The sectors have changed. The work has not.

The same discipline applies whether the brand is a premium gin, a football club, a fashion division or a rum. Read the culture accurately. Find the precise role the brand can credibly play. Build something that earns its place rather than buying it. Measure what actually matters.

That is what twenty years across music, fashion, sport, drinks, entertainment, gaming and tech produces. Not a specialisation. A point of view that travels.

Industries and markets the work has spanned.

Disciplines and capabilities brought to every sector.

EXPANDED HERE FOR EASE:

Warner Music · 14th Floor Records · KiDS Records · Hall Place Recording Studios · Angel Music Group · MAMA Group · Live Nation · SJM · Secret Productions · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · Ballantine's x Boiler Room Stay True Scotland · Wilderness · Lovebox · Vintage by Hemingway · The Great Escape · GlobalGathering · Godskitchen · High Voltage · White Air · Secret Garden Party · Glade · Electric Carnival · Eclectricity · Escape Into the Park · V Festival · Orange Playlist · Vodafone TBA · Vodafone Live Music Awards · UK Music Hall of Fame · Comic Relief Does Fame Academy · The Black Sheep · Ben & Jerry's · HMV Get Closer · Hammersmith Apollo · Kentish Town Forum · Barfly · Heaven · The Borderline · The Garage · Jazz Cafe · Hoxton Square Bar and Kitchen · The Institute Birmingham · Air Birmingham · The Ritz Manchester · The Picture House Edinburgh · East Village Arts Club Liverpool · GAY · Rudimental · Bipolar Sunshine · Toddla T · Roses Gabor · Kele Okereke · Bobbie Gordon · Calvin Harris · Kendrick Lamar · Ellie Goulding · Grandmaster Flash · Tensnake · Snoop Dogg · Wu-Tang Clan · The Roots · The Human League · David Gray · Biffy Clyro · Nerina Pallot · Damien Rice · Ray LaMontagne · The Wombats · Doves · Kasabian · Debbie Harry · James Brown · Bon Jovi · Noel Gallagher · David Guetta · Armin van Buuren · Dizzee Rascal · The Prodigy · Orbital · Jared Leto · Daniel Johnston · Mercury Rev · BBC Radio 1 · Carl Cox & Friends · Hospital Records · Toolroom Knights · Rinse FM · Ed Banger Records · Kitsune · Night Slugs · FWD >> · Defected Records · Coda Music · Universal Music · Bauer Media · The Fly · HMV · Nordoff Robbins · War Child

100+ festivals, venues and tours. The full music industry stack. Music as a genuine brand platform.

Twenty years in music. It started with an internship at Hall Place Recording Studios - learning the industry from the inside before reviewing bands and writing for BBC Music online and Leeds Music Scene. Label PR at Warner Music Group across David Gray, Biffy Clyro, Nerina Pallot, Damien Rice, Ray LaMontagne, The Wombats and Joseph Arthur. Music and comedy publicity at Endemol UK across Orange Playlist, Vodafone TBA, Vodafone Live Music Awards, UK Music Hall of Fame and Comic Relief Does Fame Academy.

Full brand, marketing, paid media, digital, CRM and content leadership at Angel Music Group, and PR, communications, social and partner communications at MAMA Group, across 100+ annual events - Wilderness (co-founder, Best New Festival), Lovebox, The Great Escape, GlobalGathering across 8 international markets (UK, Poland, Russia, Belarus, Ukraine, South Korea, Australia, Turkey) with 365% social growth across managed markets, Godskitchen Boombox world tour across 20 cities spanning London, Poznan, Moscow, Istanbul, Taipei, Kuala Lumpur, Jakarta, Johannesburg, Cape Town, Sydney, Melbourne, Adelaide, Brisbane, Perth, Montreal, Guadalajara, Mexico City, Guatemala City and Buenos Aires, High Voltage, Vintage by Hemingway and V Festival. GlobalGathering and Godskitchen iTunes podcasts - branded audio distribution on a platform before anyone had a playbook for it.

Conceived and led the Sgt. Pepper's x Sir Peter Blake campaign for Vintage Festival - Sir Peter Blake, who designed the original 1967 cover, recreated it for his 80th birthday; three front pages, BBC News at Ten, 83:1 ROI.

At BACARDÍ: three world-first music mechanics designed and delivered as part of a year-long platform, BACARDÍ Beginnings, built from a pre-campaign Nielsen diagnostic. 24hr A&R: Rudimental and Bipolar Sunshine wrote, recorded, rehearsed and performed live in 24 hours at The Vaults, Waterloo - broadcast live on BACARDÍ social networks from 7am, launched via BBC Radio 1. BPM: Toddla T and Roses Gabor, track unlocked beat-by-beat through social interaction and later released commercially on Defected Records. AV23D: Kele Okereke and Bobbie Gordon, world's first 3D-printed vinyl record store at Phonica Records with sleeves by Kate Moross, proceeds to Nordoff Robbins.

BACARDÍ Triangle: Calvin Harris, Kendrick Lamar and Ellie Goulding on a private island in the Bermuda Triangle over Halloween weekend. Three chartered jumbo jets from London, New York and Los Angeles. 1,862 guests. Broadcast into 200m+ homes via VH1, MTV and DirecTV at no cost. Managed across a ten-channel segmented PR framework spanning music, travel, celebrity, style, trade, culture contributors and passion communities, operating an always-on brand publicity machine on the island.

At Hull City: matchday partnership with The Beats Bus - a Hull City of Culture 2017 initiative, mobile recording studio transformed by graffiti artist Si2, combining breakdancing, graffiti, MCing and DJing to give young people a creative voice in the city. Ballantine's x Boiler Room Stay True Scotland: four venues, four simultaneous live streams, described by Boiler Room as unprecedented in their history.

Music culture cannot be approximated. You either understand it or you are visible in it for the wrong reasons.

Hull City AFC · KCOM Stadium · Umbro · SportPesa · BBC Radio Humberside · Mind · WWF · Trussell Trust · The Beats Bus · The Together Project · Viking FM · Cash for Kids · Woodland Trust · Humber Street Sesh · Kick It Out · NCS · Tigers Trust · Hull College · EFL · FA · England U21s · adidas · Y-3 SPORT · Porsche Design Sport · White Air Extreme Sports

A full brand and commercial reset during relegation. First net-positive sentiment in four years.

Appointed to the Hull City AFC Senior Leadership Team for a 2 year turnaround. to lead a full brand, digital and commercial reset during relegation, ownership scrutiny and sustained supporter disengagement. The mandate was not to manage the marketing function - it was to rebuild one. Authored and presented the full Club Marketing Strategy to the Senior Management Team covering brand vision, audience architecture, channel framework, content model, agency brief and quarterly narrative arc across Players, Community and Heritage pillars. A business handed back ready for sale.

Built a marketing operating model connecting brand strategy, digital infrastructure, fan data, paid media, community and commercial activation into a single coherent system. Launched the Hull City Club App on iOS and Android - the first integrated fan platform in the EFL Championship combining ticketing, membership, stadium access, OTT streaming and news. Managed App Store discoverability strategy, phased announcement plan, beta testing programme and full go-to-market across paid, owned and earned channels. Day 30 retention more than double the all-app industry average. First-party fan data identified as the most significant long-term commercial asset produced by the launch.

Delivered an industry-first EFL opt-out - redirecting sponsorship funds previously retained by the EFL for their league-wide digital offering directly to the Club, building a superior independently operated OTT and streaming platform with local commentary, additional camera angles, richer data access and premium video instantly available for social repurposing - a materially better product for fans and commercial partners than the league standard, built and operated for less than the EFL had previously retained in sponsorship. Oversaw a full website redesign - mobile-first, video-first - with integrated ticketing and retail ecommerce, delivered live within weeks of appointment.

Led a supporter-led crest redesign - a three-phase consultation process engaging thousands of survey respondents, a community panel and facilitated creative sessions - managing sensitive stakeholder communications with the Club owner and media throughout. Built and implemented a five-tier supporter CRM segmentation model across a profiled fanbase, driving newsletter open rate to three times the all-industry average and click rate more than ten times the industry average.

Transformed the in-stadium fan experience from analogue advertising placement to a fully integrated, immersive matchday environment - overhauling big screens, concourse TVs, pitch-facing and crowd-facing LEDs and sound programming across every touchpoint. Upskilled the in-house team to operate as a creative studio. Developed a total stadium takeover commercial proposition integrating all in-stadium inventory into tiered sponsorship packages, extending agency-quality design support to commercial partners. Led a full estate rebrand across stadium, training ground, academy, retail outlets, commercial arm, Tigers Trust community arm and club offices.

Led all matchday and pre-match press operations - player and manager media management across two EFL Championship seasons, including press conferences, mixed zone, one-to-ones, broadcast interviews and all written media outputs. Managed transfer window communications and marketing - announcement strategy, asset production, social rollout and media handling across both windows of two seasons. Led Hull City Academy marketing and communications - brand presence, recruitment campaigns, community visibility and content creation. Produced and oversaw in-house content creation across Players, Community and Heritage pillars - video, photography, social-first formats and long-form editorial - building an always-on content engine resilient to on-pitch volatility.

Negotiated BBC Radio Humberside commentary deal as sole club-side lead, rebuilding a previously fractious relationship between the club and the BBC. Managed SportPesa regulated betting sponsorship marketing and communications through a period of heightened public and regulatory scrutiny. Hosted England U21s vs Kosovo in partnership with the FA. EFL mandatory reporting (Gender Pay, DEI, all mandatory reports) authored and submitted.

Community: Mind (quarter-long campaign with first-team players fronting content), WWF, Trussell Trust (largest foodbank donation in club history), The Together Project, The Beats Bus (Hull City of Culture 2017 initiative - mobile recording studio combining breakdancing, graffiti, MCing and DJing, transformed by graffiti artist Si2), Viking FM Cash for Kids Sports Challenge, Woodland Trust, Humber Street Sesh, Kick It Out, NCS, Tigers Trust Soccer Schools, Hull College, Sports Awards sponsorship, Hull City Foodbank Recipient Christmas Gala Dinner.

