Ph.Creative: Senior Brand Strategist.Liverpool.
As a lead strategist at Ph.Creative, I thrive on crafting strategic frameworks that serve as the backbone for our most ambitious client projects. Whether facilitating workshops or steering insightful research methodologies, I delve deep into both qualitative and quantitative data, always with the goal of unearthing human truths that inspire action.
I've had the privilege of working with some of the world’s most iconic brands—Ford, Nike, Specsavers, Visa, Natwest Group, and many others—where I've helped transform complex research into sharp, single-minded propositions that inform brand positioning, EVP pillars, and long-term strategies.
I love collaborating with creative teams to turn insights into campaigns and strategies that make a difference. Plus, I love the challenge of pitching these ideas and seeing them come to life in campaigns that really connect with people.
Specsavers: Strategic framework and global activation
An iconic British brand known for changing lives through better sight and hearing. I've embarked on an ambitious project to build Specsavers’ employer brand.
The challenge? My task was to develop a strategic framework connecting over ver 35,000 professionals across optics, audiology, support office, and partnership roles in 13 markets. I integrated surveys, interviews, and data analysis to gather both quantitative data and personal insights. The surveys allowed for large-scale data collection, whilst the interviews provided in-depth understanding and personal experiences.
My goal was to cultivate an employer identity that resonated on a multi-regional scale whilst remaining flexible enough to adapt to local cultures and needs. The key objective was to position Specsavers as a globally appealing employer, committed to affordability, quality, purpose and accessibility as a healthcare provider, not just retail, enriching the careers and lives of its diverse workforce.
NatWest Group: Strategic global campaigns
A curated selection of strategic campaigns I developed for NatWest Group.
Each campaign reflects a commitment to innovative, customer-centric solutions that enhance brand visibility and engagement. From digital transformations and diversity and inclusion, to community-focused initiatives, these strategies showcase the efforts to adapt and thrive in a dynamic financial landscape, ensuring NatWest Group remains at the forefront of the banking industry in the talent market.
UL Solutions: Strategic framework and global activation
UL Solutions is recognised globally as a leading provider of testing, inspection, and certification services, with a strong presence in over 100 countries and a dedicated workforce of over 25,000 employees.
As part of its commitment to fostering a dynamic and inspiring workplace in the technology industry, I was tasked with developing a comprehensive employer brand that would appeal to a wide range of audiences.
This project aimed to enhance recruitment and retention efforts as well as supporting the ongoing engagement and advocacy
of existing staff through a distinct and compelling employer brand that is uniquely identifiable as "UL Solutions".
The employer brand is independent yet harmoniously linked to the overall corporate brand, emphasising the company’s unique culture of innovation, opportunity, curiosity and growth.
