Planning Director
- Planned and delivered the largest award-winning omni-channel campaigns for iCrossing's top tier clients, including Heathrow Airport, Reed.co.uk, Welsh Government (Visit Wales, Trade & Invest, Public Health) and Fidelity.- Led both media planning and programmatic media teams across multiple clients, campaigns and channels- Developed and planned Fidelity's Annual TYE (Tax Year End) Campaign 3 years in a row. Their largest and most crucial campaign of the year- For TYE, developed an audience nurturing data ecosystem to engage with existing Fidelity customers across both owned and earned, with targeted communications relevant to individual needs and recent engagements- Delivered record breaking results, with Fidelity's most successful year ever in 20/21, and 2nd biggest in 21/22 (impacted by global events)- Developed agile strategies to minimise impact from global events- Planned and launched 'Keep Wales Safe' digital campaigns for the Welsh Government, with highlytargeted approaches for specific audiences including BAME, Shielding/Vulnerable, 16-30, Parents, Teachers & Healthcare Professionals- Developed geo-targeting automation to increase media presence in regions where infections were seen to be rising- Worked with product development to create media monitoring tools that automate keyword and audience bidding across platforms in reaction to social listeningand live published content across major Welsh and national publishers- Worked closely with PR and influencers to identify additional paid media support- Created and launched an international audience profiling project for Pfizer, in order to understand theneeds and media consumption of target audiences for potential treatments. This was then used to develop detailed market and product/condition focussed strategies
