about me
Mel McVeigh - I am a creative, (artist, photographer, writer) and a suit (chief product officer). My experience is a blend of art + commerce, creativity with a commercial mindset. An eclectic convergence of creativity, technology, leadership and revenue generation.
artistic practice
I am a lens based artist with an MFA from Monash University.
My work intertwines between image + poetry performed in the light of a serendipitous moment. Conversations real and imagined with the people, friends, encounters, travellers, lovers and loves who enter, transform, stay or disappear. Nomadic documents with no fixed time or place.
My passions in creativity, play and work have always been binary but not black and white - that space in-between - belonging & freedom, self & other, masculine & feminine, reason & emotion, humans & machines, creativity & algorithm, digital & real, mind & body, art & science.
For my creative practice you can explore in three dimensions.
Art Projects - edited, curated and ready to exhibit
Travel Diaries. A mix of observation and diary study. Diary study means an unedited, unabashed view of my travels. Sometimes I photograph myself in hotels rooms, sometimes i don’t. Maybe it’s a project, maybe it’s not. What it is a reflection of my mood at that time.
Archive - work that i love… it may not be me now, but it once was me before. Histories and journeys are important.
Some stories will make sense, others will not. That is intentional. Humans are more complex than a simple brand positioning. We are undefined and that is what makes us human. Complex and complicated.
professional life - (former) VP Consumer product at Condé nast
I am a Chief Product Officer and previous role was as VP Consumer Product (Brands and Commerce) at Conde Nast. I oversaw a digital brand product portfolio as well as the commerce product platform globally.
Half my world is imagining and creating things that never existed. I work in the realm of conception, redesign and reimagination of multi channel experiences to reach global audiences. The other half is knee deep in strategic planning, crafting commercial and consumer strategies across multiple lines of business for key brands and building digital capabilities, enhancing engagement and driving strong revenue growth.
I led the digital product portfolio across 9 brands in 11 markets: Vogue, GQ, Conde Nast Traveler, Architectural Digest, World of Interiors, House + Garden UK, Allure, Glamour, SELF. I was also responsible for all digital commerce platform technologies - Vogue Storefront AD Shopping and Affiliate.
At Condé Nast, this included the Met Gala and Vogue World livestream, launching Vogue’s new Storefront, Runway app, Architectural Digest Designer Directory, Conde Nast Travelers’ redesign content and commerce affiliate platform.
Before Condé, I redesigned Photobox / Hofmann e-commerce platform and studio, Telegraph Travel publisher commerce, Mr+MrsSmith website and app and many more projects inbetween.
Industry leadership
Photoworks UK - Board Member
PhotoVogue - my team manage the platform with the PhotoVogue Editorial Team.
From 2008 - 2014, I was Co-Director of SheSays London
Available for talks, podcasts and conferences, topics i speak about…
I frequently speak on leadership, product strategy, photography, AI and storytelling.
Here are topics, themes, ideas that I thread together. I bridge two worlds. Art and Technology… that space inbetween.
Visual Storytelling in the world of algorithmic narratives
Overview: Photography is now a commodity traded on digital platforms. But what about meaning, experience, narrative and ultimately memory. Can an AI really understand learn someone memory and translation of an image based on their own personal experience.
Navigating Authenticity in a world of swipe right, swipe left
Overview: What is photography when we have digital technologies, AI and algorithms that decide what good looks like. How do we reclaim our personal stories and tell authentic and real narratives that are not composited or imagined but real.
Visual storytelling & business Strategy
Overview: Creative strategy and visual storytelling through images and prototyping can make or break a strategy. Strategy is more than data, spreadsheets and financial projections. Ultimately it relies on brand, customers and transforming perception in the minds of your stakeholders and ultimately your customers.
When ideas have sex - when strategy and creativity meet
Overview: The space where a strategic insight or plan becomes reality through creativity and execution. How to transfer from that world of fuzzy ideas into something real and tangible.
Where is Mel?
Based in London, made in Australia and frequently on the road. I work from London, New York and Madrid. When roaming you can read her travel writings on Conde Nast Traveler and here.
Beauty exists within complication, in life and love, those delicate and ultimately confusing spaces in-between. Where the answer is not yet known, and you have to brave everything and let the story unfold with the essence of serendipity and the spirit of adventure.