Solving brand problems by any means necessary.
I lead teams to redefine business problems in human terms to create brand experiences that inspire action.
My strategic approach blends the creativity of advertising agencies with the depth of brand consultancies to build long-term value, addressing brand challenges through solutions that encompass corporate strategy, brand transformation, organizational culture, product and service innovation, and integrated communications.
My experience spans over a decade in the UK and another in the US, leading brand strategy across the globe for some of the world’s best marketers, including Diageo, P&G, Ford, PepsiCo, Jumeirah and The US Government.
My work consistently wins industry awards and delivers organic and new business growth, but most importantly it helps build meaningful brands and drive businesses success.
MY WORK
LINCOLN
Attracting a new generation of drivers to Lincoln by creating a bold new identity that prioritises comfort and well-being over performance and agression.
KETEL ONE
Celebrating 325 years of family craftsmanship by raising a toast to turning our passion into our life’s work.
CROWN ROYAL
Elevating Crown Royal’s quality perceptions by telling it’s little known origin story of being ‘made for a king'.
COUNTRY LIFE
Increasing demand for Country Life butter by provoking a powerfully patriotic reaction.
PIRI
Unlocking new growth opportunities for Piri by transforming the UK’s most trusted allergy medication into a pro-active allergy partner enabling allergy sufferers to ‘act before they react’.
FEBREZE
Boosting Febreze to a $1bn brand by conducting experiments proving Febreze eliminates odours to make even the most disgusting looking environments smell delightful.
JOCKEY
Attracting a younger audience by challenging superficial category conventions and positioning Jockey for those with the confidence to express who they really are inside.
LINCOLN NAUTILUS
Launching Lincoln’s new nameplate vehicle by demonstrating the power of autonomous driving technology to a skeptical audience.
JUMEIRAH
Elevating Jumeirah to appeal to UHNWs by creating an innovative new loyalty platform encompassing every aspect of the customer relationship.
(WORK IN PROGRESS)
BW
Helping BW challenge for leadership of the construction industry with a vision to create a world where people look forward to coming to work.
(WORK IN PROGRESS)
CHICOS
Appealing to 50+ year old women, who feel like society makes them feel invisible, by defining Chico’s mission to give them confidence in their individual style so they never go unnoticed.
DISNEY PRINCESS
Helping Hasbro become the world’s biggest toy company by winning Disney Princess based on a deep understanding of the power of Princesses around the world today.
MY LITTLE PONY
Launching My Little Pony’s Equestria girls with a dance craze that helped beat Barbie to become #1 selling fashion doll.
BOLD 2in1
Understanding the relationship between laundry and love to achieve the brands strongest performance.