Education

CIM | The Chartered Institute of Marketing,
London

Behavioral Economics
Graduated Oct 2019
Learning outcomes:

• Learn the difference between talk to System 2 and System 1

• learn how to apply emotions to create distinctiveness and cut-through for your brands and comms

• Learn about Maximisers & Satisficers

• Understand we are social animals, who love to conform and not really individuals

• Learn how to apply the insights of priming, social norms, heuristics [mental shortcuts] and re-framing

• Explore what this means for communications, consumer (and B2B) behavior, communication, new product development and market research

CITY LIT,
London

InDesign Stage 1
Graduated Sep 2019
Learning outcomes:

• Adobe InDesign is the key desktop publishing software used to create posters, flyers, brochures, magazines and books. In this course I learnt how to plan and design a publication, construct simple advertisements and layout a multi-column page.

PRINCE 2 PROJECT MANAGEMENT
FOUNDATION

Graduated Sep 2018
Learning outcomes:

• Understand key concepts relating to projects and PRINCE2

• Understand how the PRINCE2 principles underpin the PRINCE2 method

• Understand the PRINCE2 themes and how they are applied throughout the project

• Understand the PRINCE2 processes and how they are carried out throughout the project

CIM | The Chartered Institute of Marketing,
London

Brand touch points
Graduated Sep 2017
Learning outcomes:

• Understand the brand experience and the critical impact of individual touchpoints
• Relating the brand experience to the brand strategy
• How values drive behaviours and deliver the brand experience
• Consider how sensory branding engages the senses and delivers the most emotive touchpoints
• The role of a brand’s culture to influence the customer experience through history, ethos, language, people, leadership, traditions and its physical manifestations
• The value of good design and how it can innovate the brand experience
• Innovation through touchpoint analysis

IDDM | The Institute of Direct and Digital Marketing,
London

Digital Copywriting: Essentials

Graduated May 2016

Learning outcomes:

• Write successful web headlines, copy and calls to action

• Write for Google as well as for your human audience

• Test and learn from email copywriting

• Create successful copy for various social media platforms

AB Testing at tesco mobile

Anyone within the digital world can testifier to the importance of AB testing. Digital is an incredibly lucky world where you can get real world data. As appose to ATL metrics which can be seen as a bit “fluffy”.

The below is a creatives ABC test I performed on the Samsung sale going on at Tesco Mobile. This test was performed over our paid display for prospecting customers

THE CREATIVES

The results

Impressions will vary as we were still serving them on an optimised bases. As you can see by the results, Ping was the consumers favourite. People were more likely to explore the site & create more dwell time. As well as the bounce rate being the lowest out of the 3 display ads- which was not my original prediction. This ad also generated 7 times more sales than the others combined. I think there’s something consumers really resonate with when it comes to a red sale ping. I think it creates excitement that they want to be a part of.
The colourful range ad coming in second, but I was still happy with its performance. As the overall idea of this test was to encourage us to step out of our comfort zone with display design. Which it ultimately proved by leaving ol’ faithful in last place

Fox & Ivy Online Launch

Tesco made the decision to introduce its own luxury home brand to rival the likes of John Lewis and Next. The name “Fox” coming from Sarah Fox. Who Jack Cohen, Tesco’s founder, married.
Naturally, selling product online can be harder than in store, because the potential customer dose not get to feel or see the products for themselves. The quality was above and beyond what Tesco has ever done before within its Home product. So I need to convey that in only text and imagery
Below is the story of how I project managed telling the Fox & Ivy online launch.

SPOILER: As you may or may not be aware, that the Tesco Direct website closed down in 2017 and moved all products on to tesco.com website. All product descriptions & content copied over. So whilst the below web pages no longer exist, its still very much a project I am proud of.

From left to right:

• First is the home page. We wanted to show the breadth of product as soon as they land on this page. The icons towards the bottom of the page split out the product categories clearly. But further up the page, we kept it all very inspirational and split by room. The three side by side squares are what take you through the design trends.

