At NEXT’s Head Office, I was part of the global e-commerce operations team, supporting international campaign delivery for premium fashion brands including Reiss, Victoria’s Secret, and Burberry Kids. My role sat at the intersection of brand, market, and customer, translating business goals into locally resonant, high-performing digital experiences across multiple countries.

I managed seasonal campaign calendars for three premium brand partners simultaneously — aligning content to cultural moments across international markets while maintaining the visual and tonal integrity each brand required. Working across Reiss, Victoria's Secret, and Burberry Kids in the same role means holding three very different creative registers at once: premium British tailoring, global lingerie and fashion, and luxury childrenswear. The discipline of keeping those distinct without letting the production rhythm blur them is something I still apply.

Adapting digital assets, copy, and tone for regional audiences isn't translation work - it's audience intelligence. What lands in one market can miss completely in another, and the difference is almost never the product. It's the frame. The 21% CTR uplift across international homepages came from treating localisation as a creative brief, not a formatting task.

I also partnered with customer service teams to surface frontline insights, identifying common friction points in the customer journey and transforming those into tangible UX and content improvements. This included refining product descriptions, streamlining navigation, and enhancing responsiveness for mobile platforms. I personally handled high-priority customer escalations, applying emotional intelligence and commercial awareness to uphold brand reputation and resolve concerns with care.

Weekly trend research - scanning fashion movements, social media, and search patterns - informed content timing and product promotion strategy. This is structured intelligence gathering, not inspiration browsing. Knowing when a cultural moment is building and moving content to meet it is a commercial skill, and it's one I carried directly into campaign planning at the University of Nottingham.

Commercial deadline pressure in a fast-moving retail environment is a different register to university communications and it's one I carry directly into everything I've built since.