Lecturer on HND Social Media, Channels, Platforms and Analytics at University of Salford University

Part-time THG, Part-time freelance. As Creative Strategist I work to support THG Nutrition and Wellness as well as other freelance clients in creative strategy and execution. Given my extensive background in the brand comms world, particularly social and content, i'm highly competent when it comes to concepting and developing creative campaigns and activations that are designed specifically to live in these spaces. Day to day responsibilities include but aren't limited to:- Providing consultative insight to clients as well as key leads within THG on the most effective and innovative creative strategies for their brands- Identifying opportunities and creative solutions for both commercial and brand challenges - Pitching and presenting at stakeholder level- leading in digital best practice across paid and owned channels - Concepting and producing creator briefs to support brand reach metrics- Creative Direction on shoots, script and storyboard development - Producing strategical plans that work across a range of channels, both traditional and digital- Continuously keeping informed of emerging trends and market conditions.

Working as part of the senior management team I'm responsible for the overarching strategy for brand driven marketing channels at Myprotein, namely; social, content and PR.I also feed heavily into the ambassador activations, customer facing event strategy and campaigns.Key Responsibilities - outlining the overarching strategy for PR, social & content inline with overall brand calendar and strategy - Devising and delivering 360 campaigns with a brand first approach in collaboration with creative & video teams - Defining and proposing annual marketing budgets with divisional heads - Providing leadership and best practice to an ever-growing marketing structure - Unifying the communication and creative teams to ensure coherent brand objectives - Providing forward-thinking perspectives and constantly innovating ways of working- Structuring and developing each team in line with the ever-changing landscape of the brand- Teaching and implementing insight and methodology across teams- instilling a creative approach to marketing across all touch points- ensuring a social first approach is applied to all content capture/shoots

I was subsequently been promoted to Head of Brand with a focus on the creative execution and delivery of all brands within the group to their respective audiences; shaping their identities and creating impactful global campaigns.Responsible for a budget of over half a million pounds, I worked to deliver a rebrand roll-out for Vita Student. The main objective of this was to change perceptions and create proof points for the brand which would result in reducing acquisition budgets, and build a brand of substance, thus positively influencing business valuation through raising equity.I began to deliver this through building valuable and strategic partnerships with influencers and brands alike, in order to support repositioning. These relationships along with product differentiating initiatives were integrated into creative campaigns to increase brand desire and advocacy with our target audience.Impact:> Lead the strategic roll-out of the rebrand with key executive stakeholders across the business> Branding activity has contributed towards securing global expansion into two new sites - Barcelona and Florence and influenced a recent 247 million investment into the business from a key investor> Delivered a 41% increase in community growth and 247k engagements for Vita Student in 6 months> Reduced CPL through brand driven marketing campaigns by 28%> Travelled globally to interview and secure brand endorsements with the likes of CERN, integrating into rebrand launch events - Professor Brian Cox, Commercial Director of Virgin Galactic and Adidas Brand Director

Since joining the business initially as Head of Social, I’ve been instrumental in establishing and advocating a new approach to social and content for the brands under the group. Delivering consistently on campaigns and strategies, with paid media integration, from not only an ROI perspective, but also in terms of driving engagement and building brand advocacy across audience groups with compelling socially-led content stories.

At MyClever I was responsible for formulating and devising the creative elements of all client deliverables (both strategy and campaign-led), often with a “social first” approach. This saw me leading the team to ensure that the work produced was on- brand and delivered against core client objectives. The work spanned across varying sectors, including fashion/retail, e- commerce platforms, tech and not-for-profit.Similar to my role at Vita, this position expanded far beyond the original remit. In addition to my existing responsibilities, I took the lead in generating new business, refined the agency proposition and managed commercial aspects of the business in the MD’s absence.Impact:> Multiple client pitch wins and high client retention rate (over 95%)> Award-winning campaign delivered for British Red Cross also resulting in increased first aid action among student audience> Co-op’s Every Day reward campaign > 37m impressions, 11.5m videos with a CPVV of £0.024, over 95K engagements and a community wide increase of 29.27%

My focus in this role was on the delivery of content-led, digital experiences designed to resonate with audiences to demonstrate a true business effect.Developing and managing campaign strategy as well as overall digital brand strategy was central to the role, alongside client relationship management. However, on a day-to-day basis, responsibilities also included anything from managing microsite builds, developing content plans (integrating with social and SEO where relevant), reporting and insights, paid media management and more.

