John Masefield 


United Kingdom




Written    - English   
Spoken   -   English 


About me

  • A creative, innovative and passionate marketeer with over 20 years’ experience in retail

  • Experienced in setting direction and strategy in both global and regional roles, with a strong focus in APAC and Greater China

  • An inspired leader with strength in creative direction, brand development and GTM process and strategy

  • Skilled in campaign creation from conception to activation

  • Expert in store design, space planning and retail brand experience

  • Strong negotiator and budget planning

  • Team captain and club secretary of the South Lantau Paddle Club 

  • Offered relocation to Shanghai but looking to stay in HK



July 2018 – Present 


VF Corp – Kipling 

Head of Brand Creative and Experience


Roles and Responsibilities:

  • Globally accountable for retail brand experience, including new creative vision rollout pilot, reporting to the brand president in Europe

  • Regionally accountable for the creative direction of the APAC, including concept creation, art direction and execution across all channels and assets. Reporting to the Senior Marketing Director APAC

  • Leading a team across APAC region, 3 in HK and 6 across DTC market

  • Influencer of distributor market in budget spend, and asset creation for localised initiatives

  • Go to market lead for marketing, creating tools for sales meeting through to campaign delivery

  • Oversee seasonal brand communications, social copy and tonality. 

  • Design and execute PR and traffic driving events 

  • Additional responsibility for all internal and external communications, running a regional team with monthly newsletters and activities, reporting to the VP of Kipling



  • Designed, piloted and opened the new store concept in 150 doors across APAC

  • Leading China transformation in digital assets, using TMIC data to bring us in the top 10 brands by category in Tmall, and increasing the Taobao index by 25% this year.

  • Currently shooting the first Global collaboration with Anna Sui, switching our focus to storytelling to meet the digital age

  • Co-Chair of the pride chapter at VF

  • Recently completed the VF aspire development program



August 2016 – June 2016 


Cotton On Group

Head of Marketing and VM 


Roles and Responsibilities:

  • Accountable for the marketing and VM execution across Greater China

  • Managing GTM process for reverse seasonality 

  • Work closely with buying team on strategy and space planning 

  • Overseeing HK with 5 of the top 10 ten stores globally

  • Creating traffic driving events

  • Designing the outlet experience

  • Leading a team of 7 across 5 brands 



  • Shaped the calendar to create a buying strategy for half reverse half dual seasonality, increasing the knitwear business by 50%

  • First function globally to take all 5 brands as functional lead. A process which then rolled out globally. 



Jun 2012 – July 2016


Marks and Spencer 

        Jun 2012 - Oct 2014


Creative Manager – International 

        Oct 2014 - July 2016


Head of Creative – Global 


Roles and Responsibilities as Creative Manager – International:

  • Accountable for the design, procurement and delivery of all in season creative 

  • Managing a budget of 1million pounds, 450 stores over 50 territories globally

  • Understanding global trends, responsible for international marketing campaigns

  • Developed international calendar and customer journey 

  • Created online ordering for all visual needs




  • Brought international events as a focus, developing CNY and Ramadan as key campaigns to the business. Working with buying teams to support these events and design creative. All of this was incremental business. 


Roles and Responsibilities as Head of Creative – Global:

  • Devised global campaigns and seasonal creative 

  • Driving the business to think globally 

  • Developed a global procurement process for 1000 doors

  • TV ad campaign development with agencies 



  • Hiring, training and leading a new global team

  • Creating a new global strategy 



Jun 2002– July 2012


Gap Inc  

        Jun 2002- Apr 2009


Regional Manager - Gap Europe 

        Apr 2009 - July 2012


Head of Marketing and VM - Gap International 


Roles and Responsibilities as Regional:

  • Regional Manager across various London stores 

  • Project lead for opening all of the Italian stores 


Roles and Responsibilities as Head of Marketing and VM:

  • Function lead for APAC, Australia and South Africa 

  • Working across 30 territories and opening 5 new territories 



Sep 1995– Jun 2001 


HMV Group 

Buyer and Retail Manager 




  • 4 A levels – Sutton Coldfield College 

  • 9 GCSE – Streetly Comprehensive



  • Hanane Sabri – Senior Marketing Director VF Corp

Email - hanane_sabri@vfc.com

  • Laura Crow – SLPC Chair 

Email – laurajcrow@aol.com



Phone – +852 60588843

Email – johnmasefield@me.com

Website – www.johnmasefield.com

Address – 2nd floor 82F San Wai Tsuen, Pui O, Lantau, HK