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An experienced brand leader with a strong background in youth marketing and digital thinking, built over 14 years working both client and agency side at some of the best creative businesses in the UK. With a track record of building and leading happy, effective teams to shape creative solutions to business problems, I’m passionate about delivering big, commercially successful ideas that impact culture and add value to peoples’ lives.Locked Pro Plan feature
Studio of Art & Commerce is a Brand Action studio: a start-up, independent business focusing on what brands do rather than say. Powerful Brand Actions – inextricably linked to the overall brand strategy – drive engagement and attention for brands, and ensure they play an active role in culture, in turn building a deeper, more valuable and emotional connection with people. I seek out, establish and lead relationships with both global brands seeking more innovative, culturally relevant output, and smaller entrepreneurial businesses changing culture in their own way. Clients: BrewDog; No7; YourGoodSkin; Pepsi Lipton; Soap & Glory; bio-bean; Serious Pig
Clients: Tesco; Audi; Virgin Media; Boden; Refuge; RFU BBH Live is a team of around 25 people within BBH delivering agile social content for some of the world's biggest brands. This newly created role demanded a hybrid; a leader who had experience of developing brand and campaign strategy, but also knew what brilliant creative execution looked like in digital & social spaces. I helped build and launch BBH Live, and was subsequently responsible for leading a team of eight specialists across the account management, strategy, creative, design, editorial, production and audience insight fields. In the time I oversaw the Tesco business, there were a number of successes, including Spookermarket, our helpful and humorous Halloween film, and one of YouTube's Top 10 most popular brand films of 2015; our weekly, reactive Great British Bake Off content, which Twitter voted the best branded GBBO content; our helpful Brand Guarantee films, skilfully communicating a real but quite complex customer benefit. Commercial success quickly followed, with Christmas sales up 1.3%, the brand seeing its first year of growth in 4 years, and customer satisfaction scores up by 5%. All prompting shares in Tesco to spike as much as 7%.
Responsible for the brand management of irreverent youth brand E4, together with the marketing of music, comedy, entertainment and acquisition programming across Channel 4. Led a number of award-winning campaigns and successful new E4 show launches. Responsible for programme marketing budgets and media inventory in excess of £20m annually. Programme brands: Stand Up 2 Cancer; Skins; My Mad Fat Diary; Made In Chelsea; Derek; iTunes Festival; The Midnight Beast; Misfits; The Big Bang Theory Awards: The Midnight Beast - Gold for Best Use of Digital Media at Promax 2012. E4 - Best Entertainment Channel at the Broadcast Digital Awards 2013 (the channel's most successful year to date, with an audience share of 4.96% for the key 16-34 demographic).
Following just under four years working within the youth culture function of the BBC, I took the opportunity to gain experience managing the marketing of a very different editorial product. Tasked with overseeing the strategic development, planning and promotion of news and current affairs output across the BBC, I was responsible for ‘Olympic Dreams’, the first piece of BBC marketing communication building to London 2012, created to shine a light on the stories of athletes across the UK preparing for the biggest moment of their lives.
Managed the marketing of content and live experiences across the BBC Youth Brand portfolio: BBC Radio 1, BBC Radio 1Xtra, BBC Introducing, BBC Three and the cross-platform teen brand BBC Switch. Responsible for all elements of 360˚ campaigns to support key strategic priorities including Radio 1's Big Weekend, the inaugural Radio 1's Teen Awards, New Music on Radio 1 and 1Xtra Live. Proud to have been a key member of the team that led digital network Radio 1Xtra to then record audience listener figures of 892k in Q1 2011, up 53.7% year-on-year.
A 1-year, scholarship-funded MSc that enabled me to develop my understanding of marketing theory and brand strategy, whilst engaging in pioneering consumer research thinking. Modules: Consumer Behaviour; Advertising Planning; Strategic Brand Management; Tribal Marketing Research; Ethical Marketing and Digital & Data Innovation. Dissertation: An ethnographic investigation into the brand community of Innocent Drinks. Awarded the highest mark in the year with 82%. Distinction and prize for Highest Performing Student in the year.