accessories brand — founded, built and traded end-to-end. The flagship case study for how I combine creative direction with ecommerce ownership: identity, Shopify, product launches, creator marketing, campaign photography and video, email programme, organic and paid social.
Responsibilities held
- •Brand strategy & identity
- •Ecommerce strategy
- •Shopify store management
- •Website design & merchandising
- •Homepage & landing pages
- •Product launches
- •Campaign planning
- •Creative direction
- •Photography
- •Video production
- •Email marketing creative
- •Organic social strategy
- •Paid social creative
- •Creator campaigns
- •Community building
- •Customer journey design
02
Venture
Marcelle Adrianna Studio
Founder · Creative Director
My own creative practice — the vehicle for freelance and consultancy work across fashion, beauty, lifestyle and technology. Founded, positioned and operated as a senior creative-led studio serving both agencies and direct-to-consumer brands.
Responsibilities held
- •Studio positioning & brand strategy
- •Client acquisition & pitching
- •Creative direction across every project
- •Art direction
- •Production management
- •Photography
- •Video direction
- •Presentation design
- •Website & portfolio design
- •Content marketing
- •Social presence
- •Client relationship management
Hiring for a senior creative, brand, ecommerce or content role?
I've done the job
from the founder seat.