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.
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 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.
Significant experience planning and delivering large scale campaigns for brands such as Cadbury, Green & Black's, Bertolli, Flora ProActiv, Stork, Smirnoff. Experienced in scoping relevant brand partnerships, from expert endorsements to celebrity brand ambassadors (Bertolli & Gennaro Contaldo, Flora ProActiv & Heart UK, Cadbury & the London Contemporary Orchestra).
Seasoned in project management, content creation, running events, launching new products, negotiating sponsorship opportunities (Smirnoff PRIDE events, Smirnoff & Live Nation festivals, Cadbury, Flora ProActiv). Well versed in crafting creative reactive stories and delivering strong media results in a busy press office environment (Stork, Smirnoff, Cadbury). Involved in the successful local delivery of global, multi-awarded campaigns, which involved stakeholder mapping, crisis management and stakeholder events (Kenco Coffee vs. Gangs)