Ted Baker | Brand & Product Manager
CLIENT
Ted Baker
YEAR
2016 - 2020
SKILL SETS:
*Brand Strategy
*Product Development
*Licensor Relations
*Graphic Design
*Industrial Design
*Adobe Creative Suite
*New Product Launches
PROJECT BRIEF:
As designer for Ted Baker London, I created annual Sun & Optical collections that translated seasonal concepts into wearable extensions of the brand’s DNA and strategic vision. I prioritized tactile detail, emotional resonance, and fit—blending innovative design with Ted Baker’s playful sophistication to strengthen the U.S. presence and tell a cohesive brand story.
PROJECT DESCRIPTION:
From 2016 to 2020, I spearheaded design for Ted Baker London’s Sun & Optical collections, bringing over 250 styles to market and generating $10-15M in annual revenue. My role as a product manager required me to oversee every aspect of the product development process, from initial concept through to market release. In each subsequent collection, I focused on crafting emotionally engaging products that reflected Ted Baker’s signature aesthetic, with an emphasis on fit, comfort, and ease of wearability. I wanted to capture the Ted Baker customer through my designs - in a way now other brand could. Each season, I refined new collections by analyzing sales data, conducting customer surveys and interviews, and reviewing annual competitor insights to better address evolving customer needs. Under my leadership, Ted Baker won "Best Men’s Eyewear Brand" and "Best Women’s Eyewear Brand" at the 20/20 Eyevote Awards in both 2017 and 2018.
As a Brand and Product Manager at Ted Baker, I led the development and launch of eyewear collections that reinforced the brand’s distinctive identity and expanded its market presence. I created products aligned with key marketing campaigns, cross-category launches, and initiatives that showcased the brand’s playful sophistication. Collaborating with sales, manufacturing, and licensing teams, I ensured brand integrity and supported growth. I regularly analyzed sales data and monitored competitors to inform strategic decisions, with the goal of increasing brand awareness and enhancing customer engagement within Tura Inc.’s portfolio.
THE PROCESS
Step 1: Designing a new collection begins with a rigorous design brief that specifies size, fit, construction, materials, and target price for each proposed frame. I collaborate closely with manufacturers to obtain and negotiate quotes, iterating the design to meet budget targets while preserving quality and design intent. This hands-on approach ensures commercial viability without compromising craftsmanship or aesthetic integrity.
Step 2: With pricing finalized, I conduct an industrial‑designer‑level review of vendor technical drawings—refining frame contours, lens proportions, and overall fit to align aesthetic intent with wearer comfort. I also produce trend research and mood boards to further define each collection’s direction, then source materials from a wide supplier network and use sales data and customer insights to develop colorways and finishes with strong market appeal.
Step 3: Upon receiving the initial samples, I collaborated closely with Ted Baker to refine the collection, delivering designs that were approximately 95% production‑ready. We made final cosmetic adjustments to perfect each piece for launch, while I prepared color renderings for the licensor’s approval to ensure the colorways matched the brand vision. Beyond the product, I aligned the selected styles with campaign objectives, translating Ted Baker’s distinctive identity into market‑ready eyewear strategically positioned within the broader brand narrative.
Step 4: I coordinate with vendors to confirm shipping timelines, review quality reports, and train sales teams on new collections. After launch, I assess performance against sell‑through benchmarks, identify strengths and areas for improvement, and apply those insights to refine future Ted Baker collections.
