GLOBAL SOCIAL, BRAND + INFLUENCER STRATEGY DIRECTION | 111SKIN

Working directly with the Chief Communications Officer and in-house teams (globally), I was responsible for re-defining the global social media strategy and digital tone of voice, for 111SKIN. In addition, I also created a strong global Influencer marketing strategy (US and UK) to support the social media strategy, along with creative routes, digital and social activations ideas and art direction for a cohesive digital brand identity across social media.

GLOBAL SOCIAL MEDIA STRATEGY, INFLUENCER PARTNERSHIPS + CREATIVE CAMPAIGNS | LA PERLA

Working directly with the VP of Marketing, I consulted across global social media and creative campaigns for the brands luxury, multi-channel lingerie business. I quickly got to work on defining a global social media strategy to coincide with La Perla’s re-brand, an influencer marketing strategy and also worked cross-functionally with the teams on ways of working, including implementing a new digital and sign-off process for social media creative and copy.

INFLUENCER + SOCIAL CONTENT STRATEGY | BEAUTY STARRING YOU | FLANNELS BEAUTY

With Flannels main aim of becoming “the most exciting beauty destination on the UK high street”- I developed a high-quality, customer-centric focused social media strategy toolkit for the long-awaited launch of beauty at FLANNELS. The toolkit included best-practice direction on all of the key elements needed for the social media launch campaign - including research, insights, audience identification, consumer journey mapping, strategic approaches, creative briefs and development of the social media strategy for launch. The dynamic launch film, released in July 2021 can be viewed here.

GLOBAL SOCIAL STRATEGY+ INFLUENCER LEAD | CULT LDN + NYC

Leading the beauty strategy and team response for Cult LDN+NYC across various global clients including Diesel, 7th Heaven, Milani Cosmetics and Sally Hansen. Responsible for new campaign and launch content strategies, 360 activations, creative briefs, brand collaborations, social media strategies and global digital playbooks.

GLOBAL SOCIAL MEDIA, INFLUENCER STRATEGY + CREATIVE CAMPAIGNS | BY TERRY

Consulting directly with the CEO to re-define the global social media strategy and TOV for luxury beauty brand, By Terry. I quickly went to work on creating a brand new social media strategy and TOV guide for the brand. In addition, I also created a dynamic campaign strategy and creative shoot content direction for the ‘Terribly Paris’ makeup collection launch. My focus on these launches was to create a consistent shoot style, bring back founder Terry’s voice throughout the social media feed as well as highlighting the expertise of the skincare infused products.

SOCIAL MEDIA STRATEGY + CREATIVE CONTENT DIRECTION | TALA

Working directly with founder Grace Beverley and the creative and influencer teams during a period of rapid growth for the business, my task was to implement a social and digital content strategy across all social channels, whilst aligning team and launch processes across the influencer and social media landscapes.

SOCIAL MEDIA STRATEGY | BYBI BEAUTY

Consulting across the BYBI Beauty brand with a particular focus on global social media strategy, creative campaigns and influencer strategy. The objective was to strengthen BYBI’s social media and overall brand positioning on a global level (both online and retail). I also worked on creating a new brand TOV guide and worked very closely with the team to bring to life and define a creative direction and influencer campaign strategy for this sustainable, trendy and fast-growing skincare brand.

SOCIAL STRATEGY, INFLUENCER MARKETING + CAMPAIGN PARTNERSHIPS | NAILS INC

Working as lead strategic social consultant for the world's leading nail brand. Overseeing multiple campaigns and partnerships, including London Fashion Week content across digital which featured content from ERDEM, Charlotte Simone, Shrimps and ASHISH.

CREATIVE STRATEGY, CONCEPT + ART DIRECTION | M.A.C COSMETICS

I worked both creatively and strategically on this beauty driven brief. Providing insights, strategic routes, creative concepts and ideation for the creation of some brand new MAC cosmetics (India) Bridal & Diwali beauty videos.

BRAND STRATEGY + CREATIVE DIRECTION | BEAUTONOMY

Consulting on brand & content direction, for Coty’s new beauty brand Beautonomy. The objective was to create and define a solid brand strategy, positioning, brand audience and consumer identity. I also worked very closely with the team to bring to life and define a creative direction and Influencer campaign strategy for this fun and dynamic new beauty brand.

BRAND BIBLE + TOV GUIDE | BOUCLÈME

I created and defined a unique brand identity and positioning for the premium curly hair brand, Bouclème. This included a complete brand bible, covering all touch-points and aspects of the brand.

BRAND BIBLE & STYLE GUIDE | MODELS OWN

One of my main objectives was to steer the company through a major re-brand with a firm focus on creating and defining an entirely new brand identity across the business, globally. With its strong heritage in nails, my goal was to ensure Models Own were disruptive trend leaders in global masstige beauty. One of the main outputs was a brand bible that was distributed globally to head office, retail teams and retail partners and included everything from brand pillars and TOV, to audience and brand personas, plus full design guidelines.

CREATIVE DIRECTION | MODELS OWN

Creative Direction & Styling for Models Own | Photography by Gavin SF

INTEGRATED LAUNCH MARKETING CAMPAIGNS | MODELS OWN

Ideation, Copy and Art Direction for Models Own | These lead creatives were then used and adapted across online, print, shop windows, in-store and POS for each NPD launch.