Soccer Aid (ITV) - event and media communications support as part of the Endemol UK team.

White Air Extreme Sports Festival, Brighton - full marketing and communications leadership for one of the UK's premier extreme sports events.

At adidas: global communications and content lead for Y-3 SPORT - a technically engineered performance line at the intersection of high fashion and athletic function, launched globally in partnership with i-D and VICE. Managed all global communications for Porsche Design Sport by adidas across six seasons of Paris Fashion Week and ongoing global market activity.

Sport is where brand equity and community trust are the same thing.

Endemol UK · Big Brother · Celebrity Big Brother · Big Brother's Little Brother · Big Brother's Big Mouth · Deal or No Deal · Charlie Brooker's Screenwipe · Would I Lie to You · Soccer Aid · Fame Academy · Animal Park · BBC Worldwide · Top Gear · BBC Good Food · BBC Earth · LoveEarth.com · Warner Music · MAMA Group · The Fly · Orange Playlist · Vodafone TBA · Vodafone Live Music Awards · UK Music Hall of Fame · Comic Relief Does Fame Academy · Secret Cinema · Daniel Johnston · The Heritage Orchestra · The Last Tuesday Society · Intelligence Squared · The Idler Academy

Big Brother. Top Gear. BBC Good Food. YouTube and iTunes before they had playbooks.

Entertainment and culture has been the constant thread across every role - not a sector visited occasionally but the operating environment for the entire career.

At Endemol UK: broadcast PR across major UK formats when television was still the primary cultural conversation - Big Brother, Celebrity Big Brother, Big Brother's Little Brother, Big Brother's Big Mouth, Deal or No Deal, Charlie Brooker's Screenwipe, Would I Lie to You, Animal Park, Fame Academy, Soccer Aid. Managing real-time media during live broadcast events - eviction nights, auditions, live results - at a time when public appetite for reality TV was at its peak.

At BBC Worldwide: launched BBC Worldwide's YouTube, iTunes and MySpace channels before those platforms had playbooks - among the earliest brand-level deployments in UK media. PR support across TopGear.com, BBCGoodFood.com and LoveEarth.com. At Cake Group: V Festival, Sky HD, Nokia and Palm Treo Pro consumer technology, Nintendo of Europe, Ben & Jerry's and Sainsbury's - a full entertainment and consumer culture client roster across very different cultural registers simultaneously.

At Angel Music Group: full brand, marketing, digital, paid media, content, CRM and communications leadership across Wilderness, Lovebox, The Great Escape, GlobalGathering, Godskitchen, High Voltage and Vintage by Hemingway - 100+ live cultural events annually across festivals, venues and international touring. At MAMA Group: PR, communications, social media and partner communications strategy across the same portfolio plus the wider group. Arts programming at Wilderness integrating Secret Cinema (Bugsy Malone), Daniel Johnston and The Heritage Orchestra, The Last Tuesday Society Masquerade Ball, Intelligence Squared and The Idler Academy alongside music, gastronomy and wellness programming - making the case for the multi-disciplinary festival as a cultural institution rather than a music event.

At BACARDÍ: positioned the brand inside music culture through BACARDÍ Beginnings and BACARDÍ Triangle - not as a sponsor standing at the edge of culture but as an active participant in it. BACARDÍ x Soho House, BACARDÍ x The BRIT Awards, BACARDÍ x Universal Music and BACARDÍ x Tom Oxley's Face to Face exhibition at the Royal Albert Hall - each one a considered cultural adjacency rather than a paid placement.

At adidas: six seasons of Paris Fashion Week across Y-3, adidas by Raf Simons, adidas by Rick Owens and Porsche Design Sport - transforming runway shows from functional press events into global cultural moments. TAO Dance Theatre at Y-3 SS16. Feature-length Yohji Yamamoto documentary film with PHIX London. Y-3 x Matches Fashion Gallery at Paris Fashion Week. Y-3 NOCI 0003: world's first post-catwalk direct-to-consumer hype drop - releasing 3,000 individually numbered pairs immediately after the SS17 catwalk show. The most positive buyer response the division had seen in over a decade.

At Hendrick's Gin: led a full global cultural advocacy reset across 100+ markets - shifting from one-off activations to always-on relationships with creators, cultural institutions and agenda-setting media. Accidentally Wes Anderson, Katz's Delicatessen, MCC/Lord's Cricket Ground, Project Seagrass, Compulsory Films/Cucumber Chronicles, The Perlorian Brothers TVC, Gaming Chaise. Each partnership chosen because Hendrick's belonged there genuinely - not because the audience was large.

At Ballantine's x Boiler Room Stay True Scotland: four Edinburgh venues, four simultaneous live streams, described by Boiler Room as unprecedented in their history. A music and entertainment partnership built around genuine subculture credibility - Stay True to your roots, to your sound, to your scene.

The frameworks built across all of this - how broadcast attention becomes digital audience, how editorial identity travels across platforms, how a brand earns cultural standing rather than renting it - are the same ones that matter now, just accelerated.

The ability to read culture accurately and act before the data confirms what the signal already said. That is the work.

BACARDÍ · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ Untameable Since 1862 · Ballantine's · Ballantine's Brasil · Ballantine's x Boiler Room · Hendrick's Gin · Refreshing Encounters · Hendrick's x Accidentally Wes Anderson · Hendrick's x Katz's Deli · Hendrick's x Lord's Cricket Ground · Hendrick's x Project Seagrass · Hendrick's x Compulsory Films · Hendrick's Gaming Chaise · Wilderness Gastronomy · Sainsbury's · Ben & Jerry's · Soho House · The BRIT Awards · Universal Music · Coda Music · Bauer Media · VICE · Drinkaware · Nordoff Robbins · Portman Group · BCAP · CAP · DISCUS

Category leader at Hendrick's Gin. Global project management lead for one of the most ambitious brand activations in the spirits category. Agency-side drinks leadership at one of the world's most prestigious sport and entertainment agencies.

Three senior roles across the drinks category, each operating at a different scale and in a different strategic context.

At Hendrick's Gin - William Grant & Sons: appointed Global Head of Brand Marketing and Communications for the world's leading super-premium gin. Full P&L accountability across brand, marketing, communications, partnerships and digital across 100+ markets. Led the complete development and creation of Refreshing Encounters - the largest and most complex campaign in Hendrick's history - from TVC brief through production with The Perlorian Brothers, neurological research validation and global omnichannel rollout across five campaigns and multiple consecutive years. Took Hendrick's from challenger to undisputed category leader: +34% value and volume growth, £182m NSV, #1 premium gin by value. Designed and governed the first fully integrated global brand strategy and communications architecture, the first global paid and organic social strategy, the first large-scale DCO programme, and an eight-tool measurement framework. Led regulated alcohol marketing across three brands spanning Portman Group, BCAP, CAP and DISCUS codes.

At BACARDÍ - promoted from UK Marketing Manager to Global Marketing Excellence Team: joined to step-change BACARDÍ's cultural relevance with 18-34 audiences. Built BACARDÍ Beginnings from a pre-campaign Nielsen diagnostic into a year-long omnichannel music platform - three world-first content mechanics, ATL across two bursts, continuous social voice across four brand pillars, on-trade activation and a full content production operation that won Campaign magazine Notable Campaign of the Year. Led global project management for BACARDÍ Triangle - one of the most ambitious experiential activations in spirits history. Coordinated global, regional and local teams across brand, PR, partnerships, music, production and legal. Managed timelines, interdependencies and risk across all markets. 1,862 guests from 22 countries, three chartered jumbo jets, Calvin Harris, Kendrick Lamar and Ellie Goulding on a private island six miles off the coast of Puerto Rico. Broadcast into 200m+ homes via VH1, MTV, DirecTV and Palladia. 6.7bn total impressions, 4.63bn earned, £4.2m EMV. Led UK PR and partnerships strategy simultaneously alongside global project management. Oversaw BACARDÍ Untameable UK launch - earned-first strategy across structured media briefings, liquid education and press trip to Miami and Puerto Rico.

At M&C Saatchi Sport & Entertainment - one of the world's most prestigious sport and entertainment agencies: FTC Director leading Ballantine's whisky across two distinct dark-market briefs. Ballantine's x Boiler Room Stay True Scotland: four Edinburgh venues, four simultaneous live streams, described by Boiler Room as unprecedented in their history - demonstrating that in a regulated dark market, cultural credibility and earned media do the work advertising cannot. Ballantine's Brasil x Fernando Volken Togni: artist collaboration designed for the French dark market, generating long-form feature coverage through cultural storytelling rather than product messaging. Agency-side client and account leadership across music, culture and sport briefs.

Brands that earn cultural standing outperform brands that buy it. Every time.

adidas · Y-3 · Y-3 SPORT · Y-3 NOCI · adidas by Raf Simons · adidas by Rick Owens · Porsche Design Sport by adidas · adidas NEO · Virgin Galactic · Wallpaper · i-D · VICE · Matches Fashion · Yohji Yamamoto · Rick Owens · Raf Simons · Winnie Harlow · Neelam Gill · Luka Sabbat · Virgil Abloh · A$AP Bari · Gosha Rubchinskiy · Cali Dewitt · Michal Pudelka · YungJun Koo · Nathalie Canguilhem · Alessandro Brighetti · TAO Dance Theatre · PHIX London · Broadwick Live · Pat McGrath · Wayne Hemingway · Ballantine's Brasil · Fernando Volken Togni · Hull City x Umbro

The world's first post-catwalk direct-to-consumer hype drop. A Wallpaper cover feature on a partnership that cost nothing. Six seasons of Paris Fashion Week across six brands.

