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Experienced in human-led design with a proven ability of building robust strategies for campaigns, programmes and services. I am confident working with senior stakeholders with a particular focus on the policy and NFP sectors.
Livity is a creative youth network. We offer young people the chance to cultivate their skills, learn from others and find a place to express their talents all while building sustainable youth strategies for brands. Clients come to us to gain deep youth insights and to access a large pool of young talent, energy, and ideas. My role focuses on designing and delivering strategies, solutions and consultancy with a youth focus. I lead Livity’s approach to insights and have successfully developed and implemented a robust human-centred approach that reflects the world young people live in and enables us to truly understand their experiences. In particular, much of my work is dedicated to developing stategies for policy teams, helping them tackle some of the biggest issues facing young people today. Clients include: * Google - insights and ongoing strategy for the Internet Citizens programme aimed at promoting digital citizenship amongst young people in order to help tackle online extremist narratives; * YouTube - design and delivery of a robust insights programme exploring the role YouTube plays in the lives of young LGBTQ+ people and young people experiencing high levels of anxiety; * Home Office - insights and strategic development of a pilot programme aimed at tackling youth knife crime; * CRUK - creative strategy and campaign development for the annual #OwnYourTone activation promoting safe skin care especially over the summer months; * The Health Foundation - nationwide research exploring the experiences of young people’s transition into adulthood and the impact on their ability to build a healthy life. Included strategic recommendations for cross policy areas and creative development to ensure conclusions reflected a youth voice; * Undivided - campaign and comms strategy for the UKs first of a kind youth-led, crowdsourced campaign ensuring young people from across the political spectrum have their voices heard during the Brexit negotiations.
My role focused on developing strategic thinking to ensure that human truths are discovered and relevant insights are used to craft effective creative content. I worked across a wide range of clients from both the commercial (e.g.: Sky, New Covent Garden Soup Co., BBC) and NFP (e.g.: CRUK, British Council, Greenpeace) sectors. Ultimately, it was my job is to ensure people connect with the work produced and most importantly, that strong business results were delivered for clients. I was required to be reactive - tackling multiple planning challenges at any given time. This meant I developed a broad set of planning skills that include working on brand positioning pieces, devising campaign rollout plans, and crafting KPI frameworks. Additionally, I was heavily involved in the new business process where I was expected to lead pitches, present our agency credentials and work closely with board members to make commercial decisions.
It was my job to ensure both digital and TTL campaigns transitioned smoothly from brand planning to completion with a focus on global FMCG brands (Lurpak Butter, Rekorderlig Cider, Cusquena Beer, Saint Beer, Abro Beer). Strong project management skills were required in order to ensure that design and build moved through the studio with ease, meeting tight deadlines and the clients’ briefs. On-going liaison with clients was essential to ensure that requirements were met, proper briefs were provided and approval was given. The role required strong organisational skills, strategic implementation and the ability to build strong relationships with both clients and fellow colleagues.
Gained a broad insight into the different elements of marketing. Particular attention was paid to the area of consumer behaviour and how it relates to the fields of advertising and branding with dissertation research focusing on road-racer cyclists and their consumption habits. This required a great deal of investigatory work, including conducting interviews and online research.