I’m a strategist with over 15 years experience in creative agencies, media agencies and consultancies. I’m experienced at brand strategy and creation, creative and campaign strategy, media and communications planning, market research and audience development, as well as applied technology and innovation.
Projects
- LG - Grazia PartnershipLG Mobile aimed to build credibility and adoption of their handsets within a UK market dominated by Apple and Samsung. Targeting younger users with their price point and messaging, they faced a challenge in disarming the perceived social risk of going beyond the safe choices in phone brands. A phone can be technically valuable and socially poor, as phone choices are as much about the logo and the manufacturer as the phone itself. Younger audiences were most conscious about the social risk of
- TikTok - Culture EngineTikTok aimed to acquire an older user demographic in 2020, during the coronavirus pandemic. Known for dance videos and music amongst Gen Z, TikTok wanted to highlight to older users of other social networks the full breadth of what was available on platform and increase acquisition through greater relevance. TikTok already shaped more of the culture around non-users than they knew. Despite assuming it was only dance crazes for kids, TikTok actually serves as one of the largest connectors and pl
- Mettle: Brand Planning and CreationTo help establish challenger business bank mettle, we provided brand development and consulting services, working to establish the position and identity of the brand into the market. Starting a small business requires facing a variety of challenges, but admin and day to day chores should t be one of them. The brand was positioned to help answer the smaller challenges businesses face, so that SMEs can keep their mettle to address the bigger challenges that face them.
- Volvo - Commuter HijackTo launch the Volvo V40 R-Design, we built a campaign to go beyond traditional advertising and counteract long held brand views. Using a partnership with Shortlist, we created a competition to challenge 5 nominated individuals to take a V40 and Danny on a trip to spend £5k in one work day. The hijacks were filmed and the best day, as voted by the internet, won a V40 R-Design. The resulting video content generated over 6 million views and drove increased awareness and consideration of the brand.
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Work history
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Chief Strategy Officer / Co-FounderWe Are Rival
London, United KingdomFull Time
Co-founding We Are Rival, a consultancy focused on helping brands successfully challenge markets and succeed in the long term. We believe every brand can be a challenger, but few possess the ability to grow and significantly rival a category.
We're focused on building a toolkit for rival brands from: brand positioning and planning, through to building impactful go to market strategies, designing insightful analytics and data architecture and up-skilling internal talent to make sure they don't just challenge a market but change it.
Head of StrategyVayner Media
- London, United KingdomFull Time
My role was as the Strategic Lead for Vaynermedia London, focusing on developing & leading the strategy team within the agency, as well as guiding the strategic development of the work across a range of clients.
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Skills
- Advertising
- Marketing PR
- Programming
- Digital Strategy
- Psychology
- Communications Planning
- Consumer Behavior Insights
- Marketing Strategy
- Strategic Planning
- Strategy
Education
MA (distinction) Marketing CommunicationsUniversity of Westminster
- London, United Kingdom
A program that focused on all aspects of marketing communications. Classes included: PR, Advertising and Brand Management, Direct Marketing, Sales Promotion, Media & Market Research, Consumer Behavior and Strategic Marketing
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BSc MarketingThe University of Alabama
- London, United Kingdom
Included study of: Retail Marketing, Personal Selling, Entrepreneurship, Integrated Marketing Communications and Market Research, as well as broader analysis of Management, Accounting and Finance.
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Awards
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Best Use of Media - LG & GraziaMedia Week Awards
A campaign based around the launch of the 'L' series of phones from LG, which targeted Fashion conscious women in their early 20s. The campaign integrated the phone into video and content around Grazia's creation of their Fashion week issue. The results were content which helped to drive the credibility of the brand and the product within the target audience.
I worked with the team providing strategic planning to build the shape of this campaign and the overall 'L' series launch.M
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Media Week - Rising Star - BronzeMedia Week Awards