Information

About.

I am a Creative Director with 25 years’ experience leading premium and founder-led brands through growth, transformation and reinvention across luxury, beauty and retail.

For nine years, I served as Global Creative Director at Hotel Chocolat, establishing and leading the London creative studio and overseeing brand expression across all channels and markets.
Working closely with the CEO and CMO at board level, I led creative direction spanning campaigns, digital, product, packaging, retail and hospitality — balancing brand storytelling with commercial performance and business growth.

As part of the business transformation team, I worked closely with senior leadership to assess the viability and ROI of major creative and product initiatives, supporting Hotel Chocolat’s international expansion (USA and Japan), digital transformation during Covid, and operational readiness ahead of the sale to Mars Inc.

Prior to this, I spent four years at Molton Brown, where I helped modernise the brand’s iconic bath and body range and developed core packaging systems still in use today, alongside campaign and retail creative.

Earlier in my career, I co-founded an independent design practice specialising in luxury packaging and product design, working with leading global beauty brands including Givenchy, Yves Saint Laurent, Issey Miyake and Van Cleef & Arpels.

My approach combines hands-on creative direction with commercial thinking and strategic leadership — building distinctive brands that connect emotionally, perform commercially and endure.

Approach.

Brand-led creative vision

Growth and transformation through creative leadership

Commercially grounded, customer-focused thinking

Integrated multi-channel brand experience (digital, retail, packaging and product)

Board-level strategic partnership

Achievements.

Hotel Chocolat Growth & Transformation
Contributed to 37% group revenue growth (£165m → £226m), ~35% UK sales uplift and 18.7% EBITDA growth through creative direction, product positioning, packaging innovation and campaign development.

Digital Transformation
Led creative pivot to a digital-first model during Covid, delivering 36% U.S. sales growth despite a 41% retail decline, with digital sustaining close to 50% of revenue post-Covid.

Christmas 2022
Delivered the company’s strongest festive performance: 97% product sell-through, 14% sales uplift vs pre-Covid and double-digit category growth. Campaign creative ranked in the top 2% of UK ads for persuasiveness (Marketing Week).

Velvetiser
Conceived and built an iconic new category, increasing awareness from 20% to 48% and contributing to significant brand growth.

Brand Transformation & Scaling
Built and led the London creative studio, supported Hotel Chocolat’s AIM listing, international expansion and operational transformation ahead of acquisition by Mars Inc.

Selected Clients.

In-House:
Hotel Chocolat.
Molton Brown.

Independent:
Givenchy Perfumes (Gold Pentaward Winner)
Van Cleef & Arpels Perfumes.
Boucheron Perfumes.
Yves St Laurent Beauty.
Issey Miyake Perfumes.
SpaceNK.
John Lewis.
Typhoon.
Jamie Oliver.

Testimonials.

“Angela has a whip-smart sense of humour, a sharp intellect and curiosity that contributes to the business more widely than creative and design.

As creative directors go, Angela really is best of the best.”

Lysa Hardy, CMO, Hotel Chocolat

“Angela has played a key role in developing the brand as it appears today. She has created beautiful packaging that has delivered some of our highest growth products, pushed the boundaries of our creative campaigns to get customers to stop in their tracks, and played a critical role in the design of our iconic Velvetiser, that has ultimately created a new category.

We are very grateful to Angela for elevating the importance of design within our business - always upholding the highest creative standards in everything that we do, and not being afraid to challenge the status quo.”

Angus Thirlwell, Founder / CEO, Hotel Chocolat.

“Throughout her tenure at Molton Brown Angela led design with un-rivalled flair and remarkable conviction.
She was well informed, detail oriented, original and always operated in a way that broadened thinking, that generated aspiration amongst both the team and ultimately our customers.
She was an essential contributor to the re-ignition of luxury at Molton Brown, I warmly commend her work and nature.”

Nigel Carl Brown. Global V.P. Marketing, Molton Brown.

“Angela has an implicit understanding of the luxury beauty and lifestyle marketplace.
She also understands the importance of commercial balanced against craftsmanship, and has delivered outstanding results to tight budgets and timings.
Angela is a dedicated, knowledgeable professional who very quickly gained the respect of her peers and senior management.”

Meg Mackintosh. Head of Design, Molton Brown.