Campaign & Creative Equals Future Leader
She Says London 'Super Momma' Mentor
Currently available for short term full-time contracts, and ongoing part-time roles - will consider permanent and full time for the right opportunity.
– 360 creative concepts and platforms
– creative direction and leadership
- partnership and talent strategy
– digital, print and experiential
Be Kind. Have Fun.
Most recently Associate Creative Director at Refinery29 UK, where I was part of the senior leadership and headed up the creative team on creative and strategic consultancy The29th throughout their 12 month relationship with Walgreens Boots Alliance. In this role I was responsible for managing the creative team, and the direction and delivery of diverse creative outputs for eight brands, creating 15 global campaigns in one year.
I’m a London-based freelance creative content director and brand content consultant with 19+ years’ cross-sector experience in creative agency, media owner, content marketing, e-commerce, content solutions and brand communications.
My core focus is helping brands clarify their content potential and devise a way to tell their story in a way that is conversational and true to values. I specialise in direction of content and experiential campaigns, from concept through to realisation.
I have worked across tech, automotive, and retail sectors with a long-standing specialism in fashion and lifestyle. Brands and companies that I have worked with include Refinery29 UK, adidas Originals, A+E, ASOS, Baileys Women’s Prize for Fiction, Boden, Hearst Magazines UK, Honda, M&S, The Outnet, Matchesfashion.com, Warehouse, Skype, Topshop, Trinity Mirror Group, UKTV and XIX Entertainment.
I believe in open listening, radical honesty, collaborative behaviour and fearless determination, and in encouraging brands to be bolder and more playful in how they participate in people’s lives.
Projects credited in
- Sisterhood Series: Meet Amelia, Nadia and EmilyFor Amelia, Emily and Nadia, the experience of building work relationships blossomed into a sisterhood of support and mentorship. They united whilst working together at the digital publishing platform, Refinery 29, and found their professional relationships acting as a catalyst towards unfurling their creativity together. This episode is part of a six-part series edited by Working Womxn, produced by Reform The Funk and directed by Sheena Brobbey.4
- Refinery29 unveils creative consultancy The29th to develop content for brands - The DrumRefinery29, a WPP-backed media title aimed at young women, has launched a marketing and creative wing called the The29th. This new London-based consultancy will deliver bespoke content for brands and has signed up the Walgreens Boots Alliance (WBA), which already works with marcomms giant WPP, as its launch client. It will work on WBA's global beauty and cosmetic brands brands – which include Soap & Glory, Sleek, Botanics and Tea Tree & Witch Hazel – alongside the team at WPP. Broadly, The29th w
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Work history
Creative Lead - Associate Creative DirectorRefinery29
- London, United KingdomFull Time
As Associate Creative Director at Refinery29 UK, I was part of the senior leadership and headed up the creative team on creative and strategic consultancy The29th throughout their 12 month relationship with Walgreens Boots Alliance. In this role I was responsible for managing the creative team, client liaison and the direction and delivery of diverse creative outputs for eight brands, creating 15 global campaigns in one year.
As well as mentoring and guiding the creative team, I oversaw ideation, development and direction of global creative content platforms for WBA-owned skincare and makeup brands, with a primary focus on the UK and US market.
Creative direction responsibilities include:
strategic 360 creative platforms
digital campaigns, including still and AV shoots
brand content for brands' owned and paid channels
co-branded and editorially integrated content for Refinery29 channels
talent and influencers
key brands: Sleek MakeUp, YourGoodSkin, Botanics, Soap & Glory, Tea Tree & Witch Hazel
Creative & Editorial DirectorThe Sunshine Company
- London, United KingdomFull Time
Baileys Women's Prize for Fiction 'Best of the Best', Editorial Direction
• 'Now We Are 20', reading guide for the best of the past 10 years of the BWPFF
Baileys Women's Prize for Fiction 2015, Editorial Direction
• 'A Brilliant Woman's Guide to a Very Modern Bookclub' #ThisBookClub reading guide
• #ThisBookClub celebrity interviews: Emily and Felicity Blunt, Sophie Ellis Bextor and Janet Ellis, and Mary Portas and Melanie Rickey
Boden AW15 Press Day, Creative & Editorial Direction
• Press Day concept 'A New British high street'
• AW15 newspaper format press release
• AW15 press day film, including expert interviews with key press
Boden 'The Great Boden Diaries', Creative & Editorial Direction
• Concept and delivery, 'New British' content experience for Boden e-commerce platform
Warehouse 'Women to Watch', Creative & Editorial Direction
• Concept development, women-to-women career mentoring initiative launched April 2015
Warehouse 'Tales of the City', Creative & Editorial Direction
• Concept development, refreshed brand direction for Warehouse AW14 onwards
• Concept and delivery, "tales of the City' AW14 brand magazine, 300k+ distribution in-store and via Grazia
• Concept and delivery, 'Tales of the City' content experience for Warehouse e-commerce platform
Skype Collaboration Project, Editorial Direction
• British Fashion Awards 2013, Skype/Nokia red carpet report
• London and New York Fashion Week, Skype/Nokia backstage reports
PreVox, Content Strategy
Sunshine new business and marketing, Creative & Editorial Direction
• Good Morning Sunshine breakfast Q&A series, with Soho House
• Sunshine Quarterly, discussion framework, November 2015
• Sunshine Quarterly, annual review of Sunshine work, January 2015
• Sunshine tone of voice, social
Skills
- Fashion
- Events
- Writing
- Editing
- Digital
- Blogs
- Social Media Marketing
- Creative Direction
- Ideas Development
- Copywriting
- Creative Leadership
- Concept Creation
- Beauty
- Influencer Engagement
- Digital Campaigns