About me
I’m an award winning, socially led Comms strategist. I connect brands with captive audiences; people who they have longstanding, sometimes complicated relationships with - like their employees. I solve problems for large businesses by giving them the gumption to listen better and change their culture for the better. With experience as a senior agency partner and in-house, I coach clients to both simplify and empathise, balancing nuance and big-picture thinking. I specialise in engaging large audiences at scale through campaigns and fresh creative content, grounded in social trends and cultural insights.
Projects
- Eurostar internal brand launch campaignCreated and deployed the internal launch for Eurostar's new brand, via a multichannel digital and print campaign. The flagship launch comms included a completely user-generated film - with 15 Eurostar employees trained and deployed as amateur filmmakers, capturing what 'Together, we go further' means to them.
- Pass the Mic - a podcast about diversity, inclusion and belonging at workAn 8-part podcast and video series for (and featuring) BT employees, alongside celebrity talent. The series explored allyship by helping people to understand privilege, intersectionality and the prejudices that can hold us back from belonging at work. There were 25,000 watches/downloads of the episodes; 750 advocates signed up for voluntary allyship training after seeing the content; and 80% said they better understood how to show allyship to one another following the campaign.
- 5G MakersI recruited, trained and deployed 25 EE/BT employees to tell the story of 5G as it launched in the first cities around the UK. Employees telling a technology story in real-time, on both internal and external social channels. The work was praised for its groundbreaking approach to employee storytelling when it won Best Employee Engagement at the 2019 Corporate Comms Awards.
- A Buddhist nun visits her former employer, HSBC (video content)The first global event for HSBC Alumni brought together over 1500 current and former staff. The purpose? To hear from an ex-colleague who'd had a life-changing experience and dedicated herself to serving others as a Buddhist nun and founder of a children's charity. I managed the whole event process from concept and partnership with the charity through to invitations, event management, video streaming, and post-event measurement. There was a huge shift in the perception of HSBC amongst its former
- HSBC CareersI led this multi-channel campaign to retain junior managers in the investment bank. Research told us that they didn't feel like they could develop, or couldn't see the point of taking up training or mentoring opportunities. I worked with a video production agency on uncharacteristically candid, warm films about the many different paths a career in banking can take. These kicked off weeks of career events, online learning and opportunities for staff to record their own video clips about what deve
- Dove 7 Day TestI project managed this campaign which used internal ambassadors - Priceline store staff - to test and vlog about their experience using a Dove product for 7 days. Based on the quality of their submissions, they were considered for a luxury trip to Sydney to take part in the competition final (judged by beauty bible site - Beauty Heaven). This was a relatively early example of UGC and a commercial success. There was a 33% sales uplift on core Dove lines during the campaign period as a resul
Work history
Strategy & Content DirectorGoldbug
- London, United KingdomFull Time
I led strategy for Brand & Internal Communications clients, in addition to owning my own portfolio of accounts (BT, EE, L’Oreal, Amazon, Sage, Eurostar, HSBC and others).
I used insight and data to shape the entire engagement process - from creative direction, campaign strategy and channel activations to measurement and evaluation.
I led client relationships at all levels, including C-suite - providing counsel and strategic direction.
I specialised in creating new content platforms (podcast, video) and employee influencer programmes to drive advocacy internally and externally.
I negotiated and managed key partnerships and talent for podcasts, video, and live events.
I managed a network of videographers, photographers, copywriters and event producers to create a compelling, award-winning offering for clients across multiple channels.
I am a strong communicator and presenter, leading pitches and client meetings with C-suite decision-makers and helping to shape their annual communications strategies.
Senior Account DirectorGoldbug
- London, United KingdomFull Time
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Skills
- Social Media
- Change Communications
- Marketing
- Public Relations
- Channel Strategy
- Content Creatiion
- Content Copywriting
- Communication Campaigns
- Community Management
- Integrated Campaign
- Client Engagement
- Client Facing
Awards
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Best Employee EngagementCorpComms Awards
As EE prepared to be the first UK telco to go to market with 5G, they were adamant their employees would be integral to launch from the outset.
My ‘All About The Gs’ campaign delivered a relentless approach to messaging consistency tied with localisation for launch cities and a full ‘5 Days of 5G’ launch week of activities. I created a ground-breaking internal influencer programme, recruiting 25 ‘5G Makers’ to become pro-level content creators. They fanned out across the business to tell the story of 5G; by colleagues, for colleagues.
By reimagining the role employees can play in a campaign, I created a brand-new process, programme and voice in the business. This gave a genuine skills opportunity to colleagues who took part and delivered a masterclass in peer-to-peer communications that won us the CorpComms ‘Best Employee Engagement Programme’ Award, where the judges said my campaign…
“…re-defined employee engagement.”