Senior Global Communications Lead at adidas Group - Fashion Partnerships and Streetstyle division, covering Y-3, adidas by Raf Simons, adidas by Rick Owens, Porsche Design Sport by adidas, adidas NEO and Y-3 SPORT across six seasons of Paris Fashion Week and ongoing global market communications.

Walked into a division that had no defined communications function and built it from scratch. Replaced both the PR agency and the events agency simultaneously, briefed and appointed replacements, and rebuilt both briefs from first principles - shifting KPIs from clip count and column inches to cultural impact, key editor relationships, influencer credibility and wholesale buyer sentiment. Doubled key editor attendance at Paris Fashion Week within two seasons. Record post-show media sample requests. Record buyer interest from wholesale partners. Yohji Yamamoto described the FW16 Y-3 show as the best in over a decade (the first show with the new agencies.

Y-3 x Virgin Galactic: identified the cultural intersection of fashion, space and innovation at a precise moment when all three were in simultaneous global conversation. Pitched and secured the partnership, developed the global communications strategy and delivered a six-page Wallpaper cover and front page on a partnership that cost nothing. Coverage across 34 markets, 19,113 mentions, €30m EMV on €50k spend, 603:1 ROI, +18% seasonal sell-in uplift.

Y-3 NOCI 0003: conceived and delivered the world's first post-catwalk direct-to-consumer hype drop - releasing 3,000 individually numbered pairs immediately after the SS17 catwalk show to a pre-selected global influencer roster. The most positive buyer and press response the division had seen in over a decade. 94 pieces of coverage across 8 markets, 465m combined reach, 100% positive sentiment.

Y-3 SPORT: global launch built around a Nathalie Canguilhem-directed hero film, i-D and VICE as editorial launch partners, and a creator strategy connecting performance culture with fashion credibility simultaneously.

Porsche Design Sport: managed six seasons of global communications for a premium performance-fashion collaboration requiring precise brand alignment between two worlds with distinct audiences and values.

adidas NEO: communications through retail closure and brand transition.

adidas by Rick Owens and adidas by Raf Simons: season-by-season global PR across two of the most critically demanding designer collaborations in adidas's portfolio.

Feature-length Yohji Yamamoto documentary film with PHIX London. Y-3 x Matches Fashion gallery installation at Paris Fashion Week. TAO Dance Theatre at Y-3 SS16.

Fashion moves on creative authority. The work earned it.

Sony PSP · Nintendo of Europe · Mario Kart Wii · Wii Fit · Super Smash Bros. Brawl · Pokémon Platinum · Animal Crossing · Professor Layton · Rhythm Paradise · Sky HD · Palm Treo Pro · Hull City Tigers TV Live · Hull City Consumer App · StreamAMG · EFL · BBC Worldwide · YouTube · iTunes · MySpace · GlobalGathering iTunes podcast · Godskitchen iTunes podcast · BACARDÍ Beginnings SoundCloud · Hendrick's Gaming Chaise · HMV Get Closer · Hypebeast · Highsnobiety · Esquire · PC Gamer

Industry firsts across OTT streaming, fan apps, gaming launches and digital release mechanics. Some of the earliest brand-level deployments of platforms that now define the media landscape.

At Cake Group: account management and PR across a major consumer technology and gaming client portfolio. Nintendo of Europe across Mario Kart Wii, Wii Fit, Super Smash Bros. Brawl, Pokémon Platinum, Animal Crossing, Professor Layton, Rhythm Paradise and Nintendogs and Cats - managing consumer PR, media briefings, influencer seeding and launch event strategy for some of the highest-profile gaming releases of the period. Sky HD launch - early adopter campaign across technology and lifestyle media. Palm Treo Pro: flagship smartphone launch event at The Black Sheep pub with Sir Chris Hoy and Karren Brady as brand partners. Ben & Jerry's and Sainsbury's as consumer FMCG accounts. V Festival sponsorship integration. All managed as a full agency account roster simultaneously.

At BBC Worldwide: launched BBC Worldwide's YouTube, iTunes and MySpace channels before those platforms had established playbooks for brand use - among the earliest deployments of all three platforms at brand level in UK media. PR support across TopGear.com, BBCGoodFood.com and LoveEarth.com.

At Angel Music Group: GlobalGathering and Godskitchen iTunes podcasts - early branded audio distribution before podcast marketing existed as a discipline. Vodafone GlobalGathering iPhone app - full content management for artist information, lineup and set times. Online creative studio for third-party international promoters across Poland, Russia, Ukraine, South Korea, Australia and Turkey.

At BACARDÍ: world's first bespoke SoundCloud beat-unlock app - social interactions unlocked a track beat by beat, turning passive listeners into active participants in a music release. World's first 3D-printed vinyl record store at Phonica Records.

At Hendrick's Gin: world's first gaming chaise - Hypebeast, Highsnobiety, Esquire, PC Gamer. A cultural object at the intersection of gaming and absurdist luxury that generated coverage in media Hendrick's had never previously accessed.

At Hull City AFC: built the EFL's first club-owned OTT streaming platform and the EFL Championship's first integrated fan app combining ticketing, membership, OTT streaming, stadium access and news in a single product. Day 30 retention more than double the all-app industry average. App Store discoverability strategy, phased go-to-market across paid, owned and earned, full beta testing programme. First-party fan data built as the most significant long-term commercial asset of the entire digital programme.

At Sony Entertainment: Sony PSP UK launch - one of the most anticipated gaming hardware launches of its era.

Technology is most interesting when it serves a cultural idea rather than announces a capability.

Disciplines and capabilities brought to every sector.

Hendrick's Gin · Refreshing Encounters · BACARDÍ Beginnings · BACARDÍ Triangle · adidas · Y-3 · Hull City AFC · William Grant & Sons · Effie Awards · Clio Awards · Drum Marketing Awards · Kantar · Nielsen · Marketing Mix Modelling · BHT · DCO · Lay of the Land · Post Campaign Analysis · Portman Group · BCAP · DISCUS

Five global campaigns. Thirteen toolkits. 111 assets. 100% global adoption within six months.

Brand strategy built from consumer insight and competitive intelligence, not brand preference.

At BACARDÍ: strategy built from a pre-campaign Nielsen diagnostic confirming a measurable 'good to be seen drinking' deficit among 18-29 male consumers - the entire Beginnings platform was a response to a specific, evidenced brand problem.

At Hendrick's: global brand strategy spanning 100+ markets, five global campaigns, a fully integrated paid, earned and owned ecosystem with every channel assigned a defined role from awareness to advocacy, and a four-stage paid media funnel (Passive Interest, Exploration, Evaluation, Purchase/Validation).

At adidas: building the global brand PR, Influencer, Event and Content and cultural positioning for Y-3, adidas by Rick Owens, adidas by Raf Simons, Porsche Design Sport - from a division without a defined function to a globally recognised fashion authority.

At Hull City: a brand reset from 100% match-centric model to 50/50 performance and brand-led, protecting commercial value through poor on-pitch results.

Agency leadership across every major role - knowing how to brief well, how to get the best from partners, and how both sides of the relationship actually work. Omnichannel campaign architecture across ATL, PR, digital, social, paid, content, experiential, on-trade and retail simultaneously. Global-to-local toolkit governance that achieves consistency without homogeneity.

Strategy is the read. Everything else is execution.

BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ Untameable Since 1862 · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · Refreshing Encounters · Hendrick's x Accidentally Wes Anderson · Hendrick's x Katz's Deli · Hendrick's x Gaming Chaise · Hendrick's x Compulsory Films · Hendrick's x Project Seagrass · Hendrick's x Lord's Cricket Ground · Hendrick's x Australia Fashion Week · Y-3 x Virgin Galactic · Y-3 NOCI 0003 · Y-3 SPORT Global Launch · Y-3 SS16 · Y-3 FW16 · Y-3 SS17 · Y-3 FW17 · Y-3 SS18 · Y-3 FW18 · adidas by Rick Owens · adidas by Raf Simons · Porsche Design Sport · adidas NEO · adidas Paris Fashion Week · Ballantine's Stay True Scotland · Ballantine's Brasil x Fernando Volken Togni · Hull City Crest Redesign · Hull City x Umbro Kit Launches · Hull City Digital Transformation · Hull City Community Platform · Hull City Club Sale · Wilderness Festival Launch · Vintage x Sir Peter Blake x Sgt. Pepper's · The Great Escape x The Guardian · GlobalGathering International Relaunch · Godskitchen Boombox World Tour · Snoop Dogg Doggumentary Tour · Sky HD Launch · Sony PSP Launch · Nintendo of Europe · Palm Treo Pro Launch · Hendrick's Cucumber Chronicles · Endemol UK · BBC Worldwide

From a private island off Puerto Rico to a world-first 3D-printed record store. From a Wallpaper cover to BBC News at Ten. Campaign development across every brief, budget and sector.

Campaign development from the first brief to the final result - conceiving the idea, stress-testing the cultural logic, building the platform, governing the execution and measuring what actually happened against what was intended.

At BACARDÍ: developed BACARDÍ Beginnings as a year-long omnichannel platform with three staggered content spikes, ATL across print/OOH/film/cinema/digital, PR and experiential aligned to ATL, social voice running continuously across four brand pillars, and on-trade activation - all built from a pre-campaign Nielsen diagnostic showing a measurable brand perception deficit. Co- developed Triangle as a fully integrated storytelling platform spanning talent, travel, broadcast, social and editorial.

At Hendrick's: led the complete development and creation of the Refreshing Encounters global TVC and accompanying omnichannel campaign platform - the largest and most complex campaign in Hendrick's history. The brief was to create the brand's first ever live action and animation TVC using real actors, departing entirely from the existing animation-only approach. Directed and produced in partnership with The Perlorian Brothers (Spike Jonze proteges), the TVC was developed through a rigorous validation process spanning qualitative research, quantitative testing and neurological research - achieving measurable uplift in memory encoding before a single market had seen it. The TVC was the creative cornerstone of Refreshing Encounters, a multi-year global platform that ran across spring and summer campaigns for multiple consecutive years. From the TVC: built a complete omnichannel asset suite for deployment across 100+ markets - digital, social, OOH, paid, on-trade, PR, influencer and experiential all built from the same creative platform, with each channel assigned a specific role in moving consumers from awareness to advocacy. Thirteen toolkits. 111 assets. 57 DCO formats. Global-to-local governance ensuring creative consistency without homogeneity across vastly different market contexts.

