Pioneering, innovative, committed marketing, brand and communications leader, who is passionate about creating best in class premium brands that people love and driving continuous high-level commercial results.
Track record as an award-winning senior creative marketing leader and strategist, possesses a history of delivering high-impact solutions in dynamic market environments – championing/leading creativity and innovation as a culture backed by rigorous financial modelling. Brings leadership and agility across the whole marketing mix – tribal/advocacy, press, content marketing, social media, video, partnerships, influencer marketing, product marketing, events and physical brand campaigns (experiential, pop-ups, ambassadors) threading through compelling and engaging storytelling.
Strongly believe in challenging the status-quo with proven results on brands such as Stanhope PLC, Absolut Vodka, TROOPER, Jameson Irish Whiskey, ASDA, Stolichnaya, Jacob’s Creek, Beefeater Gin, Television Centre, Fabric, Malibu, Live 8, Perrier Jouet, and Porsche to name but a few.
Ability to lead creative and technical teams in seamlessly devising, planning, developing and launching linear and non-linear platform campaigns. Lean into the detail when required but with eyes on the bigger picture to keep ahead of the game. By implementing strategically agile approaches able to leverage intuition vs consumer data and insights to win engagement from diverse audience segments to boost brand equity and market presence as well as revenue.
Areas of Expertise
• Multi-channel Marketing
• Strategic Communications
• Creative Direction
• Consumer Insights/Trends
• Budgeting and Forecasting
• Resource Management
• Stakeholder Management
• Social Media Marketing
• Brand Management
• Campaign Development
• Experiential
• Project Management
Work history
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ConsultantKinetic Creative Communications Ltd
London, United KingdomFreelance
Working with a mix of retained and project clients/brands delivering strategic brand launches, events, brand development/communication plans, HNW advocacy and disruptive implementation to resolve brand issues utilising all elements of the marketing mix, especially the creation of experiences.
IRON MAIDEN/ROBINSONS BREWERY - TROOPER the award winning beer by one of the UK’s most iconic rock bands. Responsible for creating 5-year strategic plan - from running workshops/war gaming to creating and formalising brand positioning, USP definition, competitor landscape, TOV, pricing, portfolio prioritisation and on/off trade strategy. Secured London premium RTM listings. TROOPER now sells in excess of 10 million pints in 49 countries in just over 3 years. Creating and delivering brand experience to trade and consumer alike.
CHIVAS REGAL LUXURY BLENDED SCOTCH WHISKY - retained to continue the Indian HNW outreach work originally conceptualised and implemented when at Pernod Ricard driving aspirational credentials, “brand for me” and commercial listings resulting in +7% NSV. Also creating platforms to communicate blended whisky credentials and brand provenance. Bringing the brand to life across B2B/B2C and launches of luxury SKU’s such as Icon and Ultis.
STANHOPE PLC - Television Centre Development White City - working with Sales and Marketing Director to develop a targeted luxury HNW brand and event strategy - results +30 UHNW leads for units/apartments each worth between £1m - £7m
ASIAN AWARDS - sponsor and event management with an on the night attendance of 800 HNW and influential guests.
ENOTRIA & COE - retained to create, develop and communicate “expertise in spirits”, a thought leadership strategy through a Kinetic panel concept which included world class bartenders/owners and Michelin Star chefs as an example. Included overseeing communications plan for wine portfolio and organising Annual Trade tasting at London’s iconic Saatchi Gallery.
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Head of Brand AdvocacyPernod Ricard
- London, United KingdomFull Time
Based on tapping into tribes we drove Incremental volume growth on Chivas. Creating deep dive tactical outreach strategic plans that hit the bottom line utilising the connection of communities either via ethnicity, binding interests or occupation and the insights of how “tribes” work. Output included creation of creative map of London highlighting “hubs” and therefore commercial opportunities for Ambassador teams/commercial teams to target brands to outlets and turned into 50 new listings/new accounts/sales. Plans included Chivas Regal - HNW Indians, Martell - HNW Chinese, Perrier Jouet/Absolut - influencers from global art community
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Skills
- Creative
- Conference Planning
- Conferences
- Conference Production
- Consumer Activation
- Budget Management
- Brand Activation
- Brand Management
- Marketing
- Experiential
Education
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CAM Foundation Diploma in Advertising and MarketingTrinity and All Saints
- Leeds, United Kingdom
Studied whilst in FT employment at ASDA
Awards
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Keeper of the QuaichKeepers of the Quaich
A global award given to those who have been outstanding in promoting Scotch Whisky.
Decided by unanimous vote by all the Scotch whisky makers - inc Diageo, Pernod Ricard etcE
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Best Brand ExperienceEvent Magazine Awards
Rise up and Join the Part for Stolichnaya