Human Magic. Senior Brand Strategist.
As Lead Strategist, I built frameworks that shaped big, brave brand work. I led research across global markets — qualitative, quantitative, and always deeply human — to uncover truths that moved strategy forward.
I helped turn complex insight into single-minded propositions for brands like Ford, Nike, Specsavers, Visa, and NatWest Group. From brand positioning to EVP pillars, I made sure strategy had both clarity and creative firepower.
I pitched bold ideas. I shaped campaigns. And I partnered with creative teams to make sure the work didn’t just land — it resonated.
Specsavers. Global EVP refresh.
The Challenge
Specsavers was evolving fast — expanding globally, diversifying its workforce, and doubling down on purpose. But while the customer brand was bold and irreverent, the employer brand needed its own voice: something more grounded, authentic, and human.
My task was to build a strategic framework that could connect over 35,000 professionals — across optics, audiology, support offices, and partner-owned stores — in 13 markets.
The Work
I led global insight across the business, integrating surveys, interviews, and data analysis to surface both scale and story. The surveys captured patterns at scale; the interviews unearthed emotional truths. I facilitated workshops with teams across functions and regions, and developed a narrative that reflected the warmth, pragmatism, and ambition at the heart of Specsavers’ culture.
The Impact
The strategy unified internal teams under one emotionally resonant idea — without losing local nuance. It shaped EVP pillars, messaging, and recruitment campaigns, and continues to guide global communications. More than a brand update, it helped Specsavers tell a deeper story about what it means to be part of their mission to help people see better — and live better.
NatWest Group: Campaign highlights
A selection of employer brand campaigns created to help NatWest Group show up with meaning — and momentum.
From digital transformation to diversity and inclusion, each campaign was built to reflect where the business was heading and what talent cared about. I crafted strategies that turned complex change into compelling stories — making the brand feel more human, relevant, and future-facing in a rapidly shifting financial landscape.
The result? Bold, insight-led creative that positioned NatWest Group as a modern, values-driven employer — and helped attract the people who could move it forward.
UL Solutions: Global Employer Brand Strategy
With 25,000 employees across 100+ countries, UL Solutions needed a brand that could connect a global workforce — and stand out in a competitive tech talent market.
I developed a strategic framework and activation plan for a distinct, future-facing employer brand. The goal: attract top talent, retain critical expertise, and energise internal teams with a clearer sense of identity and purpose.
The result was a brand that stood confidently on its own, yet worked seamlessly alongside the corporate brand — championing a culture of curiosity, innovation, and growth. Built to scale. Designed to inspire. Made for impact.
