Where have I worked?

I have applied my marketing and digital expertise to a multitude of pioneering projects for global companies and dynamic start-ups, allowing me to enrich campaigns with the most valuable insights from the different industries I have worked in.

teams managed

partnerships managed:

agencies managed:

Marketing Director - Scape : Oct 2018 - Present

• Creating the award-winning marketing blueprints across branding, content, digital, PR, events and experiential campaigns with a focus on social, innovation and partnerships.

• Defining the growth strategy of the brand and business by driving the international acquisition and retention strategies and managing all brand partnerships, external agencies, 3rd party technology and service providers.

• Introducing the most effective marketing strategies per product and region for all new openings and safeguarding a consistent global experience by unlocking new channels to drive leads and exposure for all media, stakeholders and strategic partners.

• Introducing standards, systems and best practices for content creation, market research studies and data-led marketing campaigns including the real-time implementation of reactive PR and content strategies.

Achievements Include:

• Spearheading brand partnerships with Xbox, Hyper Island, Gymbox, WeWork, By Chloe, Neat Nutrition, Hype Collective and How To Academy and overseeing all brand activations from concept to completion.

• Redefining the content strategy with 190% increase in engagement and 70% increase in social following and establishing the Future Shapers flagship Scape program, leading to over 45% increase in active audience engagement.

• Reinventing the marketing pathway of the key commercial campaigns, helping to achieve 100% occupancy across the UK Scape portfolio with over 26% rebooker rates.

Marketing Director - Generator Hostels: Jan 2017- Oct 2018

• Leading the global marketing teams and driving all aspects of brand partnerships, PR, CRM, global trading, budget and all facets of digital marketing.
• Designing and implementing comprehensive marketing strategies across digital, PR, social and experiential campaigns with a focus on innovation and brand partnerships.
• Driving change across the organisation by optimising data workflows, CRM implementation, budget control and resource allocation for a team of project managers.
• Running market research studies and driving data-led marketing campaigns, identifying new business opportunities and driving growth of the business.
• Building brand awareness and becoming the main point of contact for external parties such as media, stakeholders, prospective clients and strategic partners.
• Driving the international acquisition and retention strategies and managing all brand partnerships, external agencies, 3rd party technology and service providers.

Achievements include:

• Initiating, negotiating and securing partnerships with Ben & Jerry’s, Birchbox, Lonely Planet, American Tourister, Babbel+ and overseeing all brand activations from concept to completion.
• Devising campaigns featured in USA Today, New York Post, Forbes, Mail Online, Today.com, eConsultancy, The Times, The Guardian and Conde Nast Traveler.
• Delivering brand guidelines and mapping the customer journey, introducing a new CRM program to unite previously siloed data points across the company and implementing data-led CRO strategies that led to a 70% YOY increase in mobile conversions.

Head of Online & eCommerce - Generator Hostels: Jan 2016-Present

• Driving the Online Marketing and eCommerce department and managing the marketing budget, global trading, website development and content, CRM, IBE and UX with a focus on the synergised use of all eCRM channels.
• Driving the acquisition and retention strategies globally for all aspects of SEO, PPC, programmatic, ESP, display, social media, content and remarketing.
• Managing all online partnerships, external agencies, 3rd party technology and service providers to advance the usability, design, content and online conversion.
• Providing insight and identifying conversion opportunities on a global scale for all properties with monthly reports and actions to drive commercial development.
• Bridging the online marketing with offline efforts by generating location-tailored GM reports, involving insights from the local properties with strategic implementations.

