The GSMA is the backbone of the global mobile industry and produces the world’s biggest series of mobile tech events, MWC Barcelona, Shanghai, Las Vegas, and Kigali. MWC Barcelona also houses 4YFN, the world’s biggest startup event.My role within the GSMA is to lead the global social & paid media teams and orchestrate strategy across all areas of the business as well as our MWC events series and 4YFN.

My role at the GSMA extends across all of the organisation's projects, programmes, and events around the world, including the industry leading MWC series of events (Barcelona, Las Vegas, Shanghai & Africa) as well as our startup focused 4YFN event and ecosystem.

As an Accredited Startup Boardroom Advisor and Non-Executive Director (NED) with a specialised focus on marketing, I bring a unique blend of strategic insight and marketing expertise to early-stage companies. My role is pivotal in shaping marketing strategies that drive growth, enhance brand presence, and ensure startups achieve their business objectives.Key Responsibilities:Strategic Marketing Advisory: Provide expert guidance on marketing strategy, brand positioning, and market entry tactics, helping startups establish a strong presence and competitive edge in their respective industries.Governance and Compliance: Ensure that marketing activities align with regulatory requirements and industry best practices, fostering a culture of ethical marketing and transparency within the boardroom.Financial Oversight: Oversee marketing budgets and expenditures, ensuring efficient allocation of resources to maximize return on investment and support business growth.Mentorship and Leadership: Mentor marketing teams and executives, nurturing leadership skills and promoting a culture of innovation and continuous improvement in marketing practices.Risk Management: Identify and mitigate marketing-related risks, ensuring campaigns and strategies are resilient and adaptable to market changes.Stakeholder Engagement: Facilitate effective communication between marketing teams, board members, investors, and other key stakeholders, ensuring alignment and driving collective success in marketing initiatives.With a proven track record of leveraging marketing strategies to accelerate startup growth, I am dedicated to empowering entrepreneurial ventures to achieve their full potential and make a meaningful impact in their industries through innovative and effective marketing.

As a Non-Executive Director at RealEstate Talk, I provide strategic guidance on digital marketing initiatives to drive platform growth and user acquisition.

Bite Back 2030 is a recently launched NGO backed by Jamie Oliver with an ambition to achieve a world where all young people have the opportunity to be healthy, no matter where they live.The organisation brought me on in October 2019 to develop an overarching social and content strategy targeted at raising awareness of the organisation and recruiting Gen Z advocates.Working closely with the Organisation's CEO and digital/communications teams I took the lead advising on all elements of the strategic, social and content comms approach, communicating and collaborating with key stakeholders and experts at board-level as well as in-house staff teams.Highlights:→ Driving over 343K GenZ views of the initial campaign launch video and over 3.7M total impressions within a week through my audience understanding and strategic leadership→ Development of social toolkits for celebrities and sports personalities including Richard Branson, David Gandy, Kate Hudson, Dr Alex, Eric Dier, Chris Smalling, and many more...→ Two successful campaign launches within the first two months both receiving international press and accolades from the likes of AdWeek, Marketing Week and more

I helped Sainsbury’s Home revamp their social content strategy, enhancing human connection and boosting engagement and influencer partnerships. For Kapten, London's Uber rival, I single-handedly crafted a five-year global social media strategy, rapidly embraced and implemented by the brand. At Go Ape, I integrated organic and paid social strategies, lifting booking conversions by over 40% in less than a year. I assisted Cox & Cox in shifting from organic to paid social and influencer marketing, turning a $7K ad spend into £230K in sales.Working with Flokk, we launched a campaign offering a 30KEUR office makeover, producing campaign videos and a paid social campaign that increased entries and web traffic significantly. For Scuderia, a high-end car parts seller, I executed a targeted campaign with aspirational content, multiplying website traffic and nearly doubling sales. With The Bridge Retreat, I overhauled their website and content strategy, resulting in fully booked retreats and creating monthly waiting lists. These are a few highlights among many successful projects.

Based in Bristol and London, Creation is an integrated marketing agency. I joined the team in March 2019 to provide strategic direction to some of the agency's most prominent social media accounts.By providing leadership, developing team skills in-house, and taking the reins of all social accounts I was able to drive considerable growth across the board, as well as help the agency clinch key wins by providing social & content pitching expertise to grow their roster of clients.Highlights:→ Leaning on my insights and paid social strategic skills I was able to strategise and implement the agency's most successful client paid social campaign to date. This led to the client diverting its £50,000 marketing budget to focus solely on social media with the agency→ I played a key role in securing one of the agency’s biggest client wins acquiring three retail brands under one group acquisition. This was largely due to the social media and content strategic pitching

In this capacity I led and developed a highly skilled and dedicated team of account executive to manage all elements of content and communications strategy for diversified roster of clients.I developed and implemented vibrant internal and external communications plans to maximise corporate reputation and commercial opportunities.I supervised and mentored creative teams, assessed performance, evaluated training needs, and devised effective plans to optimise productivity and efficiency.It is worth mentioning that I created captivating content and social media strategies for leading brands, including Brew Dog, Les Mills, Gumtree, Durex & MTV, Panasonic, and Most Wanted Wines.Related

Responsible for the community management of multiple alcohol brands across the Brown Forman portfolio, including Jack Daniel's, Southern Comfort and el Jimador. This includes: Overseeing and implementing the creation, curation, and management of all published content. Developing strategies to increase community engagement and leading the development of client social content calendars. Developing social tactics, strategies and ideas for both organic client growth and new business opportunities.

Responsible for the strategy and implementation of client social media campaigns as well as the day-to-day management of the agency's overall social media marketing activities.

Responsible for the social media strategy for Ultra Knowledge content marketing solutions.Ultra Knowledge’s extensive history of working with some the the biggest brands and publishers in the online marketplace has helped us to develop and refine what we now think is some of the most powerful and flexible content marketing suite in the industry today.With a team of expert individuals and a suite of proprietary technology products Ultra Knowledge as a content marketing agency can turn your brand into a publisher and massively grow your online audience.

Responsible for the creation of the overall social media strategy as well as strategic planning, implementation and daily management of the company's overall social media marketing activities, including social media monitoring (Facebook, Twitter, influencer outreach etc.), tracking the success and return of specific campaigns and optimising for improved results.Alongside this role, I also worked to create and develop a brand around Theo Paphitis’ personal Twitter led competition ‘Small Business Sunday’.