- Positioned No7 Pro-Artist as a luxury, high-performance beauty brand, driving uplift in brand consideration - Increased reach among younger beauty consumers - Delivered above-threshold sell-through performance

- Drove brand awareness, relevance & loyalty - Elevated brand perception from “cheap” to “affordable, high-quality beauty.” - Increased connection with younger Gen Z audiences - Positioned Sleek as a culturally expressive, creator-led beauty brand - Sparked renewed consumer interest through bold, authenticity-led creative

- Won the Soap & Glory global brand pitch in 2021 - Created “Glorious Transformations” a scalable 3–5 year global brand platform - Successfully delivered 10+ campaigns & product initiatives under the platform. - Drove measurable growth in brand awareness & recall over a 3-year period - Generated 29M+ social views through the GT integrated campaign rollout - Led the brand platform 2.0 through AI-enhanced storytelling & VR production

- Led the winning pitch for River Island - Created “Unleash Your Vibe”; a social-first summer campaign celebrating self-expression & individuality - Drove uplift in social engagement, branded search & campaign reach

- 17M+ TikTok views on the “Suncream Dance” campaign - 30M+ social impressions generated nationwide - First-ever localised airport activations launched across Manchester, Stansted & Aberdeen

- Increased audience excitement & pre-launch engagement ahead of one of the UK’s most anticipated seasonal advertising moments - Extended campaign reach across earned & owned social channels - Amplified the campaign’s “Joy” platform through exclusive production-led storytelling

- Evolved Head & Shoulders “Live Head First” into a refreshed global brand platform. - Led creative development & platform evolution across a 5-year period - Created the “Get Ahead Freestyle Academy” - a social-first football community fronted by Billy Wingrove & Jeremy Lynch - Increased youth engagement through creator-led, community-driven digital content - Led a global rebrand shoot with photographer Sam Robinson to define a new visual identity system

- Delivered a social-first integrated campaign supporting the “Strong Protection, Gently Delivered” ATL platform. - Positioned Bepanthen as a superior alternative to zinc oxide competitors. - Designed platform-native social content tailored for peer-to-peer parenting communities - Elevated brand perception through a premium blend of photography, animation & social storytelling

- Repositioned Avon UK with a younger, digitally driven brand identity - Delivered a complete visual refresh & social-first brand guidelines - Produced 100+ campaign assets across social, TV, film & animation within a 6-month rollout - Generated 25M+ impressions through integrated social-first beauty campaigns - Achieved a 19% engagement rate across campaign content - Revitalised Avon’s representative network by spotlighting real women, including mums, students & entrepreneurs

Keeping up to date with emerging talent and discovering artists is ingrained in the work I do. Outside advertising hours I continue to collaborate with fine artists and curate exhibitions. Here's a snapshot of just some of the artists I've worked with and exhibitions I’ve curated.