A consultancy enterprise formed to assist brands and companies focussed on community building and retention, principally in the Hospitality and Real Estate sectors, in order to drive audience engagement, increase values amplification, optimise customer sentiment and enhance their reputation.I provide considerable expertise in luxury lifestyle marketing, brand creation and development, PR and communications excellence, integrated digital and social media platforms, partnerships planning and execution, programming development, and content creation to craft the best possible go to market strategy. Whether it's a new venture from idea to successful launch, an existing business that needs a bit of a rethink to get its membership off the ground, or even a full development process that starts with a blank piece of paper, I can help concept the community venue, membership offering or subscription model you've been scratching your head about.Recent experience includes major scopes for:♦ Membership clubs in the UK, Europe, the Middle East, Asia and the US♦ Co-working ventures on the US West Coast and in North and South London♦ Co-living concepts in Florida, the Indian Ocean, London, Mallorca and Paris♦ Retirement living models in London and the home counties♦ Family Clubs in North and West London♦ Mixed use Masterplans in Greenwich, Riyadh, New York and South London

Appointed by this pioneering developer and investment partner to provide oversight across all messaging, copywriting and content for major mixed use developments (workspace, hospitality and leisure). Creating industry-facing B2B positioning material and Iifestyle-led B2C storytelling.

The ultimate digital concierge for all things luxury, Velocity Black harnesses the power of artificial intelligence, the warmth of human experts and the convenience of the latest interfaces to help high performance people actualise the full potential of their lives.

♦ One of 5 C level executives running the entire company reporting into the shareholders.♦ Contributed to the company roadmap for strategic growth and expansion in new regions and markets through feasibility analysis and launch planning in Toronto, Chicago, Istanbul, Barcelona, Hong Kong, Amsterdam and Mexico City♦ Overall strategic management of all member and customer facing output across all channels and against all company objectives and priorities – planning, messaging, content, tools, communications, recruitment, retention, value/benefits and CRM.♦ Sister brand development and positioning work for lifestyle ecommerce business Soho Home, Cowshed, Cheeky, Neville, two hotel concepts and numerous restaurant brands♦ Public and creative trade engagement via pop up event strategy, affiliate marketing and PR planning.♦ Established a content marketing infrastructure and editorial team running print and digital media. ♦ Set up a network of social media channels for the company brands and supporting transatlantic social team.♦ Led a major investment in the restructuring of the marketing function across the company resulting in the transformative expansion of the London-NY team (37) and local teams in 5 additional locations (29).♦ Evolved the company’s sales strategy and partnerships development plan driving consistent sales growth year on year, and partnerships revenues exceeding £4M

♦ Restructured the marketing team to establish virtually non-existent functions - sales, marketing, PR, communications, digital, branding, creative and publishing to support the growth and commercial development of the Soho House brand.♦ Instigated campaign-led marketing through CRM and local marketing functions♦ Led a huge member engagement strategy, establishing a formidable event programming offering, developing House Festival and launching the House Shorts film competition♦ Started a digital division to rebuild the websites, launch the House Seven member portal, (and the dawn of a content-led marketing approach), as well as new apps for members ♦ Led a major event, partnership and sponsorship driven roll out of creative industry pop ups around film (Berlinale, TIFF, Oscars, BAFTAs), music (Brits, Grammys, Coachella) and Art (Frieze, White Cube). ♦ Set up a new strategic international sales function with new policies, partners and affiliates♦ Instituted the management and briefing of the UK PR agency, followed by international PR agency expansion and launch marketing / positioning strategies for the Miami, West Hollywood and Berlin clubs♦ Overhauled the tools and functions necessary to proactively prospect for, manage, convert, upsell and drive new and existing hotel and private hire and wedding sales leads.♦ Began a strategic member communication programme with redesigned newsletters, event collateral and e-campaign monitoring♦ Restructured creative and publishing to re-launch HOUSE, the member magazine♦ Established the first social media feeds and pages for the brand.♦ Streamlined and restructured membership teams, processes and operations to hit budgetary recruitment targets, optimise retention and improve management protocols.♦ Took over responsibility for the loss making Cowshed bath and body brand, and drove transformational changes in the business to bring the brand back into profit in less than 12 months.

♦ Instigated proper marketing functions – restructured team, data capture, newsletters, launch marketing, budgets, website relaunches, customer engagement and event strategy♦ Led a huge PR push across lifestyle and food with agencies to communicate launches and strategy for London, US and Middle East openings, including Le Caprice New York, The Ivy and Rivington Grill Dubai, Mount Street Deli and 34 in Mayfair♦ Managed and instigated initiatives - J. Sheekey ‘Fish’ book, Ivy 20th Play, Le Caprice 30th event.♦ Planned a comprehensive creative and commercial reboot - photography and collateral overhaul, Live Bookings and Top Table strategy and affiliates management, as well as The Ivy club event programming repositioning and credibility build.

