About me
Global Integrated Marketing Communications leader with over 15 years of experience in agency and client-side roles. I am highly skilled in developing and implementing innovative multi-market campaigns for leading consumer brands. I have led cross-functional teams in creating fully integrated campaigns that enhance brand affinity, expand the customer base and achieve commercial success. Skilled in managing complex projects, I unite strategic thinking with data-driven decision making to optimise marketing communications and drive brand growth.
Projects
- Superpower of PlayPlay is under threat, and in 2023 The LEGO Group's autumn campaign saw an ordinary office turned into the scene of a superpowered adventure. Dance parties, daring stunts, and sensational builds – it’s all here as six kids set out to save the day. The campaign was activated across LEGO's OESP eco-system and in EMEA, APAC and Americas
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Projects credited in
- Live To Tri Campaign 2018Our obsession with health and fitness shows no sign of slowing down—Yoga classes have never been more popular, HIIT classes have never been more gruelling and the vegan life has never been more fashionable. Fewer, on the other hand, dare to live to tri and our campaign aims to change that. Encouraging individuals to Swim, Bike and Run their way to achieving the seemingly impossible. YOU HAVEN’T LIVED UNTIL YOU TRI’D IT ALL STARTS HERE4
Work history
Senior Communications StrategistLEGO Group
- London, United KingdomFull Time
• Led global communications strategy for LEGO Masterbrand and the Ninjago franchise, developing impactful, integrated campaigns that delivered against brand and commercial objectives.
• Used data-driven planning tools to develop consumer journeys, identifying and addressing barriers to awareness, consideration and purchase across owned, earned, shared and paid touchpoints.
• Developed inspiring data-informed creative, channel and agency briefs.
• Fostered collaboration across The LEGO Group’s OESP ecosystem of channels and agencies, creatives, and centres of excellence to drive optimal, connected consumer experiences.
• Managed relationships with a broad network of senior stakeholders, influencing buy-in for marketing initiatives and campaigns.
• Collaborated with the research and analytics team, channels and markets to develop OKRs and benchmarks.
• Acted as a catalyst between global brand and local markets, transforming investment data and learnings into actionable strategies and developed expertise.
• Worked closely with regional and local markets as campaigns were localised to ensure strategic alignment.
• Ensured all channels, markets and partners adhered to brand governance and delivered on campaign objectives.
• Optimised processes to drive greater effectiveness and efficiency in content development and delivery.
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Digital Strategy ConsultantFreelance
- London, United KingdomFreelance
• Developed the global communications strategy for FIA Formula E racing to drive brand growth and fandom of the sport.
• Produced the digital marketing strategy for the governing body of UK Wheelchair Rugby, unlocking sponsor opportunities, developing the fan base, and growing awareness.
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Skills
- Social Media
- Content Marketing
- Strategy Development
- Strategy Implementation
- Communications Strategy
- Advertising
- Creative Agency
- Marketing Communications
- Integrated Marketing
- Digital Marketing
Education
BA Economics and SociologyUniversity of Reading
- Reading, United Kingdom