About me
Creative leader with a passion for developing strong client relationships, growing businesses, problem solving and building teams that thrive.
Over 20 years experience, working in fast-paced agency environments where agility and an entrepreneurial mindset is key. Global and UK experience in luxury, lifestyle and FMCG sectors, working on brands including Levis, Jaguar Land Rover, Coca-Cola, Diageo and LVMH. Strong brand and commercial acumen.
Projects
- Various Brooklyn Brothers Pillar Accounts · Jaguar China – assigned as part of the mission team reporting into CEO, on 5 year turnaround plan for the brand. Lead strategic direction, developed creative platform and executional framework adopted by market to commence Jan 2018 · JLR Corporate – assigned to mission team by CEO to develop the business purpose and corporate narrative (Tech with Heart Sept 17) – work resulted in activation, which delivered the most earned cut through to date. Spearheaded broader corporate opps including CS
Work history
Managing DirectorThe Brooklyn Brothers
London, United KingdomFull Time
IPG/Golin acquisition– Brought in to be part of the senior leadership team getting the agency ready for sale. On completion, lead the transition of management team, talent, systems and processes, whilst critically, ensuring the agency’s DNA and culture remained.
Pillar clients – included Jaguar Land Rover, Hyundai, Icelandair, L&P delivering exceptional results and award-winning work for the agency. Role focused on senior CMO and CEO conversations securing long term strategic relationships and agency growth opportunities. Above clients accounted for over 60% of agency income and grew yoy on average around 30%.
New Business – working closely with the Founders and new business team to ensure strong intermediary relationships, plus nurturing own personal network. Critically, task was to establish the right opportunities, whilst balancing existing client needs. Drove the win ratio from 40% to over 60% in 3 years.
Creative work – developed new process for ensuring agency output efficient, effective and earned first. Included streamlining creative and strategic process to ensure, agile and collaborative. Brought in external partners and specialists to drive innovation and production expertise.
Talent – personal passion in developing talent. Proud to have brought in loyal, diverse team, with breadth of skills and background to support agency’s proposition. Developed robust training and leadership programme to increase staff retention. Over 70% staff surveyed mid 2017, confirmed they were satisfied with their career plan.
Culture – Introduced a number of initiatives to maintain positive, passionate energy and atmosphere in the agency - included both social and developmental initiatives as well as tapping into IPG opportunities.
P&L – reported into IPG monthly, quarterly and annually on agency performance. Maintained agreed growth at 20% and solid margin.
DirectorExposure
- London, United KingdomFull Time
Headed up the Client Servicing, Planning and New Business departments, was instrumental in successfully growing the agency by 22% year on year whilst retaining healthy 18% margin. Responsibilities included:
• Strategic direction and growth of the integrated communications, planning and new business departments. Key successes; introducing planning to the business in 2008, resulting in successfully winning over £5mill worth of integrated accounts in first 2 years of operation, for BBF, Levis, Coca-Cola and De Beers
• New business – leveraged the existing client network to grow integrated opportunities organically, as well as driving agency innovation with introduction of Digital and Social department – conversion rate grew to 70% win ratio
• Financial management – department P&L ownership including management of headcount and overall ROI – lead the initiative to bring planning and creative as central offering to agency group
• Specifically, my role on pillar client business included:
Senior client lead, developing critical Board level relationships. Development of global creative communications campaigns with an earned first approach and activations across multiple channels including ATL, PR, events, sponsorship and retail
Skills
- Digital Advertising
- Advertising
- Social Media
- PR
- Brand Partnerships
- Brand Sponsorship
- Brand Activation
- 360 Campaigns
- CRM Campaigns
- CSR
Education
O
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2:1 Batchelor of Arts with Honours Oxford Brookes University
- Oxford, United Kingdom
Awards
Gold EffieThe Brooklyn Brothers
Three gold Effies for Icelander Buddies campaign