• Next are the 3 sub pages, Home Accessories, Bed & Bath and Dine. All holding the same layout. Clear icons at the top, trend squares at the bottom.
  The inspirational wall of pictures in the middle are what I called “shop the look”. This gave the consumer the chance to purchase all products featured this image as each clicked through to a personalised buylist. This module took some development as I wanted it built in to the site taxonomy to benefit from SEO & not be a temporary buylist used for events.

See slideshow below of the show home we took over in Soho for an activation event with press

Helping family mobile life

The challenge

Tesco mobile wanted to be the brand that stands out in a minefield of competitors that can keep families connected and live a more balanced digital life.

The insight

Mobile phones can be one of the most divisive aspects of family life. We recognised that it’s the children in the household who are the real experts in using mobiles - and sometimes it’s the parents with the worst screen habits.

the idea

We worked with a group of families to create a blueprint for healthy and harmonious mobile use.

THE ACTION

We got children to teach their parents about meme culture and social media use, we asked one family to live without phones for a week and we created a knowing ‘cut out and keep’ contract for families to agree their screen time limits. Instead of seeing mobiles as a divisive thing, the campaign sought to nurture the generation gap by bringing families together through mobiles.

THE RESULTS

Retail Week Live 2020 headline sponsor

Openpay bagged the spot of Retail week live headline sponsor 2020.

What is Retail Week Live?

In 48 hours, the retail ecosystem gathers to network and be inspired by over 200 speakers who discuss everything from the transformation of the high street, digital transformation to ethical consumerism, the importance of building communities, data and AI, and rethinking loyalty. In between the jam-packed content sessions there are plenty of networking opportunities and experiences around every corner. A massive opportunity for OpenPays brand to gain presence and most importantly leads.

Merchandise

As well as helping with the event & sales team collateral, I was given full control to source, sign off & order on the merchandise for the show. A first for me in above the line marketing. I really wanted to focus on being eco friendly. As I have found myself attending trade shows most of if ends up in the bin. So I chose to use recycled materials where possible. And limiting on the “tat” that just gets thrown away. I wanted potential clients to get excited about their swag bag, use the products & promoted us unintentionally.

The bags are made from recycled cotton and eco friendly dye. After a brain storm session around my computer monitor, me and the team came up with the wicked tag line “these bags are responsible, just like us”. Playing on the mature responsible audience we want to target. Showing our silver bullet in the BNPL space.

Tom Bonham fitness

Sometimes its not what you know, its who you know. My coach gave me a deal on coaching, so I gave my coach a deal on marketing resources.

books & podcasts

insight & marketing

Business & money

Life & WELL-BEING

marketing, brand and insight books & podcasts

That I recommend.

the contagious commandments. ten steps to brand bravery - paul kemp-robertson & chris barth

Contagion may alarm doctors but marketers thrive on it. Some concepts are so compelling you have to share them. But what makes an idea so infectious you can't keep it to yourself? And how can brands produce these kinds of ideas intentionally rather than by chance?

Contagious, the globally renowned intelligence resource for the marketing industry, is dedicated to identifying and interrogating the world's most exceptional creative trends. And in The Contagious Commandments, Paul Kemp-Robertson and Chris Barth condense this valuable research into ten strategic takeaways for your own marketing revolution.

Taking inspiration from disruptive campaigns from the likes of Patagonia, Nike, Safaricom, BrewDog, LEGO, Kenco, and dozens more, The Contagious Commandments explores how companies fuse creativity, technology and behavioural psychology to achieve truly original marketing ideas that have a positive impact on society and profits - and how your brand can too.

Outside insight - jorn lyseggen

The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet - our 'digital breadcrumbs' - from job postings, to online news, social media, online ad spend, patent applications and more.

As a result, we're at the cusp of a major shift in the way businesses are managed and governed - moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand's opportunities and threats and uncover forward-looking insights, in real time. Tomorrow's most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind.

Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes.

top of mind - john hall

What do all successful businesses have in common? They’re the first name that comes to mind when people think about their particular market. How do companies achieve this? By developing habits and strategies that focus on building meaningful relationships and delivering value consistently, day in and day out.

In Top of Mind, the cofounder of a leading content marketing company shows you how to create business opportunities by occupying the space at the top of your audience’s minds―and keeping it there. This groundbreaking book explains how consumer needs and expectations have changed and what this shift means for readers interested in building a brand―whether you’re a leader in marketing engaging potential customers, a VP of sales bringing in new business, or a director of HR who’s recruiting the best talent in the industry. It provides effective ways to establish trust and foster connections; maintain transparency and consistency; identify and clearly communicate the “why” behind the message; and create processes to make that message part of a brand’s DNA.

Maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call.

SEO with Mrs Ghost

Search Engine Optimisation insight for bloggers and small site owners. Learn about the 200+ factors that Google uses to rank sites on their results pages to help you get the visibility your hard work deserves. With SEO tips and tricks will be discussed with bloggers and industry experts. I found this particularly useful when I went in to freelancing for smaller local companies

Business & Money Books & podcasts

That I recommend.

I have a deep personal interest in economics. I love keeping a close eye on upcoming trends, technology & industry. These books & podcast aren’t just about accumulating large amounts of wealth and calling that a success. Its about doing more with your finances & looking at leadership in different ways.

Rich dad poor dad - Robert T. Kiyosaki

Rich Dad Poor Dad is Robert's story of growing up with two dads — his real father and the father of his best friend, his rich dad — and the ways in which both men shaped his thoughts about money and investing. The book explodes the myth that you need to earn a high income to be rich and explains the difference between working for money and having your money work for you. It explodes the myth that you need to earn a high income to become rich. Challenges the belief that your house is an asset and defines once and for all an asset and a liability.

why do so many incompetent MEN become leaders? - tomas chamorro-premuzic

I was skeptical of this book at first, I don’t believe you can class a whole sex as all exactly the same. But actually thats not what the message was within this book. Its just as much as a read for men as it is for women. In this provocative book, Tomas Chamorro-Premuzic asks two powerful questions: Why is it so easy for incompetent men to become leaders? And why is it so hard for competent people--especially competent women--to advance?

Marshaling decades of rigorous research, Chamorro-Premuzic points out that although men make up a majority of leaders, they underperform when compared with female leaders. In fact, most organizations equate leadership potential with a handful of destructive personality traits, like overconfidence and narcissism. In other words, these traits may help someone get selected for a leadership role, but they backfire once the person has the job.

nomad CAPITALIST - andrew henderson

I had been following this guy for a while on Youtube when I first wanted to find out more about trading. The world is changing. Governments have expanded their reach over their citizens’ lives. Power is being consolidated by an elite few, and the world economy has become more volatile and unpredictable. 

Meanwhile, the internet, a globalizing world economy, and the emergence of the developing world present opportunities to anyone willing to make simple changes to their life. 

As the world’s most sought-after expert on offshore tax planning, second passports, and global citizenship - Andrew has condensed his last ten years of investigative world travel into an unprecedented book to help entrepreneurs and investors keep more of their own money, live where they want, become citizens of the world, and improve their lives and the planet. 

Direct. Honest. Experienced. Unapologetic. Practical. Transparent. Even funny. The Nomad Capitalist will show you how to take his “E-K-G” formula to:

• ENHANCE your personal lifestyle,

• KEEP more of your money, and

• GROW your money by living, investing, banking, and doing business overseas.

Exchanges Podcast - Goldman Sachs

I love this podcast. In each episode of "Exchanges at Goldman Sachs," experts in this field from the firm share their insights on developments shaping industries, markets and the global economy. Although not every single update may apply to my day to day job; its always good to be aware of whats going on.

life & well-being books

That I RECOMMEND.

