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• Work on a number of the agency’s accounts providing strategic solutions across a range of client issues. • Have worked on briefs covering key strategic areas: big brand briefs, media/channel strategy, comms planning, innovation, and customer experience. These have helped deliver one of the most successful campaigns in easyJet’s history; a new brand strategy for a FTSE 100 insurer to react to the disruption of web-aggregators; new digital products for a leading gym brand to retain relevance and member engagement given the rise of wearable products and health apps. • Pitched for Marks and Spencer, Wickes, Fidelity Worldwide Investments, and AO.com. • easyJet − Promoted to lead strategist under the Chief Strategy Officer. − Developed strategy across the business: annual brand campaigns, social and digital, sales and promotion, proposition development and comms planning. − Worked alongside media agency, OMD, on segmentation, audience profiling, targeting strategy, test and learn proposals, and channel optimisation. − Responsible for developing closer agency involvement in brand tracking and effectiveness reporting by forging closer ties with the insights team. This has led to a number of new initiatives to assess the impact of easyJet’s value propositons, promotional strategy, and long-term brand KPIs. − The 2015 ‘20th Birthday Campaign’ was the most integrated and successful easyJet has launched. It delivered the highest engagement rates to date and helped the business achieve its highest year-on-year increase in load factor for 2015 (+ 2.4%). − Lead author of ‘Engaging a Generation’ for the 2016 Marketing Society Excellence Awards; currently shortlisted as a finalist in the Brand Activation category. • More Than − Produced a new brand strategy to support the wider restructuring taking place in the business. The final positioning has been fully adopted by the business and now forms an integral part of its turnaround strategy. − The success of this strategy led to the client awarding a larger project to VCCP: a year-long project to develop new services/products that would bring the new brand purpose to life. − Worked alongside media agency, Vizeum, to assess the commercial impact of content. Results showed that customers exposed to our Facebook Pet content series were significantly more likely to click through on performance adverts. This had meaningful implications on the client’s investment in content going forward. − Modelled More Than’s marketing budget to achieve the optimal mix across brand and performance activity. This exercise revealed, over three quarters, the value of brand media investment in reducing long-term cost of sale. − Worked with research agency, CrowdDNA, on an in-depth ethnographic research project to build a detailed customer journey. Our findings became the basis of a new comms framework recently implemented. • Fitness First − Developed a go-to-market strategy for two new products released by Fitness First: a digital training system and in-club fitness assessment. Both are now being utilised successfully in the business. − Produced product propositions/positionings, performance goals/deliverables and comms frameworks. − Sold a new campaign to the CMO and Marketing Director. This took a number of client workshops, focus groups, and presentations to the CEO to win their investment.
Senior Category Manager - thehut.com • Promoted to head-up and develop the women’s division of the Group’s flagship department store – thehut.com (£16.5m revenue). Increased revenue by 110% and 80% in women’s clothing and beauty respectively. • Built the customer base through digital marketing, overseeing the site’s 8% budget, and secured commercial partnerships. • Managed the P&L and improved gross profit through increasing the sales mix of higher margin categories and implementing new KPIs for the buying team. • Integrated and built relationships between buying and trading teams by implementing key processes: intake critical path, trading planners, open-to-buy targets and a live WSSI; this reduced aged stock by 30%. Buyer - Look Fantastic, Beauty Expert, HQHair, Mankind • Managed premium skincare accounts grossing £3m p.a. Grew this category by 120% vs. 40% for the rest of the site. • Developed digital marketing strategies for all key accounts across PPC, eCRM, affiliates, and SEO. • Improved trading terms with key suppliers, secured exclusive products and promotional stock, and negotiated listing of brands across the Group’s range of beauty websites. • Secured marketing rebates with key brands and voted buyer of the week in the Christmas period for securing over £50k of promotional stock delivering £60k of incremental revenue on Black Friday.
• Assisted directors and external consultants in implementing change programmes across the business following its acquisition by private equity firm Better Capital. • Managed and supported projects to review purchasing strategy, capex rationalisation, loss-making-store turnarounds, warehouse optimisation, range reviews and brand re-focus. • Assisted in the drafting and delivery of each monthly board report that outlined monthly performance, the progress of each change programme and results against targets.
2009-2012 University of Oxford, Brasenose College • BA Hons, Modern History, First Class. Ranked 18th in a year of 300 students. • Thesis ranked top 5 in the year achieving 80%. • Received Brasenose College prize for degree result. 2001-2008 Notting Hill and Ealing High School GDST • A levels: Spanish A; English Literature A; History A. • AS Levels: Spanish A; English Literature A; History A; Theatre Studies A. • GCSEs: 8 at A*; 1 at A.