Senior Creative, JOE Media

May 2021 - Present



• Honed a raft of creative skills, such as directing shoots and overseeing edits

 

• Pitched for and won new business from the likes of eBay, Adidas, Carling, NatWest and Channel 4

 

• Tailored my strategic and creative approach to ensure all content worked for JOE’s channels and brand, just as much for the brand partners

 

• Formed relationships and worked with exciting young talent and influencers, who then nailed the tone of voice when fronting our campaigns

 

• Mentored junior creatives in the team and learnt how to bring the best out of those whose confidence is still developing

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Copywriter & Social Creative, Iris

March 2019 - April 2021



• ​Worked with a small team to create ‘Just Tap. Filtered’, a series of 7x social ads for BRITA starring Joanna Lumley & Gethin Jones, achieving a reach of 6.8m on Facebook and 2.9m on YouTube

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• Ensured the scripts, cutdowns and creative strategy were optimised for social, for BRITA’s ‘The Feel Good Filter’ TVC campaign, produced by a partner agency

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• Worked with Suzuki to ensure all campaigns were social-first when it came to creative, scripts, cutdowns, platform specifications and best-practice for year-long partnerships with Take That, ITV, Gogglebox and At The Drive In cinema

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• Across Suzuki’s social channels, we achieved over 3m views over a 12-month period, seeing average engagement rates improve by over 100%

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• Offered creative support across a number of other clients, ensuring content, tone of voice and strategy were optimised for social channels

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• Clients included BRITA, Suzuki, Starbucks, Pizza Hut, UberEats, and Nectar

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Freelance Social Copywriter & Creative Strategist, Think Jam

December 2018 - March 2019



• Social copywriting and creative strategy for entertainment brands and properties

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• Clients included Harry Potter, Fox, Warner Brothers, Universal Pictures, HBO

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Freelance Social Creative, Penna

November 2017 - December 2018



• Embarking on a new challenge in a new industry, worked in the creative department of a recruitment company to implement fresh approaches used in consumer marketing, for example leveraging social media as part of the Metropolitan Police’s recruitment drive

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• Crafted social content and recruitment strategies for GCHQ, universities and Princess Cruises

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• Worked with cautious government clients involving complex sign-off procedures, such as the Met Police, requiring trust building and continual reassurance, backed up by sound strategy

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• Devised a social campaign that saw a 37% increase in engineering applications for the Defence Science & Technology Laboratory

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Freelance Social Creative, Drum  

May 2017 - November 2017



• For McDonalds’s, brought together brand and product truths with online culture and topical moments, to completely overhaul organic social content

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• Regularly achieved organic reach in the millions and 20% engagement rates for McDonald’s, both of these an increase of 150%, primarily through lo-fi content, on small budgets and quick turnarounds

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• Earned substantial PR value due to content being picked up and shared by media

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• Demonstrated the value of a personalised creative approach and strategy for The Co-operative Bank pitch, due to the diverse motivations of potential customers

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• Refreshed content and tone of voice for other clients, such as P&O Cruises, to better resonate with social audiences

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Social Media Creative & Strategist, FCB Inferno  

March 2016 - May 2017



• Managed 40 local markets for Grant’s Whisky, ensuring creative, copy, translation and transcreation were airtight, given alcohol advertising restrictions, whilst growing the social community by 30%

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• Lead the social input for Grant’s new creative brand positioning

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• Created dynamic, ‘snackable’ social content to launch Oreo Thins

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Freelance Social Creative, Arnold KLP  

May 2015 - March 2016

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• As part of a small team, crafted, wrote and successfully won a pitch for Reese’s with ‘#SORRYNOTSORRY’ – their first foray into digital/social advertising in Europe

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• Worked on Cineworld’s ‘Feel More’ campaign, ensuring the film’s captivating tone wouldn’t be lost across social channels

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• Cineworld’s campaign saw a 30% increase in social engagement rates and a 25% increase in Unlimited Card sign-ups

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• Ideated and commissioned visually-engaging cinemagraphs for Jack Daniel's social channels that outperformed average engagement by 300% and were subsequently pushed out globally

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Senior Community Manager, HeyHuman  

August 2014 - May 2015

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• Refreshed Monkey’s tone of voice for PG tips, proactively moderating on Twitter and creating topical content, to achieve a 250% increase in engagement

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• Lead the social strategy and creative input for PG tips’ Comic Relief partnership, where an animatronic Monkey was sent up The Shard

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• Breathed life into exciting consumer brands with a defined tone of voice, such as PG tips, Pot Noodle and Peperami

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Creative Community Manager, Pretty Green  

March 2014 - August 2014

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• Ensured Nando’s creative and copy for social were consistent with the experiential marketing campaigns and amplified across channels

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• To celebrate the launch of Wing Roulette, devised a campaign around 'fingers' that encouraged Nando's fans to get involved online

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• Implemented a robust social listening strategy that guided giffgaff’s creative executions

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Head of Social, A Little Bird  

March 2013 - March 2014

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• Overhauled Birra Moretti’s creative output and tone of voice to become relevant to UK audiences

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• Ran a number of social accounts and ensured integration with experiential activations for ZICO and Joe Delucci's

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• Offered creative, copywriting and strategic support across the business

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Community Manager, RPM

July 2011 - March 2013

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• Ran the social for a global J&B campaign that saw Facebook fans across 10 global markets more than double to 500k, with engagement increasing almost 600%

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• For J&B this included the City Remix campaign, a worldwide execution with fans in 10 countries uploading clips featuring the sounds of their cities to an app, before world-class DJ's in each market used these sounds to create their own City Remix for social channels

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• Helped create and manage social campaigns for Captain Morgan, whilst ensuring experiential and social output were aligned, such as The Captain's Island

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• Provided creative support across a number of other brands, such as McVitie's and Grand Marnier

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Freelance Copywriter & Social Media Manager, N2O

May 2011 - July 2011

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• Supported social accounts across the agency with copywriting, creative and strategy

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Online PR Executive & Social Communities Manager, All-Leo

March 2010 - May 2011

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• Managed the social profiles and PR for a range of popular music artists and small businesses

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• Performed various duties – the role was heavily dependent on strong copywriting skills

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• Worked with Cheryl Cole, Girls Aloud, The Saturdays, Will Young, Take That, Westlife and Lily Allen, amongst many others

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Multimedia Manager, Heat Magazine

September 2007 - March 2009

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• Created, edited and managed audio, visual and picture content, mainly for the website