Creed is led by our experienced niche luxury fragrance executive, Sarah Rotheram, who assumed the position of CEO in 2020. Based in London, at Creed’s corporate headquarters in St Paul’s, Sarah is committed to elevating the brand thoughtfully for the future, while celebrating its rich legacy.

Ms Rotheram has enjoyed and excelled in a career spanning more than two decades, leading anumber of European niche luxury brands. She has a proven track record in managing both niche luxury fragrances as well as luxury apparel, having held CEO position at Penhaligons, L’Artisan Parfumeur, Erno Laszlo and Aspinal of London. Prior to joining Creed, Ms Rotheram was CEO of Miller Harris Perfurmer, driving the brand’s market innovation and entry into the Chinese market.

Striking a fine balance between creativity, service and driving bottom line results, Sarah’s passion for the artistry of luxury niche fragrance has led her to work directly with some of the world’s best perfumers and raw material specialists on delivering industry-leading launches, and discovering new, exciting creative talent.

She has successfully spearheaded a number of fundamental business strategies for the brand, including Creed’s ‘Fragrance For the Future’ sustainability journey – using the latest developments in sustainable and reusable innovation to drive Creed’s product development and brand experience.

Her key mission at Creed is to carefully curate and elevate the historic luxury Creed brand, respecting its heritage and artistry whilst allowing the brand to realise its true potential among consumers