About me
- An influential, commercial and creative senior marketer with 15 years in retail marketing across multiple sectors including fragrance, colour cosmetics and fashion jewellery.
- Proven experience developing and delivering consumer-focused multi-channel marketing strategies to support aggressive sales targets.
- An excellent team leader, with a talent for team development and motivation
Projects
- Sleek MakeUP My Face. My Rules. CampaignAdvertising campaign for makeup brand Sleek MakeUP. Working with agency Forsman & Bodenfors. My face. My rules. has been created to not only positively recognise and stand up for everyone’s right to define their individual beauty, but to highlight the negative judgement and stereotypes makeup lovers can face every day. It’s our way of saying it's ok to be obsessed with makeup, to put whatever you want on your face, whenever and however you want. Joining forces with our fans, the individuals
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Projects credited in
- The Most Contagious Campaigns of 2017 / Part 1 of 4Over the course of a year, Contagious’ editorial team looks at tens of thousands of pieces of work and writes up approximately 1% of them for our I/O platform. The Most Contagious Campaigns of 2017 shares the 25 pieces of work that our team judged as the most impactful, innovative and effective, released in the run up to our Most Contagious event. If you'd like to join us on 6 December in London to find out how to win in 2018, final tickets are available here. Meanwhile, in no particular order2
- "Tralala" - Pehaligon's x Meadham KirchoffTo celebrate 'Tralala', an opulent scent collaboration between fashion house Meadham Kirchoff and luxury British perfume house Penhaligon's, backstage and catwalk photography was commissioned at shows across numerous seasons showing at London Fashion Week, providing a consistent visual narrative to the partnership. Photography used in global press materials.
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Work history
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Consumer Engagement DirectorElemis
- London, United KingdomFull Time
The purpose of this position was to develop, implement and measure a UK Consumer Engagement Strategy, to support the Channel Strategy set by the Marketing Director. The Consumer Engagement Strategy supports business growth across all channels and will aim to deliver consumer-centric marketing campaigns and activations to the Elemis target consumer groups.
Responsibilities
- Oversee UK PR & Social teams and all UK activation – setting KPIs and measuring growth and engagement across these channels (AVE, EMV, Social Channel Growth)
- Oversee UK CRM team and all UK activation – setting KPIs and developing a strategy that delivers against growth targets (% sales contribution, database growth)
- Oversee the UK Creative team and creative output, ensuring all output is of a high standard, in line with brand guidelines and supports business growth objectives.
- Oversee UK-specific campaign development and support Global team on the development of Global campaigns where required.
- Develop a UK consumer-centric content strategy, considering all channels, in collaboration with the Marketing Director and Global Marketing Team.
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Marketing DirectorSleek MakeUP
- London, United KingdomFull Time
In May 2015, Sleek MakeUP was a small business with big ambitions. I joined the business at a turning point, with the remit of transforming the marketing function to support the rapid sales growth globally. Six months after joining, Sleek MakeUP was acquired by WBA. I led the business through this period of significant and exciting change; transitioning the business from a family-owned enterprise to part of the 3rd biggest retailer in the world.
Responsibilities
- Accountable for delivering the Sleek MakeUP Consumer Driven Strategy to fulfil ambitious commercial objectives
- Delivery of a new visual identity for the business, ensuring all global markets are consistent in their delivery of the brand
- Management of external creative agencies to develop and deliver creative campaigns for execution across multiple markets
- Accountable for the annual product development programme, delivered by the product development team to meet stringent WBA standards and commercial sign off.
- Accountable for the launch and positioning of the brand in key WBA markets including the US, Australia and South Korea.
- Management of a team of 18 (5 direct reports) to deliver the full multi-channel brand experience; encompassing product development and portfolio management, creative campaign development, instore/retailer activation, international brand management, visual merchandising, PR & partnerships, social media and ecommerce.
- Oversee UK ATL planning and execution with media agency including print, OOH, TV and digital execution.
- Cross-functional collaboration with commercial and sales teams to build integrated activity plans for multiple markets and retailers, ensuring marketing activation delivers against pre-defined KPIs.
- Key leader of the WBA integration process, defining new ways of working with cross-functional teams.
- Accountable for UK marketing budget of circa £2m, working with the FD to deliver accurate reporting to the board.
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Skills
- Marketing Strategy
- Social Media Marketing
- Digital Marketing
- SEO
- PR Strategy
- Influencer Marketing
- Brand Management
- Social Content Strategy
- Strategic Marketing
- Event Marketing
Education
BA(Hons) Journalism
- London, United Kingdom