Fiona Smith (Née Wright)

A professional and strategic content creator. Delivering high quality, engaging content that will resonate with your audience.

In my current role, I focus on identifying and securing new licensing opportunities that align with our strategic goals, fostering long-term, mutually beneficial relationships with licensors and licensees. I lead the negotiation and management of licensing agreements, ensuring compliance and favorable terms while maintaining alignment with business objectives. I work closely with cross-functional teams to develop and implement innovative licensing strategies, and I ensure all partnerships reflect our brand values. By overseeing project execution, tracking performance, and collaborating with sales and marketing teams, I drive the success of licensed products. I also work with legal teams to ensure compliance with all relevant regulations, safeguarding the company’s interests at every stage.

Heading up this project, I played a key role in creating and implementing a new short lead-time route to bring products to market quickly. Collaborating closely with stakeholders across the business, I ensured seamless execution of this strategy, while working directly with the founder to bring his vision to life. I mapped out and streamlined new processes to enhance efficiency and speed, ensuring we could respond to market demands faster and deliver products that aligned with the brand's dynamic vision.

Responsible for ladies fashion departments, driving commercial growth by creating and executing global category strategies. I developed consumer-focused tactics that aligned with market demands and trends, while utilising in-depth market and competitive insights to make data-driven decisions. I played a key role in strategic planning, creating tools and KPI trackers to monitor performance and ensure alignment with business goals. My work also included developing price architecture strategies that optimised product offerings and maximized profitability across channels.

As Senior Wholesale Manager, I was responsible for overseeing all categories across both men's and womenswear. Leading a team of category analysts, I shaped the global product range to meet the needs of our worldwide partners while driving product innovation forward. I managed the buy process, focused on maximizing in-season sales, and engineered product delivery drops to capitalize on market opportunities. I played a key role in driving input for major sales events, delivering engaging and impactful presentations, and managing communications with sales teams to push the business forward. Additionally, I worked closely with key accounts, providing business updates and supporting their product strategy and selection process for future seasons.

Responsible for shaping the product range to meet the needs of our partners worldwide. Driving product development, engineering product delivery drops to meet market opportunity and maximising in season sales.