I am a brand and marketing specialist with a head for business development, passionate about creating purposeful brand communication and effective customer-centric marketing initiatives that are ‘less bells and whistles’, more ‘grit and integrity’. I build strong brand roots and drive growth through creative, authentic and engaging data driven strategies.
My 18 year career has seen me working agency-side directing lifestyle PR & Communication campaign strategies for household brands such as Molton Brown (3 years) and Bombay Sapphire gin (4 years), successfully supporting 10+ wellbeing start-ups as a Senior Brand & Marketing Consultant, leading commercial projects for Department Store for the Mind, and more recently, joining the founding team as Head of Brand & Marketing for tech app start-up, Becon. I have extensive experience in leading in-house teams (providing training and CPD plans) and multiple cross-agency teams.
In 2018 I founded my own business, an online marketplace for positive lifestyle and mental wellbeing products and services, which connected 40+ businesses with a cultivated community of wellbeing enthusiasts.
Throughout my career I have continued to follow my interests through training and education. I have recently up-skilled in a Digital Marketing Level 3 Skills programme, training in the recent technological advances and consumer behavioural / attitude shifts across AI, Creator Economy, UX/UI and more. I’m a qualified Life Coach, have completed a University Certificate in Psychology (in addition to my previous Communication, Media and Culture BA Hons degree) and I took a ‘marketing career’ break to work with the NHS as a mental health support worker on the frontline for 9 months. It is this collective experience and passion that imbues my work with purpose, and fuels my determination to support the growth and success of individuals and businesses that empower and equip people with the knowledge and tools to take care of their own personal wellbeing: body, heart and mind.
18
Years of Professional Experience
50+
Brands + Businesses
Worked With
24
CEOs + Founders
Directly Reported To
2
Businesses Founded
+ Managed
Skills + Expertise
Strategy
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Objectives + KPI Setting
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Brand Strategy
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Brand Positioning
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Brand + Product Messaging
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Branding / BVI
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Customer Segmentation
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Customer Journey / Roadmapping
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New Product Development
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Commercial Partnerships
-
Brand Partnerships
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Content Strategy
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Integrated Marcomms Strategy + Campaigns
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Market Research
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Competitor Analysis
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Performance Metrics + Data Analysis
Marketing
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Brand Partnerships
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Advertising + Paid Partnerships
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AI Resource Management
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Social Media (Organic + Paid)
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CRM (inc. In-App)
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Email Marketing
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Channel Optimisation (Website, ASO, Google Play, In-Store)
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Retail Promotion + POS
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Digital Marketing (SEO, PPC, UX/UI)
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Influencers & Ambassadors
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PR + Media Relations
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Content Creation + Management
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Affilate Marketing
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Internal Communications
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Event / Experiential Planning + Management
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Direct Marketing
Leadership
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Team Leadership + Management
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Team CPD + Training
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Budget Management + Planning
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Financial / ROI Reporting + Forecasting
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Business Results Analysis / Target Setting
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Business / Function Growth + Development
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Best Practise Guidelines
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Stakeholder Relationship Management
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Investor Relations
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Sales + New Business
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Project Management
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Recruitment
Brand Experience
I have worked with over 50 brands within my nearly 20 years of experience, from large corporate companies to start-up / SME businesses, across a diverse range of lifestyle sectors. These include:
Testimonials
Professional Experience
Head of Brand / Fractional CMO
Becon | The Smart Safety App Start-up
Sep 2021 - Present
Developed full brand and communications strategy (derived from competitor analysis, customer segmentation and profiling), set business targets and marketing objectives, and an integrated marketing launch plan (brand building and engagement, user acquisition and growth) with ongoing focus on meta ads, UGC, ASO, PR, partnerships and DM Achieved over 3k downloads in first few months of launch with average conversion rate of 14.6% (sector avg. 9.5%) Provided strategic guidance based on data and analytics (Google Analytics and Apple Store Connect) as well as TA / user surveys and interviews Supported founding team in securing VC and angel investment raise of £315k as well as B2B commercial partnerships Led PR team in achieving high quality press coverage (i.e. The Metro, Forbes, Marie Claire), as well as securing key brand partnerships to drive brand awareness, profile and cross-marketing for customer acquisition
Highlight Campaigns
Communication, Media + Culture
BA Hons Degree (2:1)
Oxford Brookes University
2004-2007
Qualifications
Psychology University Certificate
(1st Class)
University of Derby
2014 - 2015
Digital Marketing Level 3
(Certified)
Basecamp Skills
May - Aug 2024
Coaching Diploma
(Certified)
Achievement Specialists
2012 - 2013
Communication Studies, Fine Art
+ Geography AS/A Levels
Peter Symonds College
2001 - 2003
9 GCSE's including Maths, English, Sciences + French
The Atherley School
1998 - 2001
INFJ Personality
The Myers Briggs INFJ personality type is one of the rarest, with only 2% of the population sharing this indicator. The INFJ personality type is characterised by their deep sense of integrity and their natural intuition. INFJs are skilled at interpreting the emotions and motivations of others and they work hard to help the people around them. They are diligent and meticulous workers who believe in doing the right thing, always keeping integrity at the forefront. They carry a sense of personal accountability for the tasks entrusted to them, enabling them to consistently deliver high-quality work.
WELLBEING
Mindfulness, Yoga, Pilates, Mental Wellbeing, Health & Nutrition
PERSONAL DEVELOPMENT
Psychology, Coaching, Productivity, Philosophy, Self-Help, Reading & Podcasts
CREATIVE
Interior Design, Crafts, Upcycling
OUTDOOR
Countryside Walks, Aspiring Gardener!