Started as a 'suit' in ad land, exited stage left into a record label, fed my soul in a female empowerment charity, ran an East London music venue and currently Brand Directing a lifestyle hotel. Creatively driven, community minded. Like to believe in what I do and switch things up every so often.
The Hoxton is a series of Open House hotels which started in Shoreditch in 2006 and now has 9 hotels across Europe and North America. Joined as part of the opening team for Paris, going on to launch Williamsburg, Portland, Chicago before splitting into regional teams for Europe and North America and now focussing on launching Southwark and well Working From_, a new dedicated coworking concept inside The Hoxton. Responsible for commercial targets, guest experience and overall brand love.
A £2.3m turnover multi-disciplinary venue and co-working space presenting an experimental and diverse programme including live and electronic music, performing and visual arts, films, exhibitions, and more. Responsible for managing all aspects of the business and creatively enabling the team to excel in making Village Underground a world-class arts centre. Delivering business strategy, setting and hitting financial targets, overseeing and developing brand and marketing, managing operational team, legal processes, office administration, HR policies and procedures. Cultural commentator at industry events including panels at Roundhouse, Barbican and Rye Wax. Mentor at Arts Marketing Association. Managing 70+ team.
Charitable Foundation set up by Nike under ‘The Girl Effect’ brand (an economic argument for the massive potential of adolescent girls to end global poverty). An eclectic ‘think tank’ style organisation, working together to drive awareness, support, investment and policy change towards girls in poverty. Project lead on numerous global films, installations and events including Girl Effect Live (a youth-focused day of creativity and conversation about The Girl Effect, culminating in a free concert at Village Underground headlined by Jessie J), as well as local brand campaigns in Rwanda and Ethiopia designed to instigate cultural change. Managing project budgets averaging £500k and coordinating multi-disciplinary teams internally and externally (creative, production, PR and digital agencies) of 30+ people combined.
Joined to help start-up new London office of the major French advertising agency. Responsible for ensuring profitability of existing clients, driving new business (winning Diet Coke and Samsung), pushing standards of creativity, recruiting talent and nurturing existing teams. Agency size flexed from 10-30 depending on projects. Managing campaign budgets of £5m+.
Responsible for creating new revenue streams for record label and artist roster via brand activations. Establishing relationships and devising bespoke artist deals with brands such as lastminute.com, Sony Walkman, EA Games & British Airways. Devising fee structures, working with legal team to broker contracts.
Joined as graduate trainee (completing strategic and creative industry IPA and APG courses). Key clients included British Airways, National Police Recruitment, ITV, Breast Cancer Care and Ribena. Managing campaign budgets of £7m+. Part of the graduate recruitment team.