I have 14 years experience advising clients on digital and brand marketing, talking at conferences and travelling the world, loving what I do. I currently lead a 110 person team in 33 countries and are responsible for $300m billings. When I try to explain to my mum what I do, at best it’s being paid for an opinion; forming a new voice from the deluge of information, having big ideas that inspire people and a plan to achieve them, being valued and trusted by the brands and people I work with that I am a critical voice in a room. To which my mum replies "that’s lovely darling". 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. (http://digiday.com/brands/diesel-talks-mobile-customers-400-programmatic-ads/) My job still fascinates me, I’ve seen so much change in the time I’ve been doing what I do, the new platforms, and the challenge of creating content specifically for them, keeping nimble and learning to tell stories in a shorter and shorter time. I love to hire/encourage/work with amazing teams and build a credible reputation for the company I work for. 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.
Global Account and Digital Lead on Diesel, M&S, River Island and Rolex As the lead on my accounts I report directly to the WW CEO and am responsible for the commercial leadership and management of account performance, profitability and growth. Meaning I am responsible for the good, bad and ugly in 33 markets, spanning 3 continents, 365 days a year. Fast, smart and passionate is the only way to ensure a happy team and client. As a global lead I recognise and revel in my position as figurehead both within our network and at all levels of my clients organisations. This requires as much energy expelled at timely upward management of information to my seniors as on late night karaoke therapy for a team who has been working late on a pitch for a week. I share the passion for and seek a comprehensive understanding of my client's businesses. Data is our friend and i can often be found at 10,000 feet reading competitor business reports and industry analysis. I also get my hands dirty making pivot tables and charting data to tell an audience focused relevant story for our clients to really understand. I take enormous pride in the positive and enduring client relationships I hold, from members of the board to the receptionists who know my name. But my personal measure of success is leading a positive, fun and vibrant team who trust my vision for their career and are challenged and inspired every day they sit at their desks.
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.
In 2013 I developed a digital fashion and styling start-up Materialist. We saw a gap in the market between the online retailers and nascent virtual styllng offering. We developed the concept, a full business plan and 3-year forecasts and took the concept to first round funding. We were successful in securing backers willing to invest but for now have put the plans on hold. Despite being a senior member of a billion dollar organisation this was one of my most intense learning experiences and something I am most proud of; Nothing like standing in front of potential investors in your personal project to get the blood pumping.
Graduate digital media trainee program learning the nuts and bolts of ad planning, trafficking, Q&A and reporting. I still use a lot of this hands on technical knowledge today. Knowing how the back end works helps to make logical creative recommendations.