About me
A hands on and results driven manager with experience in all aspects of marketing and brand strategy.
I enjoy the challenge of seeking out opportunities that allow brands to tell a story through integrated media and content that delivers tangible results.
I am a passionate, enthusiastic and creative individual who pushes himself to develop ideas and champion change. I believe in engaging with new challenges and strives to continually evolve.
Projects
- The Recon PodcastI created and curated The Recon Podcast in 2020 as a way to keep our members engaged with the brand during the pandemic. It is a fun insight into the gay fetish and kink scene. I was one of the four hosts in season one before I left Recon. I produced the episodes which explored topics such as body image, drugs abuse, legal implications of practising fetish, race, relationships, being femme, using sex toys, porn and being trans on the scene.
- Recon Issue_03 - POC takeoverMy last project at Recon was influenced by the incredibly difficult year we all faced in 2020. The pandemic had left a community with no fetish events, lockdowns and dealing with the world discussing social issues such as racism, sexual assault and transphobia. With Issue_03 I wanted Recon to add to the conversation on how we can dismantle systemic racism in all walks of life. This issue was another reaffirmation of Recon’s position, and our drive to show diversity and inclusivity by giving peop
- The Boys' ClubIn the 8 years I was leading the creative and content vision for the Recon brand it evolved to the point where we could embrace difficult topics such as race and sexual racism and challenge the fetish community to let go of the status quo. The Boys' Club was a purely artist venture (editorial, photography and video) featured in Recon Issue_02 where we created a fantasy space that only featured men of colour. This was a powerful piece with perhaps one of the highest engagement rates we'd seen on
- The Recon ZineThere was a trend on Recon for engagement and membership sales to decrease in September, after the halo affect of the success Fetish week London in July. At the time we also had transformed Recon into a platform that published entertaining, educational and aspirational fetish content. The creation of the Recon Zine in 2018 was another vehicle for us to push the boundaries of the type of content our members expected from us, amplify more queer fetish artists and voices, as well as getting them to
- Mastering Fetish EvolutionI lead the creation of the Recon aim of 'Mastering Fetish Evolution' from 2016-2021. We wanted to continue to lead and evolve with the fetish scene and encourage/inspire our members to discover more about their sexual and fetish identity through us. I also created the marketing strategy which was all about stimulating men with clear and iconic campaigns and content. I developed a 95% rule - all campaigns should have a broad appeal to attract the 95% of people that may not currently buy into the
- Fetish Week London 2015 - 2020I lead the strategy, creative look and feel, marketing plan and experiential for Recon's biggest event of the year, taking place annually over 7-10 days from 2015-2020. The aim was always to reaffirm the Recon brand and drive engagement/memebership sales. Create excitement and buzz for a well established event online and amongst the fetish community. Grab the attention of fans of fetish and the fetish curious in order to sell out tickets and grow revenue year on year. Promotional material prod
Work history
Senior Account DirectorSticky
London, United KingdomFull Time
Brands: ASICS, Best Western, Halifax, QHotels, Tempur
I am responsible for leading the account direction, vision and growth, whilst ensuring client satisfaction, delivering robust responses to briefs. My role is the conduit between clients and the Sticky team, working with strategists, creatives and editorial to drive commercial success and marketing excellence for clients.
Key achievements:
- Reengaged a key stakeholder at Best Western which lead to 18% growth year on year of their retainer and the opportunity to pitch for a £800k brand campaign pitch.
- Deep analysis of the Best Western business model has uncovered an opportunity to support their hotel recruitment which would be an extra £70k on top of their retainer.
- Secured an additional £62k on the QHotels retainer for 2022.
- Diversified the services that QHotels engage with regarding Sticky which generated more revenue for the company and shifted the client’s perception of what we can deliver.
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Brand DirectorT101 Ltd
- London, United KingdomFull Time
Brands: Recon app, Recon.com, Fetish Week London, Full Fetish
T101 is focused on creating and developing apps, websites and brand experiences for like-minded people to connect. Its current brands are targeted at LGBTQ+ males. As Brand Director I was tasked with delighting members and attracting new customers to the brand. I was responsible for all aspects T101’s of brand and marketing activity globally.
Key achievements:
- 32% total growth in active membership (Users who have logged on in the last 30 days) averaging 5% growth year on year.
- 223% total growth in revenue generated from Fetish Week London events, averaging 22% growth year on year.
- 47% total growth in flagship live event attendance, averaging 7% growth year on year.
Responsibilities included:
- Overall responsibility for defining the market position and strategy for all T101 brands.
- Created a unified brand identity and guidelines for the T101 brands whilst allowing each to have a unique tone of voice.
- Being a central hub of customer knowledge. Quantifying their requirements to inform product strategy and deliver customer centric marketing campaigns.
- Build and manage a creative and editorial team responsible for developing all global communications. This included video, print, digital, editorial and social.
- Development of owned and earned content strategies.
- Oversaw Community management and customer care
- Development and execution of global marketing plans focussed on new customer acquisition, customer marketing and member conversion.
- Set and managed global brand and marketing budget.
- Oversaw the creation and production of live interactive experiences for customers. Delivering 20+ events in a year globally including nightlife, charity, community and sponsorships.
- The lead evangelist and spokesperson of the brand.
- Day to day management and development of six direct reports.
- Be the voice of the brand in the senior management team and regular report performance and feedback.
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Skills
- Creative Direction
- Brand Direction
- Marketing Strategy
- Project Delivery
- Team Leadership
- Strategy
- Campaigns
- Digital
- Advertising
- Content
Education
U
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BScUniversity of Surrey
- Guildford, United Kingdom
2:1 BSc Hons Business Management from University of Surrey – distinction in my placement year