Lydia Impey

Driving the evolution of KAYALI’s global creative output, bridging brand vision with scalable content production: Leading creative direction and execution across global campaigns, product launches, and brand storytelling for KAYALI, a fast-growing international fragrance house. Responsible for shaping the visual identity and scaling the creative ecosystem across content, design, and production, ensuring consistency and innovation across all consumer touchpoints. Key responsibilities include: - Leading end-to-end creative for global 360° campaigns (concept, shoot, rollout) - Overseeing content production across PDP, social, e-commerce, and brand campaigns - Building and evolving an in-house creative and production model to improve efficiency and reduce external dependency - Collaborating cross-functionally with marketing, social, product development, and leadership (including founder) to align on brand vision - Managing agencies, production partners, and budgets across multiple concurrent launches - Driving creative excellence while balancing speed, scalability, and commercial performance

Leading the creative vision for izil Moroccan Beauty, I oversee the development and execution of 360° creative strategies, driving seasonal product campaigns, new product development (NPD) launches, and full-scale marketing initiatives across social, digital, retail, traditional, and paid media channels. My role extends beyond campaign creation, I craft and shape izil’s visual identity and brand storytelling, ensuring every touchpoint reflects the brand’s heritage, authenticity, and modern appeal. From concept to execution, I guide a multidisciplinary team across creative, design, video, and production to deliver impactful content that resonates with our global audience while staying true to izil’s Moroccan roots. With a focus on innovation and brand elevation, I’m passionate about bringing izil’s rich, natural beauty rituals to life, whether it’s through captivating digital experiences, immersive retail activations, or high-performance campaign content.

* Lead and manage a multidisciplinary team of 24+ creatives across production, design, video, art direction, styling, photography, copywriting, and editorial — overseeing all content and asset creation for The Giving Movement’s digital platforms, marketing initiatives, and offline brand activations. * Built and scaled TGM’s in-house creative and e-commerce studio from a team of 4 to 20+ to meet global and regional business demands, developing an agile, high-performing internal agency. * Conceptualize and deliver stand-out campaigns that position The Giving Movement as a leading force in the sustainable fashion and athleisure space. * Define and implement creative strategy, setting budgets and aligning content production with TGM’s full proposition: Brand, Product, Digital Experience, and IRL activations. * Spearheaded the creation of TGM’s first-ever Brand Guidelines, shaping the visual identity and ensuring cohesive storytelling across all touchpoints, from e-commerce to retail store interiors and exterior designs. * Drive operational efficiencies, continuously optimizing the studio’s output while ensuring world-class creative production and execution.

Art direction and Omni Styling for THAT Concept Store

Maintaining a high level of consistency throughout production and successfully administered creative direction and production of shoots and styling.

- Driving innovation and design to the highest standard ensuring the creative team is developing product in line with manufacturing capabilities - Responsible multiple design deliverables such as mood boards, layouts, website wireframes, video production, images production, social media platform content, merchandising, collateral and marketing communications. - Travel to local and international location shoots and video art directing and production - Creation of new CI and management of high standard and quality outputs following strict brand guidelines - Conceptualize/develop and execute lifecycle of projects and campaigns– both creative and execution - Working from an editorial flat plan brief and team, generate ideas and present to client - Supports visual communication strategies that promote marketing objectives and drive sales - Identifying opportunities to improve our workflows and Maximize budge - Work closely with the Editorial Director and Digital Director and team to develop and new e-commerce website and compelling digital marketing content - Talent management: hiring creatives and freelancers - Ensuring that all material that comes out of the design team is on brand and innovative - Communicate briefs and setting up creative brainstorm sessions to ideate and help the team come up with unique ideas - Work closely with social media managers and discuss performance metrics to improve relevance and quality of social content and CTR of creative content - Work cross-functionally on teams with different skill sets to run bigger projects and campaigns - translating a brand across both online and offline touchpoints

*Previously known as Times Media Group* - Layout/designs, fashion & product photography requests, assisting art direction of fashion & product photography, travel to local location shoots, editing images, preparing and managing projects through all proof cycles, meeting all deadlines - UI Design for more technical design across all platforms wherever needed - UX design for overall look and feel across platforms - Helping on concepts for fashion shows, events, retail, internal and external conferences and designing relevant content - Design and launch new stand-alone magazine for The Edit Living and all other The Edit living platforms - Content manager for wantedonline.com - Create and develop visual designs for website, app and social media campaigns, propositions and merchandising - Proficient in all Adobe programs and Microsoft office suits. - Research assist and present new ideas for a variety of advertorial campaigns - Hand-sketching for illustrations and strong typography and design skills for layouts and digital production - Contribute to various creative wireframes for online content