The secret - Rhonda Byrne

I couldn’t talk about life & well-being without mentioning this book. Although I am a little skeptical at how far this book pushes the power of the “universe”. I am such a strong believer & advocate of thinking positive. It changes your life dramatically.  The book explores about unveiling this little secret which may transform how people look at things and lead them on to the road of success and true happiness. According to the author, the book makes proper use of the 'law of attraction and shows how positive thinking can open treasure trove of bountiful happiness, health and wealth.

Feel the fear & do it anyway - susan jeffers

What are you afraid of? Public speaking; asserting yourself; making decisions; being alone; intimacy; changing jobs; interviews; going back to school; ageing; ill health; driving; dating; ending a relationship; losing a loved one; becoming a parent; leaving home, failure, believing in yourself...

Whatever your anxieties, Feel The Fear And Do It Anyway® will give you the insight and tools to vastly improve your ability to handle any given situation. You will learn to live your life the way you want - so you can move from a place of pain, paralysis, depression and indecision to one of power, energy, enthusiasm and action.

An empowering and life-affirming book, Feel the Fear and Do It Anyway will help you triumph over your fears and move forward with your life.

waking the tiger - Peter a. levine

When we think of “trauma” I think we all tend to think of extreme circumstances, war, crime etc. But actually the body remembers trauma as anything that shook us up. Loosing a job, a breakdown of friendship etc. Waking the Tiger offers a new and hopeful vision of trauma. It views the human animal as a unique being, endowed with an instinctual capacity. It asks and answers an intriguing question: why are animals in the wild, though threatened routinely, rarely traumatized? By understanding the dynamics that make wild animals virtually immune to traumatic symptoms, the mystery of human trauma is revealed.

Waking the Tiger normalizes the symptoms of trauma and the steps needed to heal them. People are often traumatized by seemingly ordinary experiences. The reader is taken on a guided tour of the subtle, yet powerful impulses that govern our responses to overwhelming life events. To do this, it employs a series of exercises that help us focus on bodily sensations. Through heightened awareness of these sensations trauma can be healed.

Black Friday at Merlin Entertainments

Last years creative

After seeing the creative from last years black Friday, I knew we could do better. It felt very dated & I didn’t understand the colour coloration nor the message. Where’s the brand? What am I saving £60 on? Where’s the 3 months free shout? So I worked with one of my direct reports on designing the new assets for the 2019 sale.

The most important thing to me was to make sure the message was clear and concise whilst still aligning with Black Friday creative themes & colours. (black & sale yellow) The Merlin annual pass isn’t something everybody knows about. In order to reach this bigger audience, I needed my creatives to explain it quickly & be captivating. Really playing on the nature of theme parks, “thrilling”

The most important thing to me was to make sure the message was clear and concise whilst still aligning with Black Friday creative themes & colours. (black & sale yellow) The Merlin annual pass isn’t something everybody knows about. In order to reach this bigger audience, I needed my creatives to explain it quickly & be captivating. Really playing on the nature of theme parks, “thrilling”

• Campaign produced a 38% YoY increase in sales, generating £2.6m in revenue

• The paid media used was search, display and social. Based on historical data, the budget was split 60% search & display and 40% social.

• Setting up in Google; Conversion based goal. I was aware of the fact consumers would wait in till the last days of the sale to purchase, to get the most out of “theme park season”. Because of this I decided to leave google to auto maximise bids & allow some target expansion. As I knew the trajectory would be steady for the most part of the sale till the last week. (42% of the targeted revenue came in the last two days!)

• Still optimising the best performing ads.

• Audiences are set to observation, based on a more consideration/intent type. Such as tourists, sightseers, family attractions, thrill seekers, parents off (excluding infants), & children activities due to the commitment of the product.

• Keywords were autogenerated, but I manually added/removed any that cannibalised the Merlin's attractions and tried not to have too many name brand terms.
  

• Facebook & Instagram were also targeted to conversions. The event being add to cart, with auto placement. Bid strategy set to lowest cost due to having less budget on these channels. Creating a look a like audience to what had been successful for last year’s campaign.
  

