BRAND, CREATIVE & AUDIENCE STRATEGIST
LONDON BORN, SAN FRANCISCO BASED
INSIGHTS EXPERT
STORYTELLER & DATA TRANSLATOR
I have always loved understanding people and the world around us. Or in “work terms” — consumers and culture.
Luckily, my career is about just this. I have over 8 years’ experience working with clients such as Mars, PepsiCo, Unilever, Diageo and Heineken, in roles focused on understanding consumers and trends through data, observation and curiously asking “what, how and why”. Using these insights to craft solutions to their pressing problems and build brand, creative and audience strategies — engaging them through storytelling during the process.
Outside of work I am a certified Pilates instructor and fitness enthusiast. But balance is everything, right? — You’ll also find me discovering San Francisco’s tastiest spots, spending time in the Californian wine country, or settling into Sunday with a thousand-something piece puzzle and a podcast.
A FEW PAST CLIENTS & STRATEGY EXAMPLES
-
“Dolmioooo-Yeahhhh” for the UK’s leading Italian cooking sauce brand, Dolmio, was the first campaign we produced after developing its new brand platform, which focuses on creativity in the kitchen.
Consumers increasingly want to put their own spin on their cooking, but feel they do not have permission to do so when cooking Italian, as the cuisine is authenticity-obsessed. We made Dolmio the only brand in its category that says doing your own thing is not only okay, but encouraged. Dolmio’s added value is joyful creative freedom when cooking.
-
“Go Full Fan” for popular candy bar, Snickers, was a campaign with a purpose — to boost support for the England women’s soccer team during the UEFA Women’s Euro 2022 tournament.
Our key insight we fed into our creative strategy: England soccer fans definitely do not want to hear they’re a bad fan. We told England soccer fans they were only half a fan if they just supported the men’s team — panic in the stands! In turn, getting them to “Go Full Fan” and support the women’s team too, for the tournament… and beyond.
-
“Refresh Your Mind” for chewing gum giant, Wrigley’s, was an addressable social campaign that spoke to different audiences at different moments throughout their day.
To do this, we flexed the creative messaging depending on the audience and time of day, whilst keeping the general creative insight and idea consistent:
When your self-esteem is low, moments of heightened tension while working or studying can feel more exaggerated. We used facial expressions and social icons to exaggerate the before and after effect of chewing gum and its ability to help us feel re-centered.
KEY CAPABILITIES, CAREER TIMELINE & EDUCATION
-
I am a freelance consultant on insights projects and brand, creative and audience strategy projects — both in-house and agency side.
FREELANCE
SAN FRANCISCO
-
The&Partnership is a WPP-owned full-service global advertising agency, headquartered in London.
I sat on the brand strategy team for the Mars global account; we built brand and campaign strategies for brands such as Snickers, M&M’s, Wrigley’s, Skittles and Ben’s Original. My particular strength lay in finding robust insights to shape our strategies, through extensive quantitative and qualitative data analysis, but also human understanding and creative thinking. This was a central part of the audience strategy process I developed for the account, which focused on identifying psychographic-led audience cohorts for brands and campaigns, and digging into their attitudes and behaviors to find interesting insights about them. These cohorts and insights guided the complexity and content of our creative ideas and messaging, to ensure we were serving the right asset to the right audience at the right moment.
Additionally at The&Partnership, I contributed to successful new business pitches, wrote and delivered creative briefs, co-founded an internal 60 member group that championed data in strategy, built brand health tracking dashboards for all Mars sub-brands, and created a sustainability segmentation to be used on all creative briefs across the agency as part of the industry-wide Change the Brief Alliance initiative.
THE&PARTNERSHIP
LONDON
-
Lumina is a UK-based consumer insights agency, working with major global CPG brands, such as PepsiCo, Unilever, Diageo, General Mills and Heineken. Throughout my years at the company, I progressed quickly through a series of consultancy roles within the insights department, eventually leading the entire insights team.
As Insight Lead, I oversaw all bespoke consultancy projects and all syndicated deliverables, delivered to a roster of over 50 clients. Deliverables ranged from workshops and presentations, to reports and dashboards, and utilized quantitative and qualitative data to answer client-specific or industry-wide challenges and questions. This role also saw me work alongside the Managing Director and Insight Director to develop team strategy plans.
Prior to this position, I was primarily focused on the bespoke consultancy side of the business, including leading the bespoke consultancy insight division for 18 months. My team worked one-on-one with brands, to understand their challenges and identify solutions to overcome them. My method involved working closely with the brand and our internal research team to develop tailored research plans and materials that would offer fruitful findings for my team. Within these findings we’d identify key insights that, along with our brand understanding, would guide our solutions. Eager to engage until the end, our final presentation and report delivery was always story-centric and actionable, and more often than not followed a hands-on workshop with our client.
Additionally at Lumina, I contributed to successful new business pitches, led our annual trends program, ran our quarterly all-client conference, regularly contributed to industry presentations, panels and publications, ran focus groups, and conducted in-depth interviews.
LUMINA
LONDON
ARCADIA GROUP
LONDON
-
I analyzed fashion sales data to allocate optimum stock to stores, initially for Europe, but I was quickly promoted to the much larger East Asian market which consisted of 70+ stores.
SCHOOL OF COMMUNICATION ARTS 2.0
HOW TO GIVE AWARD WINNING CREATIVE BRIEFS May 2023 – Jun 2023
APG LONDON
ESSENTIAL PLANNING SKILLS Nov 2022 – Dec 2022
INSTITUTE OF PRACTITIONERS IN ADVERTISING
EFFECTIVENESS ESSENTIALS CERTIFICATE Dec 2021 – Jan 2022
BSC (HONORS) ECONOMICS & ACCOUNTING 2011 – 2014