Summary
Overview
Work History
Education
Skills
Affiliations
Accomplishments
References
Timeline
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Fleur Boys

Newport Beach,CA

Summary

Creative leader with extensive experience in the lifestyle industry, specializing in innovative product strategies and brand narratives. Demonstrated success in market analysis and team collaboration, consistently achieving revenue targets and enhancing customer engagement. Skilled in storytelling and managing cross-functional teams to elevate brand presence and market share.

Overview

19
19
years of professional experience

Work History

Vice President of Design and Merchandising

Billabong - 5 Star Apparel
Irvine, CA
01.2025 - Current
  • Developed innovative product strategies and creative concepts to enhance brand engagement seasonally.
  • Collaborated with marketing and product development teams to align creative strategies with brand objectives.
  • Delivered creative concept to teams to evolve on-brand, commercially viable product ranges across all regions.
  • Analyzed customer feedback to guide future product design and strategy decisions.
  • Defined brand identity for consistent application across all touch points in every region.
  • Liaised with key accounts and regional partners to ensure cohesive seasonal branding globally.
  • Presented compelling creative concepts to global partners, effectively communicating strategic rationale for commercial seasons.
  • Ensured women's products achieved all margin, revenue, and budget targets seasonally.

Global VP Creative/Design Billabong, RVCA, Volcom

Liberated Brands
Costa Mesa, CA
09.2023 - 01.2025
  • Conceptualized and crafted compelling brand narratives for three women's brands each season.
  • Evolved brand individual DNA, consumer profiles, and positioning within the endemic market to ensure standalone brand identities and singular growth strategies.
  • Managed design, art, and graphic teams across all brands to ensure a cohesive visual representation globally.
  • Developed key design and product strategies for each brand, overseeing implementation through completion.
  • Engaged in meaningful collaborations to elevate brand presence and storytelling.
  • Grew key categories and strategies to enhance market share and increase brand awareness.

Global VP of Creative and Design Billabong Women's

Boardriders
Huntington Beach, California
08.2022 - 08.2023
  • Developed global creative and design direction for Billabong women's apparel, focusing on print, pattern, color, and key product strategies.
  • Liaised with key accounts seasonally to align offerings with market needs.
  • Ensured global cohesion in customer experience, print, pattern, and style across all regions.
  • Created marketing looks to facilitate seamless transition from concept to consumer.
  • Managed global design teams in North America and Australia to uphold brand standards.

Creative & Product Director, Brand Manager Wmns

Boardriders
Gold Coast Australia, QLD
01.2021 - 08.2022
  • Developed seasonal direction and creative product strategies for each season.
  • Co-managed women's brand across APAC and Middle East, ensuring brand consistency.
  • Liaised with global partners and teams to manage product adoption and regional cohesion.
  • Created targeted strategies for each region, focusing on compelling product segmentation.

Creative and Design Director

Billabong Australia
Gold Coast Australia, QLD
01.2013 - 01.2022

Product Manager Women's

Insight Global
Sydney Australia , NSW
02.2010 - 12.2012

Creative Director, Swim Design Rusty Surfboards

Rusty Surfboards
Perth. Australia, WA
02.2006 - 02.2010

Education

Bachelor of Arts - Graphic Design

Enmore Design Instiute
Sydney Australia

Bachelor of Science - Geology, Physics

University Of Technology
Sydney

Skills

  • Product strategy and development
  • Brand and regional development
  • Creative direction and storytelling
  • Market analysis and trend forecasting
  • Customer engagement and relationship management
  • Team leadership and collaboration
  • Budget management and oversight
  • Stakeholder communication and rapport building
  • Critical thinking and problem solving
  • Time management and prioritization

Affiliations

  • Founder of sustainable foodware brand Togo Sun. A food storage lifestyle brand for aesthetically minded people wanting to elevate their experience and reduce single use waste

Accomplishments

  • Winner of New Breed Scholarship Togo Sun for Life Instyle Australia

References

References available upon request.

Timeline

Vice President of Design and Merchandising

Billabong - 5 Star Apparel
01.2025 - Current

Global VP Creative/Design Billabong, RVCA, Volcom

Liberated Brands
09.2023 - 01.2025

Global VP of Creative and Design Billabong Women's

Boardriders
08.2022 - 08.2023

Creative & Product Director, Brand Manager Wmns

Boardriders
01.2021 - 08.2022

Creative and Design Director

Billabong Australia
01.2013 - 01.2022

Product Manager Women's

Insight Global
02.2010 - 12.2012

Creative Director, Swim Design Rusty Surfboards

Rusty Surfboards
02.2006 - 02.2010

Bachelor of Arts - Graphic Design

Enmore Design Instiute

Bachelor of Science - Geology, Physics

University Of Technology

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Fleur Boys