Strategy Director

• Sep 2023 - Present

Feel believes that strong, distinctive brands are the ones that really, deeply understand and respond to what consumers think and need (rather than just mirror their lives and problems). We provide consumer insight and strategy work to ensure our clients' strategy and briefs are on pointe and that creative is developed against true consumer insight to create memorable, compelling and moving campaigns. We also help client's identify (and resolve) gaps in the other 3 'Ps' needed to make their comms work really fly! Show less

Atalante Marketing Co-founder & Director | Marketing Strategy | SMEs, Start-ups & Challenger Brands

• Aug 2020 - Present

Arla Foods Organic Communications Manager (Interim/project)

• Jan 2020 - Jul 2020

I really enjoyed working with Arla and the Organic Trade Board on a 6 month contract to understand how we tell the fascinating story of Organic. Organic is a significant, tangible choice consumers can make to protect nature and wildlife and ultimately restore and sustain life on our planet. As a complete convert it was fantastic to help consumers discover and understand Organic. My role included: • Working with the OTB and partners across the industry to develop a fresh identity and campaign to promote Organic to consumers and retailers ahead of Organic September 2020 • Projects to develop Arla's Organic standards and 2021 positioning and NPD launch to support this Show less

Astonish Cleaning Head Of Marketing

• Oct 2019 - Jan 2020

• Finalised TVC development and media plan • Developed support campaign for TVC including a blend of contextual digital advertising and social campaign with Cleanfluencers • Worked with commercial team on commercial analysis and development of retailer presentations and sell in decks • Finalised TVC development and media plan • Developed support campaign for TVC including a blend of contextual digital advertising and social campaign with Cleanfluencers • Worked with commercial team on commercial analysis and development of retailer presentations and sell in decks

Cranswick Foods Brand Manager (Weight Watchers | The Black Farmer | Simply Sausages)

• 2012 - 2013

• Developed brand strategy and high impact, guerrilla marketing campaign for Simply Sausages to drive over 18m OTS and 60,000 customer engagements on a £60k budget. • Saved Lishman’s sausages from de-list in Asda through new format and positioning • Developed brand strategy and high impact, guerrilla marketing campaign for Simply Sausages to drive over 18m OTS and 60,000 customer engagements on a £60k budget. • Saved Lishman’s sausages from de-list in Asda through new format and positioning

Ainsley Harriott & Simon Rimmer Brand Manager

• Nov 2010 - Nov 2012

• Grew the Ainsley Harriott brand 15% to become a £29m brand 2011-2012. • Developed and implemented the £1m “25,000 miles of flavour” campaign which included a social media campaign to send a fan to Vietnam to find our next soup flavour. • Won three Grocer NPD awards for products I developed for Ainsley Harriet and Simon Rimmer • Grew the Ainsley Harriott brand 15% to become a £29m brand 2011-2012. • Developed and implemented the £1m “25,000 miles of flavour” campaign which included a social media campaign to send a fan to Vietnam to find our next soup flavour. • Won three Grocer NPD awards for products I developed for Ainsley Harriet and Simon Rimmer

Bettys & Taylors Marketing Manager

• Sep 2009 - Nov 2010

• Developed product and comms strategy for a new packaged cake range which launched in June 2010 and saw 30% YOY unit growth and 68% revenue growth in the first 3 months. • Instigated and commissioned a major piece of research for Bettys Cookery School and worked with the management team to develop a new marketing strategy for growth • Worked on menu redevelopment that delivered 8% year on year growth. • Developed product and comms strategy for a new packaged cake range which launched in June 2010 and saw 30% YOY unit growth and 68% revenue growth in the first 3 months. • Instigated and commissioned a major piece of research for Bettys Cookery School and worked with the management team to develop a new marketing strategy for growth • Worked on menu redevelopment that delivered 8% year on year growth.

Bauer Radio Yorkshire Regional Marketing Director

• 2007 - 2009

• Grew Viking to commercial market leader from number two and maintained Hallam’s number one position and Radio Aire’s number two despite, declining radio audiences. • Increased the number of people who had heard of Hallam from 86.6% in Jan 08 to 92.4% in Jan 09. At Viking awareness rose from 74.6% to 80.1%. Radio Aire held at 71.9%. (RAJAR) • Brokered contra-partnerships with Sheffield Star, CBS Outdoor, Hull City Football Club and Leeds Rhinos to generate £500k+ of free media/advertising. • Won, managed and leveraged sponsorships of Party in the Park (the UK’s largest free outdoor concert with 70,000 spectators), Hull City Lights and Leeds Ice Cube. Show less

Bezier Marketing Communications Manager

• 2003 - 2007

Doncaster Council Press Officer

• 2001 - 2003

Press & PR Assistant

• 1999 - 2001