I am a entrepreneurial creative with digital expertise and an unparalleled track record in and developing and activating 360 campaigns from digital content strategy to content production. I have a wealth of experience working in luxury, youth and subculture and have worked in a range of capacities from creative, strategic to commercial and management. I have worked with artists, cultural institutions and publications such as i-D, VICE, Conde Nast, Boiler Room as well as working with clients such as CHANEL, INTEL and GROLSCH. I have managed large teams in my Head of Division roles and in my freelance roles have consulted for some of the largest and most recognised cultural platforms across the globe. I have an intimate knowledge of the digital landscape and versed in using data and analytics to drive strategy, performance and ROI as well as steering large commercial budgets.
I was responsible for the creative direction of SYSTEM a 360 immersive partnership between Boiler Room and Somerset House honouring 70 years of Windrush at Somerset House. Other project partnerships include: Hostelworld x Boiler Room Medellin, Colombia; Google Pixel 2 x Boiler Room Sci Fi Super Mall Berlin, Germany; Axe x Boiler Room Atlanta (Nov 2018) Activity included Video and art installation by Gaika at Somerset House A series of Future Sound events celebrating the next generation of Sound System A series of parties celebrating music influenced by migration including curated events by Judah, Aba Shanti-i and performances by Skepta, Lethal Bizzle and beyond SYSTEM VOICES: editorial series giving the community a platform to discuss everything from racism to commentary on the history of Notting Hill Carnival A four part youthful documentary series Migrant Sound Curated archive films about migration and Notting Hill Carnival hosted on 4:3 Live streams of Notting Hill Carnival Other project partnerships include: Hostelworld x Boiler Room Medellin, Colombia; Google Pixel 2 x Boiler Room Sci Fi Super Mall Berlin, Germany; Axe x Boiler Room Atlanta (Nov 2018)
I was responsible for the consolidation of the former creative studio and video team to form a fully operational branded content division Achievements: Refining new business strategy and development On-boarding publishers across all 10 titles to align on profit margin (and calculation of) and implementing an introduction to the production process Building a proactive content suite of 250 ideas across sectors such as fashion, beauty, automotive, travel and technology Improving the digital profit from branded content by 40% in 3 months through the implementation of the profit calculator Overseeing strategic and creative development across high and international pitches Developing and reformatting all new sales and pitching documents Driving key appointments i.e. Head of Project Management Signing Aston Martin as a long term partner branded content partner - a brand that has not advertised for 100 years
Achievements: Extended i-D’s commercial reach by launching a commercially led luxury platform for millennial audiences, Amuse.co, in September 2015. Redefined commercial partnership opportunities across branded, sponsorship and white label commercial partnerships increasing revenue to i-D upwards of £600k in 2015 as a whole. Identified business opportunities to form the creative and editorial strategic direction for new luxury platform Amuse; including travel, art & design, and entrepreneurship content buckets – which are seeing long term commercial interest Managed commercial process to secure launch partnership with Tag Heuer Grey Goose with Amuse with Creative Director of i-D Bunny Kinney (Now Dazed) , in a deals worth upwards of £400k
Grew the revenue of VICE business by leading the strategy and pitch process for content led briefs Achievements: Securing upwards of £5M through pitch development concepts that integrated content and marketing solutions across the VICE network and beyond, including Leading the content strategy development for DIESEL Denim, AXE /LYNX Global & 7UP Leading client services and content production for Volvo ATL & Digital Producing 3 digital films and 160 global digital and ATL assets Delivered campaign at 70% profit for VICE UK
Client: CHANEL Fashion, Watches and Fine Jewelry, Eyewear and Fragrance and Beauty. I oversaw international multidisciplinary teams (26 markets) across account, data and strategy and managed the fluid launch and delivery of CHANEL global strategy and competitive reviews both locally and internationally. Achievements: Implementation of the global 2012 and 2013 central media guidelines including the central global search guidelines, digital media guidelines, paid social guidelines, CHANEL digital media recommendations and strategic and budget recommendations for the High Jewelry division for 26 Markets including China Overseeing the quarterly budget overview for the CHANEL Watches and Fine Jewelry marketing divisions Maintained and developed the MEC Global network through consistent communication and sharing of central strategies, best practices and trends documents, leading to an improved relationship within the MEC network. Coordination of deliveries to global CHANEL clients, including: Global competitive review & competitor business cases, local market strategy documents, implementation and optimisation reports