ABOUT ME

I’m a London-based brand specialist with 10 years’ experience shaping culturally driven campaigns and creative community experiences across luxury, sport, lifestyle and hospitality.

I’ve led brand and partnership strategy for globally recognised names in fashion, sport, media and design — with a focus on storytelling, talent, events and atmosphere. From high-impact cultural stunts to intimate member-style moments, I bring brands to life through connection, collaboration and detail.

Whether building loyalty in-store, hosting a room, or shaping strategy from the ground up — I care about energy, curation and the small things that make a brand or experience feel unforgettable.

PROJECT HIGHLIGHTS

  • Floating Half Pipe Stunt

    Designed and led high-profile cultural brand moment; London’s first floating half pipe for World Champion Sky Brown.

    Created disruptive social media content used across brand and talent channels, plus on-site (on-river !) hospitality for senior leadership, tastemakers, PR and influencers.

    The Activation involved complex project and agency management. It significantly elevated TAG Heuer’s perception among Gen Z and culturally tuned audiences, and the ramp was donated post-event to a youth-run skatepark charity, reinforcing our message around purpose and community.

    Awarded ‘Best Viral/PR Stunt’ at the 2024 Lovie Awards, Reached 842 million people globally, and generated £1.5M in AVE

  • London Marathon Activation

    Led TAG Heuer’s London Marathon partnership on wellness, mental health, DE&I and community representation, forging a collaboration with Charlie Dark & Run Dem Crew including a landmark GQ partnership, innovative OOH media and support for their iconic cheer station.

    The wider London Marathon partnership was multidisciplinary, including sponsorship rights, community engagement, run clubs, social media management, and cultivating a team of client, staff, Press and Influencer runners.

  • TAG Heuer Brand Anniversary

    Led TAG Heuer’s UK Brand Team to deliver the company’s largest-ever Brand Anniversary event; a star-studded £1m worldwide premiere featuring A-list talent, ambassadors, influencers, press and VIPs clients.

    The 60th Anniversary of the Carrera in London’s Outernet was a collaboration between UK Market and Global HQ, featuring red carpet entrances, immersive performances and unexpected twists before the Hollywood-worthy premiere screening.

  • National Advertising Campaign

    Managed creative campaigns for BT Sport at Advertising Agency AMV BBDO across TV, OOH, Radio, and Digital, including the award-winning “Being Dele” (2017).

    Awards: Winner of ‘Best Film’ at the Sport Industry Awards, and YouTube Works Award 2018.

  • Europa League Trophy Tour

    Consulted on Kia Motor’s Grassroot CSR initiative: the first UEFA Europa League Trophy Tour, journeying across Europe to collect donated football boots for kids at the Za’atari Refugee Camp in Jordan.

    This formed one part of Kia’s global sponsorship of the UEFA Europa League, where I developed sponsorship assets, social content and activation guidelines used across 50 international markets to enable cultural localisation.

SKILLS

  • Brand Strategy

    10 years of Brand leadership experience across Sport, Luxury and Lifestyle.

    Lead brand projects across Strategy, PR, Events, Sponsorships, Ambassadors, Influencers, Retail and Paid Media.

    Create strategic 360-degree marketing plans, with focus on being at forefront of culture through high-impact brand moments.

  • PR & Communications

    PR strategy development and management, including shoots, press releases, editorial coverage and PR trips.

    Cultivated a trusted network of editors, influencers and tastemakers across luxury, fashion, wellness, sport & tech, that delivers high-quality coverage and long-term brand equity.

    Achieved #2 most covered watch brand in UK (2023) for TAG Heuer after Rolex - driven by creative storytelling, events and ambassador-led media.

  • Events

    Event strategy, curation and management.

    Experience crafting and hosting luxury and hype-driving events. From intimate and exclusive PR moments at members clubs Soho House & Maison Estelle, to standout launches and parties at The Twenty Two and The Outernet.

  • Campaign Execution & Paid Media

    End-to-end delivery of large-scale creative projects — managing timelines, talent, agencies and internal stakeholders while balancing creative, commercial and operational priorities. I oversee budgets, risk, approvals, production and rollout, and reported on performance and outcomes at a senior level.

    At TAG Heuer on average, I led the UK roll-out of three to four major global campaigns per year, adapting and localising assets for the UK market. Campaigns were executed across OOH, VOD, cinema, digital, social, influencer and retail channels, always ensuring full integration into the wider 360° marketing mix.

    Driving innovation and impact in media is often a key priority, and I have extensive experience of luxury high-profile media buys like Piccadilly Circus 3D OOH and National Newspaper, Magazine & Taxi Wraps.

  • Talent, Athletes & Community

    Extensive Talent Management experience across UK sport, wellness and lifestyle sectors.

    Provide end-to-end service including Ambassador and Influencer sourcing, negotiations, onboarding, contract management, appearances and content.

    Extensive experience activating global talent including Ryan Gosling & Patrick Dempsey (Entertainment), Max Verstappen (F1), Naomi Osaka (Tennis), Tommy Fleetwood (Golf), Gareth Bale, Dele Alli, Paul Pogba, Steph Houghton (Football), Sky Brown (Skateboarding/Olympics), Steve Smith, Graham Swan, Michael Vaughn (Cricket), Maro Itoje (Rugby), Tyson Fury (Boxing), & and more.

  • Sponsorship Activation

    Extensive sport partnerships strategy and activation experience for rights holders and brand partners across:

    Football: UEFA Champions League, UEFA Europea League, Premier League, FA Cup, Manchester United.

    Automative/Racing: Red Bull Racing Formula 1 Team, Formula E, Porsche, Moto GP.

    Other: The Ashes, London Marathon, Lawn Tennis Association, WTA, Premiership Rugby, Boxing, UFC, NBA.

    Evaluate new & existing partnerships based on ROI and brand alignment, including subsequent deals with London Marathon & LTA.

  • People, Leadership, & Culture

    Managed and mentored high-performance teams, fostering a culture of creativity, diversity and inclusivity that reflects the world we serve.

    Passionate about building kind, motivated teams, and leading by example with positivity, structure and hands-on support.

    Work cross-functionally with wider business departments; collaborating with Global Leads and CMO to align strategy.