Creative Strategies About Contact

Creating brands
with precision.

Leading teams
to thrive.

Designing systems
that scale.

Advancing ideas
beyond limits.

Creative Lead with 16+ years of experience driving brand & performance-led campaigns powered by AI-enabled DesignOps.

View Creative → View Strategies →
Selected Works
01 / Peak Performance

Cyber Month Transformation

02 / Market Reposition

Perri Kiely x Transitions

03 / Narrative Design

San Sebastián Campaign

04 / Social Innovation

London Retro Archive

Explore All Case Studies →

Creative

01 / Peak Performance

Cyber Month Transformation

02 / Market Reposition

Perri Kiely x Transitions

03 / Narrative Design

San Sebastián Campaign

04 / Social Innovation

London Retro Archive

05 / Brand Evolution

Key Visuals Refresh

06 / Aesthetic Elevation

Lifestyle Photography

Peak Performance

Cyber Month
Transformation

High-contrast, data-led creative approach drove highest conversion in brand history.

Challenge

Peak trading required high-velocity creative to cut through market noise and combat visual fatigue during long-duration sales.

Solution

Deployed a bold, A/B-tested visual identity with a phased rollout to maintain urgency and freshness.

My Role

Led creative strategy and cross-channel delivery. Collaborated with marketing teams to align creative decisions with commercial revenue goals.

Impact

Achieved record brand revenue, a 5% YoY uplift, and the highest daily sales in history. Set the new visual standard for future campaigns.

← 06. Lifestyle Photography
02. Perri Kiely x Transitions →
Market Reposition

Perri Kiely x
Transitions

Social-first storytelling that drove an 81% increase in purchase intent.

Challenge

Transitions needed to connect with a younger, style-conscious demographic, repositioning light-adaptive lenses as a lifestyle accessory.

Solution

Concepted a video-first campaign featuring UK talent Perri Kiely, blending high-energy storytelling with "day-in-the-life" content.

My Role

Led end-to-end creative direction from storyboarding to post-production. Ensured narrative consistency across all digital and social touchpoints.

Impact

Delivered a hero film and four social cuts. Achieved a 50% increase in positive engagement and an 81% purchase intent among viewers.

← 01. Cyber Month Transformation
03. San Sebastián Campaign →
Narrative Design

San Sebastián
Campaign

First-ever omnichannel strategy bridging editorial storytelling with record-breaking commercial sell-through.

Challenge

The brand struggled to translate high-fashion concepts into relatable consumer stories, causing inconsistent sales and low narrative engagement.

Approach

Architected a "Travelogue" campaign that blending location-based lifestyle photography with utility content, transforming products into an aspirational travel experience.

My Role

Led the creative concept and cross-functional team collaboration. Directed photography and copywriting to ensure a unified "Travel" theme on deliverables.

Impact

Key collection pieces sold out within weeks. Achieved the highest email CTR and revenue in brand history, proving the ROI of narrative-led commerce.

← 02. Perri Kiely x Transitions
04. London Retro Archive →
Social Innovation

London Retro
Archive

Trend-driven social storytelling that leveraged viral "oversized" aesthetics to drive a 10% performance uplift.

Challenge

Relaunching a heritage product line required a disruptive creative concept to break through social noise and resonate with modern digital trends.

Approach

Developed surrealist product videos capitalising on the oversized-object trend, blending the brand's characteristics with high-engagement viral aesthetics.

My Role

Conceived the concept and sourced specialised production partners. Led the end-to-end direction to keep the "retro" identity central to the execution.

Impact

Delivered a high-noise launch that outperformed similar campaigns by 10%. Successfully converted viral engagement into a measurable sales boost.

← 03. San Sebastián Campaign
05. Key Visuals Refresh →
Brand Evolution

Key Visuals
Refresh

A data-driven visual framework designed to harmonise brand authority with high-velocity production.

Challenge

Inconsistent visual execution was diluting brand recognition. Web testing identified high-contrast colour strategies as the primary driver for improved conversion.

Approach

Developed a data-led visual system with updated photography standards and colour rules, supporting the scalability of high-volume, daily asset delivery.

My Role

Led creative direction and systematisation. Directed photoshoots and secured senior stakeholder buy-in by aligning new visual standards with data.

Impact

Delivered a fully licensed library of 1,000+ images, strengthening brand consistency and long-term asset value. Accelerated production speed by 10%.

← 04. London Retro Archive
06. Lifestyle Photography →
Aesthetic Elevation

Lifestyle
Photography

An editorial-led visual strategy that modernised brand perception and captured a younger demographic.

Challenge

A brand shift required high-fashion visuals to attract a younger demographic, but execution was heavily constrained by a strict production budget.

Approach

Transitioned to a high-fashion lifestyle aesthetic. Optimised the budget by co-producing this editorial seamlessly alongside a wider product campaign.

My Role

Led creative direction and budget management. Coached junior team members on-set, delegating responsibilities to build internal team capability.

Impact

Elevated visual standards to capture a new audience. Drove higher Instagram engagement while securing a 20% production cost reduction.

← 05. Key Visuals Refresh
01. Cyber Month Transformation →

Strategies

Where Brand & Performance Connect. Great creative captures attention, a robust system scales.

