I’ve been working with leading global clients for over twenty years to transform businesses through brand and customer experience strategy and design that reinvents and differentiates in the marketplace.
Providing holistic strategic vision and leadership, I build strong client relationships by understanding complex challenges brands face today, identifying opportunities for growth through new strategies that translate the business goals into creative opportunities for imaginative concepts and customer experiences.
Highly experienced, proactive and collaborative, I’ve led account and teams across a diverse range of industries for iconic and premium brands in automotive (INFINITI Cars, Lexus, Triumph Motorcycle, Bentley), media and entertainment (J.K. Rowling’s Pottermore, BBC, Channel 4, Sony PlayStation, Warner Bros.), sport (adidas, Tottenham Hotspur FC, ASICS), not-for-profit (Scope), retail (T-Mobile, ASOS, Sara Lee), property (CBRE, Berkeley Group), travel (British Airways, Virgin Atlantic) and finance (Barclays Bank, American Express).
Projects
- J.K. Rowling's PottermoreExtending the appeal of the Harry Potter books to a new generation and acting as a legacy for existing fans. The unique experience enabled audiences to ‘live’ the story and ‘become a magical student’ at Hogwarts. Co-founder and creator of brand experience strategy, creative direction and design from pitch to book two, providing social, CRM community and channel strategy. Including personalisation, gaming and interactive feature design. 9 million subscribers and 9 billion page views in first si
- Berkeley Group: innovation programmeWorking with luxury global property developer Berkeley Group since 2017, bringing design thinking and collaborative innovation techniques to help mentor internal teams to discover, design and present new commercial ideas. Continuous internal ‘academy’ programme of workshops using teams from across the business by introducing design thinking led tools and techniques. Supported each team in developing a business case for further investment to senior board sponsors. Over 50% of proposals are in a
- Bentley Motors: digital campaign strategyWorking closely with Bentley Motors to define insight driven digital strategy and CRM programmes ahead of the 2019 brand centenary by designed the campaign customer experience strategy including the channel, content, asset and data strategies. Worked closely with the client internal teams to shape the company approach to content, CRM and social, and defined the foundation to communications planning, editorial control and luxury audience segmentation for brand campaigns and for centenary commun
- Lexus RX: launch campaignLaunching the updated Lexus RX across Europe through a campaign to reinvent a motoring icon for today's tastes, looking into the car itself for inspiration. Digitally providing a heart to the campaign and destination for search, marketing, social, PR and media, by harnessing and continuing the above-the-line campaign in a solution that enabled consumers to make decisions that shape their view of ‘The Life RX’, and creating a unique immersive virtual reality exploration and mobile app of the car
- Lexus NX: launch campaignLaunching the new Lexus NX throughout Europe with a campaign that needed to capture the attention of a new audience, and change people's perceptions of the Lexus brand. A number of groundbreaking digital interactions showcased the unique design, and driving experience designed round the campaign positioning: creating immersive experiences that enabling customers to bring the campaign theme to life and enter the world of 'striking angles'. The solution delivered a tightly integrated campaign bu
- Channel 4: UtopiaThe award winning digital experience to support the first series of Channel 4’s conspiracy TV drama ‘Utopia’. Intended to unsettle and challenge and designed to gradually reveal themes raised in the drama. Building a social fan base before and during transmission and progressively distributed content during broadcast for high social live engagement and interaction Award winning digital campaign, including of 2013 Grand Prix DADI and BIMA Entertainment awards. 2013
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Work history
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Senior brand and customer experience strategy consultantFreelance
London, United KingdomFreelance
Senior strategic consultant
Group Strategy DirectorCritical Mass
London, United KingdomFull Time
Global strategy lead for luxury automotive account, shaping brand position and future vision for multi-channel customer experience strategy across digital, in-store, and in vehicle in partnership with senior client management. Initiating and developing brand multi-sensory omni-channel strategy, sonic branding, service blueprint, loyalty programme definition and product launches.
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Skills
- Strategic Planning
- Strategy Consulting
- Campaign Strategy
- Creative Stragegy
- Digital Strategy
- Experience Design
- Experience Strategy
- Customer Experience
- Business Transformation
- Brand Strategy