Case Studies
Over my career, I’ve helped global consultancies, scale-ups, education providers, and consumer brands transform marketing into a measurable growth engine. The common thread has been taking complex challenges — from fragmented brands to referral-driven sales models — and building modern marketing systems that deliver pipeline, revenue, and brand equity.
Global Brand Unification Post-Acquistion
After a series of acquisitions, ZRG risked being seen as a “house of brands.” I led a full-scale rebrand to create a unified ‘branded house’ identity to support the newly created Consulting Solutions division.
This included rebranding every piece of collateral — proposals, product guides, reports, white papers, eBooks, presentations, the website, social media, and even email signatures.
The rebrand was rolled out globally across 200+ consultants, ensuring every touchpoint reflected the same modern, professional identity. The transformation improved market clarity, strengthened RFP performance, and gave the firm a unified, credible presence in the market.
Scaling the Content Engine Post-Acquistion
When ZRG acquired Bravanti and Brimstone, content volume surged — but consistency and alignment were lacking. I designed a scalable content engine that engaged more consultants as authors, tied outputs to campaign themes, and balanced thought leadership with product launches.
Publishing cadence increased by 65%, the contributor pool tripled, and report downloads rose 60%. The result was a disciplined content program that not only elevated brand visibility but also supported business development and lead generation across the consulting group.
Integrating Brands to One Web Domain
ZRG’s acquisitions each came with their own website, diluting SEO and confusing clients. I led the multi-phase project to migrate Bravanti, Brimstone, and Walking the Talk into ZRG.com.
Over nine months, we audited content, mapped SEO priorities, rebuilt landing pages, and redirected traffic — all while running campaigns in parallel.
The result was a unified digital presence that preserved SEO equity, improved rankings, reduced costs, and positioned ZRG.com as the central growth platform for the entire group.
Driving Growth for a Global Telecoms App
At Talk360, I helped scale a telecoms app designed for diaspora and expat communities.
Through targeted digital campaigns, app store optimization, and influencer partnerships, we grew adoption across Africa, Europe, and Asia.
The experience gave me hands-on expertise in international market expansion and app-based growth strategies.
Launching A Mobile App for Collaborative Decisions
As founder of MirrorMirror, I built and launched a mobile app designed to simplify group decision-making.
With minimal resources, I drove adoption through PR, social media, and influencer engagement.
The experience gave me hands-on insight into app-based growth strategies and customer acquisition in competitive digital markets.
Omnichannel Brand Building at Mexx
At Mexx, I developed integrated brand campaigns that bridged the gap between retail stores and digital channels.
By aligning promotions, storytelling, and content across multiple European markets, we boosted both store traffic and ecommerce performance — strengthening Mexx’s lifestyle positioning across all customer touchpoints.
Driving Growth for a Global Telecoms App
At Talk360, I helped scale a telecoms app designed for diaspora and expat communities.
Through targeted digital campaigns, app store optimization, and influencer partnerships, we grew adoption across Africa, Europe, and Asia.
The experience gave me hands-on expertise in international market expansion and app-based growth strategies.
Launching A Mobile App for Collaborative Decisions
As founder of MirrorMirror, I built and launched a mobile app designed to simplify group decision-making.
With minimal resources, I drove adoption through PR, social media, and influencer engagement.
The experience gave me hands-on insight into app-based growth strategies and customer acquisition in competitive digital markets.
Omnichannel Brand Building at Mexx
At Mexx, I developed integrated brand campaigns that bridged the gap between retail stores and digital channels.
By aligning promotions, storytelling, and content across multiple European markets, we boosted both store traffic and ecommerce performance — strengthening Mexx’s lifestyle positioning across all customer touchpoints.
Driving Ecommerce Growth at ONETrueSaxon
ONETrueSaxon, a niche label within Pentland Brands, needed to prove its digital value in a crowded fashion market.
By focusing on sharp, data-driven email campaigns and content-driven storytelling, I helped the brand outperform larger Pentland peers, delivering 200% higher weekly ecommerce sales uplift.
This challenger approach showed how even smaller brands could punch above their weight in digital performance, setting a benchmark for the wider Pentland portfolio.
Omnichannel Brand Building at Mexx
At Mexx, I developed integrated brand campaigns that bridged the gap between retail stores and digital channels.
By aligning promotions, storytelling, and content across multiple European markets, we boosted both store traffic and ecommerce performance — strengthening Mexx’s lifestyle positioning across all customer touchpoints.
