London, England, United Kingdom
Senior marketing leader with extensive experience delivering award-winning, customer-focused campaigns across retail and real estate. Skilled in marketing strategy, brand development, media management, and overseeing multi-million-pound budgets to drive commercial growth. Strong track record in stakeholder and agency management, team leadership, and collaboration across multiple-teams. Known for creative problem-solving, strategic thinking, and delivering high-performing marketing that achieves measurable results.
Led all marketing activity for the UK Developments division, with a focus on large-scale residential and mixed-use projects. Responsible for brand creation, campaign strategy, agency leadership, and stakeholder management from concept to delivery. Key Achievements: - Created and launched the Coppermaker Square brand, a 1,225-apartment Build-to-Rent development, shaping strategy, design, and communications across every touchpoint. - Delivered an award-winning campaign, recognised as Best Marketing Campaign at the 2023 Love to Rent Awards, achieving record leasing and a 22% lead-to-lease conversion rate. - Directed a multi-agency ecosystem of over 40 specialists across brand, media, digital, and experiential, ensuring seamless creative alignment and execution. Alongside managing and developing a Marketing Manager. - Partnered with the operator and leasing teams to build a premium, insight-led customer journey and end-to-end performance tracking framework. - Owned the full marketing budget, from strategic planning and procurement to reporting to internal, JV, and board stakeholders. - Provided strategic marketing leadership across UK and European development portfolios, supporting B2B and leasing success. Awards: - Best Marketing Campaign – Love to Rent BTR Awards 2023 - Best London Development & Best Interior Design – Love to Rent Awards 2024
Built and led Marketing’s role within a new residential development initiative for Westfield’s UK business. Partnered closely with internal and external stakeholders to establish marketing strategy, customer insight, and brand positioning for future Build-to-Rent and mixed-use opportunities. Key Achievements: - Defined and owned Marketing’s strategic role within the residential development pipeline, ensuring early-stage integration into planning and design discussions. - Delivered in-depth customer research programmes that directly informed development decisions, operational models, and design direction. - Created investor and fundraising collateral tailored to project messaging, helping secure internal and partner buy-in. - Collaborated cross-functionally with Development, Design, and Finance teams to shape marketing frameworks, budgets, and operational plans. Established the foundations for Westfield’s residential marketing function, setting up processes and insight frameworks later used in the Coppermaker Square launch.
Led and took full ownership of all marketing activity for the expansion of Westfield London, establishing Marketing’s strategic role within the large-scale development programme. Worked cross-functionally with internal departments and external partners to deliver creative, commercially focused solutions that maintained brand standards and sales performance during construction. Key Achievements: - Defined and embedded Marketing’s role within the development team, collaborating closely with Retail Relations, Design, Construction, and Centre Management. - Provided leasing and B2B marketing support, producing high-quality collateral and materials that strengthened the leasing proposition and retailer engagement. - Delivered creative solutions and campaigns to maintain customer experience and brand presentation throughout major construction works. - Maintained £1 billion in centre sales during the expansion period through proactive marketing and communication strategies that minimised disruption and sustained customer loyalty. - Strengthened stakeholder collaboration, positioning Marketing as an essential partner within the overall project delivery framework.
Oversaw the UK launch of Westfield’s digital membership and loyalty initiative, bridging technology, brand, and customer experience to create a seamless omnichannel proposition. Key Achievements: - Led project management and delivery of the new digital platform, collaborating with US and UK teams across strategy, creative, and operations. - Directed the agency pitch and onboarding process, developing a new brand identity and communication framework for the programme. - Designed and delivered the marketing and soft launch plan, informed by customer research and testing insight. - Partnered cross-functionally to ensure alignment between digital experience, in-centre marketing, and brand strategy.
Managed major seasonal campaigns and service marketing initiatives across the UK portfolio (2 of the UK's biggest shopping centres), delivering creative, high-impact experiences that built engagement, brand equity, and incremental revenue. Key Achievements: - Led the national Christmas marketing campaign, including the kick-off of a DreamWorks partnership and full operational delivery of Westfield’s iconic grotto experience. - Owned the service marketing calendar, launching two new click-and-collect propositions and managing all supporting communications. - Managed multiple agencies (creative, media, staffing, digital) and internal partnerships across events, leasing, and brand teams. - Controlled full campaign budgets and ensured measurable results aligned to business goals.
Owned and delivered the multi-channel launch marketing campaigns for new M&S stores across the UK, driving brand visibility, customer engagement, and store performance. Partnered with design, retail, and agency teams to ensure every launch reflected M&S’s brand evolution and sustainability values. Key Achievements: - Led the full marketing strategy and delivery for major new store openings, including Westfield Stratford City and Cheshire Oaks — M&S’s first sustainable “green” store. - Directed bespoke, integrated launch campaigns and events, managing five creative and media agencies to deliver high-impact local and national exposure. - Developed and implemented the “Store Opening in a Box” programme, enabling 30+ stores without full marketing support packages to celebrate remodels with brand-consistent campaigns — significantly improving employee engagement and customer experience. - Managed campaign budgets and schedules, ensuring creative excellence, cost control, and strong ROI across multiple store launches. - Supported strategic business projects, including the Beauty department rollout, Olympic Torch Relay, and VIP Oxford Street Day, aligning marketing activity with corporate and CSR goals. - Collaborated cross-functionally with Retail Design, PR, and Events teams to deliver memorable experiences that reinforced M&S’s position as a trusted and innovative British retailer
Led marketing for the Eating Out of Home business and franchise network, driving category growth, customer engagement, and brand alignment across all channels. Managed campaign strategy, creative execution, and partnership initiatives while overseeing a direct report and a significant campaign budget. Key Achievements: - Delivered the first TV campaign for the business area, repositioning the category and boosting visibility and sales performance. - Strengthened the Macmillan partnership, launching the “World’s Biggest Coffee Morning” campaign — raising £425K in its first year and securing a three-year national agreement. - Owned a £750K competitor response budget, implementing tactical marketing plans that protected sales and increased market share. - Line managed and developed a marketing executive, ensuring delivery excellence and professional growth. - Represented the Food Marketing team in the corporate business involvement group, contributing to business-wide marketing strategy discussions.
Managed the creative development and campaign execution for seasonal food events and grocery promotions, ensuring consistent storytelling across advertising, PR, and in-store experience. Key Achievements: - Led the “Dine in for Two” Valentine’s campaign, overseeing the full end-to-end execution from national TV and press to in-store décor and POS. - Partnered with cross-category teams to deliver cohesive, brand-led campaigns that maximised impact during key seasonal moments. - Ensured all creative outputs were on-brand and commercially effective, improving campaign performance and ROI.