• For all channel’s gif/video content was used over static where possible.

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Career break at Tesco’s baldock store

Like many people, my job was impacted by COVID-19. I was placed on furlough for seven months and eventually made redundant. Because of the financial uncertainty caused by the pandemic, investment in the business had dried up and ultimately my job, a B2B-facing role, was no longer needed. Can’t argue with that! So, now I had the opportunity to find my next job.

With the pressure of a mortgage and bills on my shoulders, I started spamming the job market. I bored myself to tears completing brief after brief for interviews. I felt like a performing monkey in an employers’ market.  I applied for roles I would never have previously considered; the sort of jobs I’d leave as soon as the opportunity presented itself. All out of fear; fear of not paying the bills, of losing experience, of never getting another role. But I am a huge believer in not being driven by fear. Everything in life is temporary. So, if you find yourself at a decisive point in your life, and feel you’ve gotten there driven by fear, it’s likely the choice you’re making isn’t the right one in my eyes.

Society drills into us that we must be part of the rat race to be successful, we must obtain that managerial title. But why? How is me putting myself in a job I don’t want, denying the right candidate that position, only to leave it when something better presents itself, a success? Isn’t there something else I can do and learn here?

I’ve decided to take a step back, untangle myself from my emotions, and stop panic-applying. I’ve opened my eyes to the fact that I’ve been working in the corporate world for well over ten years, that I’d never been in a customer-facing role. I realised I could use this opportunity to see how a business works from the ground up. I decided to take some flexible work at Tesco’s store in Baldock while I took time to regroup and search for a job that is really right for me. And I’m so pleased it did. It’s given me routine, purpose, and socializing in the work place again. None of which I’ve had for the past seven months.

In the coming weeks, I’ll be writing about my experiences: from what I’ve learned, to what can be improved, and hopefully some great customer-centric stories. I hope I can encourage others to consider other to take a step “backwards” and see what they can discover too

Week 1 - 4

I interviewed on Tuesday the 25th of August with a lovely manager called Kasha. The interview was very relaxed and conversational. I explained to Kasha my current situation like above. She was very empathetic & understanding. We even got to “talk shop” about working at Tesco’s.
I was in for my induction on the Thursday. This in itself was totally different process to me. Normally it is a minimum of 2 stages of interviews. Spread out over 2-4 weeks. But no. I had been assessed by my personality and my work ethic alone. That in itself I found very complimentary. As I’m sure you can imagine, the experience on my CV was pretty redundant.
My first day was on the Saturday. 5am start. The busiest food shop day of them all. I was trained for a couple of hours then let loose on my own. Everyone is so incredibly nice and willing to help you out.
It can be very demanding physically. My step counter is always at 20k+ now which is super. One more excuse to not do cardio when I get to the gym. But overall a really good job for physical mobility.
I can read the mods and the shelves to find my items. Sometimes I even hit the peak picking rate! (sometimes) I usually average it back down getting lost in the GM aisles getting distracted by Home & Season product. I always glance a smile when I see the Fox & Ivy product and see how far its come.

Current take aways are:

• I’ve noticed how a lot of customers buy individual items that you can buy in bulk. Could the Tesco website try prompting them that when adding to basket this option, for a better customer experience?

• I never knew there was so many types of ham & apples.

Week 4-8

I’d say I was right at home in the store now. I’m able to let customers know where they can find certain items and I’m more often or not, always hitting my picking rate. I’ve started to chat more with fellow colleagues. One being an air hostess who has been there since March. Another a young lady in the midst of studying her PhD and one young man studying music. He works along side his best friend who is training in the army reserves. Then of course, you have what I would call the mother figures. The ones you can go straight too if you’re ever lost. Ultimately whatever life stage you’re at, we are all on the same mission, singing from the same hymn sheet to get that days pick done.
Its now November 4th, the day before the second lock down. We saw ambient orders rocket. Orders from roughly 500, too 800 to fill in a day. Delivery slots booked out in till December. And very unfortunately in store, beginning to see the rise of panic buying. But I have to hand it to the merchandisers, constantly filling the shelves to assure customers there is no shortage. From my own time at Tesco’s and visiting other stores; I believe Baldock is one of the tops.

