As an experience-first senior brand marketing and communications specialist, I have two decades of measurable experience working at powerhouse brands including adidas, Hendrick’s Gin, BACARDÍ, Y-3 and Porsche Design Sport by adidas, I have also been a key part of a major football club's senior leadership team.
During my time as a senior lead on the adidas communications team at the brand's Global headquarters in Germany, I directed campaigns and runway shows for iconic brands such as Y-3- moving the brand from 15 to 7 in the Business of Fashion "Hot Brands Index" and adidas by Raf Simons, adidas by Rick Owens and adidas NEO - as well as leading launches for Y-3 SPORT with a global creative partnership with Nathalie Canguilhem and i-D magazine, and an A-list screening at The Clock Tower in New York. I also led the launch of the first-ever apparel collection for space travel.
Prior to my time at adidas, I directed successful entertainment marketing campaigns for the likes of BACARDÍ, and was a leader at a high-profile entertainment company responsible for the global strategy for numerous iconic brands, in addition to becoming a founding member of award-winning festival, Wilderness. During my time with agencies, my clients have included HMV, Sainsbury's, V Festival, Nintendo of Europe, PG Tips, Ben & Jerry's, The Open Championship, and tech giant Palm.
During my TV years my experience focused on the consumer publicity for key Endemol shows including Charlie Brooker's Screen Wipe (BBC Two), Vodafone TBA (Channel 4), Vodafone Live Music Awards (Channel 4), Orange Playlist (Channel 4), Fame Academy (BBC), UK Music Hall Of Fame (Channel 4), Deal or No Deal (Channel 4), Soccer Aid (ITV), Animal Park (BBC One), Would I Lie To You (BBC One), Big Brother, Celebrity Big Brother, Big Brother’s Little Brother, Big Brother’s Big Mouth (Channel 4). In addition to the launch of BBC.com’s YouTube channel and supporting the PR for websites including TopGear.com, LoveEarth.com, BBCgoodfood.com amongst others.
Being a creative, strategic and commercially minded mar-comms consultant, I have 20 years of quality experience working with agencies, rights holders, start-ups, brands, with a deep understanding of the media, marketing, communications, talent, sports, fashion, entertainment, beverage and music landscapes.
I pride myself on being solution driven, resourceful and connected and have the ability to manage multiple business/departmental priorities and integrated projects across across multiple channels, territories, product and functional silos on a global, regional and local level, handling multiple stakeholders and delivering to time and hitting budgets and targets.
I thrive under pressure and have the proven ability to collaborate and co-create with a network of teams and stakeholders.
My passions include showcasing product collections without boundaries and bringing a brand's DNA to life through meaningful influence and creative collaborations.
Expertise in key categories include: PR, digital step-change and social strategies, experiential marketing, cultural marketing, entertainment marketing, brand collaborations, event direction, comprehensive brand strategy and execution, marketing / brand and media partnerships, paid media, full consumer experience, influence strategy and management, artist/talent strategy and management, and content production.
Ability to develop a unique vision and fresh ideas tailored to business objectives of a brand.
Projects
- Y-3 x Virgin GalacticROLE: GLOBAL PROJECT LEAD AT ADIDAS We took hand-selected editors on a once in a lifetime experience – a private journey from the Virgin Galactic development facility in Mojave to Spaceport America to be the first in the world to see the prototype flight suit- delivering extended editorial across three key media sectors: design, style and tech. We created a raft of powerful content, including a launch film, imagery and cinemagraphs, delivered widespread global coverage. All content was all und
- Hendrick's Gin x Compulsory FilmsIn 2022 Hendrick’s Gin set out on an expedition to uncover the world’s rarest, most unique cucumbers and this has taken us on a curious journey of discovery. A journey so absurd, it had to be documented. The result is a captivating piece of film content, HEROING OUR DBA - THE HUMBLE CUCUMBER. We embarked on a curious collaboration with multi-award-winning creative outfit, Compulsory, who have reimagined the world’s of many iconic cultural institutions and numerous World class music artists wi
- BACARDÍ BeginningsBACARDÍ BEGINNINGS JOB TO BE DONE: Despite heavy spend and a credible heritage in music partnerships, BACARDÍ was failing to reach its key demographic of fashionable young males. SOLUTION: 3 collaborations between established and emerging artists, each writing a new track together and released in a way that pushed the boundaries of music promotion: Rudimental and Bipolar Sunshine wrote, recorded, released, mixed, mastered and performed a new track live in just 12 hours before launching the t
- Y-3 SPORT LaunchTask Y-3 SPORT marks the latest evolution in the highly innovative collaboration between adidas and Yohji Yamamoto. As the brand that pioneered the sport-style movement, the launch had to guarantee authenticity and credibility, appealing to the uncompromising Y-3 consumer while achieving widespread global visibility. Concept We introduced Y-3 SPORT through a strategic creative collaboration with like-minded cultural power-house, i-D magazine. The ‘There Are No Rules’ campaign featured a focu
- BACARDÍ TriangleThe idea was big, bold, brave, disruptive and pushed creative boundaries whilst also capturing the untameable spirit of the BACARDÍ family and our history. BACARDÍ Triangle was born. It was a fully integrated campaign; a 3 day event that saw 1862 fans, guests, celebrities and competition winners fly into the heart of the Bermuda Triangle on 3 private airliners from London, LA and New York for one of the biggest parties and experiences of their life all of which culminated in performances by Cal
Work history
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GLOBAL MARKETING LEAD- Hendrick's GinWilliam Grant & Sons
United KingdomFull Time
Leading the Hendrick’s Gin global marcomms strategy, campaigns and experiences that deepen the bonds between Hendrick’s Gin and those who drink it, setting into motion world class programmes that drive reach, trial and advocacy
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FREELANCE BRAND COMMUNICATIONS CONSULTING DIRECTORSelf Employed
United KingdomFreelance
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Education
Bachelor of Arts (BA) University of Leeds
- Leeds, United Kingdom
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A LevelsPocklington School
- Pocklington, York, United Kingdom