My working life
During my career I’ve spent time at agencies and in-house. I’ve worked on complex strategic problems and been hands-on to deliver. I’ve promoted well-known brands and I’ve created new categories from scratch. Here is an illustrated overview of my career.
GoodLove // Strategy Director // 2021 – Present
GoodLove is a creative brand consultancy that specialises in working across the European tech ecosystem. As Strategy Director, I lead the early stages of our clients’ projects – from discovery to brand framework – before partnering with our creative department on visual identity, while I lead copy. I am also part of the senior leadership team, and am heavily involved in new business. Over the past four years I have developed effective strategies for dozens of investors, startups, and corporates, from London to Amsterdam to Helsinki.
>> Led the brand strategy, tone of voice, and copywriting for Atomico’s State of European Tech report
>> Renamed and rebranded the crypto-broker Aplo, winning a Silver Brand Impact Award
>> Delivered a strategic rebrand & new site for tax startup Aibidia, helping secure new clients and a £28m Series B
Tractable // Head of Brand & Content // 2021
Tractable is an AI scale-up in the global insurance market, and the UK’s first computer vision unicorn. I joined on a fixed contract to lead a Brand Strategy project, positioning them for major new business and their next stage of growth. During my time there, they raised and announced Series D funding, reaching a $1bn valuation.
>> Helped Tractable position themselves for significant growth, as they secured Series D funding
>> Led a rapid overhaul of the Tractable website to coincide with the fundraising announcement
>> Produced premium long-form video content on the company’s origin, as told by the founders
Home // Joint Chief Childcare Officer // 2020
With my 3 year-old son unable to go to nursery because of COVID restrictions, and a second baby born during lockdown, I spent six months at home focussing on my family while the pandemic wrought its havoc on 'normal' life. It's one of the best decisions I've ever made.
>> Learned to craft Avengers outfits from cardboard boxes (repertoire includes Thor, Hulk, and Iron Man)
>> Memorised the names, types, and evolutions of 400+ Pokemon
>> Was able to change a Size 1 nappy in under 8 seconds
Entrepreneur First // Marketing Lead // 2018-2020
EF is a tech scale-up which brings together incredibly smart, incredibly ambitious individuals and funds them to start a technology company from scratch; their portfolio is now worth >$13bn. Backed by the likes of Reid Hoffman, Peter Thiel, and the Collison brothers, it runs programmes across three continents. I joined after their Series A reporting directly into co-founder Matt Clifford, and as the most senior Marketing person in the business, I was fully responsible for our output at a global level.
>> Led a full rebrand and implemented it across the business – everything from strategy to visual identity, a new website to a global roadshow
>> Devised a PR strategy which got 120+ pieces of coverage, including the Sunday Times, the Evening Standard, WIRED, the Guardian, Fast Company
>> Modernised the approach to social and content, creating fewer higher-quality pieces more effectively distributed
>> With the new brand in place, PR and content became #1 and #3 drivers of new applications
BBH // Senior Account Director // 2014-2018
BBH has been one of the most creative advertising agencies in London since 1980, and is known for its famous mantra that guides its approach to work: “when the world zigs, zag”. I was there for four years, rising to Senior Account Director, where I led the Audi and Google teams, as well as departmental recruitment.
>> Won the IPA Effectiveness Grand Prix for the consistent commercial effectiveness of Audi ads from 2015-2018, generating £1.7bn in incremental sales
>> Developed Audi campaigns such as Birth, Eye, Spin, React & Clowns, which won at Cannes and D&AD
>> Won 3 Google pitches in 18 months, including the Pixel 2 launch – then Google’s largest ever UK campaign
>> Owned departmental recruitment, promoted under the banner “The power of difference to make a difference”
adam&eveDDB // Account Manager // 2010-2014
adam&eveDDB is arguably the most successful advertising agency of the past fifteen years. I began my career there as a graduate on a comprehensive training programme that stands me in good stead to this day.
