BRAND PARTNERSHIPS

Culture, Brand, Influence

I lead global brand partnerships and sponsorships designed as growth platforms, not just visibility plays.

Across drinks, fashion, sport, music and luxury, I build collaborations that strengthen brand equity, unlock cultural relevance and deliver measurable commercial return. My work sits at the intersection of culture, creativity and commercial discipline, translating brand strategy into partnerships that perform across earned media, content, retail, on-trade and experience.

I have led global and regional partnerships for Hendrick’s Gin, BACARDÍ, adidas, Y-3, Soho House, MAMA Group and Ballantine’s Whisky, operating across 100+ markets and within highly regulated, high-scrutiny environments.

Core Partnership Capabilities

Strategy & Vision

Defining global partnership direction to build brand equity and growth

I set partnership and advocacy strategy at brand and portfolio level, ensuring partnerships play a defined role in building salience, distinctiveness and cultural authority, not just short-term visibility.

Global Partnerships Lead | Hendrick’s Gin – William Grant & Sons

Led a global partnerships and advocacy reset across 100+ markets to address declining saliency with younger audiences and under-representation in culture-setting media. This programme is one example of how I design and scale partnership strategy across brands and portfolios.

• Built a clear operating bridge between the Global Brand Bible and campaign toolkits, enabling local relevance while protecting brand DNA

• Refocused advocacy on high-influence cultural drivers and agenda-setting media

• Anchored partnerships in Hendrick’s cultural passion points: art, theatre, botany, literature and the curious

• Shifted markets from one-off activations to always-on relationship building with creators and cultural partners

Results

• +34% value and volume growth

• £182m NSV

• #1 premium gin by value

• +8% share growth

Partnership Identification, Acquisition & Portfolio Design

Luxury, culture, sport, talent and media ecosystems

I identify and also work with markets to secure high-value partnerships aligned to brand world, audience and cultural relevance, designing each to deliver content, advocacy and earned amplification.

Examples

• Hendrick’s Gin: Accidentally Wes Anderson, Katz’s Delicatessen, Project Seagrass, Compulsory Films

• adidas Group: Y-3, adidas by Rick Owens, adidas by Raf Simons, Porsche Design Sport

• BACARDÍ: Soho House, BRIT Awards, Vice, Bauer Media, MAMA Group

• Ballantine’s Whisky: Boiler Room

Results

• Partnership portfolios scaled globally while remaining culturally credible

• Sustained earned performance, advocacy and trial across markets

Flagship & Tier-One Partnership Leadership

End-to-end ownership across rights, platforms and activation

I lead complex, high-value partnerships from identification and negotiation through to activation, measurement and renewal, operating across rights holders, talent, media platforms, retailers and cultural institutions.

Selected examples include:

• Global innovation partnerships such as Y-3 × Virgin Galactic

• Large-scale cultural platforms including BACARDÍ Triangle

• Long-term cultural partnerships with Soho House and Universal Music

• Creator-led collaborations including Accidentally Wes Anderson and Boiler Room

• Product-led cultural partnerships such as Hendrick’s Gin × Katz’s Delicatessen

Results across platforms

• Multi-billion earned impressions delivered globally

• Consistent double- and triple-digit ROI across partnership programmes

• Incremental sales growth across on-trade, off-trade and wholesale channels

• Proven repositioning of brands from sponsor to cultural partner or owner

Rights, Licensing & Usage Negotiation

Commercial rigour and legal fluency

I bring commercial and legal fluency to partnership design, ensuring brands maximise rights while protecting long-term equity.

Examples

• Hendrick’s Gin: Global rights, likeness, AV, content and distribution usage across 100+ markets

• adidas Group: Rights negotiations with designers, talent, editors and media owners

• BACARDÍ, MAMA Group, Ballantine’s: Full partnership lifecycle governance across talent, venues and broadcasters

Results

• Consistent global execution without rights leakage

• Improved asset efficiency and long-term value

Collaboration with Brand, PR & Influence Teams

Integrated delivery, not silos

I embed partnerships into wider brand, PR, influence and media systems to ensure consistency and scale.

Examples

• Hendrick’s Gin: Global activation toolkits developed with Brand, PR, Influence, Media, eCommerce, Legal and Finance

• BACARDÍ, adidas, Ballantine’s: Partnerships integrated into broader brand campaigns and cultural moments

Results

• 100% global toolkit adoption within six months

• Consistent brand voice across markets

Execution, Measurement & ROI

Delivering commercial and brand return

I design partnerships with measurement built in from the outset, tracking performance across earned efficiency, engagement quality, brand impact and commercial contribution.

Earned efficiency & engagement quality

• 880% increases in earned and organic reach

• +1.1bn YoY earned reach uplift with 93% positive sentiment

• High completion rates, dwell time and above-benchmark CTR across creator-led partnerships

Commercial impact

• 12:1 ROI and +6–9% incremental sales growth (platform-based partnerships)

• 40:1–83:1 ROI across festival and cultural IPs

• Sustained brand growth in premium, regulated categories

Brand Guardianship & Consistency

Protecting premium brands at scale

Acted as brand guardian across partnership activity within alcohol marketing codes, broadcast regulation and high-scrutiny cultural environments.

Result

• Premium brand integrity maintained alongside commercial delivery

Agency, Budget & Team Leadership

Operational excellence at scale

• Led multi-million-euro global and regional budgets across brand, partnerships, PR and activation

• Directed complex, multi-agency ecosystems across Europe, the US and APAC

• Built and led high-performing, multi-disciplinary teams across matrixed global structures

Market Alignment & Global Execution

Global strategy, local relevance

Supported US, EMEA and APAC markets, translating global partnership strategy into locally relevant execution, with strong understanding of on-trade and off-trade dynamics.

Partnership Index

Selected brands, platforms and talent

Brand & Corporate Partners

adidas · Y-3 · Hendrick’s Gin · BACARDÍ · Ballantine’s · Umbro · Soho House

Cultural & Platform Partnerships

The BRIT Awards · Virgin Galactic · Boiler Room · Hull City AFC · Wilderness Festival · The Great Escape · Vintage Festival · Universal Music · MAMA Group

Media & Editorial Partners

i-D · VICE · Wallpaper* · The Guardian · BBC Radio 1 · BBC Radio Humberside · Bauer · Huffington Post · Your Army · The Fly

Talent & Cultural Figures

Kendrick Lamar · Calvin Harris · Ellie Goulding · Jessie Ware · Rudimental · Toddla T · Kele Okereke · AlunaGeorge · Friendly Fires · Sir Peter Blake · Yohji Yamamoto · Xabi Alonso · Rick Owens · Raf Simons · Natahlie Canguilhem · The Perlorian Brothers · Compulsory Films · Accidentally Wes Anderson

Purpose & Charity Partners

Project Seagrass · Mind · WWF · Nordoff Robbins