Fred Perry’s web content assistant gained a head start in retail by selling trainers aged 15.
What does your diary look like today?
We have a lot of projects running right now. We updated our website in July and this gave us an opportunity to feature more content on our home page. I work with a lot of internal departments and external agencies to guide the production of content. There is quite a lot to juggle.
What task are you most looking forward to?
We have a new collection launching soon and I’m working with our agency De Facto to produce a visual style for the range that suits the story of the collection. We work closely with the product, development and marketing teams to help bring the stories to life.
What task would you like to postpone?
I write the product copy for our Authentic collection. It’s not something I dislike doing but it does require some structured creativity.
I have to really get in the zone to get the most out of those projects, and with lots of other projects running it’s hard to detach and spend five hours concentrating on just that.
How did you get to where you are today?
I started out working on a market stall selling sneakers when I was 15. I moved on quite quickly and then ended up working in footwear retailer Size?, where I eventually convinced head office to give me an internship during my sandwich year at university - something they hadn’t done before. I stayed there for 10 months and that gave me a good insight into a professional workplace and the politics of such a big company. I finished there and then went to
New York for the summer to work in Adidas’s SoHo store, before returning to university. Then an opportunity came up at Onitsuka Tiger (part of Asics) in Liverpool as supervisor at its new store, and after a few months there an internal role came up at Asics in the digital marketing team in Amsterdam. After that Asics offered me a 10-month contract to cover someone on maternity leave, and at the end of it the marketing director Michael Price asked me to stick around and created a new position in the Onitsuka Tiger marketing team. After that I worked for two friends who had set up a shop in Leeds called Open Lifestyle Store. Then the opportunity came up at Fred Perry, and I’ve been here since.
Who is your mentor?
Raphaël Mazoyer, digital marketing manager at Asics, wasn’t a mentor but he was a very influential manager during my career. He told me that no matter how many things you’re good at you should always be an expert in one.
How do you see your career progressing?
Fred Perry is growing, especially online. [Former Reiss brand director] Andy Rogers is our brand director and it’s nice to see his vision. I really see myself as a part of our digital evolution and I think Fred Perry is a great place to grow. Eventually I would like to set up my own thing, whether that’s a brand, a store, or a creative project.
What advice would you give to someone wanting to follow in your footsteps?
Employers like to see you can handle a working environment and I proved that by working in sneaker stores from the age of 15. By the time I graduated I had seven years’ experience in retail and I got a job a lot quicker than my peers who finished with first-class degrees but had never worked.
- Salaries for this type of position range from £25,000 to £27,000 (estimate provided by Michael
2013 Web content assistant, Fred Perry, London
2012 Consultant, Open Lifestyle Store, Leeds
2012 Freelance brand projects
2011 PR and marketing co-ordinator, Asics Europe, Amsterdam
2010 Web content co-ordinator, Asics Europe, Amsterdam
2010 Graduated Multimedia BA Hons, Leeds Metropolitan University
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