About me
Brand consultant with a breadth of experience that covers everything from global conglomerates to living room startups. Working primarily in the EMEA region, B2B and B2C clients have stretched my ability to transform their business with simplicity and impact.
Projects
- MagpieBackground: Since inception in 2009, Magpie has grown from a student communications company into a cause-led campaigns agency, servicing a majority of public sector clients. Their campaigns target societal problems, and use behavioural change science to influence public awareness and action over time. Issue: The growth from student marketing roots to a full service campaigns agency resulted in fragmentation, and a split business and brand strategy. No clear voice created inconsistencies in
- York Omnium Circuit RacePassion projects, side hustle, parallel learning. Whatever you want to call it, this year, I decided to give it a go. Looking at the cycling industry, racing seemed constrained to road race events or 50 minute ‘criterium races’. No variety existed in an industry where two-wheeled enjoyment comes in all shapes and forms. For spectators, a blink and miss experience summed up the reality of viewing an event from the side of the road. After a bit of deliberation, I created a cycling event with
- FIAAsk: Create a branded campaign to fulfil FIA’s vision of a safer world on two wheels, attract private sector investment and drive a new era of public awareness. Insight: In a world saturated with shock and shame tactics, consumers have become desensitised. Other tactics of using statistics to cut through, lack relevance to relate with consumers and encourage the to change behaviours. Answer: What lies at the heart of all countries, transcends boundaries and connects people with prosperity?
- SaudiaResults: 4 star airline status with Skytrax. Ask: a very clear brief from His Excellency Khalid Abdullah Al Molhem: ‘a simple elegant airline’. One that captures: “The Best of Arabia.” Issue: How to capture the beauty and warmth of the Arab world in an airline? And how to move Saudia from a 3 Star to a 4 Star airline? Answer: We began by immersing ourselves in the culture, etiquette and aesthetics of the region in search of the emotional connection. Our creative response was to create a pla
- WWFThe Background: I believe that a person’s experience of a brand is built through a series of touchpoints that excite their senses, touch their hearts and stimulate their minds. To design these experiences, we often start by understanding how we want the consumer to feel, and then develop a suitable platform to deliver memorable experiences. But what if there was a way to measure their ‘experiential reaction’? Seeking the answer to this question set me off on a trail of deep rabbit holes, litera
- Midfield Terminal ComplexAsk: To create a strategy for reimagining their end-to-end ground experience at the new Midfield Terminal (MFT) in Abu Dhabi. Issue: Due to open in 2017, MFT will be one of the largest new terminals in the world with 65 gates and an annual throughput of over 30million guests per annum. The challenge was to create a unique story and vision for every brand touch-point throughout the customer journey for all guests. With a large proportion of guests choosing to transfer through AUH, it was critica
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Work history
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Brand ConsultantSelf Employed
York, United KingdomFreelance
Strategic consultation to clients on business and brand-related challenges
- Clients include: Expresso Property, Rebus, United by Design, Start Design
NuSpace Homes
- Naming, positioning and design of new property development company
- Development of launch strategy and rollout tactics
Magpie Communications
- Directing a strategic review of business and brand strategy
- Repositioning and articulation of refreshed brand narrative
- Consultation over brand rollout and launch
- Brand guardianship to ensure consistency of thinking
Du Telecom
- Messaging and communications strategy to B2B audience
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Brand StrategistSiegel+Gale
- London, United KingdomFull Time
Convert research findings into actionable and value-driving insights
- Develop new methodologies towards the companies strategic approach
- Demonstrate simplicity in style and application
- Design and deliver pitches, presentations and workshops
- Generate original and compelling content
- Informally manage and mentor juniors and interns
- Clients include: Ithra, Lenzing, Fadata, Alshaya, The Auckland Project
and Nexford University
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Skills
- Strategy
- Brand Strategy
- Strategic Planning
- Copywriting
- Consumer Trends
- Interviewing
- Creative Workshops
- Brand Communications
- Thought Leadership
- Brand Strategist