Global Brand Marketing · Communications · Partnerships

The question behind every brief is always the same: why does this brand deserve to exist in the conversation right now? Getting that right -- and then building the communications, platforms and partnerships around it -- is the work.

Twenty years. The sectors shift. The standard doesn't.

THE WORK

That's looked like being a founding organiser of Wilderness Festival before it had a template to follow -- and watching it win Best New Festival at the UK Festival Awards.

It's looked like building the global PR and communications function at adidas from scratch for the fashion and style partnerships division, leading Y-3, adidas by Raf Simons and adidas by Rick Owens across Paris Fashion Week, editorial partnerships with i-D and VICE, and a collaboration with Virgin Galactic that generated €30m in earned media value from €50k in spend. 603:1 return.

It's looked like BACARDÍ Triangle -- a private island party in the Caribbean with Calvin Harris, Kendrick Lamar and Ellie Goulding, 1,862 supporters and influencers, and 6.7 billion impressions. And BACARDÍ Beginnings: an event-led PR programme rebuilt as a content-first cultural platform, pairing established and emerging artists to create and release original music -- including the world's first 3D-printed record store. The result was a 1,090% increase in earned coverage and a 14x uplift in reach.

It's looked like leading global brand marketing, communications and partnerships for Hendrick's Gin across 100+ markets -- delivering £182m NSV, category leadership and 880% growth in earned reach.

And it's looked like walking into Hull City AFC during one of the most scrutinised periods in the club's history, rebuilding supporter trust from the inside, redesigning the crest, launching an OTT platform, and handing back a business ready for sale.

Earlier in the career: artist and label PR at Warner Music Group across David Gray, Biffy Clyro, Ray LaMontagne and The Wombats. Consumer and trade publicity at Endemol UK across Big Brother, Deal or No Deal and Charlie Brooker's Screen Wipe. Marketing and communications leadership across 100+ festivals and venues at MAMA Group -- Lovebox, GlobalGathering, The Great Escape, Hammersmith Apollo, Jazz Cafe and more.

Fashion, spirits, sport, music, entertainment, gaming, TV. The approach -- earned-first, audience-led, built around genuine cultural credibility -- doesn't change with the brief.

NUMBERS

603:1 -- ROI, adidas Y-3 × Virgin Galactic. €30m EMV on €50k spend.

6.7bn -- Impressions, BACARDÍ Triangle. 4.63bn earned.

1,090% -- YoY increase in earned coverage, BACARDÍ Beginnings. 14x reach uplift.

880% -- Increase in earned reach, Hendrick's Gin global platform.

£182m -- NSV, Hendrick's Gin. No.1 premium gin by value, +8% share.

83:1 -- ROI, Vintage × Sir Peter Blake. Three front pages. BBC News at Ten.

100+ -- Markets governed. Festivals and venues led. Campaigns delivered.

AGENCY BACKGROUND

The in-house roles are grounded in agency experience -- which means understanding both sides of the brief, and knowing how to get the best out of the people delivering it.

M&C Saatchi Sport & Entertainment -- Director level, leading the Pernod Ricard/Ballantine's account across music and culture partnerships including Boiler Room Stay True Scotland and Ballantine's Brasil.

Cake Group (Havas) -- brand and PR campaigns across V Festival, Sky HD, Nintendo of Europe, Ben & Jerry's, Sainsbury's and Palm.

SHIFT and Begin -- senior communications and brand strategy consultancy across start-ups, scale-ups and agencies in tech, sustainability, ecommerce and social impact.

BRAND EXPERIENCE

Hendrick's Gin · BACARDÍ · adidas Y-3 · adidas Originals · adidas by Raf Simons · adidas by Rick Owens · Wilderness Festival · MAMA Group · Hull City AFC · Ballantine's · Warner Music Group · Endemol UK · BBC Worldwide · Sky HD · Nintendo of Europe · Ben & Jerry's · Sony Entertainment · and more.

Drinks · Fashion · Sport · Music · Entertainment · Gaming · TV · Tech · Live Events

HOW IT GETS DONE

Senior enough to sit where strategy is set, in-house or agency side. Hands-on enough to know when the brief needs a challenge.

Comfortable with £17m+ budgets and 19-person teams. Equally comfortable being the only person in the room. Agency partner, in-house leader, consultant, turnaround hire. The shape of the engagement changes. The standard doesn't.

The work spans the full marketing mix -- brand strategy, paid, earned, content, partnerships and experiential -- built around a single question: where does this brand deserve to exist in the conversation, and how does every channel serve that answer.

"The new breed of marketer -- skilled at creating extraordinary experiences that bring brands to life and engage even the most cynical of audiences. Where she really stands out is understanding how to turn brand experiences into compelling, newsworthy content." Kofi Amoo-Gottfried -- Global VP Marketing, Facebook · CMO, DoorDash · Forbes Entrepreneurial CMO 50

"Works at a level well above her job title -- taking on incredibly complex integrated campaigns with multitudes of cross-channel deliverables and distilling them into comprehensible plans with a clear direction and vision." Tamsin Regan -- Global Senior Manager, Trend Culture & Insights, adidas

"She turned an event-based programme into a content-based platform. She has taught me that the impossible can become a reality." Lisa Jazwinski -- Global Marketing Director, BACARDÍ

"A star on our marketing team. She constantly delivers results even under the most demanding pressure. Her contribution to our Virgin Galactic partnership launch set a new standard." Kimberly Landry Wallengren -- Global Marketing Director, adidas

"Bloomin' brilliant." Wayne Hemingway MBE -- Founder, Hemingway Design

Check out all testimonials here

EXPERTISE

Global brand strategy · PR and earned media · culture and entertainment marketing · brand partnerships and sponsorship · experiential and live events · influencer and creator ecosystems · content strategy · digital and social · paid media · crisis and corporate communications · internal communications · omnichannel campaigns · agency leadership · OTT and broadcast · retail and shopper · ecommerce and DTC

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