At adidas: developed Y-3 x Virgin Galactic from cultural insight (the intersection of fashion, innovation and space at a moment when all three were in the public conversation) to a six-page Wallpaper cover feature. Developed Y-3 NOCI 0003 as the world's first post-catwalk direct-to-consumer hype drop.

At MAMA Group: conceived the Sgt. Pepper's x Sir Peter Blake campaign from scratch in two weeks when the festival had no headline acts and needed to sell tickets.

At Hull City: developed the full brand reset campaign architecture spanning crest redesign, content strategy, community platform, digital transformation and commercial relaunch simultaneously. The consistent discipline across all of it: find the true thing, build the platform around it, engineer the earned amplification from the outset.

The idea is not the campaign. The idea is only as good as the platform built around it.

Hendrick's Gin · Refreshing Encounters · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ Untameable · adidas · Y-3 · Y-3 SPORT · Y-3 NOCI · Hull City AFC · MAMA Group · Wilderness · Ballantine's · William Grant & Sons · Portman Group · BCAP · DISCUS · Kantar · Nielsen · BHT · Marketing Mix Modelling

PR, social, content, experiential, influencer and advocacy working as one system. Not separate channels. One consumer journey.

Integrated brand communications built around a single governing narrative that holds across every channel, market and stakeholder group simultaneously.

At Hendrick's: designed and governed a fully integrated paid, earned and owned ecosystem across 100+ markets - with every channel assigned a defined role from awareness to advocacy, and a measurement framework spanning brand health tracking to Marketing Mix Modelling validating the system end to end. PR and earned media, social strategy, influencer and creator ecosystems, experiential toolkits, on-trade activation, content production and paid amplification all operating in the same direction at the same time.

At BACARDÍ: rebuilt an event-led PR programme into two content-first cultural platforms where PR, social, experiential, digital and paid worked as one. BACARDÍ Beginnings: year-long omnichannel platform with ATL, PR and experiential, social voice across four brand pillars, on-trade activation and world-first digital content mechanics - all connected. BACARDÍ Triangle: live experience, broadcast (VH1/MTV/DirecTV into 200m+ homes at no cost), VICE editorial partnership, social content and creator advocacy as a single integrated moment.

At adidas: six seasons of Paris Fashion Week where runway, PR, social, influencer, content and wholesale sell-in all operated as a single integrated system rather than sequential outputs.

At MAMA Group: integrated campaigns spanning PR, paid digital, OOH, CRM, social, ticketing, sponsor activation and onsite content capture across 100+ annual events. The discipline is not channel management. It is ensuring every channel is doing a distinct and necessary job within a single coherent story.

Integration is not a process. It is a decision about what the brand is trying to make the audience believe - and every channel either supports that or it does not.

Rudimental · Bipolar Sunshine · Toddla T · Roses Gabor · Kele Okereke · Bobbie Gordon · Calvin Harris · Kendrick Lamar · Ellie Goulding · Grandmaster Flash · Tensnake · Debbie Harry · James Brown · Bon Jovi · Noel Gallagher · Snoop Dogg · David Gray · Biffy Clyro · Nerina Pallot · Damien Rice · David Guetta · Armin van Buuren · Dizzee Rascal · The Prodigy · Orbital · Jared Leto · Winnie Harlow · Neelam Gill · Luka Sabbat · Virgil Abloh · A$AP Bari · Gosha Rubchinskiy · Cali Dewitt · Michal Pudelka · YungJun Koo · Bar Chick · Garcon Jon · Dan Trepanier · Grungy Gentleman · Grimy Goods · Sam Horine · Bit By A Fox · Highsnobiety · Stereogum · Joe's Daily · Sneakerwatch · Anastasia Ashley · Draya Michele · Arianny Celeste · Sir Peter Blake · Fernando Volken Togni · Kate Moross · Studio Moross · Nathalie Canguilhem · The Perlorian Brothers · Compulsory Films · TAO Dance Theatre · Tom Oxley · Wayne Hemingway · Yohji Yamamoto · Rick Owens · Raf Simons · Pat McGrath · Yotam Ottolenghi · Fergus Henderson · Sam and Sam Clark · Skye Gyngell · VICE · Noisey · Shazam · Daniel Johnston · The Heritage Orchestra · The Last Tuesday Society · Secret Cinema · BBC Radio 1 · Carl Cox & Friends · Hospital Records · Toolroom Knights · Rinse FM · Ed Banger Records · Kitsune · Night Slugs · FWD >>

From music artists and fashion designers to gastronomy curators and arena hosts. Creators who genuinely belong, not creators who are paid to appear.

Influencer strategy built on a single principle: an artist or creator who genuinely believes in a brand extends it. One who is paid to appear in it diminishes it.

At BACARDÍ:

• BACARDÍ Beginnings: built the Year 2 artist advocacy operation from scratch - commissioning, briefing, contracting and managing Rudimental, Toddla T and Kele Okereke as creative collaborators rather than endorsers. Each artist was given a genuinely unconventional creative brief rather than a brand brief: write, record and perform an original track in conditions designed to push the boundaries of how music is made and released. The mechanic was the message. Wrote and negotiated the full artist Statement of Work for each mechanic - governing studio time, live streaming obligations, social media activity, real-time social Q&As, media interview schedule, content creation commitments, press materials, tour performances and meet-and-greet with competition winners. Artists were contractually committed to live-streaming the creative process, providing quotes and biographies, and posting real-time social updates throughout the activation day - turning their own audiences into live witnesses of the campaign. Rudimental and Bipolar Sunshine: 24hr A&R - wrote, recorded, rehearsed and performed live within 24 hours at The Vaults Waterloo, streamed live from 7am on BACARDÍ social channels, track released as free download on SoundCloud and performed at three UK venues on the same day. Toddla T and Roses Gabor: BPM - track unlocked beat by beat through social interactions on Facebook and Twitter, remix competition open to fans with winning track played at a BACARDÍ Beginnings event, track subsequently released commercially on Defected Records. Managed a curated 209-person influencer guest list for the 24hr A&R live gig - including key figures from Coda, Kobalt, AEG, Warner, Secret Sundaze, Ninja Tunes and The Great Escape - personally responsible for invitations across the most senior music industry names. Designed and sourced bespoke media gifting packs for 48 recipients: Sennheiser HD215 closed-back headphones, heritage BACARDÍ glass, branded USB, limited-edition Skream vinyl (chosen as a track that shaped his career), Fever Tree soda, limes and custom branded gift boxes - all coordinated and dispatched in-house. Real-time paid social copy written and deployed across Facebook and Twitter throughout the live activation days, turning the 24-hour creative process into a continuous social news event.

• BACARDÍ Triangle: led and personally managed a full influencer and media operation on a private island six miles off the coast of Puerto Rico - my accredited role covering photography and news content, PR and influencer handling, and mixology masterclasses. The influencer strategy was designed and executed in partnership with VICE/Noisey, with a global editorial partnership reaching an additional 215m. Media guests managed on the island included Guardian, Observer, MixMag (Global App), DJ Mag, Dazed Digital, Esquire, Data Transmission, Press Association, Rolling Stone, Flavorwire, Paste, Nylon, Complex, Men's Fitness, Elite Daily, Stereogum, Consequence of Sound, The Fader, EDM Sauce, AskMen, LA Snark, Chilled, The Boom Box and Stupid Dope. Influencer roster managed across lifestyle, drinks, music and fashion including Bar Chick (Hannah Grace Lodge), Garcon Jon (Jonathan Daniel Pryce), Dan Trepanier (TSBMen), Grungy Gentleman, Tim Melideo, Scott Lapatine (Stereogum), Sam Horine (photographer), Bit By A Fox (Prairie Rose), Grimy Goods (Sandra Burciaga), Anastasia Ashley, Draya Michele, Arianny Celeste, Highsnobiety (John Thomas Welch), Joe's Daily and Sneakerwatch. Combined artist social following across Calvin Harris, Kendrick Lamar and Ellie Goulding: 79m followers activated for earned amplification.

At adidas: replaced ad-hoc influencer gifting with a tiered, credibility-led global influencer ecosystem.

• Y-3 SPORT SS16 global launch: led the full influencer programme in partnership with i-D - a three-phase approach spanning content creation, launch event and influencer relations. The launch event was an intimate screening of the Nathalie Canguilhem-directed film There Are No Rules at The Clocktower restaurant at The New York Edition, hosted by i-D founders Terry and Tricia Jones alongside i-D Fashion Director Alastair McKimm and Creative Director Graham Rounthwaite, with Michelin-starred dinner by Chef Jason Atherton. Attendee roster: Jordan Barrett, Andreja Pejic, Molly Blair, Andreea Diaconu, Fernanda Ly, Ruby Aldridge, Princess Nokia, Aamito Lagum, Zebra Katz, Nick Wooster, Collier Schorr, Josh Olins, May Kwok, Holli Smith, Arden Wohl, Marshall Heyman (WSJ), Jonathan Evans (Esquire), Thomas Welch (Highsnobiety), Nico Amarca (Highsnobiety), Matthew Henson (Complex), Josh Rubin (Cool Hunting). Product seeded to key names anchoring influencer relationships leading into SS17. 13 social posts from the i-D and VICE network with combined social imprint of over 3.3m. Total launch social impressions of 26 million. 63 pieces of online coverage across 9 markets - WWD, Esquire, L'Officiel, Hypebeast, Hypebae, Highsnobiety, Complex, ELLE, VICE, Cool Hunting. Combined readership of over 237m. Universally positive sentiment.