The final week

I have been offered another role. A customer & digital marketing manager at the DCK group. I’m really glad I held out & waited for the right role. This of course means leaving my role at Tesco. A weirdly bitter sweet moment. You see, I experienced the lockdown living on my own. I lost almost all face to face human interaction. Along with my job. So I lost routine, structure & purpose. Tesco gave me a reason to set an alarm, put on my clothes & get out of the door. With the brief chats with colleagues & customers, it helped regain the smile on my face & repair some of my knocked confidence.
So at the bottom of my letter of notice, I have offered my service for any business mentorship to anyone within the store and I’ve been handing out my business cards on my last week. Even if its creating Instagram assets for someone’s small business or network connecting; I want to give back. Completely pro bono. Although a flexi dot com role might feel a disposable one, that people come and go from; I personally will hold this role & store close to my heart.

the final Take away…

There’s a really powerful word that comes to mind when I think at my time at Tesco. Working with so many colleagues at different stages of their lives in 2020. And that word is “sonder”

*Definition. “the realization that each random passerby is living a life as vivid and complex as your own—populated with their own ambitions, friends, routines, worries and inherited craziness—an epic story that continues invisibly around you like an anthill sprawling deep underground, with elaborate passageways to thousands of other lives that you’ll never know existed, in which you might appear only once, as an extra sipping coffee in the background, as a blur of traffic passing on the highway, as a lighted window at dusk.”

Liars & Lovers

Breaking the rules of style, one accessory at a time.

Our Mission

Our mission is to be the online destination for bold, outspoken, fashion-loving people that express their unique sense of style through affordable but incredible accessories designed to last.

We aim to build a brand that encourages people to confidently explore and have fun with the duality of style through a wide range of fashionable accessories.

BNPL

I tapped in to my old connections to secure us a low commission deal with buy no pay later provider OpenPay. I sent out an email to our current customer base to let them know. We’ve seen a fantastic up spend in basket size ever since.

STRAPLINES & CAMPAIGNS!

See below a few campaigns along with straplines I cam up with for the brand

micro-influence

Or is it?

SS21 was predicted to be all about relaxed styling due to the nature of how the past year had gone. Brining back an emphasis on anklets. An influencer immediately sprung to mind which was xo_dt. She is a footwear model and famed for her perfect looking feet. With just over 26k followers, she is classed as a micro influencer.

The benefits of micro influencers in my eyes:

1.   Focus

With a more focused following than their macro- and mega- counterparts, micro-influencers provide a better opportunity for various ecommerce niches. Whether it’s a specific age group or a particular interest, you can find a micro-influencer whose followers closely reflect your target audience, much more than any mega-influencer could.

Let’s say you wanted to promote sports clothing, as an example. A micro-influencer who has 25,000 followers because of their home workouts will provide better value than a mega-influencer with 1 million followers, none of whom follow them because of fitness specifically.

2.   Engagement

Compared to the open-invite party that mega-influencers create, micro-influencers are more akin to being in a room with your friends. While their followers might not be as numerous, they’re typically much more engaged.

Having fewer than 100,000 followers means they can still monitor comments on their videos and even interact with people. This level of engagement is a big benefit when it comes to ecommerce influencer marketing. Rather than a distant, unreachable celebrity, followers see them as someone they know and trust.

This can be a huge factor, given that trust is ranked amongst the top five buying criteria for consumers. It also creates a two-way stream, where customers might even buy your product simply to connect with the micro-influencer, letting them know their own thoughts, for example.

3.   Relationship

With between 10,000-100,000 followers, most micro-influencers are still pretty normal people. While they might have some specialist assistance with their social output, they’ll still be down to earth and keen on building professional relationships.

