About me
Passionately creative and strategic thinking with experience across a wide range of marketing disciplines including social media, content creation, sponsorship, blogger activation, experiential and retail activation.
With a strong ability to manage, oversee and execute global through the line brand campaigns, with strict financial management and timings always at the forefront. A proven track record of liaising with senior stakeholders and third party partners including creative and media agencies to produce best in class campaigns.
A well-established leader, with a pro-active attitude and a serious passion for creating unique, disruptive and engaging content.
Work history
Global Head of Brand Marketing and Social Media at New Look New Look
- London, United KingdomFull Time
I lead the Brand Marketing, Social (owned, earned and paid) and Media teams at New Look. Managing a team of 10, I am responsible for the brands strategic direction and execution of campaigns across all media channels (VoD, OOH, digital radio, social, experiential, press). Strategic lead for external agency partners including ATL, video content and media.
Global Marketing and Media Manager - Whisky and VodkaBacardi
- London, United KingdomFull Time
Strategic development of all marketing communications content and media plans for Dewars Blended Scotch (2nd largest blended whisky in the USA), William Lawson’s Whisky, Premium Portfolio of Single Malt Whiskies and Eristoff Vodka.
Lead for planning, briefing, best in class execution and evaluation of the yearly through-the-line campaigns and quarterly content toolkits with global creative, media, PR and experiential agencies. Key markets; USA, Europe, and AMEA.
Key projects:
- Repositioned Dewars Whisky within food culture by targeting the growing trend of gourmet street food. Launched Dewars Scotch Egg Club digital and experiential global campaign. Moved category brand share of voice from No. 11 to No. 4.
- Developed and implemented new Dewars always on social media strategy with 'Double Aged' product intrinsics content. Grew fanbase by 260% and improved engagement by 121%.
- Relaunch of Dewars and the Malts global and local websites including new ticketing booking system for the distillery.
- Lead and executed global social media governance guidance and templates for all Bacardi portfolio brands.
- Launch of William Lawson's No Rules Highlander social media campaign. Worlds first social media campaign to drive footfall into on and off-trade outlets via localised social advertising and instore promotions. Increased brand awareness by 42%, fan base by 160% and improved engagement by 550%.
- Hyper reactive digital campaign for Craigellachie to celebrating winning the Best Whisky in the World 2017. Included homepage take over of the NY Times, and the world’s first influencer Instagram Story whisky tasting for Craigellachie with top tier USA influencers.
- Repositioned Eristoff Vodka within music culture via European partnership with Boiler Room TV and localised influential graffiti artists / influencers.
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Skills
- Social Media
- Brand Marketing
- Content Creation
- Marketing Strategy
- Advertising
- Influencer Management
- Social Media Marketing