About me
I advise luxury and premium brands on digital and brand marketing, talking at conferences and travelling the world, loving what I do.
When I think of the core function of my role it often falls down to my ability to translate the complex into simple creative solutions. Creativity in thinking and the ability to reapply what we know to create something fresh is when I’m having my most fun.
So what's next? I believe that now more than ever brands and people need purpose, strength in conviction of what you do and do not stand for and then an intelligent use of the fun new things we have at our fingertips to communicate these belief’s. At a time of great change in our industry I am excited by the chaos and inspired by organisations able to unshackle themselves from historical structures and take the responsibility of privacy and data to do good.
Projects
- Strategic development - Rolex.orgA new home for the brand's concept of their Perpetual Spirit. Dedicated to explaining the history of Rolex's founding as well as the brand's longstanding commitment to the environment, the arts, and science. Rolex.org is a beautiful infinitely-scrolling deep dive into the mindset of one of the most famous brands in the world. https://www.bloomberg.com/news/articles/2018-12-18/everything-you-wanted-to-know-about-rolex-according-to-rolex
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Work history
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FounderTwin London
London, United KingdomFull Time
A boutique consultancy for premium brands.
Building culture & community around premium brands with the ambition to use marketing as a force for good.
FounderMindshare Worldwide
London, United KingdomFull Time
In 2011, the Chinese luxury economy had boomed and caught the industry by surprise. An alien audience, culture and market place, quickly to be the lifeblood of future brand success. So with this and digital no longer a subject that could be ignored, it was the perfect time to launch a new division specifically aimed at advising Luxury and Retail brands on how to navigate the modern world.
Led out of London we built a global community with hubs in North and Latin America, China, Japan and Europe.
Clients included Rolex, Tudor, Prada, Hermes, LVMH, Diesel, Hasselblad, River Island, M&S, Nordstrom, Belstaff, amongst others.
I lead the development of an ecommerce product offering specialist strategic and operational guidance for retail brands. We won 2 global accounts with this product providing a multi-market digital media planning, revenue forecasting and media-mix modelling service.
I was the global new business lead playing front and back seat roles in all global and local pitches for 5 years. Lots of late-night Skype calls and 20 hour flying-in visits to places I wish I could have stayed longer….. and with great success. The division continues to thrive and provides a cutting edge advantage for our clients.
During this time I was also the global and digital lead for Diesel, Belstaff, River Island and Hasselblad. Responsible for the strategic leadership and management of online marketing acquisition strategy across all off-line and digital (paid search, natural search, affiliates, email and social) channels. I know my way around an excel business forecasting plan.
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Skills
- Digital Advertising
- E-commerce Strategy
- Acquisition Marketing
- Fashion/retail/luxury
- 360 Branding
- Luxury Market
- Brand Communication Planning
- Creative Media
- Budget Allocation
- New Business
Education
Art History, Art Market
- York, United Kingdom
A Levels
- London, United Kingdom