I have the privilege of leading and learning every day from a talented team of five from Associate to executives. Overseeing organic growth, client satisfaction, campaign activation and results for a diverse roster of food/FMCG and lifestyle clients incl. Ecotone brands (Clipper, Whole Earth, Kallo), Fudge Kitchen and Moose Toys (Bluey, Mr Beast license, Despicable Me). I also act as the agency’s Creative Strategy Director inspiring teams to uncover revelatory consumer insights that align with client’s brand truth and cultural relevance. I am hugely passionate about fostering a creative, visual and storytelling culture. I actively drive new business development by establishing a structured process for open-source thinking and contributions across the agency. I take responsibility for managing client budgets and department P&L mentoring teams on upselling and accountability for profitability. Humble Brags - Achieved significant revenue growth and diversification in the client base, establishing a strong food and retail team with key wins including Papa John's International, Fudge Kitchen, and Melissa & Doug.- Successfully won and retained the Papa John's International account for three years, contributing to 23% of agency revenue with a small dedicated team of two delivering integrated comms across 44 markets - My creative contribution has led to 90% of industry award wins, including nominations and wins at Global PR Week, PR Week Metaverse, and multiple SW CIPR awards.- Fostered a positive team culture, resulting in a strong staff retention rate of at least three years.- Passionate advocate for AI efficiency and creativity, spearheading the agency's adoption of platforms like ChatGPT, PerplexitAI and Microsoft Image.- Committed to continuous learning through mentoring sessions with London female leaders (WACL) and participation in online strategy programs (Julian Cole/Will Poskett), D&AD training.

| Providing strategic and creative counsel to London agencies writing end to end pitch proposals for brands including HSBC, IKEA, Costa Coffee, Nestle, Virgin Airlines, MauiJim, Kellogg’s, Grey Goose, Huaweii, HSBC, Uber Eats.

It was another privilege to lead a bigger team of ten talented direct reports across a matrix of clients including Barclaycard, Ferrero, Danone, and Twinings. I had cross department collaborative responsibilities with corporate on building corp-sumer and digital PR opportunities for Barclaycard. I was very actively involved in planning and implementation of creative brand campaigns – many of which were integrated – in close partnership with my Associate and Account Director. Again here, I acted as the agency’s global creative point person globally ensuring regular communication and mentorship across teams. Client reporting, quality control and growth sat under my jurisdiction and I worked hard to instill a sense of accountability and pride within my teams. Senior management duties involved upward reporting client and team health to the department MD, finance reporting, capacity planning and invoicing plus leadership of new business. I was also responsible for managing team appraisals, smart objectives and training opportunities in conjunction with the HR department. Humble brags• Tripled Barclaycard revenue through effective collaboration and stakeholder engagement and disruptive creative and integrated thinking. • Leveraged customer insight to produce award-winning campaigns for Barclaycard, including "Pint in 60 Seconds," which doubled pub and restaurant acquisition inquiries.• Attended WPP Leadership training in Ireland covering effective client collaboration, value outcome planning and active listening techniques. • My creative excellence generated PR Week awards wins for Barclaycard Pint in 60 seconds which doubled pub and restaurant acquisition enquiries.

In this career defining role, I managed earned communications for one of the world’s most disruptive brands across corporate reputation, internal communications, brand marketing and public affairs. I reported to the US and EMEA Heads of Comms with a dotted line to UK Marketing and comms market responsibilities for the UK, Ireland, Sweden, Norway, and Denmark.Given the brand's new private equity owners, I facilitated new market announcements and created communications guidelines for master franchise groups. With restructuring, my role took on increased marketing responsibilities including restaurant POS, local restaurant marketing toolkits and social media set up cross market. I also actively spearheaded cross-department initiatives, including the brand’s flagship store strategy, menu board calorie labelling initiative and operational franchise comms. I managed crisis communications 24/7 with effective brand protection initiatives, working collaboratively with cross department leads and C-suite leadership team on issues including HFSS advertising regulation, Olympics 2012 and horse meat. I was responsible for managing 2 x PR agencies (corporate and consumer) in the UK, and one for the Nordic markets. As the role progressed, I became the cross agency lead. Humble Brags - Advocated and rolled out pioneering menu board calorie labeling, positioning the brand as an industry leader.- Developed a digital toolkit for new restaurant openings, consolidating operational, marketing, and communications resources.- Established social media channels across markets, winning an industry award in Sweden for the BBQ Insurance campaign.- Launched the flagship Leicester Square store featuring a Damien Hirst artwork, enhancing brand visibility and engagement.- Successfully mitigated brand reputation risks during the 2013 horse meat scandal.

| Integrated Communications: Led multi-discipline, high budget, three month Team Green Britain brand campaign for EDF Energy coordinating multiple environmental stakeholders and exploiting celebrity ambassadors generating over 500 pieces of consumer coverage. Awarded SABRE Award May 2011.| Agency Growth: directed the creative and strategic side of new business pitches for Warner Brothers, Bupa, GSK, Make a Wish and All.

| Revenue growth: Increased Heinz and Burger King accounts by 450% and 500% respectively | Integrated marketing campaigns: for Burger King praised as being some of the ‘most interesting marketing of any brand’ by the Financial Times, June 2009| ESG campaigns: Developed and directed the ‘Doodle 4 Google’ schools’ CSR programme in the UK, which was adopted in 10 different Google markets worldwide| Creative brand campaigns: Thorpe Park highest European rollercoaster, Disneyland Resorts Elevator ride and Burger King Flame fragrance| Category thought leadership: Strategically helped create and directed perception changing ‘Dump the Junk’ food label campaign for Burger King, which generated 1,000 pieces of coverage and an AVE of £5 million| Crisis and Issues Management: 24/7 crisis support for Burger King including regular scenario planning, media training,KOL onboarding and crisis simulations.

| Product Launches: Managed the consumer announcement of the introduction of McDonald’s salads | Industry thought leadership: Organised MSN’S first trade advertising awards in Paris | 24/7 Crisis Management: for Flybe Airlines including in-air collision training.| Always on press office: Generated over 100 pieces of consumer coverage for Persil’s Dirt is good campaign.

| Always on press office: Handling press office enquiries, product placements and creative news generation for Best Western, Hilton Hotels, Woolworths.| Event Management: Organising UK, EMEA and global press launches for Viagra, Siemens Mobile phones, VisitBritain