Meet the team
Our team of specialists are passionate about making shops work through insight and engaging design.
Between us we have over 20 years experience in all aspects of design and implementation across most sectors in many countries. We thrive on building great partnerships with the brands we work with helping them to gain commercial success.
Since founding Shopworks UK in 1997, Craig has led the company through a period of international growth building shops that work based on 20 years of researching how and why people buy.
With overall responsibility for Shopworks worldwide Craig leads the strategic direction and development of the company where he is also actively involved in the delivery of consultancy and design projects, reflecting Shopworks’ “hands on” approach to business.
Craig has considerable experience in retail and marketing, having worked in senior management positions for large, multi-national organisations such as BP and Kodak. Craig’s particular strength lies in his ability to identify business development opportunities and boost company performance.
Craig is a regular speaker at retail conferences and industry seminars worldwide where he generally speaks about how to increase sales through understanding customer behaviour and creating a better retail experience.
When not at Shopworks, Craig can be found riding his bike or walking the dog, recently voted “Least appropriate family pet” at the village show (the dog, not Craig).
Fernanda combines an Architecture degree from Brazil with a vast amount of experience and creativity developing retail layouts and plans.
Having worked for over 14 years within interior design and space planning, Fernanda has developed creative solutions for customers including multinational companies such as DHL, Unilever, 3M, Nike and Tetra Pak.
In her spare time you will find Fernanda enjoying long walks in all weathers with her dog Alfie by her side
Joe is the Shopworks in-house graphic designer and a lover of all things typographic. He has over 6 years experience working in the industry on projects for Shell, AkzoNobel and Selfridges to name a few. At Shopworks Joe is responsible for our graphic output which ranges all the way from identity projects to signage, he is also a dab hand when it comes to video editing and animation.
Joe studied graphic design at Lincoln University and in his spare time he paints and composes top notch hip-hop beats — he also has over 20 pairs of trainers currently in rotation and still doesn't think that's enough.
With an interior design degree from the University of Huddersfield, Zoë brings energy and an eye for detail to all her design concepts.
Having a passion for sustainability, she is always looking to use the most eco-friendly materials to make even the most elaborate project as environmentally aware as possible, even if the customer doesn’t know it yet!
Zoë has experience across various sectors including restaurant, residential, office and retail design and loves developing a client’s vision into a reality.
In her free time, you will catch her in the swimming pool or up a pole, always ready to take on the next sporting challenge for charity.
Category Management Specialist
Category Management Specialist
Since graduating from VIA University Design in Denmark with a degree in Retail Design & Business, Linda has spent time working as a category management specialist at Shopworks. She helps our clients to increase their store revenue through strategic category placement and range that has a positive impact on shopper satisfaction. She has worked on projects for international brands like Shell, Costa Coffee, Puma Energy and Emarat.
Originally Linda is from Latvia and has so far lived in three different countries. It has given her a more open view of the world and made her think ‘outside the box’ instead of following the traditional way of doing things.
In her spare time, Linda enjoys going to the gym and getting lost in London while exploring the newest Vegan places in the city.