About me

Currently heading up Digital Strategy https://push.live Strategist across social activations and content. I specialise in data-led social optimisation and integrating participatory mechanics within campaigns to maximise engagement and social traction. Previous clients include News UK, Universal Music, XIX Entertainment, LewisHamilton.com, Bloomberg and The Smalls short films. Appearances: Moderator, The Smalls AI Panel Discussion @ MindShare’s Huddle (2017) ​4x Influencer films as ​@GothicGardener​ for Miracle Grow's BlackMagic (2017) Speaker, Social & Payments - Greenings Int Annual Payments Regatta (2017) Speaker, Co-Creation - ThinkTank Thursdays @ Gravity Thinking (2017) Shortlist Judge for Best Platform - BT Sports Industry Awards (2016)

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Projects

• 22

  Lewis Hamilton's #TeamLHmovieA global, real-time social/mobile activation for Lewis Hamilton. Working with Lewis Hamilton we created a real-time, social/mobile activation for the build up to his F1 World Championship race. Through a socially driven mobile web app, we invited Lewis’ 7 million+ fans to capture their experiences. The footage was instantly submitted; allowing us to create and release #TeamLHmovie hours after the race. The film saw a million views in a day on Facebook alone, #TeamLHmovie generated over 43M impr
• 2

  The Smalls created a social content series showing the human face of eBayData Analysis + Content Optimisation project
• 2

  One Direction & Save The Children’s #Action1DWorking with One Direction, we created the #Action1D film Dear World Leaders, in collaboration with millions of 1D fans across the globe during a month long mobile/social campaign. Informed by almost 80,000 emotive submissions from 172 countries, the film represents a mindful, empowered generation calling out for change. The project is one of the largest activations in action/2015, a global citizens’ movement to end extreme poverty and tackle inequality and climate change. onedirectionmusic.com/

Work history

Head of Digital StrategyPUSH LIVE
Sep 2021London, United KingdomFull Time
D
D
Campaign Strategy Lead EMEADyson
May 2019London, United KingdomFull Time
Strategic Lead across social/digital content and campaigns at the Dyson Centre of Excellence; providing governance and leading localised campaigns that drive key business objectives across EMEA markets.

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Skills

• Paid Social
• Social Amplification
• Influencer Marketing
• Influencer Engagement
• Social Content Strategy
• Social Analysis
• Social Media Advertising
• Social Content
• Public Speaking
• Art Curation

Education

U
U
Bachelor of Visual Arts (BA), Film and multimediaUniversity of Auckland
Jan 2001Auckland, New Zealand

Awards

Best Use Of Social Media - goldBT Sport
A global, real-time social/mobile activation for Lewis Hamilton. I led a team in deploying our socially driven, mobile web app across 12 channels enabling us to direct fans to create and upload film content. From this we generated a real-time film series, supported by streams of bite-size social content. I undertook extensive outreach to ensure key fans and influencers were involved as co-creators and ambassadors of the project. The project made National Press and the campaign #tag gained a reach of over 14 million during the seven day activation. Case study​: vimeo.com/122091701
Innovation - silverClio Awards
Lewis Hamilton’s #TeamLHmovie​ / 2014 Producer & Social Strategist / The Rumpus Room A global, real-time social/mobile activation for Lewis Hamilton

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