About me
I am passionately curious about understanding why people behave as they do. That curiosity fuels me to explore new solutions to customer problems. I love open briefs and challenging the status quo, and actively seek opportunities for digital to fuel real business transformation.
I am a diligent strategic thought leader, and have practiced across a range of commercial, public, and international clients with a depth of knowledge across retail, fmcg, automotive, and luxury sectors.
Projects credited in
- SPAR: Homemade Mince Pies RecipeKitchen mishap? SPAR are open for all your Christmas emergencies9
- All Things HairRazorfish London collaborated with Unilever on creating a curated platform to empower women with the internet’s best hair content . The YouTube channel learns what hair-styling tips women search for on Google and forwards these queries to a team of vloggers, who are paid by Unilever to create tutorials. This marked the first time that the company has promoted multiple brands in a single campaign.
Work history
Strategy DirectorWe Are Social
London, United KingdomFull Time
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Senior StrategistRazorfish
- London, United KingdomFull Time
I helped clients maximise use of digital touch-points through creating and delivering effective, efficient solutions for their customers.
I develop rigorous digital strategies, and use imaginative insights to inspire Creative teams, enabling them to produce innovative, quality digital outputs that deliver against business objectives. I provide support and on-going quality assurance throughout the project lifecycle.
I have led strategic approaches across the development of new digital propositions (the multi-award winning ‘All Things Hair’, which “fundamentally changed the way Unilever think about marketing”), the launch of new social presences (Surf), global campaigns (Dove), and websites (Audi.co.uk), as well as successful pitch wins.
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Skills
- Strategic Planning
- Strategic Thinking
- Brand Strategy
- Channel Strategy
- Digital Strategy
- Social Strategy
- Cultural Insight
- Data Analysis
- Social Communications
Education
Awards
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WARC prize for social strategyWARC Media Awards
WARC prize for social strategy: Bronze award, and Special award for long term strategy
HSBC wanted to find a new and fresh way to target the student market. Using the insight that success isn’t achieved alone, but through the support of others in your network, we created ‘Who’ll Shape Your Life?’ - a campaign to encourage prospective students to build diverse connections and set themselves up for future success. A diverse social channel strategy was used to share the stories of people who achieved success through university friendships, offer advice on creating and nurturing networks, invite students to imagine their own future success, and share their dreams.