Giles has accomplished experience working in leading blue chip consumer product companies. He has managed international brands in food, luxury, beauty and premium product segments for the likes of Dyson, Creed, Mars, Walgreens Boots Alliance, John Frieda and L’Oréal.
His experience has included brand building for some of the world’s best known as well as luxury artisanal brands. Now as Chief Marketing Officer for Creed perfumes worldwide he, leads all aspects of how this 250 year old brand reaches its end clients in the most relevant way. Crafting the right stories for the global audience, supporting the curation process behind the product development and simultaneously embedding sustainable and environmental practices as a matter of course are critical outputs of his role. His real passion is for driving differentiated consumer insights to help create successful product propositions, communications and consumer experiences. He has had the opportunity to travel extensively in his career to date and experience the differing consumer motivations that exist around the globe with recent brand launch experience in Asia Pacific and the Americas. Giles has a great passion for the arts, especially performing arts. He is a fan and supporter of both classical and modern dance, enjoys the off-beat as well as West End theatre scene in London and often takes the opportunity to seek out novel productions whether in the UK or abroad. He is delighted to help support the precious work National Youth Ballet does to support the enhancement of young peoples’ lives and society at large.