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I am an experienced Account Director with expertise in project management, brand strategy and marketing. I have a track record of developing strong distinctive brands, providing them with a secure strategic foundation through basing recommendations on detailed research and creating relevant brand identities that ensure standout in their marketplace. To further enhance brand awareness I develop effective cross-media campaigns throughout the customer journey that preserve audience loyalty and increase engagement.
Responsible for the strategic & creative brand development of 12 start-up businesses. Lifestyle brands include: 155 Bar & Kitchen, Clerkenwell London (concept store), The Well (spa) and Tree Couture (bespoke wooden furniture). Service companies cover events, PR, photography, training and recruitment. My responsibilities include: • Managing my team of two account managers & three designers • Undertaking competitor analysis • Identifying business USPs • Profiling audiences and outlining brand personas • Creating mission statements & brand values • Writing brand positioning statements • Managing the creation of brand identities • Planning the launch and roll-out of new brands • Mapping customer journeys & identifying touch points • Developing on & offline communications • Creating effective and consistent marketing campaigns • Ensuring maximum brand awareness
Managing front- and back-end developers and graphic designers for the creation and delivery of brand management websites. Clients included Silicon Valley Bank & Charles Schwab Investment Bank
Moving client-side for the first time where I was responsible for: • The development and global roll out of all brand projects within the business • Chairing the global Brand Champions forum of 30 attendees fortnightly • Developing a broad range of brand guidelines from literature to photography • Managing multiple photoshoots across Asia, S & N America and Europe
Managing a range of branding projects for clients including Standard Life, AON, Royal Bank of Scotland, Corus, Sage and Aromatherapy Associates.
Initially nine months in their New York office, developed into running the London division of their digital brand management arm BrandWizard. Clients included Mercedes-Benz, Barclays, Maersk and Rio Tinto. Responsibilities included: • Managing the delivery of digital asset management multi-lingual websites • Running needs analysis sessions • Writing technical specifications • Creating information architectures • Developing bespoke solutions with programmers for web content management, template automation, workflow systems and e-commerce requirements • Liasing with multiple creative teams ensuring a robust identity system was being developed and communicated
Managing a range of branding projects for Lloyds TSB and Harvester Restaurants.
I made the move to Fitch in order to increase my experience in retail branding. In this role I was the primary day to day contact with each client, managing planners, interior and graphic design teams. I was also responsible for writing proposals and partaking in client pitches for new business. My main projects were: • Belgian Post: The creation and implementation of a new retail format over two years to restructure and modernise the post office outlets. • Park N Shop: The redesign of the Hong Kong supermarket format including creation of in-store sub-brands and expansion of aspirational product ranges. • Virgin Trains: New packaging design for their full range of on-board refreshments.
This is where I cut my teeth in branding, mentored by industry heavyweights Charles Trevail, John Mathers and Dave Allen who I still owe a debt. My main clients were: • SEAT: A complete rebrand over 3 years including brand book and identity guidelines, sub-brand development, signage, motorshow stand design, internal and external corporate communications and showroom design. • Arthur Andersen: An 18 month rebranding programme during which I co-ordinated a team of 20 to develop a brand management extranet site, signage to prototype stage, marketing materials and the design and roll out of launch events. • Co-operative Wholesale Society: This was the creation of a new brand for 260 country-wide ‘Market Town’ stores during which I project managed the redesign of store layouts, all related marketing materials and development of identity guidelines, resulting in the final build of four prototype stores. • BP: This project required an understanding of BP’s ‘actual’ and ‘aspirational’ brand where I co-ordinating a team to undertake 130 interviews worldwide, then provided a detailed findings report. This was then summarised through a new internal brand theme called “Positive Energy” which was designed and rolled out globally with supporting materials and launch activities.
English & Drama
English, Business Studies & Geography