Johnny Ridley

I provide senior marketing leadership and strategic advisory support to brand-led businesses across hospitality, fashion, and lifestyle. My work focuses on brand positioning, creative and art direction, go-to-market strategy, partnerships, and integrated campaign planning, often operating as an extension of leadership teams. Advisory work has included brands such as The Standard, London, RÆBURN, PUMA Motorsport, and the Mercedes-AMG PETRONAS Formula One Team, supporting clarity of brand direction and alignment between creative ambition and commercial objectives.

I led marketing across the UK & Ireland for The Hoxton, with senior accountability for brand strategy, go-to-market planning, and integrated marketing across multiple markets. A core part of the role was leading the marketing strategy and launch activity for new hotel openings, including the openings of The Hoxton Edinburgh and The Hoxton Dublin. This spanned early market positioning, pre-opening brand building, launch planning, and post-opening momentum, working closely with local teams and global brand partners to establish relevance and impact in new cities. Alongside new openings, the role covered brand positioning, campaign planning, partnerships, and community-led activity across digital, experiential, and on-property channels. I worked closely with revenue, operations, and creative teams, as well as external agencies, to ensure marketing activity supported both brand consistency and commercial performance across the region.

I led sales and marketing at RÆBURN with senior accountability for brand strategy, creative and art direction, and integrated commercial planning across DTC, wholesale, and retail channels. The role spanned brand repositioning, go-to-market planning, partnerships, and global brand storytelling, working closely with the founder, creative teams, and commercial partners to evolve brand expression while strengthening route-to-market effectiveness. I oversaw cross-channel activation and commercial alignment, ensuring consistency and impact across digital, physical, and experiential touchpoints.

I held end-to-end responsibility for sales and marketing at MA.STRUM, with senior accountability for brand strategy, creative and art direction, and integrated commercial planning across DTC, wholesale, and retail channels. Over an extended period of growth, I shaped and evolved the brand’s positioning and narrative, led go-to-market planning, and oversaw campaign development and cross-channel activation. I worked closely with the founder, commercial teams, and external partners to align brand ambition with commercial objectives and ensure consistency across digital, physical, and experiential touchpoints.

I worked in a client-facing PR and brand strategy role, supporting the development of strategic communications, brand positioning, and integrated campaigns across fashion and lifestyle brands. The role spanned brand storytelling, media relations, partnerships, events, influencer engagement, and early social strategy, working closely with clients and creative teams to deliver clear, considered communication across multiple channels. Selected clients: Aether Apparel, Ben Sherman, CLAE, Penfield, Red Wing Heritage, Urbanears

Jacket Required is a London based premium menswear show; a trade only event, open exclusively to buyers and members of the Press.

I worked in a junior, client-facing account role supporting print and digital PR activity across creative, digital, and advertising agencies. The role involved press and content development, event support, media coverage analysis, and collaboration with senior team members on integrated communications programmes, contributing to clear and effective client delivery within a fast-paced agency environment. Selected clients: BBH, Big Spaceship, Campfire, VML (formerly JWT)

Launched in 2009, Number Six is a multi-brand menswear retailer with an East London store and webstore.

I worked as an Associate Strategist within a multidisciplinary agency environment, contributing to strategic thinking, insight development, and campaign planning for global consumer brands. The role focused on consumer research, cultural insight, and strategic analysis to inform creative concepts and content planning, alongside collaboration with creative, account, and production teams. I supported the development of integrated campaigns and early social strategy, grounding creative ideas in audience understanding and behavioural insight. Selected clients: Adobe, Chobani, Google, Extra Gum, Hewlett-Packard, Skittles, Starburst

I contributed editorial writing to a leading art and design publication, covering emerging ideas and cultural movements across visual art, design, architecture, music, and film. The role required strong editorial judgement, cultural awareness, and the ability to identify and articulate work that felt fresh, relevant, and resonant with a design-literate, global audience.