Creative Marketing Lead at Merwave

I was brought on to spearhead the development and execution of their rebrand and launch into 200+ Boots stores. Core responsibilities - Built brand’s visual & verbal identity, owning & defining creative concepts - Established marketing calendar & budgets - LED in elevation of art direction & execution of model & product shoots - Refreshed copy & messaging across the board - this included refreshing email flows, optimising web & blog copy, product descriptions & PR messaging - Owned social strategy for Instagram, TikTok & FB from concept to execution- this included Meta paid assets - Planned and executed awareness-driving brand campaign for NPD launch across digital, retail, PR, and social - Executed full marketing plan to launch brand into 200+ Boots retail stores - Monitored and established KPIs for managing brand’s growth & success

Global Brand Manager - Cosmetics & Licensed Cosmetics at Revolution Beauty

I headed up the Brand Content Team, building and maintaining brand strategy to ensure clear positioning , growth and differentiation in the market. Core Responsibilities - Led end-to-end global execution of NPD launch content alongside big-bet core campaigns - Harnessed consumer insights and market trend data to identify growth opportunities and steer innovation pipeline with product team - Oversaw full lifecycle of marketing campaigns, ensuring global messaging consistency across all digital and retail touch points - Managed high-level relationships with external stakeholders like Disney, Universal (Dreamworks), Epic Games, Paramount and Netflix as part of the licensing initiative - Creative direction of all global branded material, from model shots to designed infographics in digital, OOH & retail spaces - Worked closely with social PR, design, sales, product, ecomm & external agencies - Fully accountable for marketing budget, optimising spend on paid social & paid influencer

Social Media Manager & Editor at Latest in Beauty

Management & strategy of social channels, curating all still and video content, plus all online content from email marketing to blog posts and website content. Core Responsibilities: - Led social strategy & execution across key channels ensuring content is culturally relevant, creative and aligned with brand goals - Served as key content creator and final checkpoint for all content: reviewing copy & creative to maintain the highest standards across every piece - Identified trends, cultural moments, and audience behaviour insights to inform strategy and inspire new social ideas - Full planning & execution of the social calendar - Managed all website content updates, all email marketing, press releases & product descriptions - Customer relations: monitored and approved customer reviews, answering customer queries via social media