Head of Brand Engagement
Evelyn Partners
Total years of experience :17 years, 7 Months
‣ Created and running a multi-disciplinary brand communications unit designed to drive internal and external engagement with the company’s brands
‣ Set up the company’s first central social media team — significantly consolidating the brands' channels, building an always-on content planning and production engine, and growing the brands’ reputations by developing a monitoring and response programme for online reviews
‣ Took over on the group’s internal communications activities — working closely with the executive team to create a highly engaging colleague communications programme, increase the function’s remit and streamline its outputs, and implement new service models to accommodate different projects, audiences and subject areas
‣ Supported the integrated planning and rollout of a major rebrand for the company, a project over one year in the making — orchestrating a complex colleague hearts and minds piece, a programme to drive high levels of brand advocacy on social media, and collaborating with a large cross-functional team to produce all the supporting creative assets
‣ Coordinated a host of other foundational brand building projects, including working with key internal stakeholders to define and productively launch the company’s purpose and values, to refresh one of the company’s sub-brands, as well as to define and amplify the company’s employer brand
‣ Built a highly effective team from scratch, put in place entirely new martech software stacks and designed new sets of processes to successfully monitor and amplify engagement with the brand across all our touchpoints
‣ Created and led a global unit designed to drive deeper engagement with the fintech brand’s audiences, through high-frequency content creation and community building
‣ Built and managed a tightly-knit, high-performing creative team of 8 content creators and community engagement specialists, distributed across several countries
‣ Built and grew owned channels (including web, review platforms and app stores), successfully engaging customers and prospects in 31 countries and 14 languages, achieving an average of 100%+ YoY engagement growth
‣ Designed state-of-the-art virality mechanics to build into the product, mapped opportunities to generate network effects through referrals, and developed the company’s first global influencer strategy
‣ Orchestrated impactful content and integrated campaigns expressing the brand’s point of view, to aid discovery and acquisition, including successfully coordinating a cross-functional team to revamp the brand’s website
‣ Consolidated a new in-house creative studio to own copywriting and art direction across marketing and key product areas, including growing and nurturing the brand by defining guidelines, developing the tone of voice and maintaining creative excellence
‣ Supported brands’ in-house teams with setting up and evolving their digital strategy, integrating it into their wider marketing channel spectrum and then driving activation through engaging social content, campaigns and award-winning experiences
‣ Provided white-labeled consultancy and activation to leading PR and advertising agencies across London, building and coordinating digital campaigns spanning 20+ countries and territories (including EMEA & global), including developing activation toolkits and overseeing local market teams
‣ Designed and ran lucrative media and influencer engagement programmes locally and globally, including live events and immersive activations with built-in augmented reality components
‣ Planned and executed high-profile, award-winning integrated campaigns blending digital, social media and real-world elements, across a wide range of sectors: FMCG (Coca-Cola, Grants Whisky, Ben & Jerry’s), luxury (Acqua di Parma, Watches of Switzerland), financial services (Vitality, Investec), automotive (BMW, Fiat), retail (Marks & Spencer), consumer tech (TomTom), VR (Oculus), gaming (Xbox, PlayStation, Capcom), entertainment (BBC, CNN), charity (WWF, Cancer Research UK) and art (The Estate of Francis Bacon)
‣ Managed corporate communications for McCann Worldgroup Romania, also coordinating various regional activities across Central & Eastern Europe operations
‣ Then moved to the consumer technology team, integrating PR and social media into campaigns for brands like HTC, Toshiba, Microsoft and Vodafone, on both national and Pan-European levels, helping to devise some of the country’s first creative campaigns to live on social and digital channels
‣ Planned and executed media and influencer engagement activities, including live community meet-ups and complex product review programmes, resulting in continuous top-tier coverage