For ecommerce marketing, this means you’ll get a lot more thought, care and effort going into your promotion. Rather than a simple picture a caption, they’re likely to actually engage with your product and provide an authentic, positive review.

You could also benefit from a bit more exclusivity. While micro-influencers will naturally get their fair share of enquiries, they won’t be as bombarded as the most renowned influencers. With fewer products being promoted, there’s no chance of yours getting lost in the crowd.

4.   Cost-effective

With less notoriety and fewer followers than mega- and macro-influencers, micro-influencers are typically much cheaper to work with. Given all of the factors above, they can also provide a better return on investment. The end result is a much more cost-effective solution for ecommerce marketing.

Danielle managed to triple the ROAS with her. See her Instagram here

Welcome, Flitzy!

Brand new childrens brand launch.

I was lucky to be a part of DCKs latest D2C brand launch, Flitzy. So, what is Flitzy?
Encouraging mindfulness and inspiring creativity with fun & glitzy

Flitzy brings the world of grown-up fashion accessories to mini trendsetters aged 3+ years around the world. Our talented designers take their inspiration from upcoming trends. This means a Flitzy fashionista knows how express their creativity by styling themselves to perfection with some of the latest pieces.

We’ve taken care to make sure our products feel special, making them ideal for gifting. Update your own unique style by swapping a few pieces with friends, or why not show some kindness by sharing something from your Flitzy haul with a brand-new friend? What a great way to spread some love and happiness!

We can all be Flitzers, so we want to make sure everyone can enjoy Flitzy products! We do this by offering them at great prices, without ever compromising on quality. All of our products have to meet our very highest safety standards before they ever reach our shelves.

Product offering

Not only does Flitzy offer one of buys of accessories, it also offers quarterly subscription boxes. Which we all know is a huge market in Ecom and growing. DCK secured a licensed partnership as well with Like Nastya. Who has over 76m followers on YouTube alone.

Copy
Copy for was important for the Flitzy brand. We need to speak to the decision maker whilst still keeping it fun for a children’s brand. I worked with the buyers closely where they gave me draft copy of what they saw for the brand and I rewrote accordingly.

Charlotte Tilburys Ambassador Program

It all started when I joined Charlotte Tilbury on a six-month contract to support the Senior Manager across affiliates, with a clear focus on building and scaling the ambassador programme, Magic Makeup Stars.

The programme was structured across three core groups: retail staff, professional makeup artists, and social creators. My initial priority was expanding the ambassador database, which I scaled through proactive outreach, targeted recruitment, platform discovery, and close collaboration with wider channel owners to secure visibility across site placements and social activity. Within six months, the database grew by 971% from a very small base that had initially consisted solely of retail staff. By the time I left, applications were being driven organically, allowing the team to shift focus from recruitment to optimisation and long-term engagement.

Alongside programme growth, I managed day-to-day ambassador engagement, activating members around new product launches and key trading moments. When commercial pushes were required, I worked closely with talent on a gifted basis to drive timely content, conversation, and traction across social channels. As the programme’s impact became more visible internally, other teams began proactively feeding into it, with the social team sharing creator briefing opportunities and the CRM team requesting ambassador-generated content to support more UGC-led email campaigns.

Through proactive outreach, I was also able to secure one of the industry’s first brand collaborations with Canadian makeup artist Selena Marchand (@selenamp), who has an audience of over 515,000 highly engaged followers. Identifying emerging creators early and building relationships ahead of competitors became a key strength within the programme’s growth strategy.

In addition, through Magic Makeup Stars, I helped conceptualise and onboard gamers and livestream creators, expanding the brand’s creator ecosystem beyond traditional beauty audiences and helping extend Charlotte Tilbury’s reach onto platforms including Twitch and Kick.

Overall, I grew programme membership by 265% and increased affiliate-driven revenue by 69% within six months, while working cross-functionally with internal teams to align creators with campaign moments, content needs, and brand guidelines