01 / The Foundation

Performance-Led
Creative Operations

  • Data-Driven Creative: Integrating A/B testing and channel-specific performance metrics directly into the creative feedback loop.
  • Clear Governance (RACI): Streamlining stakeholder approvals and mapping critical project paths to remove bottlenecks.
  • Scalable Design Architecture: Centralising master templates and guidelines to ensure absolute global consistency.
02 / The Accelerator

AI Workflow Integration
& DesignOps

  • Brand-Safe GenAI Integration: Engineering custom AI prompting frameworks and toolsets to rapidly generate visuals that strictly adhere to brand standards.
  • Workflow Acceleration: Integrating GenAI directly into production systems, boosting overall delivery speed by 10%.
  • Intelligent Asset Governance: Building searchable asset libraries and dynamic templates for high-volume e-commerce deployment (500+ assets monthly).
03 / The Optimiser

Resource Agility &
Cost Efficiency

  • Crisis & Resource Mitigation: Re-engineering production workflows to navigate market disruptions, hiring freezes, and tight timelines.
  • Strategic Vendor Mapping: Optimising external partner and vendor strategies to maximize creative output without compromising budget.
  • Commercial ROI: Delivering a proven 20% cost reduction across photography projects through smarter resource allocation.

About

I’m a Creative Lead based in London with over 16 years of experience across the e-commerce and digital landscape. I believe that the best creative work doesn't just look good, it performs. Throughout my career, I’ve focused on bridging the gap between emotive brand storytelling and hard commercial performance.

Combining hands-on creative vision with an accredited UK Level 5 Operations & Management Qualification (Distinction), I thrive at connecting bold creativity with smart operations. Whether I'm mentoring high-performing teams, evolving multi-brand identities, or optimising vendor strategies and AI workflows to boost speed and efficiency, my goal is always to deliver high-converting work that drives tangible business growth.

Download CV (PDF) ↓
Candy Chan
Current Sep 2019 – Present

Creative Team Manager (Creative Lead)

MyOptique Group Ltd / EssilorLuxottica, London

Led creative direction for 6 major UK/EU e-commerce brands, overseeing the full lifecycle from strategic brand evolution to multidisciplinary team management and budget. Transformed a reactive design unit into a proactive strategic hub, directing creative frameworks that seamlessly balance storytelling with key commercial objectives while partnering closely with CRM, UX, PM, and Brand teams.

Key Achievements
  • Strategic Leadership & Scale: Drove multi-channel seasonal creative strategies for Cyber Month, consistently outperforming revenue benchmarks while orchestrating a high-volume deployment of 500+ assets monthly.
  • Cost & Vendor Optimisation: Optimised vendor strategies and photography management, achieving a 20% cost reduction on photography projects.
  • AI Innovation & DesignOps: Pioneered enterprise GenAI workflows and optimized operational processes, boosting production speed by 10%.
  • Team & Operational Excellence: Implemented RACI frameworks to streamline day-to-day operations and cross-functional handoffs. Mentored and upskilled a multidisciplinary team of four, fostering a culture of creative distinction.
  • Production Governance: Planned and executed large-scale photo and video shoots while maintaining full accountability for the creative budget to maximise ROI.
2019 Jun 2017 – Sep 2019

Senior Digital Designer

Yumi International, London

Promoted to lead digital design and act as email marketing creative lead for two fashion brands. Oversaw end-to-end CRM creative direction—from design and copy direction to content planning, campaign execution and optimisation.

Key Contributions
  • CRM & Email: Led creative direction for CRM campaigns, guiding copy direction and send strategy.
  • Conversion Optimisation: Planned and executed A/B tests to optimise design and messaging, driving performance improvements through data-led decisions.
  • Collaboration: Partnered on UI/UX enhancements, liaised with external agencies, and mentored junior creatives ensuring high QA standards.
2017 Mar 2016 – May 2017

Graphic Designer

Grange Hotels, London

Delivered digital and print design for a large hotel group, supporting marketing, sales, and internal communications. Created visual assets for campaigns, presentations, and promotional materials across multiple properties in a fast-turnaround environment.

2015 Jul 2013 – Sep 2015

Design & Marketing Executive

6ip Ltd, London

Worked across a range of B2B clients in a marketing agency environment. Produced digital and print designs, supported brand development, and collaborated with marketing teams on content planning to ensure creative met client objectives.

2011 2007 – 2011

Early Career in Design

Hong Kong SAR

Built a solid foundation in print production, agency coordination, and product design prior to moving to the UK. Key experiences included extensive product and marketing design for branded watches (Topole Time), corporate visual materials (Tai Shing Diary), and print/event collateral coordination in agency settings (Greenleaves Advertising).

Skills &
Education
Leadership & Strategy
  • Creative Direction
  • Multi-Brand Stewardship
  • Team Management
  • Stakeholder Management
Operations & Growth
  • Workflow Transformation (AI-Integrated)
  • Data-Informed Design
  • Conversion Rate Optimisation (CRO)
  • Strategic Resource Allocation
Education & Tech
  • L5 Operations/Dept Manager
  • Discovery ADR, UK (2025)
  • BA Applied & Media Arts
  • HKPU, Hong Kong (2008)
  • Figma, Adobe CC, MidJourney, Firefly, NanoBanana, Claude, ChatGPT

Want to know more?

For a detailed breakdown of my professional history, project endorsements, and peer recommendations, please visit my full profile on LinkedIn.

View LinkedIn Profile →