I've always been fascinated by why people connect with some ideas and scroll past others.
Over the last decade, that curiosity has evolved into a career spanning social media, content strategy, CRM, paid campaigns and digital communications. I've worked across heritage fashion and lifestyle brands, helping to grow audiences, strengthen customer relationships and bring ideas to life across multiple channels.
The projects below offer a snapshot of that work.
Social Media
Over the last decade, I've managed social media channels across multiple fashion and lifestyle brands, developing content strategies designed to grow audiences and strengthen customer engagement.
Between July 2022 and February 2024, Gossard's Instagram audience grew by over 8,700 followers, taking the account beyond 37,000 followers and delivering more than 30% growth. During the same period, Aristoc's Instagram audience increased by over 22%.
For me, social media has never been about chasing trends. It's about understanding audiences, building trust and creating content that gives people a reason to come back.
Community First
Building genuine audience relationships through consistency, relevance and brand storytelling.
Creative & Commercial
Balancing engaging content with measurable business objectives and long-term growth.
CRM & Retention
Email marketing has become one of my favourite areas of digital marketing because it's where creativity and customer behaviour meet.
From campaign planning and content creation to automated journeys and audience segmentation, I've worked to create communications that feel relevant, timely and genuinely useful. Whether welcoming new subscribers, re-engaging inactive customers or encouraging repeat purchases, my focus has always been on improving the customer experience at every stage of the journey.
The most effective email marketing doesn't feel like marketing at all. It feels like receiving the right message at the right time.
Customer Journeys
Building automated flows that support customers beyond a single purchase and strengthen long-term relationships.
Relevance Matters
Using audience behaviour and segmentation to deliver more meaningful and personalised communications.
Paid Social
Paid social introduced me to a different side of marketing; one that's equally creative and analytical.
Working across Meta campaigns, I've developed experience in audience targeting, creative testing, budget management and performance reporting. I enjoy the process of refining campaigns over time, using data to understand what resonates and where improvements can be made.
The most successful paid campaigns aren't just built on numbers. They start with a strong understanding of the audience, compelling creative and a clear objective.
Creative Testing
Exploring different messages, visuals and formats to understand what captures attention and drives action.
Performance Insights
Using campaign data to inform decisions, optimise results and continuously improve future activity.
Multi-Brand Marketing
One of the most rewarding aspects of my career has been the opportunity to work across multiple brands simultaneously, each with its own audience, personality and objectives.
From fashion-forward lingerie brands to heritage hosiery names, I've developed strategies, content and campaigns tailored to distinct customer groups while maintaining a clear and consistent brand identity. Working across multiple brands has taught me how to adapt my approach, balance competing priorities and understand what makes each audience unique.
It's a challenge I continue to enjoy. No two brands are the same, and that's exactly what makes marketing them so interesting.
Brand Storytelling
Adapting tone of voice, content and creative direction to suit different audiences while staying true to each brand's identity.
Strategic Thinking
Balancing multiple priorities, campaigns and customer journeys across several brands and channels simultaneously.