Description

Social Media & Digital Marketing Expert with 10+ years’ experience leading multi-channel media strategies and campaigns for brands including Dove, AXE, Clinique and The Times and Sunday Times.

After a decade of in house roles, I now work independently to support teams that want to scale content with purpose, build stronger communities and drive measurable results.

I specialise in building full-funnel strategies across paid and organic channels helping brands show up with clarity, creativity and impact. My approach blends audience insights, purpose-led creative and performance analytics to craft integrated campaigns that delivers not only business growth but impactful marketing that truly resonate with audiences.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Self Employed
Social Media & Digital Marketing Consultant
October 2024 - Today (1 year and 8 months)
Overview: Develop, execute and manage multi-channel strategies and campaigns that align with each client's unique goals, audience, budget and industry. Drive customer acquisition, audience growth and business success through testing, refining and scaling campaigns.

• Build and manage end to end campaigns across Meta, TikTok, LinkedIn, X, Pinterest, YouTube & Google Ads driving scalable user acquisition and business growth.
• Apply data-driven insights to identify high-value audiences, refine creatives, messaging and targeting to maximise ROI
• Build and implement A/B testing frameworks for ad creatives, messaging and targeting to continually refine performance and maximise budget efficiency.
• Continuously track and report on performance, optimising campaigns by adjusting targeting, content and bidding strategies to hit target CPA, ROAS and other growth KPIs.
• Leverage new platforms, tools and AI advancements to drive smarter, more effective marketing strategies.
YouTube Social Media TikTok Growth Marketing Google Analytics
News UK
Senior Digital Marketing Manager
September 2023 - September 2024 (1 year)
London, United Kingdom
Overview: Lead and execute paid media campaigns that drive customer growth, revenue and subscriptions for The Times & Sunday Times, Times Money Mentor, Times Radio.

• Managed end-to-end data-driven paid media campaigns, leveraging audience insights, past performance data, market trends and creative best practises resulting in an increase in customer acquisition by 12% YoY while reducing CPA by 6% all with lower ad spend.
• Implemented a diverse social media creative strategy optimising formats, visuals, messaging and styles to cater to different demographics and consumption behaviours, reducing ad fatigue and boosting VTR and CTR by an average of 12%.
• Owned and optimised the Google Ads strategy to drive acquisitions achieving a 24% YoY increase in sign-ups through strategic targeting, creative testing and continuous performance refinement.
• Executed advanced audience targeting, including Advantage+ targeting, first-party data segmentation, lapsed customer re-engagement and lookalike audiences, driving an 8% uplift in conversions.
• Streamlined campaign structures and conducted extensive platform testing, refining strategies to improve efficiency and cut wasted ad spend by 25%.
• Drove significant ROI improvements by leveraging advanced analytics to uncover performance trends, reallocate budgets and optimise targeting, creatives and bidding strategies, scaling winners and reducing CPA while maximising ROAS.
• Led the strategic briefing and development of high-performing digital creative for all media activities, ensuring alignment with channel and format specific best practices to maximise engagement, efficiency, and ROI.
Google Analytics Campaign Management Facebook Marketing Instagram Marketing Content marketing
Unilever
Digital Transformation Manager
August 2018 - September 2022 (4 years and 1 month)
London, United Kingdom
Overview: Developed and led multi-channel media strategies and campaigns using key data insights, purposeful content and innovation for global brands; Dove, AXE/LYNX, Sure, Tresemmé and Simple.

• Utilised performance data insights, precision targeting, tailored content, best practises and in-flight optimisations which resulted in an increase in campaign engagement by an average of 40% and ROI by 25%.
• Achieved an increase of the consumer data base by an average of 78.5%, through 1P/2P data activations in-store and online.
• Increased dwell time by 87% and reduced bounce back on landing pages by improving website tech, content relevance and A/B testing.
• Launched a digital measurement tool for brands/markets pulling in key data sources to analyse performance data to make informed decisions and provide strategic recommendations.
• Delivered measurement framework to support campaign optimisation working towards KPIs
• Defining test hypotheses as part of a test and learn strategy staying on top of latest channels, trends, techniques, and innovations to improve media efficiency.
Digital Strategy Content marketing Campaign Management Social media Digital Transformation