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My Work
Recent work
Over the last 5 years, I’ve jumped into projects at every scale—quick-fire missions with laser focus, longer consultancy gigs with room to shape strategy, and fractional roles that keep the wheels turning day-to-day. Consider this the highlight reel.
Delivering Growth Through Strategic Marketing & Brand Transformation
My work combines strategic leadership with hands-on execution, connecting with consumers and consistently delivering impressive results.
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Marketing Leadership Roles:
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Built NecessaryGood from the ground up as Fractional CMO, developing brand strategy rooted in consumer insight, creating brand positioning and communications messaging, and establishing the full go-to-market approach from packaging design through to launch strategy.
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Provided fractional marketing leadership for emerging brands including DryDrinker and Phomo, building teams, appointing agencies, and orchestrating all marketing activity from brand strategy and consumer research through to campaign execution across PR, performance marketing, Amazon, CRM, social media, and partnerships.
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Led content transformation at Danone, establishing an integrated content ecosystem. Re-positioned and commercialised PR at Huel, transforming brand communications from a cost centre into a revenue-generating channel with highly competitive customer acquisition costs across global markets.
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Marketing activations and results:
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Transformed acquisition economics at DryDrinker, slashing CPA by over 50% on both Meta and Google while growing the consumer database by 26% and increasing email engagement by 19%.
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Drove +62% ROAS improvement at Mpowder through performance marketing optimization and strategic channel diversification across Meta, affiliate, Google, and PR.
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Delivered -50% CPA versus performance marketing at Huel through strategic PR and communications storytelling, proving the commercial value of earned media.
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Launched and scaled NecessaryGood, securing 5 brand collaborations, growing social followings by 42% in 3 months, and delivering mass consumer PR coverage.
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Built end-to-end marketing capability across multiple brands, from re-brands and creative asset development to campaign management, growth marketing optimisation, and the establishment of new revenue-generating channels.