Career Highlights

Over the course of my career, I’ve had the privilege of working on a variety of interesting projects for some amazing employers. Below are some of my personal career highlights which demonstrate the breadth and versatility of my marketing skills.

Positive Pathways
Branding & Mobilisation

Challenge:
To create a strong brand identity for a new research project funded by the Youth Endowment Fund and supporting 15-17 year olds, living in the East and West Midlands who are at risk of falling into the criminal justice system. The aim was to capture third-party referrals and support operational teams to be able to deliver the programme and evidence its success to secure future funding within a limited budget.

Solution:
Conducted market research to inform the development of a name, logo and brand guidelines for the research project to ensure that marketing assets would appeal to the target market.

Developed a marketing strategy based on local engagement teams driving referrals by targeting community police, pupil referral units, youth groups, secondary schools, further education colleges and attending relevant local events.

Created a suite of marketing assets and website presence to drive expressions of interests to a webform. Designed a uniform so youth engagement mentors were clearly distinguishable from staff when on school premises and at off-site venues delivering group activities.

Outcome:
Successfully captured sufficient programme referrals for the Positive Pathways pilot to go ahead and secured additional funding to run further programmes.

Employer
Ingeus UK

Year
2025

Challenge:
NCS requested a campaign to promote a one-off weekend experience for 16-17-year-olds for Children in Need to drive sign-ups and boost year-end programme completers. With just four weeks until the event, this campaign required a quick turn around.

Solution:
Worked closely with the youth marketing lead to deliver a 2.5 week campaign targeting young people and their parents/guardians living within close proximity to 17 regional transport hubs as well as former NCS graduates and unconverted marketing leads.

Activity included:

  • Issued eshots to former NCS graduates and unconverted leads.

  • Used video and photo footage from former NCS away from home experiences to create Youtube, Tik Tok, Snapchat and Meta ads – adjusting spend per channel according to performance.

  • Organic social posts via LinkedIn, Twitter, Facebook and Instagram.

  • Promoted to ingeus employees via the intranet and on internal calls.

  • Posters and flyers displayed in Restart Scheme centres with high footfalls across the UK.

  • Paid sponsored content in The Mirror national newspaper.

  • Digital and print ads in local newspapers.

Outcome:
Achieved target with 2,400 sign-ups to the NCS Big Sleepover event.

NCS
BIG Sleepover

Year
2023

Employer
Ingeus UK

The Body Shop
’Open Hiring’

Challenge:
To raise awareness of inclusive recruitment services and generate employer leads.

Solution:

  • Built brand reputation by promoting the benefits of inclusive recruitment services through video case studies with The Body Shop and OCS - both reputable employers known for their ethical practices.

  • Generated leads from 2 regional tradeshow events in target market areas.

  • Booked exhibition stands and speakers slot which we co-presented with The Body Shop.

    • Used the Manchester bee as an emblem with the slogan ‘get a buzz from inclusive recruitment’, buzzwire game competition to win a hamper from The BodyShop, with seed packs as giveaways.

  • Google PPC advertising campaign to drive traffic to the website.

  • Advertorial and advert in HR Magazine.

  • Delivered three LinkedIn live events on Employability Day.

  • Issued 6 eshots to employer leads over a period of 12 months to keep leads warm.

Outcome:
Generated hundreds of warm leads and thousands of cold contracts from events. Issued 6 eshots to employer contacts over a 12-month period achieving an open rate higher than the industry average.

The Body Shop’s open hiring initiative was featured in the recruitment section of The Times.

Year
2022

Employer
Ingeus UK

Challenge:
To roll out a new blueprint for ingeus centre branding across new and refurbished sites. To brand 25 new Restart Scheme centres across London, Greater Manchester and the West Midlands as part of contract mobilisation.

Solution:
Implemented key design principles for centre branding:

  • Motivational quotes

  • Privacy frosting on meeting rooms which support safety

  • External signage

  • Wayfinding signage

  • Coloured whiteboards to break up large blank walls

  • Different primary colour for each floor on multi-floored buildings

  • Meeting room names based on local transport hubs

  • Commissioned local artist to design graphics to reflect core brand values

Outcome:
Successfully rebranded all 25 Restart Scheme centres within budget and time constraints. The refreshed blueprint for centre branding has been applied to all subsequent new and refurbished ingeus sites.

