About me
I'm driven by creativity and a desire to help businesses develop innovative brand experiences that people actually find valuable.
This could be:
⦿ Providing a functional product or service that addresses a specific consumer need or pain point.
⇢ Creating a new revenue stream for the business
⦿ Providing entertainment through engaging content, tailored to the platforms people are viewing it on.
⇢ Resulting in increased brand awareness and higher brand affinity
Over the past 16 years I've successfully delivered this for clients such as Audi, Nike, Tommy Hilfiger, PepsiCo, Unilever, Pernod Ricard and Virgin Atlantic, at both global and local levels. I've led the development of digital strategies, driven innovation through product and service design, and delivered multi-million pound creative campaigns across markets that have transformed how people perceive or interact with the brand.
In the last 12 months I've been part of a successful start-up launch; creating a new brand and bringing to market an e-commerce experience that revolutionises how people buy art online. Making it simpler, more accessible and more inspirational for a much wider audience.
Now, more so than ever, for a business to survive they must truly understand their consumers needs in order to play a valuable role in their lives. I want to use my digital knowledge and expertise to help businesses ensure they're set up for growth in the new post-COVID world where a brand's online experience will determine their success.
Projects credited in
- Nothing Beats a Londoner - NikeI worked on the viral Nothing Beats a Londoner campaign for Nike. Wrote copy for the website, Nike app and Sneakr app to showcase the free Nike events happening all over London. Working with the account, design and production team to concept and produce Instagram Stories and posts that ran alongside the campaign to help maximise social reach and engagement. Ensuring that TOV and copy reflected Nike's brand guidelines and the point of the campaign, which was focusing on young aspirational Londone
- Nike Women's World CupChallenge As part of a growing focus on women’s sport, Nike x JD launched England and France shirts across all UK and French stores and online. We were asked to sell the new shirts to young girls who were not involved in or watch football, and get them to wear the shirts for the Women's World Cup. Why? To make shirt sales of course, but not just that. The Women’s World Cup is a cultural moment – a world-changing event where women's football is finally being treated equally on a world stage, and6
- Walkers Win LiveChallenge Times are changing for crisp consumption. With people turning to different snacks for nights in and multiple screens in the house, families are less likely to come together to watch the same programme over a sharing bag. To combat this, Walkers is sponsoring ITV’s Saturday nights in 2018. This created two challenges. Firstly, Walkers sponsor the entire evening, not an individual show such as The X Factor or I’m a Celebrity, so we had to integrate with the programmes, not just the ad br
- Tommy Hilfiger - @tommyjeansChallenge Tommy Hilfiger has a huge Instagram following; 13m huge. And it offers everything from preppy, classic, Americana styles through to hip-hop inspired street style focused looks. But in the world of Instagram, which – at its best – is about niche, passionate communities, creating credible connections with a variety of fashion fans in one place is challenging. That’s why the brand asked us to set its Tommy Jeans products apart online, to deliver its brand DNA, to reflect the fan’s eye vie2
- Nike Gotta RunChallenge Nike is launching the new Zoom Fly Triple Black shoe, exclusively with JD Sports, to coincide with going back to school. The Zoom Fly is traditionally known as a running shoe, characterised by its futuristic design, lightness and cushioning. But significantly, the new Zoom Fly Triple Black’s sleek design and sophisticated colourway makes it equal parts to sportswear, proving that you don’t have to be an athlete to wear these trainers. To resonate with their college and school-aged audi10
- Nike Nulla Puo Fermarci (Stop At Nothing)Challenge Italy has a specific and significant problem with the perception of sportswomen. They are rarely seen or celebrated and when they are, they’re stereotyped, sexualised, and valued for their appearance over their capabilities. In Milan, one of Nike’s 12 key global cities, 55% of women between 14 and 24 don’t participate in sport. So our challenge was to get 150,000 Milanese young women moving. Yep, that's all of them.11
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Work history
Digital Transformation ConsultantMurus Art
London, United KingdomFreelance
Working with the founders we’ve built a business and a brand that is revolutionising how people buy art online. The whole experience has been designed around the user, addressing the pain points across the journey; offering inspiration from art in real homes, content that offers help and advice on how different styles of art can help you achieve different looks/moods in each room, and a tool that allows you to see what a piece of art will look like in your own home.
After initially launching in the UK we’re now shipping internationally. And with the outbreak of COVID and more people creating home offices we’ve re-focused our offering to help bring inspiration, through art, into even more peoples homes.
Digital Business LeadBBH
- London, United KingdomFreelance
to identify and convert opportunities for digital innovation across their accounts. I was tasked with evaluating the capabilities within teams and provide recommendations for the necessary changes required to deliver growth.
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Skills
- Business Strategy
- Brand Strategy
- Business Development
- Innovation Strategy
- Digital Innovation
- Digital Marketing
- Commercial Negotiation
- Relationship Management
- Client Development
- Digital Strategy
Education
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Bachelor of Arts (BA) Nottingham Trent University
- Nottingham, United Kingdom
2:1 International Relations and Global Politics