Led the creative and olfactive direction for Method in the EU, shaping fragrance as a key brand equity driver. Created the now-iconic Rhubarb Anti-Bac fragrance, which became Method’s #1 SKU and a cult favourite, unlocking over £10M in value and driving successful line extensions.

 

Oversaw fragrance strategy and development across formats, influencing product direction and trend translation. Managed supplier relationships through an outstanding core list process, resulting in long-term partnerships and no supplier changes during tenure. Represented the brand in media, influencer events, and retailer sell-ins, ensuring fragrance was central to Method’s story and shelf appeal.