♦ Led Annabel’s member comms, overhauling messaging, newsletters and website content♦ Overhauled Annabel's member programming to diversify the offering and make it cooler and younger ♦ Delivered a major, exclusive acoustic performance event with Lady Gaga♦ Also worked on strategic comms and PR for Mark’s Club and George Club

♦ MTV Networks International’s most senior executive dealing with the music industry, music content, event strategy, digital entertainment platforms and programming across all MTV channels including Nickelodeon♦ Regularly reported at President and board level in Europe and the US, guiding the business on trade marketing, entertainment platforms and industry strategy. ♦ Managed all major global label relationships at CEO/President level, both in the UK and the US.♦ Responsible for all major shows, events, awards shows and playlists for all channels outside the USA (Europe, Canada, Latin America, Australia, Japan, Asia and India), as well as all UK based activity.♦ Managed a transatlantic team of 22 in London and New York and had an umbrella role of authority over all talent, music and entertainment content staff worldwide, managing a budget of over £2M.♦ Compiled, created and oversaw MTV’s global music strategy initiatives, coordinating global campaigns and negotiating international broadcast and licensing rights with major labels and rights holders.♦ Personally delivered world beating talent line ups for the MTV Europe Music Awards, notably Copenhagen (2006) and Munich (2007).♦ Helped conceive, plan, deliver and execute multi-territory experiential marketing events internationally, driving sponsorship and commercial brand partner revenues♦ Key involvement in channel licensing deal instigation and renewal negotiations as well as generating initiatives designed to support territory distribution and carriage deals.

♦ One of the company’s key executive roles in Europe, heading up the network’s entire strategic approach to talent, experiential events, specials, shows, marketing and sponsored initiatives.♦ Deepened relationships with international labels for joint marketing and partnerships (with Madonna, Green Day, Depeche Mode, Eminem and many more).♦ Bound the talent teams in Europe together as a cohesive force via direct management of the regional teams, and 12 on the ground offices supporting over 40 territories.♦ Booked and delivered the MTV Europe Music Awards in Rome (2004) and Lisbon (2005), leading negotiations with labels and artists, and overseeing production.♦ Had direct involvement in communications, PR and marketing activity, as a regular contributor to international and UK-based entertainment trade and consumer media outlets. ♦ Developed in-depth market insight on major European territories by conducting extensive monitoring and analysis of key indicators and industry performance.

♦ Led the music positioning rebuild, industry trade marketing and event-led brand marketing credibility turnaround for all 9 MTV Networks UK & Ireland channels♦ Recruited and restructured a new talent, music and events team, helping to re-establish MTV as a major music and entertainment media force in the UK.♦ Engendered a new awareness of MTV and its activities at Managing Director / Chairman level at all labels, taking responsibility artist and events strategy.♦ Developed and launched major programming and experiential marketing event vehicles for music talent on the UK network.♦ Developed valuable and mutually beneficial partnerships, co-promotions and joint marketing with major media outlets.♦ Acted as an MTV UK spokesman giving interviews for trade and consumer media♦ Helped instigate the UK content-led strategy for digital platforms.♦ Assembled and managed a programming, content and event budget of around £1M♦ Monitored commercial metrics, daypart ratings, partner revenues and advertising sales.

♦ Expanded music, entertainment and content-led role across MTV Networks Europe♦ Led booking and coordinating the Network's biggest events - the EMAs, MTV Ibiza, Isle of MTV♦ Supervised teams in 7 continental European offices, driving projects forward.♦ Oversaw regional playlists and marketing and promotional support for emerging artists♦ Acquired an extensive understanding of the major European consumer youth markets♦ Worked on strategic entertainment/content-led PR, digital and interactive projects.

♦ A senior relationship management role between the MTV Europe network and the music industry. ♦ Arranging and booking talent for broadcast interviews, filmed shows and live specials.♦ Planning and strategising promotional campaigns, including strategic joint marketing initiatives. ♦ Sat on the Network Priority playlist committee driving decisions around supporting talent. ♦ Handled talent planning for all on the ground events, including the EMAs.♦ Familiarisation with contract law, rights, clearances, syndication and programme sales.

♦ Managed the acquisition and broadcast of all music video content for MTV Europe.♦ Liaised with record labels and chaired the weekly video meeting to discuss playlist submissions ♦ Handled rights and clearances compliance of video content under Offcom rules

♦ Hired to create the VH-1 music video library from scratch - an archive representing the last 40 years of music video. ♦ Coordinated the research, acquisition and clearance of over 7,500 music videos dating back to the 1930's.♦ Responsible for dealing with all record labels, film, TV and archive companies on a daily basis, negotiating terms for broadcast and learning the basics of multimedia filming, editing and production.♦ Amassed an encyclopedic knowledge of music video from its inception to modern day, and a full understanding of technical broadcast systems, video formats, archiving, video rights ownership, licensing and VPL payments.

♦ Support to Special Projects Manager, Caroline True, direct report to Nancy Berry, Executive VP of VMG Worldwide. ♦ Assisted in the day to day promotion & marketing of the labels two biggest acts, Janet Jackson and the Rolling Stones. ♦ Liaised with 20 international Virgin offices for canvassing / distributing information and updates, and acted as a central hub to supply all the required and approved assets, content and campaign tools worldwide.