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Sheena Sauvaire was appointed Global Head of Marketing at TOPSHOP in 2006 and has since progressed to Global Marketing and Communications Director. Sheena currently oversees a team of 40 and sits on the TOPSHOP board alongside Managing Director, Mary Homer, and Creative Director, Kate Phelan. Sheena is responsible for spearheading progressive campaigns that successfully balance creativity with commerce and engaging consumer experiences that ensure TOPSHOP retains its position as a pioneering, innovative, fashion brand. Sheena has been a key lead in the strategy and support of next generation talent, having sat on the panel of the British Fashion Council’s NEWGEN scheme for over five years and pioneered highly acclaimed designer collaborations including Christopher Kane, Mary Katrantzou and J.W. Anderson. Sheena also lead the inaugural Kate Moss TOPSHOP capsule launch in May 2007, and drove TOPSHOP’s international expansion beginning with the opening of stores in the USA, Hong Kong, The Netherlands and Germany. Sheena’s vision for TOPSHOP is to democratise fashion and she has initiated partnerships with leading technology and creative partners for bricks and mortar stores, TOPSHOP.com and the UNIQUE show at London Fashion Week. Highlights include the first partnership with the Helmut Newton estate to unveil a new version of the ‘Newton Machine’, producing the first virtual runway with Oculus Rift, optimising live conversation with real-time sales with Twitter Live Trends and announcing the TOPSHOP Beauty launch with Nick Knight’s SHOWstudio Mirror Mirror installation. Sheena’s career began in the music industry; holding positions within the Press Offices at Universal Records and MTV at a time when music, fashion and pop culture collided to strengthen brand positioning, leading to high growth and fast expansion in new markets. Prior to joining TOPSHOP, Sheena was a Fashion Director at creative communications agency Exposure. During her tenure, she repositioned brands and delivered strategic campaign planning for clients including LVMH, Levi’s®, Converse, Nike, and Coca Cola, to name a few. Sheena studied Marketing and Communications with French at Bournemouth University and recently won Marketing Leader of the Year at the 2016 Women in Marketing Awards. Born in Salisbury and raised in Hampshire, she currently resides in North West London with her husband and two children.