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In 2020, James joined the creative team at Zalando Lounge as a Senior Lead in the Graphics and Content team, managing a team of art directors, photographers, motion designers and graphic designers to creatively direct and produce image and video content for marketing assets and retail campaigns.

James was tasked with elevating the quality and consistency of the creative output across all consumer facing touch points, driving on-brand execution and fashion competency. This uplift in quality was to match the KPIs of the business's wider rebranding initiative which launched at the beginning of 2023.

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