A Creative Strategist specialising in creative direction, brand vision, communications strategy and partnerships, working with the most influential brands and creatives in the fashion and beauty sphere.
With over fifteen years’ experience in the beauty and fashion industries, I have worked in-house at Dazed & Confused, L’Oreal UK and most recently at MAC Cosmetics – working on communications strategies, activations and events.
In 2010 I joined Purple PR agency and was part of the team that supported start-up brands such as, BLEACH London and Illamasqua. Responsible for the communications launch strategy and the brands go-to-market promotion.
The progressive eleven years at M·A·C started in 2011 and formed various positions. My focus was pulled into the brands fashion strategy for both the UK & EMEA markets. Forming a creative and communications team, that powdered campaigns and IRL events, collaborations and partnerships. Responsible for projects such as Philip Treacy product collaboration, the V&A Alexander McQueen Savage Beauty partnership, FKA Twigs London Fashion Week party, fashion student workshops for Central St Martins, Royal Academy of Arts Antwerp & University of Westminster, Port Eliot festival in association with Sarah Mower and Charles Jeffrey PRO launch activation – along with the extensive management of over 300 RTW Fashion Week partnerships per season.
While acting as Head of Brand Equity – my most recent position – I directed the brands vision in storytelling, creating brand awareness and engagement moments. I was responsible for pulling together a number of projects that challenged the conventional perceptions of beauty and forming activations that propelled the brand in meaningful work and statements. Highlights range from launching a makeup artist programme for emerging talent for the ethnic minority community in partnership with gal-dem, M·A·C ’s first TV ad with Steve McQueen’s production company, Lammas Park, Harris Reed Global product collaboration, World AIDS Day content activation for all digital platforms & candlelight vigil event with Gareth Pugh & Carson McColl, Secret Cinema x Stranger Things partnership which included limited edition products, content for all digital platforms, creation of a 80’s counter and talent/influencer month-long activations.
I will be working as a freelance Creative Strategist across beauty, fashion, music and cultural projects.
Projects
- WORLD AIDS DAY BRAND STORYTELLING STRATEGY AND ACTIVATION FOR MAC COSMETICSThe UK team wanted to create a stronger stand-out VIVA Glam educational campaign for World AIDS Day. I was tasked to create standout content and activations that increased the consumers awareness of M·A·C’s philanthropic arm and educated the audience on what VIVA Glam was. I collaborated with various creatives, talents, film makers and musicians to produce content and events that was informative, emotive and educational.
- SECRET CINEMA X STRANGER THINGS CAMPAIGNCreate omni-channel partnerships for M·A·C, that aligned with brand pillars, and drove reach, relevance, and resonance. The objective to this partnership was to create a disruptive and brand storytelling moment. We were able to create a consumer-first gaming experience, a teaser campaign , bespoke retailing space, a limited-edition product collection and an opportunity to ignite brand love through a powerful influencer/talent and press activation.
- HARRIS REED GLOBAL PRODUCT COLLABORATION X MAC COSMETICSAt M·A·C I was charged to bring brand strategy and brand vision together. Pulling from the extensive relationships I hold in the creative industry, from emerging and established talent, I pulled together a business proposal to launch a global product collaboration with fashion designer, Harris Reed (who at the time was a second-year fashion student at Central St. Martins), for a multi-channel launch - the first mass-beauty gender fluid makeup collection.
Projects credited in
- Makeup Trends presentation and networking experienceA bi-annual presentation and networking experience for beauty press and industry professionals to share the upcoming season's makeup trends in line with global Fashion Week trends. Event management in collaboration with MAC Cosmetics PR team, venue selection, event production, catering selection, lighting and sound management.
Work history
M
M
Head of Brand Equity (Creative / Communications)MAC Cosmetics
London, United KingdomFull Time
M
M
Head of Fashion Relations UK & EMEAMAC Cosmetics
- London, United KingdomFull Time
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Skills
- Public Relations
- Communication
- Creative Partnerships
- Artist-brand Partnerships
- Media Partnerships
- Brand Partnerships
- Creative Branding
- Creative Campaigns
- Creative Concepting
- Creative Concept
- Creative Content
- Events PR
- Beauty Events
- Fashion Events
- Press Events
- Events Planning
- Content Creatiion
- Content
- Retail
- Strategy
- Communications
- Leadership
- Cultural Context