John Masefield Junior



John Masefield Junior


Mobile: (+852) 60588843


Address: 1 Ham Tin, 1/F San Tsuen, South Lantau, Hong Kong

  • A creative, passionate individual with more than 15 years experience in fashion retail. 

  • Global experience from the UK and Asia Pacific.

  • Skilled in Visual Merchandising, including concept design, campaign launches and activations. 

  • Experience working with global brands, including apparel, home and food. 

  • A specialist in seasonal events. 

  • Personal interests include DJ’ing, Hiking and local community farming projects.

  • A proud dog owner. 

Career History

Cotton on - Hong Kong

Head of Visual and Marketing. 

Cotton On Group

August 2016 - Present day

Responsible for both the marketing and visual functions in Hong Kong, reporting directly to global in Australia.

Briefing and adapting new marketing solutions for the HK customer in-store, on social and online.

Managing the HK customer experience, including four of the top ten turnover stores worldwide.

Creating traffic driving events using street artists, pop-ups and other creative sources.

Promoted to head of group in country (5 brands)

Challenged to create one solution for all stores.

Working with design and planning on a product strategy for the only market with dual seasonality.

Devised new in store fixture pack for high density stores.

Managing a team of 9 direct reports.
Adapting global direction.
Delivering monthly campaigns.
Collaborating with buying and planning to develop product solutions.

Creating outlet and markdown strategy for HK.

Presenting to the board on HK performance and strategy.
Delivering Western and Eastern holidays in-store. 

Marks and Spencer PLC

Head of Global Creative.

Jan 2012 - July 2016

Responsible for global consistency across campaigns, windows and in-store creative elements.

Working with the vision of the Creative Director at M&S, creating a new Global structure and hiring a new global team to deliver this. Driving the business to think Globally, from trends to product selections in ATL campaigns and TV advertising. Developing a robust global procurement process of visual equipment that can service 350 UK stores and 500 International, looking at achieving a consistent market execution.

Hiring, training and developing a new team and developing a new global strategy. Critical path ownership.
Delivering global campaigns.
Partnering with key trading Directors.

Instructing and guiding the in-house design studio.
Briefing multiple suppliers and working with locally produced territories.

Developing and delivering the new Christmas creative.
Global Communication.

Creative Manager.

June 2012 - October 2014

Responsible for the design, procurement and delivery of windows and in-store seasonal creative for international markets, encompassing owned, joint Venture and franchised businesses.

Understanding global trends and selecting product for the international market.

Managing relationships and leading a team to develop schemes for partners that exemplify the M&S brand, in over 450 stores, 50+ territories worldwide and 30+ Head Offices across Europe, Middle East and Asia.

Support the group strategy of transforming M&S into a leading international multichannel retailer.

Partnering on International marketing campaigns and supporting a consistent customer journey.

Managing budgets and providing visual solutions.
Delivering the guidelines for consistent delivery.
Relationship management with franchise partners and third-party suppliers.

Developed partner online ordering for schemes. Stakeholder management.

Store visits and opening new stores and new territories. 

Gap International

Head of Visual and Marketing 

Asia, Australia and South Africa April 2009 - June 2012
Responsible for working with the franchise partners to deliver the visual and Marketing proposition for each season.

Partnering with key players on strategy to support the market growth.

Opening new markets and stores, adapting guidelines to support local initiatives and effectively managing communication both remotely and on the ground. 

Gap Europe

Regional Visual Manager

London districts

April 2006 - December 2009
Responsible for delivering the visual proposition in London.

Working with VM, Marketing and Operations teams to support the stores delivery.

Working through various districts, also taking on additional responsibilities such as developing the trading strategy in the City of London.

Project Managed the country launch and growth expansion in Italy.

Supporting Banana Republic in their European expansion. 

Gap Europe

2001 - 2006

HMV Retail

1995 - 2000

JMI Home improvements 1991- 1995 


4 A levels grade D and above - Sutton College 1989 - 1991
9 GCSE’s grade C and above - Streetly Comprehensive 1985 - 1989 


Hong Kong

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