With a third of UK drivers admitting to having had a ‘micro sleep’ at the wheel, I led the creative development of a TV campaign that sought to dramatise and personalise this moment. 80% took action as a result of seeing the campaign (50% above target) with one of the highest Road Safety engagement figures ever recorded. Gold at The Marketing Society Star Awards.

Collaborated with Premier League club Brentford FC to research stories and deliver a series of films designed to connect with the local community. This resulted in 100k+ likes, earned media and a Broadcast Sport Awards win.

Creative Development / Marketing Strategy / Market Research

Designed a national B2B campaign aimed at getting SME leaders to recognise Bupa as the top choice for health insurance. This strategy involved putting decision makers themselves at the heart of the content, including a roundtable discussion, to increase reach and consideration in the right circles.

Campaign Planning / Creative Development / Data Analysis

With a brief to create a modern, PR-able and distinctly Scottish track for Visit Scotland, I ran an ideation workshop that yielded A Sonic Portrait of Scotland. In collaboration with Zoe Graham, the creative weaved ‘found sounds’ from around Scotland into a cohesive anthem. Including the chug of the Jacobite Steam Train, the pulse of a Harris tweed loom, and the opening crack of a can of Tennent’s as a snare sample, the track won ‘best audio’ at the Prolific North awards.

Creative Development / Influencer & Creator Marketing / Marketing Strategy

A combo of planned and cheeky, quick-fire reactive content saw my team consistently smash reach and engagement targets, secure regular earned media, reach Reddit's front page, and be voted the #1 FMCG social media brand (The Grocer).

Social Media Strategy / Creative Development / Data Analysis

The NBA wanted to entertain, educate and recruit a new generation of fans across Europe. As a member of the pitch team, I presented a strategy that focused on leaning into the existing cultural currency of basketball, while partnering with a popular voice, to engage younger viewers.

The result was the ABC of the NBA: a 10-part content series, voiced by TikTok and YouTube creator Chewks, that used ‘scrapbook storytelling’ to deliver a modern take on the game with a 90s aesthetic. Branded Entertainment / Content winner at The Clios.

Social Listening / Social Media Strategy / Influencer & Creator Marketing

With research showing that shame comes through strongly in how people with long-term, complex mental illnesses perceive themselves, I led the creative development of a UK-wide mental health campaign with stakeholders from Mind, See Me, Inspire and Time to Change to challenge this. By subverting a well-known phrase in mental health campaigning, we secured BBC TV coverage and drove a national conversation.

Creative Development / Campaign Planning / Positioning & Messaging

In charge of 25+ markets across Europe, the Americas, Africa and Asia as The Famous Grouse rolled out a fresh digital strategy (which I co-authored). Marketing Society win for Digital Comms as reach and engagements on social media rocketed.

Creative Development / Data Analysis / Social Media Strategy

762 people died by suicide in Scotland in 2022. After managing a research project that showed the need to move the conversation on, we pitched an impactful stunt idea to United to Prevent Suicide: the world’s longest minutes applause. Starting in darkness just after 7am and culminating at kick-off in the Edinburgh derby, UTPS commemorated every one of these 762 lives with one minute for every life lost.

Campaign Planning / Creative Development

As lead strategist on a three-phase government campaign ahead of COP26 in Glasgow, our films communicated a sense of urgency, demonstrated the actions already taken in Scotland, and ended with a rallying call for collective action to tackle the global climate emergency. This messaging and new brand line was delivered to representatives from 197 countries, including 120 world leaders, at COP26.

Behaviour Change / Campaign Planning / Creative Development

While lead planner of a cross-agency team on the government’s road safety portfolio, our multi award-winning young drivers campaign used the idea of ‘precious cargo’, with a healthy dose of Scottish humour, to deliver important messages to young male drivers around risky driving behaviours. 40% of young male drivers took action after seeing the campaign

Behaviour Change / Creative Development / Market Research

Taking inspiration from the Voyager Golden Record, with a sprinkling of the KLF and Eno, my one-off composition “Transmission 1” intended to capture an uncorrupted snapshot of time and place. Pressed onto an ultra limited run of clear vinyl records, by design there was no digital way of listening to it. The project received a commendation in the Scottish Design Awards and sold out over the first weekend.

