Combining a background in psychology with a decade of award-winning strategies across global brands in fashion, publishing, retail, travel, hospitality lifestyle as well as food and beverage, I know what truly drives authentic brands, global campaigns and PR stories that make an impact.
My work has been featured in USA Today, New York Post, Mail Online, Today.com, The Times, The Daily Telegraph, The Guardian and Conde Nast Traveler. Additionally, Forbes and eConsultancy included my social strategy in their roundups of best practice.
Projects
- Extra Virgin Greek Food with KalimeraCreated by F&B gurus, Kalimera catapulted traditional Greek food into a present-day showcase of the Mediterranean diet. Challenging notions of fast food being unhealthy or healthy food being boring, Kalimera provides fast-crafted and nutrient-packed nourishment. We were asked to reposition the brand and ensure that their digital and content platforms reflect the ethos of the brand. We created their content pillars, communications plan, marketing strategy, go-to-market roadmap and social media b
- Balls to the Wall: Ballie Ballerson TakeoverImagine a sea of 1 million balls. Pair that with cocktails with a nostalgic twist. Throw in the best mix of RnB, disco and house beats to party to. And then put that all together for a 5 hours of the best welcome party, thrown for over 1K guests. Hailed as one of the student accommodation industry's best welcome parties, the event generated an increase of +350% social engagement, +230% social mentions and an overwhelming increase in positive social sentiment.
- Xbox x ScapeHow do you break the perception of gaming as a solitary activity? By showcasing the power it has to bring people together, create tribes and unite players. I orchestrated the partnership between XBOX and Scape, rolling out devices in their communal spaces across their UK properties. We created activation campaigns for new releases and inter-location tournaments, starting with an all-out Gears 5 Mega-Tournament. We also run competitions with various XBOX prizes, with 20 lucky winners getting V
- Hilma loves youImagine a space where you can eat the most delicious modern Nordic cuisine, sip on the most innovative cocktails - then at night, party with Stockholm's hottest DJs. Oh, and you can get a tattoo while you are at it. Inspired by the legendary Hilma af Klint, a Swedish artist and mystic, the brief was to create a launch plan, marketing strategy, content blueprint and social media activation path. Taking elements from her mysterious and alluring spirit, we created a clear tone of voice, reflectiv
- Ice Cream Yoga: Ben & Jerry's Inner ChillHow do you create an eye-catching (and mouthwatering) campaign that captures the attention of media, influencers and social? Deep inhale, long exhale, pint of ice cream - let’s go. I worked with Ben & Jerry’s to create Ice-cream Yoga as a fitness craze to hit Europe, making its so-cool-it’s-ice-cold debut in Spain. We found our inner chill by launching it with a sun-soaked session on the rooftop of the brand new Generator Madrid accommodation, initially with influencer sessions and later on w
- Pikio Taco says ¡Hola!Pikio Taco in Barcelona is a small but mighty social taqueria, perfectly mixing urban décor and modern Mexican flavours made to order with fresh, locally sourced ingredients. We created the digital and content plan for its growth, along with the strategy for its integration with the rest of the B&R portfolio. After implementing this digital blueprint, Picio Taco found its way in various ‘Best Places to Eat’ listicles and cemented its position as one of the top Barcelona food hotspots.
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Work history
Director of Marketing & StrategyThe Standard
London, United KingdomFull Time
• Creating and implementing the post-COVID recovery path by driving all aspects of brand, social media, partnerships, PR, CRM, global trading, budget and all facets of digital marketing.
• Designing and implementing comprehensive marketing strategies across digital, PR, social and experiential campaigns with a focus on strategy and digital innovation.
• Driving change across the organisation by optimising digital data workflows, input on CRM and ESP implementations, budget control and resource allocation.
Achievements include:
• Generating a 70 page digital review and working with our PPC, SEO and PR agencies to implement changes that resulted in 100% F&B occupancy for the entire Q2 of 2021.
• Creating a new social media strategy (210% increase in engagement), as well as setting a revised roadmap for PR activations, brand partnerships, influencer collaborations and global CRM behavioural marketing programs.
• Creating the post-COVID critical path for Decimo by Michelin-starred Chef Peter Sanchez-Iglesias, the
reactivation for Double Standard Bar, the launch roadmap for the exclusive Sweeties members cocktail bar and the entire marketing blueprint for the 11th floor Rooftop.
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Marketing DirectorMytis
London, United KingdomFull Time
After creating and executing the brand strategy for Generator (sold for £390M) and driving the international marketing function for Scape (achieving record-rates of 100% yearly occupancy), I created Mytis, the marketing consultancy that future-proofs brands.
We generated the entire marketing blueprint and international roadmap for Kalimera, Psari & Sabih - the new QSR concepts from the people behind Nandos, Itsu and Dishoom.
We also lead brand partnerships with global brands including Xbox, Ben & Jerry’s, WeWork, Deliveroo and Gymbox.
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Skills
- Brand Partnerships
- Content
- Brand Consultancy
- Strategy
- Strategic Marketing
- Strategy Consulting
- Consultancy
- Social Media
- Project Leader
- Partnerships
Education
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DegreeSquared Online | Developed with Google
- London, United Kingdom
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MSc PsychologyCity University London
- London, United Kingdom
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Awards
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STUDENT HOUSING LEADERSHIP AWARDS: Best Team WinnerStudent Housing Leadership Awards
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RESI PROPERTY WEEK AWARDS: Student Accommodation Operator of the Year WinnerProperty Week
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