Global Brand Communications, Marketing and Partnerships Leader

At the intersection of culture, brand and commercial performance

About Me

I’m a brand communications, marketing and partnerships VP with 20+ years’ experience driving earned-first, digital-led growth across complex cultural environments.

I design and lead integrated brand and communications systems spanning PR, social and influencer marketing, partnerships, experiential, paid media (AV, digital, OOH), digital platforms, retail and e-commerce, translating cultural insight into sustained brand relevance, trust and commercial performance.

My background spans spirits, fashion, sport, music and entertainment, across senior in-house and agency roles including Hendrick’s Gin, adidas, Y-3, BACARDÍ, M&C Saatchi Sport & Entertainment and Cake Group. Working across categories has built strong learning agility: the ability to enter new industries quickly, understand their dynamics, and apply judgement with pace and precision. I’m open-minded about sector, drawn to businesses with ambition, complexity and cultural relevance rather than category labels.

I’ve led global brand, communications and advocacy functions within matrixed organisations, operating at senior leadership level through growth, transformation and reputational pressure, including full brand and commercial resets.

I treat culture as context, not decoration. The work is about judgement: understanding where culture genuinely matters, where a brand has permission to show up, and how to do so credibly and commercially.

A core principle underpins my approach: product must earn its place. Even culture-led, digital-first work should keep the product visible, desirable and integral to the story, supporting both emotional connection and commercial outcomes.

I bring deep experience in partnerships and cultural platforms across fashion, sport, music, entertainment and luxury. My work integrates talent and creator partnerships, content and storytelling, experiential and live platforms, earned advocacy, retail and trade activation, media and e-commerce, ensuring brands show up coherently across culture, commerce and consumption moments.

The work is structured both editorialy and commercially. Partners are chosen for credibility and meaning, not reach alone, and platforms are designed to deliver measurable value across brand salience, relevance and business performance.

My operating model is earned-first, audience-led and system-driven. In an overcrowded media landscape, clarity outperforms noise. Brands win by being understood. I focus on defining why a brand makes sense in people’s lives, then ensuring that intent carries consistently across audiences, channels and markets.

I’ve led global agency ecosystems, overseen budgets up to £17.4m A&P, and delivered scalable brand, communications and digital frameworks across 100+ markets, balancing ambition, governance, pace and accountability.

Selected impact

Global spirits growth: Delivered category-beating performance with +34% YoY value and volume growth versus a 24–25% category benchmark, achieving £182m NSV, #1 premium gin by value and +8% share growth through a globally governed culture, communications and partnerships overhaul.
Earned performance at scale: Delivered an 880% increase in earned reach and a +1.1bn YoY uplift, with 25,100 editorial placements and 9,610 broadcast hits across 30 markets, achieving 93% positive sentiment through a restructured global operating and agency model.
High-ROI fashion partnerships: Led a fashion and innovation partnership generating €30m EMV from a €50k investment (603:1 ROI), delivering 270+ global features, 3bn reach, 90m social impressions and +18% seasonal sell-in uplift at wholesale.
Commercially accountable fashion platforms: Reset global fashion events into scalable brand platforms, delivering 1bn PR reach, 34m social reach, 515% uplift in quality coverage, 645% uplift in quality social output and a +22% increase in wholesale orders, contributing to a #15 → #7 rise in the Business of Fashion Cool Brands Index.
Global cultural platforms in spirits: Built and scaled culture-led platforms delivering 6.7bn total impressions, including 4.63bn earned, 1bn+ social views and 215m broadcast impressions, generating £4.2m EMV on sub-£1m PR/content spend alongside +2–4% incremental global net sales uplift.
Repositioning sponsorship into storytelling: Shifted a major spirits brand from sponsor to cultural storyteller, delivering a 1,090% YoY increase in earned coverage, ~700m earned reach (14× uplift), 12:1 ROI, +6–9% incremental sales growth and double-digit uplifts in consideration and purchase intent.
Premium partnerships with commercial return: Delivered measurable results through members-club and hospitality partnerships, including +30% on-premise sales, +22% menu listings and a 12-point relevance gain (Nielsen).
Elite sport transformation: Led a two-year brand, reputation and commercial reset in elite sport, restoring trust, strengthening supporter engagement and stabilising revenue across retail, ticketing, memberships, sponsorship and owned media, while launching new digital revenue streams via a club-owned OTT platform.
Cultural and live platforms: Built and grew large-scale cultural platforms delivering +15–25% YoY audience growth, first-time sell-outs, +20–30% uplift in sponsorship value and 40:1–83:1 ROI, repositioning an entertainment group from promoter to cultural curator.

Scope of Expertise

Global Brand Communications • Global Marketing Strategy • Digital & Social • Influencer & Creator Marketing • Paid Media (AV, OOH, Digital) • PR & Earned Media • Culture Marketing & Partnerships • Sponsorship • Experiential & On-Trade Activation • Retail & Shopper Marketing • E-commerce & DTC • Brand Reputation • Executive Stakeholder Management • Agency Leadership • Internal & Corporate Communications

How I Work

My leadership style is clear, measured and people-first, focused on building capability and confidence that lasts beyond individual campaigns. I’m trusted by senior stakeholders for calm judgement, clarity under pressure and an ability to align global ambition with local execution.

I bring strong cultural judgement without chasing trends, and commercial discipline without dulling creativity. Teams value decisiveness, standards and momentum, particularly in complex or high-visibility environments.

(See Testimonials for supporting feedback.)

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