About Me
Channel Expertise
Skills & Experience
I’ve crafted comprehensive digital, media and comms strategies. My approach is to understand the upcoming year's business goals and targets, review the previous year and research anticipated market conditions. From here I'll work in tandem with key stakeholders (for example, creative & media agencies, brand and insight teams) to forecast channel performance, identify the revenue gap and/or address the chief challenges and create a simple, cohesive strategy to share, align and execute with relevant teams.
From strategy to execution, I’ve led integrated campaigns across POEM, working with different teams to plan, execute, manage, and report on integrated big bet campaigns. Notable projects include Co-op Food for which we launched the last mile business, and Unilever where the DMC (digital marketing, media and d-commerce) acted as a digital department partnering with each ice-cream brand (Magnum, Ben & Jerry’s, Walls, Carte D’or) across UKI & Nordic markets and in line with brand & business group strategies.
I bring hands-on expertise across paid search, display, paid social, and affiliates, and regularly work with channel leads and agencies in web, SEO, CRM, CRO, CTV, DOOH, PR, and local marketing. This broad experience allows me to create well-rounded, impactful channel strategies.
My approach to leadership prioritises collaboration, inclusivity, and results-driven focus. I believe in leading by example, setting a vision and fostering a supportive environment.
Whilst at Unilever, I worked for six months in a project management role developing and implementing campaign and always-on workflows, driving coordination, collaboration and throughput of digital activity OTIF & aligned to priorities. Multiple teams were unified between brand and DMC (digital marketing, media and dCommerce) including creative & media agencies as well as internal channel specialists for media, creative, CRM, audiences, measurement, social, web, B2B, rapid delivery & dCommerce.
I leverage data-driven insights to fuel growth, analysing data with insight teams to enhance both channel performance and user experience. I always aim to present complex concepts in easily understandable terms to different audiences.
I place great importance on testing and develop consistent plans with teams and agencies to refine targeting, messaging, technical execution and more. I’m committed to exploring new formats, channels, partners, and technologies to continuously improve results.
Driving innovation in new areas of growth is vital. Whilst at Unilever, I was part of the team responsible for a multi-channel decision engine for the Cornetto Soft summer campaign (BVOD, programmatic, DOOH & audio). We also built BVOD pause ads for the Magnum Sunlover & Starchaser campaign, were responsible for AI content experimentation (Pencil AI) & data clean rooms (Infosum) for ice-cream. Whilst at Venn I was responsible for developing our digital product through supplier partnerships including, programmatic, search, social media, lead generation, competitive intelligence, native app creation, 3rd party tracking, and rating & review services.
I have experience with attribution (Brightblue and Metagenie), MMM (Brightblue) & customer modelling platforms, plus brand tracking (System 1) to develop a comprehensive, data-driven view of overall performance, brand growth and short-term sales drivers.
Whilst at Co-op, I established a paid media community of practice, fostering knowledge sharing and development across business units to support a unified approach under the 'One Co-op' values. Since then I've presented delivered training sessions and presentations for Mulberry and Toolstation stakeholders sharing trends, insights and digital performance metrics. I build and lead high-performing digital marketing teams, fostering strategic improvement and encouraging continuous development and innovation.
I collaborate closely with finance business partners to set financial targets, ensuring cost-effective campaign execution and robust ROAS. I'm commercially focussed and skilled in channel forecasting, budget phasing and optimisation. At Venn I was also responsible for the department P&L and owned the department revenue growth.
Nurturing relationships with key agency teams is vital to long term success and channel growth. I focus on clear KPI and objective alignment whilst establishing an effective way of working that maximises the measurable return of the relationship.
While performance marketing is my core focus, I place equal value on brand marketing. I work closely with brand teams to ensure alignment, as I believe brand building is integral to sustaining long-term growth.
