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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.
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 - 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
Print marketing - project managed all acquisition and customer print campaigns (direct mail, PD inserts, door drops, in-box communication, gifting, sampling and product catalogues) Packaging and product development - managed creative output of all own-brand labels and packaging Digital - oversaw lead generation email campaigns with digital agency Partnerships - set up digital partnerships with like-minded brands and hosted successful competitions
PR - planned all PR campaigns and ran press office Acquisition - planned and coordinated all print marketing campaigns (door drops, direct mail, events) Competitions - coordinated all customer competitions and gifting activity Packaging and product development - worked with the in-house creative agency on developing new own-brand labels and packaging
I joined Abel & Cole as the Marketing & PR Assistant. PR - I ran the press office, implemented all PR campaigns, wrote press releases and built relationships with key food and lifestyle publications and websites, resulting in positive press coverage for the key campaign periods. Print marketing - managed the weekly customer print comms Acquisition - coordinated all direct mail and door drop campaigns and production of the new Abel & Cole cookbook as a new acquisition drive
I started at Ipsos MORI as a Executive Assistant (London office) and moved onto their Trainee Research Executive programme (Manchester office) in January 2011. I relocated to London from their Manchester office in August 2011 and moved into a Marketing role at Abel & Cole Ltd. Reports - wrote research reports for local government initiatives Qualitative research - conducted interviews for Public Affairs research projects Planning and project management- coordinated qualitative research interviews and proofed reports
Service management - I managed the service inbox for all incoming student enquiries.