Achievements include:

• Managing the re-platforming of the Generator website and implementing a new IBE, leading to a 41% YOY increase in conversion and 62% YOY increase in revenue.
• Introducing new engagement pathways for consumers with AI integrations, 360 video technology, video focus, VR content creation and offline marketing synergy with more than 900% increase in audience interactions.
• Coordinating the creation of 12 external micro-sites (including B&R strategic launches) and overseeing their digital critical path for content plans, social calendars, online advertising, translations, information integration and maintenance

Marketing & eCommerce Lecturer- CityLit: Jun 2015-Present

• Developing course structures, schemes of work, lesson plans and individual project briefs as well as driving ILT to facilitate learning to develop, revise and use teaching materials that derive from a global perspective.
• Running quality assurance procedures such as student self-assessment, statements of learning, course reviews and evaluation procedures.

Achievements include:

• Restructuring and revitalizing the Linkedin, Managing Your Professional Identity, eCommerce Basics, Facebook for Business and Instagram for Business courses.
• Achieving outstanding Lecturer Scores of 95% of students rating the course as excellent and 100% referral agreement.
• Working with the CityLit faculty to develop new courses for 2016, 2017 and 2018.

Marketing & eCommerce Manager- Harvie & Hudson: Feb 2015-Jan 2016

• Leading the marketing and eCommerce department and managing all aspects of trading, budget, PR, social, branding, development, customer care, content and CRM.
• Driving all online and omnichannel operations and processes, managing the eCommerce and Marketing P&L, online acquisition and loyalty activities.
• Creating the critical path and road map and managing all marketing projects, including planning and launching the international trading marketplaces and the affiliate program.
• Introducing cultural and operational change with innovation both online and in store.

Achievements include:

• Introducing conversion optimisation developments and SEO improvements that increased overall conversion by 85%.
• Devising and implementing a new eCRM program, resulting in a 600% increase in revenue and 95% increase in AOV.
• Revitalising the visual identity of the website by introducing new concepts and photography with AB testing on effectiveness resulting in a 65% increase in revenue.

Front Row at the Harvie & Hudson participation for Jermyn Street London Fashion Week Men's Collections

Digital Marketing & Content Manager- EAST: Aug 2013- Feb 2015

• Transforming the acquisition and retention programs by running and optimising the eCRM, website, SEO, PPC, display, affiliates and social media.
• Driving the website content forward in its entirety, analysing campaigns in weekly reports and identifying opportunities to drive ROI.
• Devising and executing the online critical path, initiating new ideas and liaising with the offline retail hub to ensure the omnichannel brand synergy and the delivery of all marketing activity on time and on budget.
• Creating the blueprint and creative concepts for email marketing and AB testing, managing the database and implementing nursery and reactivation strategies.

Achievements include:

• Devising and implementing a new PPC strategy resulting in a 87% increase in sales, 95% increase in revenue, 30% increase in ROI and 30% improvement in CPA.
• Launching the Custom and Lookalike Audience Facebook campaigns, with a 200% increase in revenue from social. Revitalising the social identity by generating strategic content, with a 650% increase in blog visits and a 230% increase in social followers.
• Migrating the eCRM program and ESP to Emarsys with full use of customer profiling, segmentation and smart insights, leading to a 45% reactivation increase and 25% increase in email ROI.

Social Media & Content Manager- Little Mistress Group: June 2012- Aug 2012

DRAPERS- 2013 Young Fashion Brand of the Year Award Winner
PAYPAL AWARDS- 2013 Best Pure-Play Etailer Nominee
DRAPERS- 2012 Young Fashion Brand of the Year Award Winner

• Creating the content and brand strategy across all the womenswear brands.
• Setting up the house style and devising global company-wide guidelines, generating successful ROIs with posting optimisations, engagement, and community building.

Achievements include:

• Creating social media campaigns for The Hut (6 million reach), Ukash (600K reach), Next (1 million followers), Very.co.uk (200K followers), LittleWoods (180K followers).
• Creating the global strategy leading up to the 2012 and 2013 Drapers award.
• Revitalising the social identity by generating strategic content, with a 83% increase in blog visits, a 75% increase in Twitter followers, and a 133% increase in Facebook followers. Cultivating VIP blogger relationships with a 145% rise in blogger mentions.