Led the implementation of a revised marketing strategy for the Club. This has included the creation of a new brand identity, Club values and positioning, which was then executed across the Club from new starter inductions to visual transformation of the stadium and training ground.I was also responsible for developing a campaign to re-engage the Clubs fan base that was subsequently taken through to the 2018-19 season card campaign. This resulted in a record breaking 21,000+ season cards being sold. The match-by-match marketing campaign that followed has seen the Club achieve an average match day attendance in excess of 27,000.

OverviewResponsible for the adidas global PR strategy and execution of key global events and brand relevant topics. This has included:- Development and execution of adidas 2020 global PR strategy to guide PR execution for the brand over the next three years- Development and execution of global media relations model to ensure brand PR is focused on driving most effective outcomes- Strategic guidance plans for the following: spokesperson strategy, influencer activation, media relations approach, agency roster model- Ownership of strategic development and execution of brand topics including adidas Futurecraft series and adidas Social Responsibility programme (adidas x Parley) Key HighlightsCreation, development and execution of adidas’ global PR activation campaigns for Euro 2016 and the Rio 2016 Olympic Games. This included the brands largest and most successful ever influencer activation at Rio 2016, resulting in more than 30 million interactions being created across brand and influencer social channels.

My role at Mischief has been to head up the agencies work in the sports and health sector with a specific aim of taking clients involved in sport outside of sports media. This has focussed on our ongoing remit with The Football Association with other clients including Paddy Power, Bupa and Southampton Football Club.The Football AssociationCore responsibilities have involved the creation of on-going campaign and specific tactics for the FA Cup, National Game (grassroots football), England, Women's football and Wembley Stadium.In 2013, I led Mischief's work on The FA's 150th anniversary, which included the staging of the first ever game of football at Buckingham Palace. The work won a CIPR Award for Best Sports Campaign.I have also led on three seasons of campaigns for the FA Cup designed to engage a new and younger audience with the oldest domestic cup competition in the world. Over this time period there has been a 9% increase in families attending FA Cup matches.I have also overseen the creation and implementation of a influencer programme designed to engage a new media sector (bloggers, vloggers, YouTubers, Twiterati) with the work of The FA.Paddy PowerI led the agencies campaign with Paddy Power which saw Nigel Farage become Paddy Power's Ambassador for Europe ahead of the 2014 Ryder Cup. The video produced as part of the campaign received 150,000 views and coverage of the campaign appeared on every major UK broadcaster as well as in every national newspaper. The campaign delivered a 10% increase in bets and a 10% increase in turnover for Paddy Power. So far, the campaign has been shortlisted for six major pr and marketing awards.Southampton FCOver the last six months I have led our work with Southampton FC, designed to help raise the profile of the club across the UK and abroad. The first piece of activity saw Mischief launch the club's new training ground. In May 2015 we created the #ShowYourStripes campaign to launch Saints' 2015/16 kit.

During the London 2012 Olympic and Paralympic Games I was seconded to work in the LOCOG press team.Based in the Main Press Centre on the Olympic Park, my role involved day-to-day media management of incoming enquires from the international media based on the Park and non-accredited media.

LOCOG (Olympic Football Tournament)- leading the campaign specifically focused on ticket sales for the Olympic Football Tournament- Comms lead for the Olympic Football Tournament Draw event; including securing of talent, talent management, international media management and proactive media outreach- developed and implemented regional campaigns to drive awareness and ticket sales in key Olympic Football Tournament areas around the UK

Developing the digital PR offering at the agency, goring business from existing clients and targeting new clients with specific digital / social campaigns.

Client experience includes:LOCOG- working on the ticketing campaigns for the London 2012 Olympic and Paralympic GamesEngland 2018- running the UK communications campaign support England's bid to host the 2018 FIFA World CupHeineken- maximising Heineken's sponsorship of the UEFA Champions LeagueYahoo! - working on Yahoo!'s activity around the 2010 FIFA World Cup which culminated in the, 'The World Interviews David Beckham' eventNBA- driving ticket sales and implementing communications outreach around the NBA's games in LondonCanterbury of New Zealand- maxmising associations with Canterbury's sponsored players and teams- launching innovative new products around key events including the 2007 and 2011 Rugby World Cup'sMitre- leverage Mitre's association with the Football LeagueAdditional experience across a range of sports, including: cycling (Giro d'Italia, Dallaglio Cycle Slam, Cycletta), athletics (UKA, BOA), media (Sport magazine), football (Nivea for Men, Wembley Cup, Brazilian Football Federation)