Insight, Communications & Brand Strategy Consultant
Independent
Total years of experience :26 years, 1 Months
Continuing project, contract and freelance work with a variety of clients (agency-retained and client-side).
Leading the agency’s brand strategy arm, developing and formalising the strategic process, directing and resourcing branding projects, lead liaison with clients and managing and coordinating relationships, as well as content, with third party supplier agencies from PR through to marketing and research.
Project, contract and freelance work with a variety of clients (agency-retained and direct client-side).
August 2008 - April 2012 Managing Partner
Brandsmiths, London
Managing profitable boutique brand consultancy, responsible for generating new business, developing and nurturing client relationships, scoping and leading projects in brand research, positioning, architecture and
creative development for clients in the UK and abroad.
Key business achievements: • Collaboratively managing consultancy to run at 30+% profitability for three years running
• Acquisition and management of new, critical revenue-generating client relationships
• Winner at 2010 Transform Awards for Best Rebrand for Not-for-Profit
Key strategic projects/client work: • Corporate positioning and brand planning for Mubadala, Abu Dhabi government's investment & development
organisation
• Full brand development and launch of Shawbrook Bank, the UK's newest online bank
• Development and launch of element14, Premier Farnell's online community (latterly, its new corporate brand)
• Rebrand and launch of Breakthrough Breast Cancer and reconfiguration of brand architecture
• Positioning and rebrand of Bullguard, a European online security business
• Development and launch of global employer brand platform for British American Tobacco
• Codification and articulation of Waitrose's sub-brand platform
September 2003 - Current Senior Brand Consultant
Brandsmiths, London
A multi-faceted and evolving role, with experience spanning an extensive range of projects, examples of which
are detailed below:
Key client achievements: • Working with Nokia on global research projects to look at ways in which to reassert its leadership position,
adapt to a rapidly changing landscape and appeal to a new generation of modern mobile users
• Developing the Asda Mobile branded offer, researching and determining the optimal market positioning,
developing the communications strategy and pricing platform, and translating into creative expression
• Working with Fat Face to rearticulate the brand's position and personality in a way that makes sense to current and prospective customers and how they live their lives
• Positioning and rebranding of Finance South East, a government-backed funding and advisory company for start-ups; identifying and express a core point of difference that optimised quality assurance and guarded against credibility issues
• Working with AstraZeneca to create a new brand vision and cultural ethos for the UK Sales and Marketing
arm to drive effective performance in an increasingly regulated and challenging environment; launched to 2000 staff
• Developing a new positioning and product development programme for Pork Farms to enable them to gain a
better foothold in the chilled pastry products category
• Rebranding and development of internal branding and engagement programme for Thomas Pink
Other key clients - Leonard Cheshire, Threshers, Accenture HR Services, Monsoon, Charities Aid Foundation,
Clerical Medical, Oki, SEEDA, Vail Williams, Freeview, La Senza, London Development Agency
May 2002 - August 2003 Brand Strategist
Brand Guardians, London
Role profile and key skills: • Corporate brand and strategy development
• Customer journey and experience mapping
• Naming and branding architecture
• Internal branding, internal embedding workshops,
• Senior level facilitation and research
• Research and insight; qualitative consumer research, internal survey development, research debriefs
• New business and pitch/proposal development
• Relationship/project management for key accounts
Clients included - TTPCom Ltd, Pilat Media, Blue Nun, BT, British Trade International, Royal & Sun Alliance
January 1998 - December 2001 Consultant, Organisational Performance
Sheffield Limited, New Zealand
• Working with senior executive teams to maximise performance and bring the brand to life; design and implementation of people-based initiatives including behaviourally-based performance management systems,
internal comms campaigns and change programmes
• Key components: pitch development and presentation, strategic analysis, design and development of creative solutions, development and execution of communication strategies, workshop/focus group facilitation at all levels, project management, account management and growth, new business development
Clients included - Australasian-based, blue chip, top 10 NZ companies across sectors/industries -
telecommunications / IT, investment banking, retail, broadcasting and media, healthcare, public sector. Some
examples include Telecom, TVNZ and WHSmith.
Tertiary: University of Otago, Dunedin, New Zealand 1997 Bachelor of Arts, Psychology
1996 Bachelor of Commerce (First Class Honours), Management