• For AW16: developed a full Y-3 SPORT x i-D activation proposal across three concept routes - Straight Up Performance (live i-D photoshoot with influential attendees in Y-3 SPORT), In The Round (panel talks exploring the relationship between fashion and performance), and Y-3 SPORT: Live (immersive collection preview with models in active scenes) - each built around an instagrammable event environment, hero influencer casting, and a defined digital content output suite.

• Y-3 NOCI 0003: seeded to a precisely selected global roster - Winnie Harlow, Neelam Gill, Luka Sabbat, Virgil Abloh, A$AP Bari, Gosha Rubchinskiy, Cali Dewitt, Michal Pudelka and YungJun Koo - generating significant organic reach and engagement with no paid amplification. 94 pieces of coverage, 100% positive sentiment, 465m combined reach. The drop was the influencer strategy. The scarcity was the brief.

At Hendrick's Gin: commissioned and governed a global creator strategy across 100+ markets using a 1%/9%/90% segmentation framework built on CCS data and passion point mapping across seven markets - prioritising the 1% who shape culture over the 90% who reflect it. Accidentally Wes Anderson (1.5m+ community), The Perlorian Brothers, Compulsory Films, Gaming Chaise, Project Seagrass, Katz's Deli - each selected because the adjacency was genuinely credible.

At Hull City AFC: led a player influencer strategy as a core pillar of the club's marketing and community programme. First-team players used as content creators and community advocates across Players, Community and Heritage pillars - fronting the quarter-long Mind mental health campaign, leading community activations with Trussell Trust, WWF and The Together Project, and appearing across social, video and editorial content as genuine voices rather than brand assets. Player and manager media management across two seasons - building relationships, protecting reputations and maximising positive earned coverage.

At Angel Music Group and MAMA Group: arena host promotional support programme - developed formal best practice guidelines for arena hosts at GlobalGathering and Godskitchen, turning event partners into active promotional advocates with their own fan communities. BBC Radio 1, Carl Cox & Friends, Hospital Records, Toolroom Knights, Rinse FM, Ed Banger Records, Kitsune, Night Slugs, FWD>> and Defected Records all activated as credibility anchors and earned amplification channels.

Influence is not reach. It is trust. And trust is the only thing that cannot be bought at scale.

Hendrick's Gin · BACARDÍ Beginnings · BACARDÍ Triangle · Hull City AFC · adidas · Y-3 · Angel Music Group · MAMA Group · Wilderness · GlobalGathering · Accidentally Wes Anderson · Gaming Chaise · Katz's Deli · Compulsory Films · SoundCloud · Instagram · Facebook · Twitter · YouTube · TikTok · LinkedIn · Kantar Brand Lift · Nielsen DAR · Channel Lift · DCO · CCS · 1%/9%/90% segmentation

Industry-first social mechanics. Global-to-local social strategy across 100+ markets. An always-on brand social voice built to sustain engagement between campaigns, not just during them.

Social media strategy built from audience behaviour and brand purpose, not platform convention.

At Hendrick's: commissioned and led the first global paid and organic social strategy across 100+ markets - four phases (diagnosis, strategy, stakeholder alignment, rollout) covering paid funnel architecture, content pillar frameworks, audience segmentation using a 1%/9%/90% framework built on CCS data and passion point mapping across seven markets, community management governance and global-to-local implementation. Large-scale DCO programme deployed across the paid social ecosystem, each format mapped to audience segment, journey stage and channel context. AWA partnership: Instagram Story completion rate and newsletter open rates among the highest recorded for the brand globally.

At BACARDÍ: BACARDÍ Beginnings: designed the social architecture for a year-long platform with continuous social voice across four brand pillars (Heritage, Behaviour, Liquid, Stories) and world-first social mechanics - a bespoke SoundCloud app that released a track beat-by-beat through social interaction, turning passive listeners into active participants in the music release. Each stage of 24hr A&R broadcast live on BACARDÍ social networks from studio to stage. BACARDÍ Triangle: broadcast into homes globally via VH1, MTV and DirecTV at no cost to the brand, with social video views in the billions.

At Hull City: rebuilt the club's social strategy from 100% match-centric to brand, community and commercial storytelling. Built an in-house production studio. Managed social content across Players, Community and Heritage editorial pillars to create an always-on content engine resilient to on-pitch volatility.

At adidas: established social-first content creation as best practice across six fashion brands and six seasons of Paris Fashion Week - transforming runway documentation into platform-native video assets designed for global earned and paid distribution. Y-3 NOCI 0003: seeded to a carefully selected global influencer roster generating significant organic reach and engagement with no paid amplification.

At Angel Music Group and MAMA Group: built and managed all social media output across the full festival and venue portfolio. Owned the social voice across GlobalGathering, Godskitchen, and Wilderness. GlobalGathering: rebranded and relaunched as a global festival property across 8 international markets with significant social growth across managed markets. Ran online forums and fan communities for GlobalGathering and Godskitchen sustaining year-round engagement between events internationally.

Measurement across brand health tracking, brand lift, digital ad ratings, channel lift and Marketing Mix Modelling at Hendrick's. Post-campaign analysis culture embedded at every level across all roles.

Social is not a distribution channel for content made elsewhere. It is where the brand voice lives every day.

Wilderness · Lovebox · GlobalGathering · Godskitchen · The Great Escape · Vintage by Hemingway · High Voltage · White Air Extreme Sports · Secret Garden Party · Glade · Electric Carnival · Eclectricity · Escape Into the Park · BACARDÍ Triangle · BACARDÍ Beginnings · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · BACARDÍ Untameable · Ballantine's x Boiler Room Stay True Scotland · Hendrick's Gin · Y-3 · Y-3 SPORT · Y-3 NOCI · adidas by Rick Owens · adidas by Raf Simons · Porsche Design Sport · Hammersmith Apollo · Kentish Town Forum · Barfly · Heaven · The Borderline · The Garage · Jazz Cafe · Hoxton Square Bar and Kitchen · The Vaults Waterloo · Old Vic Tunnels · Phonica Records · The Savoy · One Mayfair · Albert Hall Manchester · Old Fruit Market Glasgow · The Clocktower New York · Royal Albert Hall · The Black Sheep Pub · V Festival · Vodafone Live Music Awards · Hull City AFC · England U21s vs Kosovo · Pepsi · Vodafone · Tuborg · JTI · HMV Get Closer

A private island six miles off the coast of Puerto Rico. Best New Festival. Co-founder. 83:1 ROI. Six seasons of Paris Fashion Week. 100+ events annually.

Live events and experiential leadership across twenty years - from co-founding a festival to managing one of the most complex brand activations in the spirits category, from six seasons of Paris Fashion Week to a 20-city world tour.

At MAMA Group - co-founded Wilderness Festival from nothing into Best New Festival (UKFA). Integrated music, arts (Secret Cinema performing Bugsy Malone, Daniel Johnston, The Heritage Orchestra, The Last Tuesday Society Masquerade Ball), gastronomy (Yotam Ottolenghi, Fergus Henderson, Sam and Sam Clark at Moro, Skye Gyngell) and cultural programming (Intelligence Squared, The Idler Academy) before any of those were standard festival practice. Led PR and communications and partner communications across the full portfolio - Wilderness, Lovebox, The Great Escape, Vintage by Hemingway, High Voltage. Snoop Dogg UK Doggumentary Tour. Venue estate from Hammersmith Apollo and Kentish Town Forum to Barfly, Heaven, The Borderline and the Jazz Cafe (and many more).

At Angel Music Group - full brand, marketing, paid media, digital, CRM and content leadership across GlobalGathering, Godskitchen, Lovebox, The Great Escape and the wider portfolio - 100+ live cultural events annually across festivals, venues and international touring. Godskitchen Boombox world tour across 20 cities on five continents. White Air Extreme Sports Festival, Brighton.

At BACARDÍ - Global Project Management for BACARDÍ Triangle: 1,862 guests from 22 countries, three chartered jumbo jets from London, Los Angeles and New York, Calvin Harris, Kendrick Lamar and Ellie Goulding performing on a private island six miles off the coast of Puerto Rico over Halloween weekend. Not a festival. A mythic brand moment designed to be inherently newsworthy. Broadcast into 200m+ homes. 6.7bn total impressions. Managed planning, delivery and alignment across global, regional and local teams spanning brand, PR, partnerships, music, production and legal. Personally on the island handling photography, news content, PR and influencer management and mixology masterclasses.

BACARDÍ Beginnings live programme: 24hr A&R at The Vaults, Waterloo - Rudimental and Bipolar Sunshine writing, recording and performing live in 24 hours; Year 1 activation at Old Vic Tunnels; AV23D world's first 3D-printed record store at Phonica Records with Kate Moross; Soho House Grandmaster Flash pool party and Tensnake terrace set. BACARDÍ x Soho House, BACARDÍ x The BRIT Awards, BACARDÍ x Universal Music and BACARDÍ x Tom Oxley's Face to Face at the Royal Albert Hall. Untameable on-trade programme across The Savoy and One Mayfair (London), Albert Hall (Manchester), Old Fruit Market (Glasgow), and press trip to Miami and Puerto Rico.

At adidas:

• six seasons of Paris Fashion Week across Y-3, adidas by Raf Simons, adidas by Rick Owens - replaced both the PR and events agencies, rebuilt both briefs from scratch. Integrated TAO Dance Theatre at Y-3 SS16.

• Y-3 x Matches Fashion gallery installation.

• Feature-length Yohji Yamamoto documentary with PHIX London.

• Y-3 NOCI 0003: world's first post-catwalk direct-to-consumer hype drop.

• Y-3 x Virgin Galactic: rather than a traditional press launch, took a hand-picked group of global tastemakers and editors from Virgin Galactic's Mojave facility to Spaceport America to witness the prototype flight suit reveal in person - designed as an editorial experience rather than a press event. The access was the story. The craft was the currency. The result was coverage that read like journalism because the editors who wrote it had genuinely been somewhere, seen something and understood what it meant.

• Y-3 SPORT SS16 New York launch event: intimate screening of the Nathalie Canguilhem-directed film There Are No Rules at The Clocktower restaurant at The New York Edition, co-hosted by i-D founders Terry and Tricia Jones alongside i-D Fashion Director Alastair McKimm and Creative Director Graham Rounthwaite - attended by Jordan Barrett, Andreja Pejic, Princess Nokia, Nick Wooster, Ruby Aldridge, Fernanda Ly, Zebra Katz, Collier Schorr, Highsnobiety, WSJ, Esquire and Complex, followed by Michelin-starred dinner by Chef Jason Atherton.

At M&C Saatchi Sport & Entertainment: Ballantine's x Boiler Room Stay True Scotland - four Edinburgh venues, four simultaneous live streams, unprecedented in Boiler Room's history. Ballantine's Brasil x Fernando Volken Togni artist activation for the French dark market.

At Hull City AFC: full matchday experience transformation, member events programme, England U21s vs Kosovo hosting in partnership with the FA.

At Cake Group: V Festival - one of the UK's largest commercial music festivals. Palm Treo Pro launch at The Black Sheep pub with Sir Chris Hoy and Karren Brady.

At Endemol: pre and live broadcast event publicity for Vodafone Live Music Awards, UK Music Hall of Fame, Vodafone TBA and Orange Playlist - managing real-time media during live televised events.

The best experiences are engineered so the earned amplification is larger than the event itself.

Hendrick's Gin · Refreshing Encounters · Cucumber Chronicles · Compulsory Films · The Perlorian Brothers · Gaming Chaise · Accidentally Wes Anderson · Katz's Deli · BACARDÍ Beginnings · BACARDÍ Triangle · VICE · Hull City AFC · Tigers TV Live · Angel Music Group · MAMA Group · The Fly · GlobalGathering · Godskitchen · adidas · Y-3 SPORT · i-D · VICE · Nathalie Canguilhem · PHIX London · On The Record · Bauer Media · Mixmag

A global TVC. A world-first content production platform. A 100+ market asset ecosystem. An embedded creative studio for international promoters.

Content strategy built backwards from audience behaviour, not forwards from production capability.

At Hendrick's: led the complete development and creation of the Refreshing Encounters global TVC with The Perlorian Brothers (Spike Jonze proteges) - the first live action and animation TVC in Hendrick's history, first use of real actors, developed through qualitative, quantitative and neurological research validation before any market had seen it. From the TVC, built and governed the complete global content and asset ecosystem for deployment across 100+ markets - digital, social, paid, OOH, on-trade, PR and experiential all built from the same creative platform. Summer and Festive campaign cycles across multiple consecutive years. Compulsory Films / Cucumber Chronicles: earned-first content series briefed and developed in-house. Gaming Chaise: world's first, global bleed into additional markets. Accidentally Wes Anderson: partnership with a creator community whose audience indexed precisely against Hendrick's target consumer.

At BACARDÍ:

• BACARDÍ Beginnings was a full content production and distribution operation built around three world-first activation platforms, each generating its own multi-format content series designed for mainstream, mainstream credible and credible media targets simultaneously. For each mechanic, a complete edit suite was produced and distributed: launch edits building anticipation; artist backstory edits; emerging artist profiles; real-time activation edits; creative process documentaries; post-event highlights packages; and an end-of-campaign showreel. Every edit had a defined consumer outtake, a media targeting tier and a seeding strategy - from organic blogger outreach and forum posting to database emails, Facebook and paid promotion. Artist briefing documents governed every shoot. An internal approvals process ensured content hit media on time. In-edit branding guidelines kept BACARDÍ present but credible throughout.

• The three activation platforms each became the centrepiece of their own content universe: 24hr A&R (Rudimental x Bipolar Sunshine) - real-time edits broadcast as the day happened, from studio at 7am to live performance at 7pm; BPM (Toddla T x Roses Gabor) - track unlocked beat by beat through social interaction, studio process and remix competition documented across multiple edit formats; AV23D (Kele Okereke x Bobbie Gordon) - world's first 3D-printed vinyl record store at Phonica Records with Kate Moross sleeves, the creative process and live event documented across launch, process and post-event edits. Album cover design credits across all five Beginnings releases.

• BACARDÍ Triangle was a separate and equally substantial content and broadcast operation. Broadcast distribution via VH1, MTV, Palladia and DirecTV - one-hour show plus three 30-minute artist specials into hundreds of millions of homes globally at no cost to the brand. Major editorial and content partnership with VICE. Getty photographers on the island - LA-based talent-friendly photographers with instant global distribution via Getty wire. Operating an always-on brand publicity machine on the island, coordinating content production and media dissemination across ten channels simultaneously. Google Glass planned for six winners to capture first-person POV content from multiple perspectives - Calvin from stage, Ellie's publicist from backstage, bartenders. Real-time social content capture and distribution throughout the four-day event. Pre-planned story moments and reactive celebrity content managed in real time. Ten editorial angles each with distinct assets, outlets, reach targets and global/local responsibilities mapped across music, travel, mainstream consumer, celebrity gossip, style, artist fan activation, music trade, drinks trade, cultural contributors and passion communities.

At Hull City: rebuilt content model around Players, Community and Heritage - shifting from 100% match-led to 50/50 brand and performance. Built an in-house production studio from scratch. Managing Editor of the official matchday programme.

At Angel Music Group: ran a full in-house content and creative studio producing video, photography, editorial and digital assets across GlobalGathering, Godskitchen, and at MAMA Group outsourced content for Wilderness, Lovebox and The Great Escape. Also operated an online creative studio for third-party international promoters at Angel Music Group - designing and producing newsletters, content, video assets and digital campaigns for their audiences on behalf of the GlobalGathering and Godskitchen brands, functioning as an embedded content agency for promoter partners across Poland, Russia, Ukraine, South Korea, Australia and Turkey. Produced all arena host promotional guidelines and content frameworks.

Editor of On The Record weekly industry newsletter. Long-form, short-form, social-first, earned-first, broadcast - the format follows the idea, not the other way around.

Content is not a channel. It is a decision about what a brand is willing to say.

Hendrick's Gin · Refreshing Encounters · BACARDÍ Beginnings · BACARDÍ Triangle · BACARDÍ Untameable · adidas · Y-3 · Y-3 SPORT · Y-3 NOCI · adidas by Rick Owens · adidas by Raf Simons · Porsche Design Sport · Hull City AFC · Ballantine's x Boiler Room · Ballantine's Brasil · Angel Music Group · MAMA Group · Wilderness · Lovebox · GlobalGathering · Godskitchen · The Great Escape · Vintage by Hemingway · Warner Music · 14th Floor Records · Endemol UK · BBC Worldwide · The Fly · Wallpaper · i-D · VICE · Vogue · WWD · Hypebeast · Hypebae · Highsnobiety · Esquire · Guardian · Observer · BBC News · Mixmag · DJ Magazine · NME · Rolling Stone · People · Forbes · New York Times · Late Night with Seth Meyers · BBC Radio Humberside · Taylor Herring · Kiss FM · Galaxy · Bauer Group

25,100 editorial placements across 30 markets. A Wallpaper cover. BBC News at Ten. Campaign magazine Notable Campaign of the Year.

PR is not publicity. Publicity is getting mentioned. PR is controlling the narrative - what the story is, who tells it, in what order, through which voices, and what it needs to make the audience do next.

At Warner Music Group: artist PR across David Gray, Biffy Clyro, Nerina Pallot, Damien Rice, Ray LaMontagne, The Wombats and Joseph Arthur - release campaigns, album launch narratives, tour press, long-lead features and radio plugging strategy across label and independent media.

At Endemol UK: consumer PR for major broadcast formats across Big Brother, Celebrity Big Brother, Deal or No Deal, Charlie Brooker's Screenwipe, Would I Lie to You, Animal Park, Fame Academy and Soccer Aid. Real-time media management during live broadcast events - eviction nights, live results, auditions - at a time when tabloid and broadcast appetite for reality television was at its commercial peak.

At Angel Music Group and MAMA Group: PR and communications strategy across 100+ annual events. GlobalGathering national and international press across 8 markets. Godskitchen UK and international. Wilderness PR from launch through Best New Festival. Lovebox, The Great Escape, Vintage by Hemingway, High Voltage. Sgt. Pepper's x Sir Peter Blake: conceived and executed in two weeks - three front pages across 11 countries, BBC News at Ten, 8th most-read story on BBC.com on the day of publication. The Great Escape x The Guardian: first-ever sell-out. National PR competitions. Kiss FM, Galaxy, Bauer Group, Mixmag and DJ Magazine as core media relationships. All releases, press days, artist interviews, competition management and media hospitality managed in-house.

At BACARDÍ: three distinct PR programmes running simultaneously. BACARDÍ Beginnings: year-long earned-first music platform - Campaign magazine Notable Campaign of the Year. BACARDÍ Triangle: global project management and UK PR for one of the most complex experiential PR operations in the spirits category. Led a ten-channel segmented media strategy with distinct angles, assets, outlets, reach targets and global/local responsibilities mapped per channel across music (NME, Pitchfork, Guardian Music, Rolling Stone, Resident Advisor), travel (GQ Travel, LA Times Travel, Gallivant), mainstream consumer (Esquire, Mixmag, Time Out), celebrity gossip (Mail Online, TMZ, E!, MTV, Celebuzz, HuffPost), style (NY Times, GQ Style, Mr Porter, Details), artist fan activation (artist social channels and databases), music trade (Music Week, Music Industry News), drinks trade (The Spirits Business, JustDrinks, Shanken), cultural contributors (Dan Trepanier, Harvey Morenstein, Nick Wooster, Jamal Edwards, Tyler Shields) and passion communities (Reddit EDM, Reddit Festivals). Established a temporary office on the island as an always-on brand publicity machine. Getty photographers on-site for instant global wire distribution. Real-time content capture and media dissemination across all four days. Pre-planned story moments across arrival, Halloween night and the headline show, plus reactive celebrity content managed in real time. Crisis communications pre-planned and on standby throughout. Untameable: UK earned-first launch strategy using structured media briefings, liquid education and press trip to Miami and Puerto Rico to generate long-form lifestyle and features coverage rather than short news hits.

At M&C Saatchi Sport & Entertainment: PR and earned media for Ballantine's x Boiler Room Stay True Scotland and Ballantine's Brasil x Fernando Volken Togni. Agency-side PR leadership across music, culture and sport briefs.

At adidas: PR lead across Y-3, adidas by Raf Simons, adidas by Rick Owens and Porsche Design Sport. Six seasons of Paris Fashion Week. Rebuilt both the PR agency and its brief from scratch - shifting KPIs from clip count to cultural impact, editor relationships and wholesale buyer sentiment. Y-3 x Virgin Galactic: six-page Wallpaper cover and front page, coverage across 34 markets, 19,113 mentions. Y-3 NOCI 0003: 94 pieces of coverage, 100% positive sentiment. Y-3 SPORT: global launch with i-D and VICE. Doubled key editor attendance at Paris Fashion Week; record post-show media sample requests and buyer interest in over a decade.

At Hendrick's Gin: global PR and earned media across 100+ markets. TVC launch PR, campaign announcement strategy and partnership PR across Accidentally Wes Anderson, Katz's Deli (Forbes, People, NYT, Late Night with Seth Meyers on launch day), Compulsory Films/Cucumber Chronicles, Gaming Chaise (Hypebeast, Highsnobiety, Esquire, PC Gamer) and Project Seagrass. Governing 25,100 editorial placements across 30 markets with 93% positive sentiment.

At Hull City AFC: PR across two EFL Championship seasons including relegation, crest redesign, ownership change and club sale. All press operations managed in-house - player and manager media management, press conferences, mixed zone, broadcast interviews and all written outputs. BBC Radio Humberside commentary deal negotiated as sole club-side lead. Sale-readiness communications and stakeholder management throughout due diligence.

The reach was always a consequence of the credibility. In that order.

Hendrick's Gin · Refreshing Encounters · BACARDÍ · Hull City AFC · adidas · MAMA Group · Angel Music Group · GlobalGathering · Godskitchen · Pepsi · Vodafone · Tuborg · JTI · Kantar Cross Media · Kantar Brand Lift · Nielsen DAR · Marketing Mix Modelling · Brand Health Tracker · Channel Lift · Post Campaign Analysis · Lay of the Land · DCO · JCDecaux · Clear Channel · Google Display Network · Facebook · Instagram · VH1 · MTV · DirecTV · Palladia · VICE

A four-stage paid ecosystem. A large-scale DCO programme. An eight-tool measurement framework.

Paid media designed as a system, not a channel.

At Hendrick's: designed and governed a fully integrated global paid media ecosystem for Refreshing Encounters across four consumer journey stages - Passive Interest (hero AV, scale OOH, disruptive digital), Exploration (media moments social, context-driven targeting), Evaluation (proximity OOH, summer occasions social), Purchase/Validation (SEM, ecommerce display, Amazon A+, in-store). Introduced Hendrick's first large-scale DCO programme - dynamic creative formats flexing by context, placement and audience across markets without multiplying production cost. Commissioned and governed an eight-tool measurement framework spanning Brand Health Tracker, Lay of the Land, Kantar Cross Media, Kantar Brand Lift, Nielsen DAR, Channel Lift, Post Campaign Analysis and Marketing Mix Modelling across UK and US commercial conversion modelling.

At BACARDÍ: led paid amplification strategy across Triangle - negotiating broadcast distribution via VH1, MTV, DirecTV and Palladia into hundreds of millions of homes globally at no cost to the brand - and Beginnings, where paid social was used to scale earned moments and owned channels sustained advocacy momentum between campaign spikes. ATL across two bursts (print, OOH, film, cinema and digital) with PR and experiential aligned to ATL timing.

At Hull City: full paid media strategy across OOH, digital display, paid social, cinema and radio structured to a quarterly editorial narrative framework - three specialist agencies managed simultaneously. Introduced a formal paid media planning and post-campaign analysis discipline where none had previously existed.

At adidas: AV production and distribution strategy overhauled across fashion launches, shifting to social-first distribution with global earned and paid amplification built in from the shoot brief.

At Angel Music Group and MAMA Group: led the full paid media operation for GlobalGathering, Godskitchen, Escape Into the Park and the wider festival portfolio - a full agency-scale media buying and planning function managed in-house. Owned the annual media budget and strategy across press, online, radio, TV, outdoor and street promotion. Press advertising: Mixmag (IFC DPS, IFC and full-page schedules), DJ Magazine, Time Out, Front, Bizarre, Clash, Notion, EasyJet, Metro, IDJ, Loaded, Zoo, Tilllate, RWD and Stratford Herald - negotiating rates, booking positions and managing schedules across multiple titles simultaneously. Online advertising: NME.com, Facebook, Google Adwords, Don't Stay In, Data Transmission, web banners, digital eflyers and forum partnerships. Outdoor and OOH across underground and window placements. Street promotion: managed a national network of regional street promotion companies covering every UK market from London and the South East to Scotland and Northern Ireland - coordinating hand-to-hand distribution, shop drops and venue packs across hundreds of thousands of flyers per campaign.

Competition management across PR competitions, marketing and third-party eflyer competitions (HMV, Facebook, River Island, Hard to Find Records, Rinse FM, Nintendo) and artist competitions across Kiss, Galaxy, XFM, Capital FM, Wyvern FM, Gaydar Radio and Bauer Group. HMV partnership: hero banners, CRM to databases of hundreds of thousands of subscribers, hmvradio nationwide, LED tickers across all box office stores, in-store plasmas, OOH window space and festival guide placements. Vodafone partnership: managed full content production for the Vodafone GlobalGathering iPhone app including artist information, set times and lineup data. Developed and distributed formal best practice guidelines for arena host promotional support. Partner digital: managed Vodafone, Pepsi and Tuborg homepage logo placements, newsletter footer integration and partner page hierarchy across GlobalGathering and Escape Into the Park. International market media planning across UK, Poland, Russia, Ukraine, South Korea, Australia and Turkey.

Paid media earns its place when it amplifies what is already true. When it tries to manufacture it, the audience notices.

Hull City AFC · Tigers TV Live · Hull City Consumer App · StreamAMG · Hendrick's Gin · BACARDÍ Beginnings SoundCloud · BBC Worldwide · adidas · Kantar · Nielsen · Google Display Network · Facebook · Instagram · EFL · CRM · DTC · Amazon · Shopify · Five-tier supporter segmentation

Day 30 retention double the all-app industry average. Newsletter open rate three times the industry average. The EFL's first club-owned OTT.

Digital strategy built backwards from a business problem, not forwards from a channel.

At Hull City: authored and presented the full Digital and Marketing Strategy to the Senior Leadership Team. Built the first fully integrated digital operating model from scratch - app, OTT, website, CRM, paid media and in-stadium digital inventory all connected into a single system. Managed App Store discoverability strategy, phased go-to-market across paid, owned and earned channels, and full beta testing programme. Day 30 app retention more than double the all-app industry average. Sessions per user well above the sports app norm - users returning on non-matchdays, confirming habitual engagement beyond the fixture schedule. Substantial international downloads validating audience targeting strategy for the club's global fanbase.

Designed and implemented a five-tier supporter CRM segmentation model - Passive, Casual, Active, Member, Devoted Member - across a fully profiled fanbase, underpinning all lifecycle messaging, acquisition campaigns and channel planning. Newsletter open rate more than three times the all-industry average; click rate more than ten times the industry average. Ecommerce integration across ticketing, retail and OTT subscription. First-party data ownership built as the most significant long-term commercial asset of the digital programme. Website redesign: mobile-first, video-first, with a bounce rate dramatically below industry average and the majority of sessions on mobile - validating the design strategy.

Delivered an industry-first EFL opt-out - building a club-owned OTT and streaming platform that gave full ownership of match content, audience data and commercial inventory, for less than the EFL had previously retained in sponsorship. A materially better product for fans and commercial partners than the league standard.

At Hendrick's: designed and governed a fully integrated global digital and social strategy across 100+ markets - first global paid and organic social strategy, four-stage paid funnel architecture, audience segmentation built on CCS data and passion point mapping, large-scale DCO programme and an eight-tool measurement framework spanning brand health tracking to Marketing Mix Modelling.

At BACARDÍ: BACARDÍ Beginnings was not just two world-first mechanics - it was a fully integrated digital and CRM operation running year-round underneath them. The bespoke bacardibeginnings.com microsite was the campaign hub, with dedicated URLs and landing pages per mechanic, per artist and per campaign phase. A full social content calendar was written, scheduled and deployed across Facebook and Twitter for every mechanic - not reactive, but pre-planned to the hour on activation days, with platform-specific copy optimised separately for each channel and character count. On 24hr A&R day, paid social posts were timed and stacked from 9am through to the live gig that evening, each one moving the audience through a different stage of the story as it happened in real time. CRM and email marketing to the BACARDÍ database drove traffic to the microsite at each campaign phase - announcement, activation, competition entry and wrap-up. Paid search campaigns ran across Google, Bing and YouTube across four distinct phases: Announce and Pre-Track Release; Track Release Day; Remix Competition; and Wrap Up and Winner Announcement - with keyword universes built per mechanic, per artist, per genre and per music production tool category (targeting remix competition entrants at the point of intent). Competition mechanics were built and governed end-to-end: ticket giveaways for the 24hr A&R live gig, the BPM remix competition with individual stems available for download and a Toddla T remixing masterclass as the prize, social competitions via email database and third-party partners. The BPM beat-unlock app itself: built a bespoke SoundCloud platform releasing a track one beat - five seconds of audio - at a time, each segment unlocked only when a defined social interaction threshold was reached on Facebook and Twitter. Passive listeners became active participants in the release. The track could not be heard until the audience collectively earned it. Once fully unlocked, the complete track was available as a free download, followed by a fan remix competition with individual stems for download - winning remix played at a BACARDÍ Beginnings live event, track subsequently released commercially on Defected Records. The mechanic was the campaign; the social interaction was the distribution strategy. AV23D: world's first 3D-printed vinyl record store at Phonica Records, Soho - five Beginnings tracks pressed onto records produced entirely through 3D printing, with sleeves designed by Kate Moross, sold exclusively at the event with proceeds to Nordoff Robbins music therapy charity. Covered as a technology first, a music industry first and a charity activation simultaneously.

At Angel Music Group and MAMA Group: GlobalGathering and Godskitchen iTunes podcasts - among the earliest branded audio distribution plays on the platform, building global digital audiences for the festival brands before podcast marketing existed as a discipline.

BBC Worldwide's YouTube, iTunes and MySpace launches - among the earliest brand-level deployments of those platforms before social media marketing existed as a formalised discipline.

First-party data is not a compliance obligation. It is the most valuable commercial asset a brand can build.

Y-3 x Virgin Galactic · BACARDÍ x Soho House · BACARDÍ x The BRIT Awards · BACARDÍ x Universal Music · BACARDÍ x Tom Oxley · BACARDÍ x Kate Moross · BACARDÍ x VICE · BACARDÍ x Shazam · BACARDÍ x Noisey · Ballantine's x Boiler Room · Ballantine's Brasil x Fernando Volken Togni · Hendrick's x Accidentally Wes Anderson · Hendrick's x Katz's Deli · Hendrick's x Lord's Cricket Ground · Hendrick's x Project Seagrass · Hendrick's x Compulsory Films · Hendrick's x The Perlorian Brothers · Hendrick's x Gaming Chaise · Hendrick's x Australia Fashion Week · Wilderness x War Child · Wilderness x Yotam Ottolenghi · Wilderness x Secret Cinema · Wilderness x Intelligence Squared · Wilderness x The Idler Academy · Wilderness x The Last Tuesday Society · Hull City x Mind · Hull City x WWF · Hull City x Trussell Trust · Hull City x The Beats Bus · Hull City x Viking FM · Hull City x Umbro · Hull City x SportPesa · Hull City x KCOM · Hull City x BBC Radio Humberside · Hull City x Woodland Trust · Hull City x Kick It Out · Hull City x NCS · Hull City x Tigers Trust · Hull City x Humber Street Sesh · The Great Escape x The Guardian · GlobalGathering x Vodafone · GlobalGathering x Pepsi · GlobalGathering x Tuborg · GlobalGathering x HMV · GlobalGathering x JTI

A sponsorship buys a badge. A partnership builds something neither brand could have built alone.

The best partnerships feel inevitable rather than corporate. They start from a single question: what does this brand credibly belong next to, and what does that adjacency unlock? The answer has to be specific enough that it could not apply to any other brand.

At adidas:

• led all brand partnership communications across the Fashion Collaborations and Street Style division - Yohji Yamamoto for Y-3, Rick Owens, Raf Simons and Porsche Design Sport - across six seasons of Paris Fashion Week and ongoing global market activity. Two partnerships in particular defined the division's cultural ambition.

• Y-3 x Virgin Galactic - identified the cultural intersection of fashion, space and innovation at a precise moment when all three were in simultaneous global conversation. Pitched, developed and delivered a six-page Wallpaper cover and front page on a partnership that cost nothing. €30m EMV on €50k spend. 603:1 ROI. The partnership was the campaign.

• Y-3 SPORT x i-D: structured and negotiated a full editorial and experiential partnership with one of fashion's most credible titles to launch Y-3 SPORT globally - spanning a Nathalie Canguilhem-directed hero film produced in collaboration with i-D's senior editorial and creative teams, an 8-page print editorial authored by i-D editor Holly Shackleton, distribution across i-D and VICE networks in 6+ markets, and an intimate New York launch event hosted by i-D founders Terry and Tricia Jones. Partnership funded the entire launch event through negotiation, delivering a Michelin-starred editorial moment at no additional cost to the brand. 26m launch social impressions, 63 pieces of coverage across 9 markets, 237m+ combined readership. The i-D partnership was the credibility architecture the campaign was built on.

At BACARDÍ: BACARDÍ x Soho House - global on-premise lifestyle partnership anchoring BACARDÍ's premium positioning through genuine cultural association. BACARDÍ x The BRIT Awards 2013 and 2014 - two-year music culture partnership at the UK's most-watched music event. BACARDÍ x Universal Music and BACARDÍ x Coda Music - music industry partnerships underpinning artist access and credibility for Beginnings. BACARDÍ x VICE and Noisey - global editorial partnership for Triangle reaching an additional 215m. BACARDÍ x Kate Moross - sleeve design for all five Beginnings vinyl releases. BACARDÍ x Tom Oxley - Face to Face exhibition at the Royal Albert Hall. BACARDÍ x Shazam - discovery partnership for Triangle amplification.

At Hendrick's Gin: led a global partnership portfolio built on cultural credibility rather than audience size. Accidentally Wes Anderson - 1.5m+ community of travel and design enthusiasts; Katz's Deli New York - started as April Fool's joke, consumer demand made it real, 722 global media mentions on launch day; MCC/Lord's; Project Seagrass - environmental partnership; Compulsory Films/Cucumber Chronicles; The Perlorian Brothers TVC; Gaming Chaise (world's first); Australia Fashion Week. Each partnership chosen because Hendrick's genuinely belonged there, not because the audience was large.

At M&C Saatchi Sport & Entertainment: Ballantine's x Boiler Room Stay True Scotland - four Edinburgh venues, four simultaneous live streams, unprecedented in Boiler Room's history. Ballantine's Brasil x Fernando Volken Togni - artist partnership for the French dark market generating long-form editorial coverage through cultural storytelling.

At Angel Music Group and MAMA Group: managed the marketing and comms for the full festival sponsor portfolio (AMG) and comms (MAMA Group) - Vodafone, Pepsi, Tuborg, JTI and HMV across GlobalGathering, Godskitchen, Wilderness, Lovebox and The Great Escape. Translated sponsorship rights into integrated marketing activation across paid, OOH, digital, onsite and partner comms. Wilderness partnership ecosystem: War Child (charitable partner integrated from launch), Yotam Ottolenghi, Secret Cinema, Intelligence Squared, The Idler Academy and The Last Tuesday Society - each one a cultural choice that defined what Wilderness stood for. The Great Escape x The Guardian: editorial media partnership that delivered the festival's first-ever sell-out.

At Hull City AFC: rebuilt the commercial sponsorship proposition from low partner confidence to a tiered model integrating in-stadium inventory (big screens, concourse TVs, pitch-facing and crowd-facing LEDs) into structured sponsorship packages. Extended agency-quality creative support to commercial partners. Negotiated BBC Radio Humberside commentary deal as sole club-side lead. Managed SportPesa regulated betting sponsorship through a period of heightened public and regulatory scrutiny. Hull City x Umbro kit launches. Hull City x Mind. Hull City x KCOM stadium to MKM naming rights integration and transition.

Precise cultural positioning is what earns coverage, advocacy and long-term equity. Generic adjacency just earns invoices.

Hull City AFC · EFL · FA · SportPesa · BBC Radio Humberside · William Grant & Sons · Hendrick's Gin · adidas · MAMA Group · Live Nation · HMV Live · Secret Productions · Angel Music Group · Porsche Design Sport · adidas NEO

Crisis communications. Sale-readiness. Restructuring. Regulatory scrutiny. The communications no brand wants to need but always does.

Corporate and crisis communications across some of the most demanding environments in this portfolio - each requiring the ability to hold an external narrative steady while managing significant internal complexity simultaneously.

At Hull City: walked into one of the most politically sensitive communications environments in football. Every decision made in public. Heritage non-negotiable. Ownership under sustained scrutiny. Led communications simultaneously across supporter unrest (crest redesign controversy requiring a three-phase consultation process and careful stakeholder sequencing), regulatory scrutiny (SportPesa betting sponsorship through a period of heightened public and regulatory debate), governance challenges and the full club sale process - including due diligence communications, confidentiality management and stakeholder messaging across staff, players, sponsors, supporters and media. Managed sponsor crisis with Everton FC with zero negative media exposure. First net-positive supporter sentiment in four years. A business handed back ready for sale.

At Hendrick's: unified leadership and 100+ local markets behind one brand strategy during corporate restructuring - managing internal alignment, external narrative and market confidence simultaneously. Led global executive communications including briefings, internal townhalls and spokesperson preparation across markets.

At adidas: managed communications around the Porsche Design Sport contract exit and adidas NEO retail closure - stakeholder management, media handling and internal alignment for sensitive commercial transitions requiring careful sequencing of internal and external announcements.

At MAMA Group and Angel Music Group: owned group-wide corporate communications across Live Nation, HMV Live, Secret Productions and Angel Music Group during rapid growth, IP acquisition and ownership change. Executive profiling, CEO positioning, speechwriting, board-facing reporting, media training, crisis protocols, holding statements, escalation frameworks and internal communications aligned to external narrative at every stage.

At BACARDÍ: produced executive communications, spokesperson briefs and media training across global and UK leadership during a period of significant cultural repositioning.

At Fractional/FTC: strategic counsel to founders, CMOs and C-suite on corporate messaging, narrative architecture, executive communications and reputation management during organisational change - supporting internal transformation through clear, empathetic communication during periods of structural uncertainty. The discipline is not damage limitation. It is maintaining the clarity and confidence of the external narrative while managing the internal reality of change.

A crisis is not a communications problem. It is a leadership problem that communications makes visible. The discipline is making sure the story you tell is the true one.