An experienced creative and strategic communications expert with a background of working both agency side and in-house. I am passionate about helping brands build fame by carving out a space within contemporary culture in an authentic, meaningful and relevant way.
With over 13 years of experience delivering through-the-line campaigns for some truly iconic brands, I bring a wealth of expertise leading content and experience centric strategies that drive conversation and media engagement, as well as creating compelling narratives rooted in consumer insight.
I am a confident personable people manager with an entrepreneurial spirit, I am solutions focused and passionate about what I do. Experienced in developing and leading brand plans globally, across EMEA and in GB.
Work history
Brand Communications Lead EMEAHilton
- Watford, United KingdomFull Time
Strategic and creative lead Full Service brands, enterprise and innovation across EMEA.
My main focus was strategic portfolio and brand positioning, creative campaign development and implementation across key markets in EMEA, as well as defining the content, culture and platform approach for each brand. A data driven role, looking at how we shift consumer perception of Hilton and its numerous brands through compelling consumer and media first storytelling.
Working in close partnership with the marketing and brand teams both at an EMEA and global level providing council on how we use customer insights to facilitate our content creation, connect our customers with our brand purpose and ultimately drive sales.
Managing a team of five across GB and UAE as well as market agency partners throughout EMEA.
In my year at Hilton there are two areas where I have helped to spearhead significant change. Firstly, I have successfully developed and implemented an influencer strategy, focusing on helping Hilton to collaborate authentically with culture curators across key source markets. Setting out a brief that looks to connect consumers with the full suite of brands in a way that feels relevant leveraging affiliate platforms. This is an area they had not previously invested in.
I have also led the charge, in partnership with key stakeholders, to reimagine how Hilton approach consumer PR to be more digitally focused, experience led, and content driven. Shifting storytelling priorities from property and product to speak to key cultural trends and consumer passion points first, ultimately positioning Hilton as the perfect travel partner.
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FreelanceFreelance
- Amsterdam, NetherlandsPart Time
Freelance Senior PR Consultant – Lifestyle Specialist
Offering a wide range of services including but not limited to:
- Brand strategy - defining purpose, positioning and personality, story development
- Campaign planning – from creative brainstorming to implementation toolkits
- Toolkits – creation, concept on-boarding and market amplification
- Content creation – releases, videos, briefing documents, messaging, photo calls
- Market coordination – briefing, ongoing management and reporting
- Talent – Researching and preparing a shortlist of appropriate talent, delivering proposed scope of work, all agent negotiations, contracting with support from in-house legal, briefing and on-going management
- Events – Management of entire process from creative concept, production agency management, asset creation to onsite execution and reporting
- Media Relations – Creative story idea generation, asset creation, strategic outreach planning, social, consumer and trade media outreach, influencer engagement and reporting
- Brand Partnerships – Researching and preparing a shortlist of appropriate partners, delivering proposed scope of work, all agent negotiations, contracting with support from in-house legal, briefing and on-going management
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Skills
- Public Relations
- Communications
- Project Management
- Strategic Planning
- Writing
- Events PR
- Media Relations
- Brand Management
- Content and Media Writing
- Consumer PR
Education
BA Media and Cultural Studies (with 2:1)London College of Communication, UAL
- London, United Kingdom