? Manage development of new brand: BBC store; developing the site and various marketing strategies including customer offers in editorial, product, UXD and customer journeys; Spearhead the development of brand propositions, brand identity, creative guidelines, tone-of-voice and marketing strategy driven by brand and consumer insight. ? Liaise with multiple senior stakeholders to ensure BBC store is contributing in line with the overall group’s digital offer. ? Oversee all creative delivery, managing graphic design across print and digital, as well as content production for the video production team. ? Develop and implement marketing plan for launch and continuous day-to-day; collaborate with a media agency to develop and optimise paid media (OOH, print and digital), lead internal teams to maximise value and reach across owned and earned media. ? Negotiate and deliver self-funding strategic brand partnerships with Microsoft, O2, media partners and on-pack partners, among others. ? Conceive and execute no-cost viral campaigns as well as managing social presence including organic and paid activity including April Fools stunt delivering over +100% traffic and revenue increase as well as £96K AVE. ? Established and delivered owned media plan including banners, in-app advertising, social, press ads, and presence at live events worth over £700K in first 6 months.
? Delivered a digital strategy that united numerous disparate BBC sites under global genre brands and making BBC.com the consumer facing global hub of the brand. ? Handled the global brand guardianship of master-brand through developing the BBC identity (B2B and B2C) in a commercial space, reviewing brand architecture with key stakeholders and external agencies, and collaborate with PS to create and roll-out the Commercial Branding Guidelines. ? Created and implemented the BBC Group Framework for defining and building brands shared across the organisation, globally; ensured standardisation and adherence to best practice brand management through employee training.
? Led multi-platform marketing projects driven by customer insight, building brand consistency and achieving positive ROI. ? Managed marketing campaigns across social media, resulting in fan growth of 138% on Facebook and 309% on Twitter. ? Handled all collection launches and brand materials including sale and POS graphics, swing tickets and bags to ensure all materials are on brand and have maximum impact on target market. ? Identified priority targets through collaboration with external agencies. ? Performed research and workshops in order to review internal articulations of the brand and embracing heritage whilst achieving differentiation in a near-saturated marketplace.
Masters degree in International Human Rights Law
Nominated for a PROMAX award for a brand film created by the BBC Store creative team.