Director of Production - VCG Kestrel - Brand / Packaging Management
Tesco (Fresh & Easy) - El Segundo, Los Angeles, USA
The challenge was immense starting from scratch, working within Fresh & Easy's
HQ where ambitions were enormous and so were the pressures and expectations for VCG Kestrel.
Tesco (Fresh & Easy) - El Segundo, Los Angeles, USA
The challenge was immense starting from scratch, working within Fresh & Easy's
HQ where ambitions were enormous and so were the pressures and expectations for VCG Kestrel.
Within ten months around 2000 Fresh & Easy branded SKUs where produced, leading to the successful soft launch of the Fresh & Easy Neighborhood Market brand in California. My direct reports regraded my efforts as 'pivotal' in the successful soft launch of the Fresh & Easy brand.
During my 5 years in LA I ran a studio of Artworkers, Designers and supporting QC staff. I was regarded as the 'rock' for the rest of the team. I was never un-phased by the tough challenges placed upon me and us whilst working within the customers HQ.
UX: Fresh & Easy had a full size mock store to trial layout and usability. I became involved in the testing and refining of this store and in particular the self serve tills which were a new technology in the USA at the time.
My Role: Working directly within the Tesco HQ set up and manage the production of own brand packaging.
• Production management & Team Leadership - contributed in the training and nurturing of a raw team to maximize quality and production.
• Brand development - working directly with Fresh & Easy Marketing and Legal departments assisting in the develop of the branding across all media and the creation of brand guidelines.
• IT and infrastructure - set up and manage the studio for 12 seats, including large format Epson printers, servers, and photographic studio.
• Hands on - leading from the front, creating awesome, right first time, repro-ready artwork.
