Dean Flintoft – Co-Founder / Chairman
Quals - B. Economics, MAICD

•   As Chairman and Corporate Ambassador, Dean is responsible for managing customers, business development and the overall company strategy

•   Dean co-founded the AFL business with Melanie in June 2007 and was originally in a Managing Director role

•   Prior to founding AFL, Dean’s business experience was in accounting, sales and marketing management roles for multi-national corporations including Electrolux and Steinhoff Australia (furniture manufacturer retailer)


Blake Williams – CEO
Quals - Bcomm; CA; Grad Dip Forensic Studies (Accounting)

•   Blake is a Chartered Accountant with 20 years experience across commerce, forensic accounting and corporate finance roles

•   Blake joined AFL in November 2014, and is responsible for the overall operations of the business including the development, communication and implementation of the company’s strategy. Blake ensures the company has a sound governance structure and systems for risk management, reporting and decision making

•   Blake’s previous roles included spending 2 years in the UK as an analyst for a media company and 8 years as CCO and CFO of an energy technology company including 3 years based in the USA, working across North America and Asia


Mei Ping-Doery – CEO, China
Quals - Bcomm (Finance); BA (Mandarin Chinese)

• Mei joined AFL in October 2014 and is responsible for building AFL’s overall presence in China.  She is executing the market strategy for the region including localization, brand management and distribution at a wholesale and retail level.

• Mei has 10 years of working experience in Mainland China and is equipped with a deep understanding of local business nuances, navigation of the rapidly developing local fashion and retail environment. She spent 4 years as Account Director of a local agency for leading clients such as Diane Von Furstenberg, Y-3, adidas SLVR, DVF and D:FUSE shoes in crafting their market entry strategies


Melanie Flintoft – Co-Founder / Creative Director
Quals - Retail and Design

•   Melanie is responsible for driving all creative elements of the AFL business since co-founding in June 2007. Melanie works closely with our design teams, planning, buying and sales in order to seasonally plan each monthly collection informed by trends as well as data

•   Melanie also has oversight of PR, marketing, wholesale and retail to ensure a balance of aesthetic, brand voice and commerciality in all elements

•   Melanie’s experience is design and retail focused, and as founder has deep understanding of building brands, products and customer relationships


Alex Kalenjuk – Chief Information officer
Quals - MBA

•  Alex is a business analyst with over 20 years experience in managing changes of systems and processes across sales, manufacturing and logistics functions

•   Alex joined AFL in July 2015 to implement changes in the Logistics and Supply Chain processes, which covers the global operational requirements of AFL plus implantation of a new ERP and BI tool

•   Alex’s previous roles included the setting up of a global third party service structure in the electronics space and being involved in the change management of his previous company's departments in Australia,


Zeinab Chamsine – VP of Operations, Americas
Quals - MBA; BSc.; ADR

•   Zeinab brings strong financial and operational acumen through 10 years of apparel experience in budgeting, reporting and retail and ecommerce operations across design, supply chain and logistics and store and digital ops

•   Zeinab joined AFL in July 2015 from Joes Jeans Inc, CA where she was Director of Operations and Finance

•   Zeinab is responsible for the management of the US office, ensuring alignment with the AFL strategy and control of finance, operations and customer and supplier relations in this important and growing market.