Anita Macdonald

Head of Brand & Delivery


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  • LevelMid Level
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsBrand Management - Brand Consultant - Account Director

About me

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.


  • Account Manager/project Manager Client Facing
  • Brand Positioning
  • Brand Architectue
  • Brand Identity Development
  • Brand Audit
  • Clear Understanding of Brand and Target Audience
  • Customer Journeys
  • Managing Photoshoots
  • 5+ Years Experience Project Managing
  • Print Management

Work history


Head of Brand


Apr 2013
  • Full Time
  • 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


Senior Project Manager


Nov 2012 - Mar 2013
  • London, United Kingdom
  • Freelance
  • 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


Global Brand Manager

HSBC Private Bank

Oct 2009 - Dec 2011
  • London, United Kingdom
  • Full Time
  • 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


Account Director


Apr 2009 - Oct 2009
  • London, United Kingdom
  • Freelance
  • Managing a range of branding projects for clients including Standard Life, AON, Royal Bank of Scotland, Corus, Sage and Aromatherapy Associates.


Account Director


Apr 2005 - Sep 2007
  • New York, United States
  • Full Time
  • 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


Account Director

Brand Environment (Be)

Sep 2004 - Feb 2005
  • London, United Kingdom
  • Freelance
  • Managing a range of branding projects for Lloyds TSB and Harvester Restaurants.


Senior Account Manager


Mar 2001 - May 2003
  • London, United Kingdom
  • Full Time
  • 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.


Account Executive

Brand Union

Jun 2006 - Mar 2001
  • London, United Kingdom
  • Full Time
  • 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.



B A (honours: 2:1

University of Northampton

Sep 1991 - Jun 1994
  • Northampton, United Kingdom
  • English & Drama


3 A Levels

Peter Symonds College

Sep 1989 - Jun 1991
  • Winchester, United Kingdom
  • English, Business Studies & Geography