Hannah Small

Hobbycraft is the UK’s leading Arts and Craft retailer. The business was founded in 1995 and has since grown into a national retailer with 124 stores, flagship website and recently released customer centric App, with over 7.5m Club members Hobbycraft offers a suite of crafts for every consumer with comprehensive ranges, a library of free crafting ideas and online and in-store workshops. Core Responsibilities: • Member of the Board of Directors, leading the brand's digital strategy across Experience, Trading, Customer Insights and Digital Marketing. • Orchestrated major digital transformation initiatives, including bringing digital into the day-to-day narrative of the brand, launching a new customer app and personalised customer experiences. • Scaled team efficiency and growth, increasing team size while improving operational output. • Introduced a more robust data led test-and-learn culture via new CRO tools and Voice of the Customer programs. • Delivered increased profitability through enhanced digital marketing strategies, experiences, and CRM-driven engagement programs, increasing C&C to 50% of online sales. • Received a 3-Star World Class Accreditation from Best Companies for Team Management (2024).

The North Face is an American outdoor recreation company founded in 1966 in San Francisco, California. Originally a small mountaineering retail store, the brand has since grown into a global leader in high-performance outdoor apparel, equipment, and footwear. Known for its iconic logo inspired by Yosemite’s Half Dome, The North Face is synonymous with durability, innovation, and adventure. It serves athletes, explorers, and everyday adventurers, offering gear designed for extreme conditions while also being popular in streetwear and urban fashion. Core Responsibilities: • Defined The North Face’s Digital Strategy for North America • Sat on the America’s Leadership team • Managed Teams accountable for Site Operations and Development, Digital Content and Experience, UI/UX, Digital GTM Calendar, Asset Production and Digital Buying and Merchandising. • Key partner in evolving the brands evolution from Wholesale-Led to DTC -focussed. • Owned P&L Management and Budget Optimisation

Core Responsibilities: • Day-today management of The North Face’s owned and operated websites • Exceeded top Line revenue Goals, double digital growth YOY • Responsible for team learning and development partnering with HR functions • Accountable for Digital Technology Roadmaps • Collaborated with Customer Service and Supply Chain to drive customer satisfaction

Core Responsibilities: • Accountable for revenue growth, margin management and bottom-line profitability. • Defined a more robust DTC GTM calendar to meet customer needs • Partnered with Retail Operations to launch online Click and Collect • Built out complex budgeting process to ensure accuracy, visibility and cash flow maintenance across Ecommerce and Digital Marketing

Kipling is a global fashion brand known for stylish and functional bags and accessories. Founded in 1987 in Antwerp, Belgium, Kipling gained popularity with its crinkled nylon fabric and signature monkey keychain. Now part of VF Corporation, Kipling offers practical products for students, travellers, and professionals worldwide. Core Responsibilities: • Defined overall digital strategy for Digital Sales across our owned and operated websites and our pure-play wholesale partners. • P&L Management and Optimisation • Product curation and margin alignment for pure-play partners including Amazon, Zalando and QVC.

Eastpak is an American brand known for durable bags, backpacks, travel gear, and accessories. The brand became notable for its sturdy designs and offered a 30-year warranty starting in 1985. Eastpak expanded globally into Europe in 1986 and Asia later on. Acquired by VF Corporation in 2000, Eastpak remains recognized for its innovative and resilient products worldwide. Core Responsibilities: • Managed 2 teams across both brands manging the day-to day operations of the European websites. • Collaborated with IT, Customer Service, Marketing, Product and Central Functions to plan and execute Digital Roadmap • Defined GTM Calendar based on seasonal product launches,