Developed the external communications strategy for New York-based Old Structures Engineering, using thought leadership and LinkedIn advertising to elevate their reputation while increasing engagement with current and new partners.

Social Media Strategy / Campaign Planning / Influencer & Creator Marketing

With over 2 millions boxes sold, Articulate! is one of the UK’s favourite board games - but they’d yet to establish a presence on social media. I wrote and implemented a through-the-funnel social media strategy to increase saliency, build brand love and ultimately drive acquisition of their latest board game in the lead up to Christmas. Interactive content, playing on fails, and using social listening to identify opportunities, delivered 1m+ impressions and 30k+ engagements.

Creative Development / Social Listening / Social Media Strategy

As Head of Marketing & Comms at Berlin-based startup vojo, I ran workshops to develop a brand strategy and identity, authored vojo’s digital playbook, and ran insight gathering research with users across Europe. A member of the pitch team, we were selected for UNLEASH's 6-month programme for next generation ideas. Further funding secured from EIT / Climate KIC.

Brand Strategy / Competitive Analysis / Marketing Strategy / Positioning & Messaging

Conducted a competitive audit and audience analysis before facilitating a workshop with Worldwide Cancer Research to identify the category “rules” and direction on messaging and tone of voice. Following the debrief from this session, I led the creative development on a new digital campaign to secure signs ups and donations.

Competitive Analysis / Creative Development / Positioning & Messaging

Fettercairn wanted to boost their profile worldwide among ‘curious whisky lovers’ while showing how imagination and innovation have driven their brand over 200 years. Partnering with Whisky Magazine to land this messaging in front of our target audience, 200 Years of Fettercairn is a documentary showcasing this history in a longer-form, ‘pull’ format.

Campaign Planning / Creative Development / Influencer & Creator Marketing

Designed the social media strategy and community managed this multi-year campaign advising the First Minister on what’s needed to tackle gender inequality in Scotland. After consulting with communities, activists and members of the public to create a report, all recommendations by the National Advisory Council on Women and Girls were accepted by the First Minister.

Campaign Planning / Data Analysis / Influencer & Creator Marketing

Briefed with promoting the Royal Bank of Scotland’s sponsorship of Scottish Rugby while increasing brand warmth, a suite of planned and ‘planned reactive’ social content ensured over 1m were reached with an engagement rate 8x higher than industry benchmarks.

Creative Development / Social Listening / Social Media Strategy

With a remit to connect fans with the revamped Challenge Cup and drive online conversations, my team experimented with live-streamed content, introduced challenges, and partnered with cult football stars, musicians, actors, wrestlers and more to deliver millions of impressions, tens of thousands of engagements and 167 pieces of press coverage.

Creative Development / Influencer & Creator Marketing / Social Media Strategy

Established by the UK’s Foreign Commonwealth and Development Office, this multi-stakeholder programme sought to strengthen partnerships between the UK and Mexico. After project managing a multi-phase primary research project into the specific drivers of obesity within three deprived communities, I led the development of creative materials for a behaviour change campaign aimed at curbing sugar consumption.

Behaviour Change / Creative Development / Market Research

With railway providers in the UK having to deal with negative comments online, I managed a content marketing campaign on Instagram to showcase the beautiful destinations reachable via Great Western Railway instead. This resulted in a significant sentiment boost and increased following.

Creative Development / Social Media Strategy / Social Listening

During this three-month contract as Marketing & Communications Manager, I was tasked with promoting IberoDocs Film Festival’s most ambitious programme to-date. A multi-channel marketing mix, covering social, email, PR, outdoor and partnership activity ensured sold out screenings, a number of press features and more social engagements than previous editions.

Marketing Strategy / Creative Development / Data Analysis

Led the social media arm of an integrated campaign with three world class athletes (an Olympic champion and world record holder, a Paralympics Gold winner, and a Commonwealth Games champion). I developed an online competition offering entrants the opportunity to train with these elite athletes, as well as capturing content on the day. The content delivered millions of impressions, tens of thousands of engagements and hundreds of competition entries.

Creative Development / Influencer & Creator Marketing / Social Media Strategy