About me
I am a brand and experience specialist with over seven years of creative agency experience. Across my last two roles I have worked both as a Brand Strategist for top design agency Pearlfisher building & shaping some of the world’s most desirable consumer brands such as Jameson Whiskey, Carluccio’s and Fever Tree and also as a Creative Strategist for leading global brand experience agency, Imagination, where I created cutting-edge experiences for Ford of Europe. As a result, I have acquired and demonstrated great breadth and depth of understanding across the discipline of strategy, crafting powerful emotive narratives from data & human insight that result in industry leading brand experiences across consumer touch points.
Work history
Brand StrategistPearlfisher
- London, United KingdomFull Time
- Producing clear and powerful strategic presentations to make the complex simple.
- Defining a brands’ purpose & vision.
- Brand experience – Designing a unique customer-centric strategy to elevate Carluccio’s end-to-end restaurant delivery experience.
- Brand Creation - Creating a new oral care brand from the founders of a well-known skincare brand in the UK & launching a new horse food brand into the Russian market.
- Brand Naming – Collaborating with copywriters to create compelling brand names based on the strategy.
- New business strategy - Developing bold, lucid & unexpected perspectives for new business pitches including Holland & Barrett.
- Competitor analysis - Using cultural context led by future thinking to help identify new opportunities for the Fever Tree brand portfolio.
- Brand development – Working with Jameson Whiskey to develop and evolve their Caskmates brand for global markets. As well as creating new limited edition ‘Hyperlocal brands’, partnering with local breweries in the US & Europe.
- Collaborating with researchers & analysts to integrate the latest cultural shifts into the brand experience.
Creative StrategistImagination
- London, United KingdomFull Time
- Uniting many creative specialists to create and curate big, joined up experiences for Ford of Europe
- Co-strategist on the award winning Ford Go Faster immersive experience (winner of Best digital experience Campaign Magazine Awards 2018).
- Launched Mustang Bullitt at Geneva & Goodwood with an integrated movie making brand experience
- Delivered a Pan-European Ford commercial vehicle campaign aimed at artisan traders
- Researched and developed a new pop-up ‘Smart Labs’ dealership experience for Rome & Turin.
- Represented the agency at rapid innovation workshops working alongside Ogilvy
- Distilling complex consumer data & insights into simple, powerful, human-centric ideas
- Measuring creative and strategic effectiveness through the use of analytic tools and digital metrics
- Working with local European markets to implement strategic campaign objectives
- Lead Strategist on a three month new business pitch for the redevelopment of Jameson Whiskey’s Middleton Campus distillery experience in Cork, Ireland.
- Maintaining and growing client relationships through strategic insight and inspiration
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Skills
- Strategic Branding
- Strategic Communications
- Strategic Marketing
- Integrated Advertising
- Experience Strategy
- Digital Strategy
- Storytelling
- Brand Activation
- Idea Generation
- Collaborating
Education
Master of Graphic Arts & DesignLeeds Beckett University
- Leeds, United Kingdom
Expressing high level conceptual thinking through design & design strategy. With a chosen focus on design and communication for positive social impact.
BA Graphic Design CommunicationLeeds Beckett University
- Leeds, United Kingdom
Expressing high level conceptual thinking through design & design strategy. With a chosen focus on design and communication for positive social impact.
Awards
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Best Digital ExperienceCampaign Magazine
Ford wanted to create a strong emotional appeal as it sought to target higher-value customers. By replicating the fun and passionate 'personality' of its products, it created a new appreciation for the brand.
Working with Imagination, Ford developed a Hollywood movie trailer, "Go Faster"; its story was similar to Ocean’s Eleven, with the target audience starring as the getaway driver.
Those taking part went behind the scenes of a real working Hollywood movie set, learning how to be a stunt driver and actor. Part immersive theatre and part thrill-ride, the experience included in-character briefings, stunt driving and outdoor filming.
Participants were turned into online celebrity advocates, with movie trailers and posters turned around by a team of onsite editors and distributed digitally with personalised in-character content, all of which fuelled Ford’s post-reach strategy.
The experience was promoted via paid and owned social. The movie experience opened up the brand to a new audience, with 60% of participants under 35 and 68% non-Ford owners.
The nature of the movie trailer, with its "brag-worthy" content, prompted people to share on social, opening up the reach of Go Faster to 2.4 billion people both on- and offline.