Description

An irreverent Strategy Director who hits the ground running, picks up briefs, and embeds in hours not days. One who is obsessed with how curious minds explore the world—bringing together culture, creativity and human truth to build strategies that excite audiences and actually work for brands.

I quickly build strategies that answer questions you didn’t know you had.

Industry field of expertise

Languages

English
Native or bilingual
French
Conversational
Irish
Conversational
German
Basic
Spanish
Basic

Workplace preferences

Can work on-site

London (up to 50km)

Sticky
Senior Strategist
August 2021 - November 2025 (4 years and 3 months)
Built and deployed strategic frameworks across brand, content and creative, while acting as senior strategic lead on major accounts and new business.
• • Co-created The Power of Curiosity, a global research-led audience framework now embedded across agency strategy, pitches and client work
• • Led strategy on major wins including giffgaff, Ageas, South West Water, shaping positioning, audience segmentation and creative platforms
• • Ageas "Easy As": Brand and content strategy repositioning Ageas as an unconscious choice in a complex category, driving brand awareness from 17% to 33%
• • giffgaff: Curiosity-led content strategy elevating green credentials, delivering +74% blog traffic and doubling dwell time (CMA nomination: Best Use of SEO)
• • Barefoot Wine: Content strategy & ideation delivering the brand's first UK radio
campaign, contributing to 30% awareness growth & 33% uplift in purchase consideration
• • Dun & Bradstreet "Pathfinder": B2B content strategy reframing economic uncertainty as
opportunity, generating 100+ MQLs in 2 months (CMA nomination: Best B2B Content Strategy 2025)
• • Line-managed strategists and creatives, and mentoring junior talent.
Content marketing audience ananlysis creative strategy Brand content audience insight
Agencies & Brands
Freelance Strategist
November 2018 - August 2021 (2 years and 9 months)
London, United Kingdom
Embedded across agencies and brands to lead campaign strategy, pitch development and ideation, audience insight and creative thinking at pace.
• Platform 13: Campaign strategy and creative ideation launching White Claw in the UK, blending cultural voices, partnerships, digital and social
• Platform 13 / Guinness – “Never Settle”: Strategy and ideation championing accessibility and diversity in women’s sport; Gold winner, Sports Industry Awards
• RAPP: Campaign strategy for Samsung Galaxy Fold3 & Flip3 launch
• Create / CNN International: Branded content strategy and insight for UN WTO, EU, Dangote, First Bank Nigeria, including a global Covid campaign
• SEEN Connects: Influencer strategy for Very.co.uk, Three UK, eBay
• Fleishman Hillard Fishburn: Brand, creative and pitch strategy for Phillips, Bayer, De Beers, Tanqueray, Ferrero
Social media Content marketing Brand content creative strategy ideation
Third City
Senior Creative
January 2017 - November 2018 (1 year and 10 months)
London, United Kingdom
Led creative and strategic thinking on high-profile earned and integrated campaigns.
• AncestryDNA – Villages: DNA-tested an entire village, delivering 12m social reach, +29% sales and +38% web traffic (multiple award wins)
• AncestryDNA – #EuroPartOfMe: Campaign generating 15m Twitter impressions and 2,000+ mentions in 24 hours
• Delta Air Lines – Push for Prosecco: Prosecco-dispensing billboard generating 200+ pieces of global coverage
• Hostelworld – Sand Hostel: World’s first sand hostel, delivering 280 pieces of international coverage
• Wellcome Trust – Let’s Outsmart Pandemics: Global awareness campaign presented at Davos, contributing to $350m pledged
• eHarmony “Odds of Love”: National campaign with Rachel Riley delivering widespread UK coverage
• Trusted to pitch, sell and deliver ideas under intense scrutiny and time pressure
Social media audience ananlysis Content marketing creative strategy