With over 20 years of experience in global and local brand marketing, communications, and creative direction, I’ve had the privilege of working with some of the world’s most iconic brands in-house and agency-side across industries including fashion, food & beverage, sports, music, entertainment, tech, and gaming. My expertise lies in creating innovative campaigns that connect with audiences on a deep, cultural level, drive brand growth, and deliver measurable impact.
I am passionate about delivering end-to-end marketing solutions, from PR and digital strategies to experiential marketing and global brand partnerships. Throughout my career, I’ve excelled in managing large-scale projects, transforming brand perceptions, and leading cross-functional teams to deliver award-winning campaigns that resonate globally. I have a strong focus on youth culture and am driven by a desire to create inclusive, dynamic campaigns that speak to diverse audiences.
A defining moment in my career was my time as Global Brand Marketing Lead at Hendrick’s Gin, where I led the Refreshing Encounters campaign and established the brand as a leader in the premium gin market. I also worked with Compulsory Films on creative partnerships and advocacy strategies that significantly boosted media coverage and engagement. Similarly, my role in BACARDÍ’s global campaigns—such as the immersive BACARDÍ Triangle music event and BACARDÍ Beginnings—helped redefine the brand’s cultural presence, blending music, creativity, and engagement in new ways.
In fashion, I collaborated closely with adidas on major global communications for Y-3, adidas by Raf Simons, and adidas by Rick Owens, helping launch innovative collaborations like Y-3 x Virgin Galactic, which united high fashion and space exploration. I also drove the creative direction behind the Y-3 SPORT line launch, revolutionising performance wear. These experiences allowed me to expand adidas’s global reach by merging creativity, fashion, and cutting-edge technology.
My expertise extends further into sports marketing, with my role as Head of Marketing and Communications at a major football club marking another milestone. I led the club’s strategic marketing transformation, balancing brand-building with match-day focus. The successful launch of the Umbro kit collaborations, redesign of the Hull City crest, and creation of a bespoke football streaming platform all received positive media attention and fan engagement. The streaming platform project was a standout achievement, allowing fans to access exclusive live match content and behind-the-scenes footage. This platform not only enhanced fan engagement but also served as a crucial part of the club's digital transformation, ensuring a modern, fan-centric experience that helped drive both local and global reach. Additionally, I steered high-profile crisis management communications with Everton and other major clubs, navigating complex stakeholder relations and mitigating potential risks.
My passion for gaming and tech has also played a pivotal role throughout my career. At Nintendo of Europe, I helped launch the Nintendo Wii and Nintendo DS across multiple markets. Through targeted PR and experiential campaigns, we introduced millions to the revolutionary world of motion gaming. More recently, I’ve worked with brands in AI, e-commerce, and digital innovation, creating campaigns that integrate the latest tech trends with human-centric messaging. From leading digital campaigns for Amazon and Shopify competitors to innovating gaming and esports marketing strategies, I have consistently found ways to blend technology, creativity, and culture to shape unique, engaging experiences.
In the music and entertainment industries, I’ve had the pleasure of working on high-profile projects for artists like Snoop Dogg, Wu-Tang Clan, and The Roots at MAMA Group and Warner Music. I was also deeply involved in the creation and marketing of Wilderness Festival and Lovebox Festival—two iconic UK festivals. For Wilderness, I played a key role in its development, from its founding days to its Best New Festival win at the UK Festival Awards. I helped establish the festival as a cultural cornerstone by executing creative PR strategies, growing its audience through innovative partnerships, and amplifying its experiential offerings.
Similarly, Lovebox Festival was another milestone where I led communications for the event, blending music, art, and brand collaborations in a way that attracted millions and received significant press coverage. These festivals, alongside campaigns for V Festival, GlobalGathering, and other music events, have shaped my understanding of cross-industry brand integration, and how to create memorable, immersive brand experiences that elevate both fan engagement and brand presence.
I also have a deep understanding of TV publicity, having worked with Endemol on hit shows like Big Brother, Deal or No Deal, and Charlie Brooker's Screenwipe, as well as supporting BBC Worldwide on projects like Top Gear and BBC Earth. This wide range of experience has given me the opportunity to work on the cutting edge of digital marketing, content creation, and community engagement, with a focus on social media marketing and working with content creators to engage audiences effectively.
What sets me apart is my ability to blend big-picture thinking with hands-on execution. I thrive in environments where innovation and creativity intersect with a deep understanding of cultural relevance and technology. Whether I’m crafting a global brand strategy, designing cutting-edge digital campaigns, or creating immersive brand experiences, my goal is always the same: to create experiences that are both memorable and measurable, and to move the needle on engagement and business growth.
I’ve had the privilege of leading diverse teams, managing high-profile partnerships, and delivering market-leading campaigns for brands like Porsche Design, adidas, Y-3, Rick Owens, Raf Simons, Hendrick’s Gin, BACARDÍ, Ballantine’s, Hull City Football Club, Nintendo, Wilderness Festival, and Lovebox Festival, among others. These experiences have shaped me into a versatile, results-driven leader capable of navigating complex challenges and delivering impactful brand transformations.
If you’re looking for a marketing leader with a proven ability to innovate, inspire teams, and drive tangible results—across industries from music, fashion and gaming to tech and F&B—I’d love to connect and explore how we can work together.
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 HEAD OF MARKETING AND COMMUNICATIONS- 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