About me

Rachelle is the Global Social Media Channel Director at The LEGO Group and has been in digital for 19 years, strategy for 11. She is a speaker and chairperson, mentors women in STEM.| Rachelle has been instrumental in working through pivotal digital strategy challenges (for brands like Warner Bros., Pottermore, Nando’s, ASOS and 10 Downing Street). She created the successful digital consultancy The Storm Collective, consulted for BBC Creative, and was a lead trainer for the BBC Academy.

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Projects

• 11

  Killing Eve - Season OneCreative briefing from insights developed through trends analysis of the US launch, through social listening data.
• Shadwell Opera Digital StrategyThis musical theatre charity had all the right components to become history making innovators, all they were missing was a creative strategy to help untangle their goals.
• 2

  Peaky Blinders: Season 4How much impact can an influencer strategy really have on boosting the audience for a returning drama? Spoiler, I was nominated for a CANNES LION for this work. It was the most-watched drama of 2017 on BBC Two. The season average was 3.3M viewers with a peak episode volume of 3.6M for the finale — the biggest audience for an episode ever.

Projects credited in

• 2

  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
• 4

  lutherBBC One & iPlayer

Work history

Global Social Media Channel DirectorLEGO Group
Mar 2021London, United KingdomFull Time
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Head of Creative StrategyThe Storm Collective
Sep 2018London, United KingdomFull Time
Co-Founder and Head of Creative Strategy, leading creative strategy and senior client stakeholder relationship development, and implementing partnerships with commissioners from major distributors, Heads of Brand and CMO’s. Clients include: Apple, Penguin Random House, BBC, PayPal, Tommee Tippee & Shadwell Opera

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Skills

• Strategy
• Marketing Strategy
• Strategic Planning
• Marketing
• Social Media Marketing
• Social Listening
• Digital Marketing
• Business Coaching
• Influencer Marketing
• Community Engagement

Education

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Mini MBAMark Ritson and Maketing week
Sep 2020 - Dec 2020London, United Kingdom
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Bachelor of Design (B.Des.) Graphic DesignUniversity of New South Wales
Jan 1996 - Dec 2000Sydney, Australia

Awards

Social and Influencer Cannes LionCannes Lions International Festival of Creativity