Description

I’m a strategist with over 10 years Director level experience, most recently at Golin, where I spent 2 years as Strategy Director VP. Previously I’ve worked at Havas (Havas Play), Dentsu and ZenithOptimedia, as well as smaller shops like KidsKnowBest, where I spent 3 years as Head of Strategy. Since 2022 I have been freelancing a couple of days a week on brand positioning and creative campaign planning at Babylon - a joint venture with street culture pioneer, King Adz. I’m equally at ease planning, copywriting, briefing creative teams or project managing campaigns.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km), Brighton (up to 50km)

GOLIN
STRATEGY DIRECTOR (VP)
June 2024 - April 2026 (1 year and 10 months)
London, United Kingdom
Led global earned planning for Unilever and TMICC, with cross-agency collaboration across Omnicom teams:
Set strategy for Magnum's 'Crack into Pleasure' campaign, achieving the brand's highest-ever relevance score and strongest social engagement in 10+ years; Silver, 2026 Drum Marketing Awards
Reframed global brand vision, tone of voice and executive communications for Persil ('Dirt is Good'), supporting strategic repositioning and rollout of international ESG campaign 'Culture Cycles'
Defined audience, brand guidelines and go-to-market strategy for Hydro:ICE, achieving 60% purchase intent
Developed insight behind TMICC's PRWeek Award-winning B2B employee engagement campaign, 'Day One'
Lead earned strategist on NatWest briefs, requiring cross-functional collaboration with Omnicom teams
Communication strategy Brand strategy Creative strategy Earned strategy GEO
BABYLON
STRATEGY LEAD + CO-FOUNDER
May 2023 - Today (3 years and 2 months)
London, United Kingdom
Co-founded a creative consultancy helping brands develop positioning to increase commercial growth (retail/D2C):
Guided Blockhead gum's brand identity and retail narrative, helping secure Sainsbury's distribution
Designed customer acquisition messaging and category positioning for TYX Studios, halving cost per lead
Used Blue Ocean principles to reposition film production house, Brickwall into the Cause + Effect Agency
Brand strategy Paid Social Copywriting Content marketing Brand content
KIDSKNOWBEST
HEAD OF STRATEGY + PLANNING
May 2021 - May 2024 (3 years)
London, United Kingdom
Managed a team of strategists and media planners across owned, earned + paid, also holding department P&L:
Led product launches and relaunches for PopSockets, Spin Master and Paramount franchises, delivering sold-out inventory and Toy of the Year recognition through integrated earned, owned and paid activation
Repositioned Hasbro's Monopoly for US millennials; led LEGO's 'Explore Your World' Minecraft partnership
Developed global activation 'Calling All Heroes' for PAW Patrol, rolled out across retail and experiential
Youth marketing Content marketing Coaching Social media