Employed by DFS founder Lord Kirkham in January 2016 to form start up business – FABB sofas as a new Omni-channel retailer. The first store and web site were launched in October 2016 with another 5 Stores in the following 6 months.


Main Achievements at Fabb Sofas                   

  • Working with the Directors, delivering a project definition document specifying the business requirements for the retail management system including seamless integration into the ecommerce platform.
  • Tendering and shortlisting retail management software systems, with the final recommendation as Microsoft Dynamics NAV.
  • Developing the new brand identity, messaging family and communications pack with Lord Kirkham, FABB sofas Directors and external agencies.
  • Tendering for and recruiting media, creative agencies and printers
  • Website platform analysis leading to the selection of a Magento platform.
  • Managing all point of sale and developing a POS management system.
  • Being able to turn my hand to all number of things associated with a start-up business


Responsibilities at Fabb Sofas

  • Developing and managing promotions, marketing campaigns and customer communication strategies on and off line.
  • Managing multiple agency contacts, internal teams and printers to deliver on time and on budget.
  • Negotiation of key media, agency, print and production suppliers to maximize budgets.
  • Creating and developing promotional campaigns delivering the key brand messages across all media disciplines, Television, Radio, Press and online.
  • Managing customer analysis and market information providing clear customer insight aiding marketing/brand strategies, product targeting and new store locations
  • All aspects of in-store marketing, point of sale (process, development and execution), in-store look and feel to create compelling shopping environments for customers.