Selected Experience
Nike EMEA Brand Manager
ChallengeNike required large-scale brand campaigns that could connect with diverse audiences across multiple EMEA markets while maintaining global brand standards.ApproachWorking within the EMEA brand team, I helped lead the development and execution of integrated brand programmes spanning retail environments, digital platforms and experiential activations.
Responsibilities included:• leading cross-functional campaign teams• managing agency and production partners• delivering physical and digital brand storytelling environments• coordinating multi-market campaign rollout
ImpactCampaigns delivered strong consumer engagement and reinforced Nike’s brand storytelling across retail, digital and experiential touchpoints.
Director of Marketing Anytime Fitness
Anytime Fitness operates across a large franchise network where maintaining consistent brand experience and marketing performance across multiple locations can be complex.ApproachI led the development of a national marketing and brand framework designed to bring greater clarity, consistency and scalability across the UK & Ireland network.
This included:• defining brand vision, tone of voice and segmentation strategy• developing scalable marketing toolkits for franchise partners• creating integrated campaign frameworks across digital and in-club channels• building governance systems to improve brand consistency
ImpactThe result has been stronger alignment across the network, improved marketing execution and a clearer brand experience for members across multiple locations.
ASOS Media Group — Global Partnerships & Media Strategy
Challenge
ASOS Media Group was expanding its commercial media offering and needed stronger strategic partnerships with lifestyle brands to drive category growth and improve campaign performance across global markets.The role required balancing brand partnerships, media strategy and commercial outcomes within a fast-paced digital retail environment.
Approach
As Senior Partnerships Manager, I led the development of partnership strategies across multiple lifestyle categories, working closely with internal commercial teams, agencies and brand partners.Key areas of focus included:• building structured partnership frameworks to support long-term brand collaboration• developing category growth plans aligned with commercial objectives• managing agency partners to improve campaign delivery and performance• creating scalable internal processes to support expanding global partnerships
Impact
The work helped strengthen the commercial media proposition and improve how ASOS collaborated with brand partners across lifestyle categories.It also created more structured operating models that supported future growth and more effective campaign execution across international markets.