I have eighteen years’ experience leading PR campaigns that disrupt mindsets and affect behaviours. At the heart of it all is the creation of compelling content that educates and engages. Spent nearly two decades working in PR agencies in Cape Town, Dublin and London, representing brands of all shapes sizes, from exciting food and drink start-ups to global blue chips.
A solid track record of designing and delivering creative campaigns; from reputation and issues management for Diageo’s drinks portfolio and building brand efficacy and health credentials for Bimuno gut-health supplements to helping Rowse Honey campaign against the declining honeybee population, and driving down food waste behaviours with Love Food Hate Waste.
Excellent media contacts.
Former blog contributor for HuffPost and Senior Associate at the Hoxby Collective.
Projects
- Welcome Back to Milk - a2 MilkWho? Australian challenger cows’ milk brand, a2 Milk, aimed to reinvigorate the dairy market, migrating people back from the less healthy but trendier, plant and nut based alternatives The brief? To educate people on the differences in milk proteins and dispel misconceptions about lactose intolerance, thus bringing millions of dairy intolerant people back to enjoying the many benefits of dairy What? Launched the ‘Welcome Back to Milk’ campaign to challenge common milk misconceptions and re-educ
- Launch trendy new London vegan burger bar, VBurgerBriefed to lead the media and influencer hype around the opening of VBurger in London's trendy Camden Market. Collaborated with influencers across vegan, lifestyle, food and drink, fashion and travel to drive tasters to the burger bar to generate online buzz and build organic reviews. Announced the opening to London-centric media which was very well received across the board. Secured profile pieces and interviews with the founders and the chef who is also Head of Food at a growing chain of plant
- Love Food Hate Waste - "Give Up Binning Food Instead"Love Food Hate Waste Who? Consumer charity campaign (part of WRAP), Love Food Hate Waste, aims to help reduce the UK’s 7m tonne food waste issue, most of which could have been eaten, shared and enjoyed. The brief? Leverage a moment in time when people are most susceptible to making a positive behavioural change and position food waste at the top that agenda What? Timed perfectly for the weeks leading up to, and during the entire period of Lent, launched the ‘Give Up Binning Food Instead’ campaig
Work history
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PR DirectorPublish Lab PR
London, United KingdomFreelance
Publish Lab is an independent PR boutique run by lifestyle PR specialist, Lishai Kaufer.
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PR Group DirectorMercieca
- London, United KingdomFull Time
Headed up PR and advertising lead on Bird's Eye, Diageo and P&G
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Skills
- Media Relations
- Influencer Engagement
- Campaign Activation
- Strategy Development
- Campaign Execution
- Press Releases
- Product Launch
- Media Partnerships
- Copywriting
- Content
Education
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Bachelor's Degree in Communication StudiesUNISA Cape Town
- Cape Town, South Africa