I have over 15 years of experience as a brand, creative and social strategist, having led the development of dozens of integrated marketing campaigns, for top brands, coming out of the UK, APAC, EMEA, and beyond.

 

I am a passionate and trustworthy leader who has experience building teams and entire departments from ‘go’. I create inclusive environments, allowing ideas to flourish and thrive. As a creative to the core, I believe in keeping strategies simple, yet bold, to generate breakthrough ideas and deliver work that works.

 

 

January 2016 – December 2022
Brand Strategist and Director . SOWN Agency . London

 

SOWN, a social-first creative strategy agency, was started because of my passion for working with specialty brands, start-ups, and category disruptors. For 6 years we did just that by working with companies like Gucci, Matalan, Ann Summers, Kubota, Tag Heuer, and The Fragrance Shop, to name a few.

 

• Managed and optimized budgets ranging from 100K to multi-million dollars

• Used data and market insights to develop stand-out strategies and creative ideas

• Negotiated and launched complex influencer programs, as well as global celebrity brand partnerships

• Delivered best-in-class IMX and brand strategy, creative, PR, social media, and content for integrated campaigns

• Oversaw all creative ideation, briefing and content output from pre- to post-production

• Collaborated successfully with partners agencies, stakeholders, and global teams across diverse disciplines

• Developed Web 3.0 strategies for multiple clients for first-ever Metaverse launches

 

Jan 2015 – Jan 2016

Brand and Social Media Consultant . London

 

Consultancy for global brands working in-house and freelance across the UK, ANZ, and USA. Clients included PUMA, LateRooms, Tilda Rice, and AVIVA.

​

• Brand storytelling through creative social strategies, ensuring consistency cross-touch point

• Transformed complex challenges into actionable briefs and exciting work

• Defined the strategy and led roll-out with creative teams, stakeholders, and partners

 

March 2013 – December 2014
Head of Social Media . Spark Foundry (Publicis Groupe) . Sydney

 

I launched and grew a new social media division, both helping deliver increased revenue streams for existing clients and generating new revenue through client acquisitions. A few of the clients serviced during my tenure include Pfizer, Campari Global, Universal Music, Kraft Heinz, and the NSW government.

• Managed team of creatives, strategists, and campaign planners to deliver effective in-market & global social strategies

• Worked together with the creative strategists to devise stand-out social campaigns with Nando’s, Campari Global & more

• Grew the social media and content department revenue by 150%

• Devised local and global brand partnerships, influencer strategies and events

• Intimately involved in launching the agency’s CSR strategy that went on to win a Media Federation Award for pro bono

• Built and managed third-party relationships with agencies, networks, and media companies

• Managed department P&L, recruitment plans, client retention programs, and internal training

 

March 2008 – December 2012
Regional Social Media Lead . Meltwater . London

I managed a team of social media and sales consultants across the UK offices (Edinburgh and London). Responsible for social media analytics, insights, and data management to help steer the social strategies for clients like Nike Europe, Benefit Cosmetics, Reckitt Benckiser, and Condé Nast.

 

• Managed new client acquisition; from delivering pitches, through to final negotiations.

• Managed a team of 10 across UK offices (LDN, EDI)

• Represented the company at industry events

• 2011, Cultural Ambassador to the Meltwater Entrepreneurial School of Tech in Accra, Ghana

 

Awards

 

2019 – Prolific North Finalist - Campaign of the Year – PhD Nutrition

2019 – Women’s North Awards – Small Business of the Year

2016 – Marketer's Association of Zimbabwe - Exceptional Marketing

2015 – The Drum UK - Best Social Media Innovation

2015 – The Drum UK - Best Low Budget, Social Media

2013 – Media Federation Awards Australia – Best Integrated Campaign

 

 

Education

 

2021 –      Brunel University London

                          Business Management & Leadership Course

2008 –      University of Manchester

                          2:1- BA (Hons) English Literature

2007 –      Manchester University Leadership Award 

2005 –      Kesteven and Grantham Girls’ School

                          A - English Literature

                          A - History

                          A - Fine Art

 

Non-Exec Roles

2018 – Present . Board of Advisors . Fluxxt Group . London

 

The mission of the foundation is to work towards solving the problem of mental health using AI and immersive technologies. Working with the CEO, I’ve helped advise on the organization’s core brand strategy, as well as advise on digital communication and social strategies.

​

​

DOWNLOAD: