Experience

Soldo

• United Kingdom
• Financial Services
• 200 - 300 Employee

• Director of Brand

  • Mar 2021 - Present

  London, England, United Kingdom One of the fastest-growing Series C fintechs in Europe. Featured in Deloitte Fast 50; 2,634% revenue growth in the past 4 years. Headhunted to be Soldo’s first Director of Brand, building out and owning every part of the function from scratch. Responsible for creating and executing the end to end brand strategy and managing the in-house team and external agency roster to deliver it. Transcreating all supporting marketing content for six European markets. KEY ACHIEVEMENTS +… Show more One of the fastest-growing Series C fintechs in Europe. Featured in Deloitte Fast 50; 2,634% revenue growth in the past 4 years. Headhunted to be Soldo’s first Director of Brand, building out and owning every part of the function from scratch. Responsible for creating and executing the end to end brand strategy and managing the in-house team and external agency roster to deliver it. Transcreating all supporting marketing content for six European markets. KEY ACHIEVEMENTS + Increased brand awareness from 17% to 31% and consideration from 9% to 20% in 18 months amongst target audience. + 41% of target customers scored the brand positioning as ‘Very Memorable’, 38% scored it as ‘Very Distinctive’ and 37% of respondents said it made them ‘Want to learn a lot more’ about Soldo. Italian and French articulations scored equally positively. + Recruitment and leadership of a rapidly scaling, high-performing and cross-functional brand team. Having increased from 9 to 17 people in only 12 months, the team covers design, copy and digital delivery. + Created a distinctive, flexible visual identity and tone of voice to differentiate Soldo effectively across all marketing channels. + Delivered a new website end to end in 10 months, ahead of schedule and below budget, supporting the new business strategy. + Introduced ‘self-serve design’ delivery option for stakeholders using Canva, while maintaining control over quality of output. + Developed video content with a 44% higher view rate and 254% higher completion rate on average versus existing benchmarks. + Led the Series C funding round ($180m) announcement across all marketing channels. Achieved significant top tier coverage. Show less



John Lewis & Partners

• United Kingdom
• Retail
• 700 & Above Employee

• Brand Lead | John Lewis Finance

  • Jul 2018 - Mar 2021

  London, United Kingdom Created and executed the brand strategy and platform (‘You have our word’) and championed its adoption across all business functions, including new proposition development. Led and developed a design team of 7, including a marketing exec and owned external agency relationships. Recognised as the authority on the brand and brand guardian. KEY ACHIEVEMENTS + Brought the 2019 Partnership Card Christmas campaign creation in house, collaborated with the product team, marketing team and… Show more Created and executed the brand strategy and platform (‘You have our word’) and championed its adoption across all business functions, including new proposition development. Led and developed a design team of 7, including a marketing exec and owned external agency relationships. Recognised as the authority on the brand and brand guardian. KEY ACHIEVEMENTS + Brought the 2019 Partnership Card Christmas campaign creation in house, collaborated with the product team, marketing team and John Lewis and Waitrose branches to achieve record customer acquisition (+14% YoY) and a 37% YoY reduction in CPA. + Defined the Savings and Investments proposition end to end, co-created with customers and selected Nutmeg for the partnership. + Secured board level sign-off on recommendation for the future brand hierarchy to more closely align to JL&P. + Led the integration of the first John Lewis Finance product (Personal Loans) into a John Lewis & Partners NewYear campaign: ‘Everything starts somewhere’. + Cut through all the red tape to create JL&P’s first ‘Work from anywhere’ trial, allowing a team member to work from Brazil. + Successfully coached a team member to promotion after nine years in the same position. Show less



ZAVA

• United Kingdom
• Health and Human Services
• 100 - 200 Employee

• Head of Brand

  • Apr 2017 - Jul 2018

  The biggest digital healthcare start-up in Europe, operating in six countries. Zava has delivered 7,000,000 treatments since 2011. Introduced the challenger brand concept to the board and company and made the business case for this new position. KEY ACHIEVEMENTS + Led the board level team in creating and implementing a challenger brand platform (‘Healthcare without judgement’) across the business, a company vision (‘Stop fear of judgement damaging the world’s health’) and… Show more The biggest digital healthcare start-up in Europe, operating in six countries. Zava has delivered 7,000,000 treatments since 2011. Introduced the challenger brand concept to the board and company and made the business case for this new position. KEY ACHIEVEMENTS + Led the board level team in creating and implementing a challenger brand platform (‘Healthcare without judgement’) across the business, a company vision (‘Stop fear of judgement damaging the world’s health’) and values (‘We Care, We Share, We Dare’). + Worked with the UX team to create Zava’s first holistic brand identity (tone of voice, video and photography guidelines, illustration guidelines etc). + Significant increase in internal pride reported following the introduction of the company vision and values.

• Head of Growth, UK

  • Feb 2016 - Oct 2017

  London, United Kingdom P&L ownership and overall commercial responsibility for this priority market for Zava, including pricing strategy. KEY ACHIEVEMENTS + 52% year-on-year growth in revenue, maintaining net profit. + Successfully appointed a new PPC agency, generating a 34% year-on-year increase in orders, while maintaining CPA. + Implemented a strategic PR content plan that generated hundreds of DoFollow links from high domain authority websites.



News UK

• United Kingdom
• Online Audio and Video Media
• 700 & Above Employee

• Growth Marketing Manager, The Times and The Sunday Times

  • Jul 2015 - Feb 2016

  KEY ACHIEVEMENTS + Developed and executed a new strategy for Times Currency Services, achieving a 17% increase in revenue YoY. + Launched a new website for Times Currency Services, driving a 22% increase in conversion rate. + Refined PPC activity and introduced a new attribution model to deliver a 47% reduction in cost per acquisition.

• Growth Marketing Manager, New Ventures

  • Aug 2014 - Jul 2015

  London, United Kingdom KEY ACHIEVEMENTS + Defined the customer value proposition and competitive positioning for The Sun Holidays. Successfully launched the new website with 194,000 unique visits within two weeks against a target of 170,000. + Developed the Times Traveller brand story and weekly email, achieved open rates of over 40% and click-through rates of 15%.



Career Break

• Ireland
• Travel Arrangements
• 1 - 100 Employee

• Career Break

  • Sep 2013 - Jul 2014

  Backpacked solo through 20 countries in South and Central America, Australasia and Asia.



Fujitsu

• IT Services and IT Consulting
• 700 & Above Employee

• Digital Marketing Manager, Financial Services

  • Jul 2012 - Aug 2013

  London, United Kingdom KEY ACHIEVEMENTS + Led bid marketing and account-based marketing for enterprise customers. Generated £400m+ of qualified pipeline. + Managed Fujitsu’s presence at large industry events. Generated £80m of qualified pipeline.

• Digital Marketing Executive, Financial Services

  • Jan 2009 - Jul 2012

  London, United Kingdom KEY ACHIEVEMENTS + Created value propositions for £150m+ of successful bids. + Exceeded the target in a multi-channel lead generation campaign by over 100%, created £7m+ of qualified pipeline.



BT Group

• United Kingdom
• Telecommunications
• 700 & Above Employee

• Project Assistant, Sustainability Practice

  • Sep 2007 - Dec 2008

  + Marketing team support, managing the creation and updates of key collateral across a variety of channels.