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An influencer marketing strategist, I help brands understand how to work with online influencers and how this engagement should form part of their marketing strategy. To grow my profile in this area and to increase my network of potential clients, I co-founded the Men's Lifestyle Influencer Database - a comprehensive database of UK-based men’s lifestyle influencers. The database is sold as a low-cost subscription product and we count some well-known high street brands among our clients. I’m also a blogger, writing for Buckets and Spades - one of the UK’s top men’s lifestyle blogs. I work closely with the editor to build our profile amongst readers and brands, and work with those same brands to create content that delivers their message, effectively, to our audience. To date, we’ve produced photographic, video, audio, and written content for some of the world’s biggest brands, including Levi's, Nike, Ford, Coca-Cola, and more.
Influencer marketing has been the buzzword(s) of the past couple of years. The issue for many brands is, that while they know they need to engage with influencers, they’re not always sure who these influencers are and where (and how) they can be found. To fill this knowledge gap, specifically with regards to UK men’s lifestyle influencers, the editor of Buckets and Spades and I created a database that catalogues these influencers and provides contact details, social channel links, follower numbers, and more. Updated once a month, we add newly discovered influencers, update all their follower numbers, and provide a brief analysis of the changes and trends in the data. We’re currently working to automate this service, so it can become a weekly delivery. This should help our clients keep better track of influencers and also provide more granular statistics, enabling greater analysis of the data. So far, the database has a number of high profile clients, including Whistles and Made.com. A very low cost service, my target is to reach 100 clients by the end of 2015, using a combination of networking, direct outreach, content marketing, and a series of e-campaigns to spread the word amongst prospective clients.
One of the top men’s lifestyle blogs in the UK, Buckets and Spades has an audience of almost 500,000 across different social channels. We focus on style, photography, design, and introducing people to little-known brands, products, people, and projects. Our approach has proved popular with readers and with brands and we’re frequently invited to work with brands - both large and small - to help deliver their message to our audience. To date, we’ve collaborated with hundreds of brands, with some of our most recent projects including: - Filming around London for Citizen Watches’ global campaign ‘A Moment In Time’ - Two days exploring Fitzrovia and compiling a ‘city’ guide for US online retailer, Huckberry - Documenting our discovery of the independent stores, bars, and restaurants of Liverpool for Enterprise Rent-a-Car and UEFA - A road trip to Brighton to capture images for a Citroen’s #LoveC4Cactus social campaign - Presenting ASUS’s latest tablet computer, including a piece to camera for their television ad campaign My principal role for Buckets and Spades is the creation, curation, and promotion of content. As well as writing, I’ve developed skills in photography, filming, and image editing. Our photos, in particular, always receive high praise from readers and brands, with the blog’s Pinterest and Instagram accounts gathering 400,000 and 36,000 followers respectively. I’m also heavily involved in developing new business for the blog: liaising with clients to pitch for work, negotiating budgets, and clarifying briefs. I’ve also built an extensive client relationship management (CRM) system, so we can collect, record, and monitor our relationship with both paying clients and prospective clients. In 2015 alone, we won over £50,000 of business and pitched for almost £50,000 more.
After eight years working in various marketing and business development roles, I formed my own company and became a freelance consultant. It was an incredibly busy, nerve-racking, exciting, and rewarding experience, working with a number of startups and small businesses to form - and work on - elements of their marketing strategy. Projects included: - Researching over 600 contact details and building an extensive CRM programme to grow fundraising for a children’s charity - Networking with civil servants to gain an understanding of government tender processes for an aerospace business - Providing business development training for staff at a political and economic consultancy - Making high-level introductions to directors of marketing agencies for a social media analysis business - Researching, contacting, and pitching to investor relations managers at FTSE-listed companies on behalf of a graphic design agency - Building an online audience, developing products and services, and establishing a sales pipeline for a cyber security business
My first foray into influencer marketing began as a joint venture with a couple of friends. Our aim was to create a small agency that could identify and engage with relevant influencers on behalf of brands. In the first month, we successfully signed-up three clients and had extended conversations with a number of prospective clients, including Graze.com and ASOS. Our projects included an influencer marketing campaign for a new product launch and an analysis of specific social channels, where we advised our client on the types of content they should be looking to create to boost their profile. While we were pleased with our achievements, the business struggled to grow with the limited resource we had. After three months, the other co-founders decided they wanted to pursue opportunities elsewhere and I decided to take forward a fledgling database of UK men’s lifestyle influencers as a service in it’s own right.