Restart Scheme
Centre Branding

Year
2021

Employer
Ingeus UK

Challenge:
To establish a marketing function by bringing together seven service areas from across Surrey County Council, East Sussex County Council and Brighton and Hove City Council, to promote commercial back office services as a shared services partnership.

Solution:
Established a collaborative working group with representatives from across the three councils to input into key marketing workstreams including marketing strategy, branding, industry reputation and channel development.

Outcome:
Defined Orbis’ traded services, established core markets, assessed competitors, outlined USPs and reviewed communications channels to produce a comprehensive marketing strategy in line with commercial objectives.

Rolled-out a brand refresh to mark the onboarding of Brighton and Hove City Council as the third partner.

Created customer personas to inform the development of Orbis’ new website to showcase industry expertise and promote traded services.

Built brand reputation through securing wins and shortlists for Payroll World, CIPP, Public Finance, LGC, SOCITIM, REALIT and the National Social Value awards.

Orbis
Marcomms Strategy

Employer
Surrey County Council

Year
2016-2021

Challenge:

To build a pipeline of B2B leads for Serco Consulting, a management consultancy business, whilst aligning to the brand guidelines and messaging of the wider global businesses.

Solution:

Re-developed the consulting business’ website to clarify service propositions, showcase case studies and share thought leadership. Delivered four thought leadership campaigns over a 12-month period targeting different market segments – local government, retail, health and business services.

Conducted an industry survey to capture sufficient market insight to develop a thought leadership report on customer experience (CX) targeting local authority leaders, then invited leaders to a roundtable event at ExperienceLab, Serco’s customer insight laboratory, to discuss challenges and promote Serco Consulting’s CX proposition.

Produced ‘Too much efficiency is not always efficient’, a whitepaper promoted through the targeting shared services professionals, and commissioned a ‘Click and Collect’ cold calling campaign targeting the retail sector.


Outcome:

The local government survey was completed by over 100 local authority leaders, each received a copy of the report which secured sector media coverage on lgcplus.com. The roundtable event helped establish new relationships with senior council leaders from across the UK and strengthened existing ones.

‘Too much efficiency is not always efficient’ generated 180 leads through whitepaper downloads.

The ‘Click and Collect’ campaign generated meetings with 10 FTSE 250 retailers.

Serco Consulting
Thought Leadership

Year
2016

Employer
Serco Group

Challenge:
To deliver a seasonal advertising campaign to drive enquiries and drive sales to YMCAfit’s professional fitness qualifications courses.

Solution:
To create adverts that appealed to the different customer segments by running a competition with former YMCAfit graduates to ‘Become the face of YMCAfit’. From the hundreds of applicants, 8 people were selected to become brand ambassadors. Winners were chosen for their inspiration stories about their own career journeys.

Coordinated a 3 month multi-channel advertising campaign across radio, outdoor, print, online display and social media ads.

The slogan was ‘Your time is now – start your career in fitness today’. All ads focussed on sharing one of the winners’ stories of how they started their careers in fitness which included links to a video snippet and written article.

Outcome:
The ‘Your time is now’ advertising campaign increased website traffic, sales leads and doubled sales income on the previous year. The campaign was so successful that it was continued for the next seasonal ad campaign.

YMCAfit
’Your Time is Now’

Year
2013

Employer
Central YMCA

Challenge:
To promote The Snow Hill, a flagship affordable housing development with 50% of its 92 units providing homes for people who are homeless. To manage a modest advertising budget to advertise 46 units for private rental market and drive enquiries to sales office.

Solution:

  • Issued media releases at key stages of the development and directly approach local press contacts to secure coverage on completion. Created a sales brochure and sales adverts for property listing websites.

  • Commissioned building flags and external signage to help it stand out on the street.

  • Advertised affordable housing units for private rental market on public transport (buses and trains), and ads in local newspapers.

Outcome:
Secured widespread regional press coverage including a televised segment for BBC Midlands Today, an article published on bbc.co.uk and radio interviews on BBCWM.

All units for private rentals were filled before the building officially opened.

Midland Heart
The Snow Hill

Employer
Midland Heart

Year
2012