Available to hire
I’m a dynamic and strategic Associate Strategy Director with over 20 years of experience in brand positioning, creative strategy, and campaign development. I’ve led high-profile projects for Bentley Motors and delivered award-winning campaigns through innovative brand architecture and compelling storytelling.
I’m passionate about crafting robust, future-facing strategies that grow brand equity and market presence. I’m committed to leveraging industry expertise to drive meaningful growth for ambitious organizations.
Experience Level
Language
English
Fluent
Work Experience
Associate Strategy Director (Global Strategy Director, Bentley Motors) at IPG-X / McCann
November 1, 2023 - December 1, 2025Spearheaded the development of comprehensive global brand positioning, architecture, and updated visual identity for Bentley. Engineered distinct product propositions across Bentley’s range. Directed regional strategy for key global events (Goodwood FoS, Monterey Car Week, Pebble Beach, Ramadan campaigns). Championed the creative and communications strategy for new model launches: Bentayga, Continental GT/GTC, Flying Spur. Formulated overarching global strategy for the Bentley brand campaign 'How do you Bentley?'. Crafted strategy for campaigns and products in Aftersales, Merch and limited-edition models.
Strategy Director / Managing Director at Kingdom & Sparrow
January 1, 2022 - October 1, 2023Oversaw agency operations and provided strategic direction at board level across multiple markets. Revamped core agency processes across Account Management, creative briefing, financial reporting, and supplier management. Secured multiple pitches for Hive Mind, Forthglade, Kingfisher Drinks, BioKult. Developed brand strategies, architectures, and product propositions for new business acquisitions. Facilitated senior leadership brand workshops. Agency earned 20 World Branding Design Society awards during tenure.
Managing Partner, Strategy at McCann Central
November 1, 2017 - November 1, 2021Contributed as a member of the leadership team across five UK offices, acting as the strategy lead for the global Vauxhall/Opel account. Delivered innovative brand and creative strategies that restored Vauxhall to a top-three market share position in the UK. Directed integrated strategies for model launches (Corsa, Mokka, Astra, Vivaro, Grandland, and first electric vehicles). Crafted the creative strategy for the award-winning Vauxhall campaign 'Backwards Stories' (Cannes Lions Silver). Developed the global strategy for the Lotus brand relaunch (Evija & Emira). Led strategy teams to secure pitches for Lotus and Hyundai. Oversaw strategy for other clients and new business propositions.
Group Account Director / Director of Strategy at BWP Group
November 1, 2007 - November 1, 2017Constructed and implemented an agency-wide brand planning framework. Directed Pan-European consultancy projects for McArthurGlen and Pradera in Spain and China. Supervised award-winning brand and property launches (GVA Grimley and High Wycombe development). Secured successful pitches for intu, O2, STIHL, and British Gas Business. Delivered go-to-market strategies for O2 M2M and led consumer strategy for STIHL (shortlisted for award). Developed global strategy for Lotus brand relaunch; led strategy teams across Lotus and Hyundai.
Account Planner at HPS Group
February 1, 2004 - November 1, 2007Marketing account planning for clients; involved in copywriting and client management.
Copywriter / Account Manager / SAM at FFwd Hawkeye
August 1, 1999 - December 31, 2003Direct marketing strategies for clients including Accor Hotels, Wilkinson Sword, Bang & Olufsen, and Carphone Warehouse. Gained foundational experience in copywriting, data handling, and client management.
Education
BA (Hons) English Literature & Language at Royal Holloway, University of London
September 1, 1996 - August 1, 1999Qualifications
Advanced Strategic Bootcamp
January 11, 2030 - February 10, 2026IPA Strategic Planning Essentials
January 11, 2030 - February 10, 2026IPA Effectiveness Essentials
January 11, 2030 - February 10, 2026IPA Leadership Programmes
January 11, 2030 - February 10, 2026Lane4 Leadership Programmes
January 11, 2030 - February 10, 2026Industry Experience
Media & Entertainment, Retail, Consumer Goods, Financial Services
Creative, brand, communications strategy for Lotus Emira global launch.
#creativestrategy, #brandstrategy, #communications planning
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