I am a content creator, content strategist & editor with 20 years’ experience working in the media. My experience as a fashion stylist, creative director, TV presenter and editor culminated in the launch of premium digital publishing company, maven46.com that specialised in shoppable fashion, beauty & lifestyle content.
I am an early adopter, who looks at global market trends & identifies gaps that can be adapted to fit market. I am a storyteller at heart, a content enthusiast & anti-click bait advocate who specialises in creating and ideating distinctive innovative and creative responses. My deep domain understanding of content and digital allows me to craft brand stories that combine UGC, offline & online marketing with a very strong directional aesthetic to drive deeper engagements and consumer connection for brands. In 2018 I was shortlisted as the IMAGE Digital and Technology Businesswoman of the Year.
Projects
- Comfort (Unilever) Branded CampaignTo launch the new Comfort campaign 'The Positive Power of Clothes' I ideated and directed a series of influencer-led videos with four people that represent diversity, inclusivity, and breaking stereotypes. They included a plus-size TV presenter, an active homesexual advocate and celebrity chef, a female amateur boxer, and a Northern Irish architect. Each spoke about their own perception of clothes and how it empowers them to live the best version of themselves and their lives.
- Brown Thomas (part of Selfridges group) Branded UGC Activation• Ideated creative response to re-launch their newly designed 2nd Floor (young and contemporary) by bringing potential customers on a virtual tour of the floor and offering incentives such as vouchers to complete which would then bring the customers physically into the store. • Instagram treasure hunt • UGC content and creative KPI hit within 72 hours www.instagram.com/btexplorethefloor/
- maven46 x Magnummy digital publishing company, maven46 received a brief to launch their new global 'Pleasure Seeking Campaign' and to re-enforce the perception of Magnum quality credentials and ingredients. I conceptualised a beauty shoot with a difference. I creatively directed a beauty editorial that would have the same high-end quality of a Vogue beauty shoot but only using the key ingredients of the Magnum ice-creams entitled Beauty Good Enough to Eat. I wanted to create such a visually evocative shoot that
Work history
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Creative DirectorSmallwoods us
- United StatesFreelance
The project included insights evaluation and research findings to develop buyer personas.
Led the creation of a new digital and brand experience strategy for 2021, providing full creative direction to their creative team's evergreen and daily projects.
Developed tools and roadmaps for brand transformation and set up campaigns for integrated co-operation from the start.
Developed comms plan in line with cross channel media planning with new working projects that included UGC giveaways, development and design of in-house content hub, and a series of video productions.
Stakeholder management.
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Founder/CEO/EditorMaven46
- Dublin, IrelandFull Time
As editor, founder and CEO of maven46, I was responsible for launching a first-of-its-kind digital publishing title in Ireland. maven46 was a market leader in the e-commerce/content space that allowed users the seamless experience of being able to shop directly from in-house photoshoots, videos & written content. I completed an incubation program with UCD, CeADAR (Centre for Applied Data Analytics) & received training in big data analysis with SAS.
As CEO of maven46, I ideated, won & successfully led branded campaigns for leading global fashion & FMCG brands such as Tiffany & Co. H&M, Diet Coke, Comfort, Danone, Bourjois, House of Peroni, Brown Thomas, Kildare Village, Dyson, Bulmers, DFS & TK Maxx.
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Skills
- Production
- Photoshoot Planning
- Photoshoot Styling
- Creative Approach
- Creative Art Direction
- Creative Brief
- Project Management
- Strategic Thinking
- Copywriting Skills
- Editorial Direction