I'm Annabel Jenkins, a Creative Brand Strategy Leader with nearly two decades of international experience shaping category-defining campaigns, roadmaps and products. I've collaborated with top-tier agencies such as M&C Saatchi and Leo Burnett, and helped scale a European fintech startup backed by the European Central Bank and the European Commission. With a design and visual communication background, I’m a hands-on creator who thrives on close collaboration with creative teams, PR and influencers. I lead with a collaborative approach, comfortable both authoring and delivering strategy or creative pitches, and motivating teams or presenting to C-Suite executives and investors. After living abroad for 13 years, I returned to New Zealand in late 2023 with my two children, and I now work remotely from the seaside village of Akaroa, continuing to build brands across borders.

Annabel Jenkins

I'm Annabel Jenkins, a Creative Brand Strategy Leader with nearly two decades of international experience shaping category-defining campaigns, roadmaps and products. I've collaborated with top-tier agencies such as M&C Saatchi and Leo Burnett, and helped scale a European fintech startup backed by the European Central Bank and the European Commission. With a design and visual communication background, I’m a hands-on creator who thrives on close collaboration with creative teams, PR and influencers. I lead with a collaborative approach, comfortable both authoring and delivering strategy or creative pitches, and motivating teams or presenting to C-Suite executives and investors. After living abroad for 13 years, I returned to New Zealand in late 2023 with my two children, and I now work remotely from the seaside village of Akaroa, continuing to build brands across borders.

Available to hire

I’m Annabel Jenkins, a Creative Brand Strategy Leader with nearly two decades of international experience shaping category-defining campaigns, roadmaps and products. I’ve collaborated with top-tier agencies such as M&C Saatchi and Leo Burnett, and helped scale a European fintech startup backed by the European Central Bank and the European Commission. With a design and visual communication background, I’m a hands-on creator who thrives on close collaboration with creative teams, PR and influencers.

I lead with a collaborative approach, comfortable both authoring and delivering strategy or creative pitches, and motivating teams or presenting to C-Suite executives and investors. After living abroad for 13 years, I returned to New Zealand in late 2023 with my two children, and I now work remotely from the seaside village of Akaroa, continuing to build brands across borders.

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Work Experience

Strategy Director at BrandyMcBrand
January 1, 2020 - Present
Consulting on product, brand, and go-to-market strategies for startups and established brands.
Co-Founder at Wordbits
January 1, 2019 - January 1, 2025
Designed, manufactured, and launched a unique homeware product (strong alphabet magnets) from scratch, achieving global retail distribution; owned full product lifecycle including R&D, branding, manufacturing in China, EU compliance, and wholesale/retail distribution; negotiated licensing and retail partnerships.
Head of Brand & Marketing at European Payments Initiative (EPi) Company
January 1, 2022 - December 31, 2023
Defined go-to-market strategy for Wero, Europe’s innovative digital wallet; built an in-house marketing team, appointed CMO, and directed a multi-million euro marketing budget; rebranded corporate identity and secured a Red Dot design award.
Senior Brand Strategist at Bold Copenhagen
January 1, 2018 - January 1, 2020
Advised on brand and go-to-market strategies for startups (e.g., Holo) and established companies (e.g., Maersk Shipping, BoConcept).
Strategy Director at THANK YOU Studio
January 1, 2017 - Present
Consulted on brand and go-to-market strategy for clients, delivering strategic brand direction.
Brand & Marketing Partner at Stitch Bird Boat Co
January 1, 2016 - January 1, 2020
Rebranded an innovative kit-set rowboat design; redesigned packaging; managed trade shows, branding, and sales; built website and e-commerce setup; oversaw licensing and distribution.
Senior Brand Strategist at Reborn, Leo Burnett, Holler, M&C Saatchi
January 1, 2011 - December 31, 2017
Led strategy across multiple agencies in Sydney, shaping campaigns for clients such as Samsung and McDonald’s; contributed to holistic brand development.
Account Executive at Ogilvy, APN Digital Media
January 1, 2007 - January 1, 2009
Managed campaigns for Coca-Cola, Ministry of Education (NZ), AA Insurance, MySpace, Tourism Australia.

Education

Bachelor of Design (Honours) at Massey University
January 11, 2030 - February 10, 2026
Intro to Web3 at Web3 University
January 1, 2022 - January 1, 2022
Insights for Innovation at IDEO U
January 1, 2015 - January 1, 2015

Qualifications

Intro to Web3
January 1, 2022 - January 1, 2022
Insights for Innovation
January 1, 2015 - January 1, 2015
Bachelor of Design (Honours)
February 4, 2002 - October 27, 2006
Communication Design, Advertising, Marketing

Industry Experience

Media & Entertainment, Professional Services, Software & Internet, Retail