About me
Me...in a nutshell
I'm a highly experienced brand and communications manager with a passion for great creative and great stories. I'm at my best when working with creative teams to bring ideas to life - from brief to launch. I relish getting into the mindset of the customer to help shape communication and content that engages, entertains or inspires them - and produces fantastic results. I'm also hugely organised, efficient and a great team leader and player.
Work history
Head of Brand
- London, United KingdomFull Time
As Head of Brand I ensured that through all communications and activity the Abel & Cole brand was one of the most loved, most fun and most ethical food brands in the UK.
People management - three direct reports plus mentorship and brand guidance to in-house creative agency
Account management - managed campaigns for internal clients across a range of channels with in-house creative agency
Budget management - I managed a budget of £400,000 pa. (in addition to this I managed a larger budget spend for direct mail and door drop campaigns)
Brand - signed off all creative, checking for consistent look, tone and feel which best represented the brand and met the needs of the audience
Acquisition - I helped develop new formats for acquisition tests i.e. from catalogue to letter format to determine which is most effective from a cost and RR perspective
Digital - evolved the creative and content with the in-house creative agency and key stakeholders for the new website, emails, social and digital ads (paid and social) and blog
Social media - managed the content plan for the Abel & Cole social community (Instagram, Twitter, Facebook), not only to help grow our channels but support the commercial aims of the business
Campaigns - content calendar planning and developed concepts for big campaigns from briefing to execution, alongside Retail, Creative and Acquisition teams
Events/Experiential - I defined and directed the restaurant branding, PR output and social media content for the first Abel & Cole pop-up
ATL - I managed the branding and creative for the first tube advertising campaign with external creative agency
Packaging and product development - oversaw the new own brand organic meat range, new subscription boxes and customer communication
Brand Communications Manager
- London, United KingdomFull Time
Brand - developed new brand positioning with Brand Director to differentiate Abel & Cole in an ever-crowded marketplace and align all the teams round a shared vision, mission and values
Creative process - from brief to sign off of content and creative for all customer communication across print and digital channels (newsletters, magazines, catalogues, social media and email). Balanced commercial aspirations versus softer brand and fun personality
Creative brief writing - prepared creative briefs and led briefings with in-house creative agency as part of new creative process
Digital - oversaw the brand and content for our new customer lifecycle programme
Partnerships - set up print and digital collaborations with Diana Henry, River Cottage, The Times and The Soil Association
Packaging and product development - managed the creative, content and comms plan of new own-brand subscription boxes and own-brand packaging
Events/Experiential - managed branding of commer van on the King's Road, a pop-up shop front (acquisition activity) and customer retention events
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Education
BA(Hons) 2:1 American History
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