About me
Brand Planner with over seven years’ experience delivering integrated campaigns for big consumer brands, I am obsessed with doing work that resonates with real people in the real world. Compulsive reader, passionate people watcher and a tirelessly inquisitive mind, I’m driven by an insatiable curiosity about culture, society and the human behaviour. Finding solutions to brands’ problems is what gets me out of bed in the morning. I go about it with a mix of creativity, strategic flair and a killer instinct for what makes a story travel far.
Projects
- MOO Let's Get PhysicalBrand awareness campaign in the US, celebrating the joy creatives feel when they see their designs coming to life on beautiful paper. When they hold it in their hands, feel its texture and that oh-so-addictive smell of freshly printed paper. I led the communications planning, working with Performance Marketing, Brand Marketing, Merchandising and Creative teams to roll out the campaign across the channel ecosystem (OOH, paid digital channels, social , CRM, events, etc). As part of this piece of
- NEFF x Reiko Kaneko Collection: The Flavour Boosting PlatesIn a quiet year with no outstanding product launches, German kitchen appliances brand NEFF, part of the Bosch Siemens Group, tasked us with coming up with a global PR campaign that would give local markets an exciting reason to engage with media during a key moment on the cultural agenda. EuroCucina, the biennal International Kitchen Exhibition, sees top media from all over the world gathering at Salone del Mobile in Milan to be inspired by the latest trends in kitchen equipment. Exhibitors com
- Morning After MannersellaOne is the most effective emergency contraceptive on the market but its brand awareness is low. The same is true of its competitors; at the end of the day, the brand lives in a category defined by distress purchase. We were tasked with getting a young audience to 'ask for ellaOne' at the pharmacy counter. To build mental availability for the brand, we had to give it a new role in the eyes of our audience, a reason to care about what we have to say. Dating and relationships are hot cultural
- Juicy Facts (CapriSun)Capri Sun lives in a category where sugar is the new tobacco. And when a brand with a heritage built around its sugary, indulgent products is taking steps towards being healthier and launches a 'no added sugar' product, it's not surprising that the launch is met with scepticism. Brand heritage aside, with kids nutrition being such a heavily scrutinised topic, our audience of mums find themselves bombarded with conflicting information about children's diet and nutrition. This is all exacerbated
- 8 Tiers for 80 Years (Stork)For 95 years Stork has inspired generations to bake. It has given them confidence, making baking achievable. However Stork has seen challenges. There’s been limited ATL support, and typically it’s a brand that older generations use. Consumers don’t know what Stork stands for - and it lacks emotional engagement. But there are massive volume opportunities if people bake just one extra cake per year –delivering £100m additional annual turnover. We were briefed to submit quick, creative ideas as par
- Extreme Cholesterol Testing (Flora ProActiv)THE JOB TO BE DONE Inspire the 45+ audience to take action to naturally protect their heart health by demonstrating that proactive cholesterol testing and the superior efficacy of ProActiv from Flora will help them live their “second” life to the full. OUR APPROACH Create attention grabbing news content to inspire people to get “their heart racing” and put cholesterol testing top of mind with at risk consumers and target media, prompting them to get tested. CREATIVE IDEA We tapped into the tren
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Projects credited in
- The MOO Notebook: Meet The New ColoursHyper-stylised photography bringing to life the colours from our new collection of Hardcover Notebooks.11
- Green & Blacks Velvet Edition launch eventAn event in celebration of the launch of Green & Blacks Velvet Edition range. We took over a multi-room shop space in Soho and created a walk-through experience featuring seven areas: one for each flavour in the range. Installations were loosely fairytale themed and included giant paper 'enchanted roses', a 'Sleeping Beauty' room, a 'Thumbelina' library, a 'Rapunzel' floor to ceiling fringe maze and a 'Hansel and Gretel' tree. The high point of the event was a Red Riding Hood room where guests w
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Work history
Brand PlannerMOO
London, United KingdomFull Time
Acting as the liaison between Product Marketing, Performance Marketing and Creative, I am responsible for developing key strategic insights that guide advertising direction and improve performance in-market. I have shaped the communications strategy for a range of projects, from brand awareness campaigns (Let’s Get Physical US), to brand partnerships (MOO & London Design Festival), product launches and retail channel expansion initiatives (MOO on Amazon).
In addition to this, I've been heavily involved in organisational transformation initiatives, developing a series of processes and frameworks that aid the company's growth ambitions:
1) Brand & Comms Planning process: A step-by-step guide that helps distill business strategy into marketing objectives and comms tasks. Having secured buy-in at CMO level, this work is currently being implemented as part of a revamped go-to-market process
2) Messaging matrixes: A framework that helped Performance Marketing teams deliver coherent messaging across the customer journey and improved campaign performance
3) Product storytelling approach: A product marketing framework for introducing new products, in a way that balances audience need states and cultural topicality
Brand PlannerGolin
- London, United KingdomFull Time
Brand planner working across consumer, corporate and healthcare accounts (Green & Black’s, ellaOne, Schar, Merck Group) as well as new business opportunities.
Skilled in trends research and analysis, capable of unearthing rich insights that lead to inspiring briefs for the creative team.
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Skills
- Planning
- Actionable Insights
- Strategy
- Strategic Planning
- Audience Insights
- Campaign Planning
- Communications Planning
- Communications Strategy
- Content Planning
- Through-the-line Campaigns