As a Digital Strategist at Tangerine, I specialised in the development and implementation of integrated digital strategies for consumer brands, again with a strong focus towards social, PR and content.Impact:> Integral to creating and teaching the curriculum for The Juice Academy (the UK’s first digital and social media apprenticeship scheme). The Juice Academy is now a nationally recognised, multi-award-winning training provider with hundreds of skilled alumni> Requested to work on secondment by client, Wilko’s to offer strategic input and train staff at their head office> Increased Reebok social community by 12k and drove users direct to FitHubs organically with unique interruptions-based strategy on Twitter

As part of the first ever industry-led digital media apprenticeship, I was in charge of creating a curriculum for the academy and using this to train young people to give them the skills needed to work in the social media and digital industries. The Juice Academy is now a nationally recognised, multi-award winning training provider with hundreds of skilled alumni.

Here I created and implemented digital content strategies with a strong focus on utilising social media activations and community management, all of which integrated with the wider agency offering (SEO PPC etc)

Here I was responsible for the successful development and management of digital and social media strategies for HGA Creative and its clients.In addition to this, I was responsible for the creation and management of all content across the HGA Creative website as well as offline promotional materials.Impact:> Conception and implementation of an integrated new business campaign for the agency which resulted in: over 6000 conversions in 6 weeks with over half coming from the digital/social element of the campaign, Facebook fan increase of 104%, activity and engagement increase of 260%, 30% average weekly follower growth on Twitter and LinkedIn and 15% of campaign conversions sourced from a social media advertising campaign> Conceived, produced and launched a two-part series of internal communication eBooks developed to raise the agency profile within the sector and generate new business leads. The result was over 2000 downloads/leads and the securing of £50k conference event

The remit of the role is incredibly broad and highly integrated, involving content generation, digital PR and social media development. Key achievements- Increasing company YouTube channel viewings by over 30,000 over a 3 month period through creation and distribution video content relevant to target audience.- Increasing the company’s LinkedIn group members by over 1000 (28%) over a 6 month period. Methods include but are not limited to; managing a team of graduate consultants whose main focus was the attraction of members achieved by the distribution of relevant content and engagement.- Coverage I have achieved has included a double page spread in NMA as well as pieces in Recruiter and Marketing Magazine. Consequentially the company has obtained business from new clients in the form of new briefs, directly influencing ROI.- Wrote submissions for 3 award winning entries to the 2010 MARA Awards- By developing and distributing over 80 pieces of optimized content I boosted the company’s online ranking activity significantly – appearing on pages 1 & 2 on Google for highly competitive search terms.- Establishing external blogging opportunities for company representatives in order to raise individual and company profiles – notable blogs include the Guardian Careers blog, Reputation Online, Chinwag and Brand Republic’s The Wall.

An intensive training program at an East London based Entertainment PR firm. The program covered all aspects of PR and trains participants to Junior Account Executive level. Main responsibilities and achievements included:- Serviced press releases to key members of national and regional press- Developed and maintaining national, trade, online and consumer journalist relationships- Secured and compiled coverage- Media Monitoring; for the positioning of clients within the media

This role required a strong level of cross communication, sharp analytics skills, accuracy and good mediation skills.

During my time here I consistently met the targets set and established strong working relationships with team members, clients and candidates alike. Tasked with the restructuring and management of the company’s compliance system I achieved 98.7% audit rate.