Launching A Mobile App for Collaborative Decisions
As founder of MirrorMirror, I built and launched a mobile app designed to simplify group decision-making. With minimal resources, I drove adoption through PR, social media, and influencer engagement.
The experience gave me hands-on insight into app-based growth strategies and customer acquisition in competitive digital markets.
Expanding Talk360: Driving Growth for a Global Telecoms App
At Talk360, I helped scale a telecoms app designed for diaspora and expat communities.
Through targeted digital campaigns, app store optimization, and influencer partnerships, we grew adoption across Africa, Europe, and Asia.
The experience gave me hands-on expertise in international market expansion and app-based growth strategies.
Localized Campaign Content for International Markets
Developed global content frameworks and localized campaigns that scaled across 30+ countries, generating inbound leads and improving international resonance.
Executive Thought Leadership at Walking the Talk
Drove global thought leadership campaigns, from webinars to podcasts, that positioned executives as leading voices in organizational culture and generated new business opportunities.
From Referrals to a Global Inbound Engine
Previously reliant on referrals, Walking the Talk needed scalable demand. I built an inbound engine with SEO, gated content, and HubSpot workflows.
Ultimately, it generated €3.5m pipeline, inbound made up 40% of new business, and rankings for culture-related keywords hit the top three. This digital-first system turned marketing into a predictable revenue driver.
Scaling Omnichannel Marketing
Walking the Talk needed to move from single-channel outreach to integrated marketing. I built an omnichannel program with segmented email campaigns, LinkedIn newsletters, and channel-specific content.
Open rates exceeded industry benchmarks, newsletters grew to 5,000+ subscribers, and enquiries rose 40% YoY. This proved that omnichannel, audience-specific content drives superior engagement and pipeline.
PR-Driven User Growth at Launch
With no paid media budget, I drove MirrorMirror’s early growth through PR and storytelling. I positioned the app as a fun social decision-making tool, pitched to tech and lifestyle outlets, and ran social campaigns for early adopters. Coverage delivered thousands of downloads and built awareness, proving earned media can drive growth without ad spend.
Global Campaign Relaunch
Mexx needed revitalisation in a crowded fashion market. I led the global relaunch campaign, creating a “One Mexx” platform with toolkits for 30+ markets.
Campaigns ran consistently across print, digital, and in-store, boosting recognition, improving consumer sentiment, and driving efficiency.
Building a Global Lead Generation Funnel
Laureate Online Education was over-reliant on expensive affiliate lead brokers.
I built a direct funnel using SEO, landing pages, and CRM nurture workflows. CPL dropped 35%, conversion improved 20%, and direct-sourced leads increased, reducing broker dependency.
Ecommerce Email Marketing – Outperforming Global Brands
At Pentland Brands, ONETrueSaxon needed to compete against bigger names. I designed targeted, story-driven email campaigns aligned to ecommerce drops and tested relentlessly. The result: ONETrueSaxon’s email marketing outperformed other Pentland brands by 200% in weekly sales uplift, proving how email can drive outsized ecommerce results.
Launching a Boutique PR Agency
I founded Pressing Relations, a boutique PR agency for creative industries. By leveraging sharp storytelling and media relationships, I secured national coverage for early clients, grew a steady retainer base within 18 months, and built a reputation for high-impact, creative campaigns.
High-Profile Interviews and Features
As a freelance journalist, I wrote for i-D, The Face, and Esquire, securing high-profile interviews and features. This work sharpened my storytelling and brand voice skills, providing a strong foundation for content and marketing leadership
Building a Thought Leadership Content Engine
Walking the Talk needed to scale visibility beyond consultant networks. I unlocked Walking the Talk’s expertise by building a content engine of reports, blogs, webinars, and guides.
Flagship thought leadership positioned the firm as a global authority while driving a fivefold increase in marketing-driven enquiries.
Launching a Social Decision-Making App
As founder of MirrorMirror, I launched a new consumer app in a crowded market. I positioned it as a “social decision-making” tool, designed the launch strategy, and secured lifestyle and tech press coverage.
The app achieved thousands of downloads in its first months, proving how a strong story and lean marketing can deliver traction.
Driving Growth in Emerging Market
Talk360 needed to grow in Africa and Asia against larger VoIP competitors. I designed localised campaigns with micro-influencers, mobile-first creative, and culturally relevant messaging.
The result: app downloads rose 70% YoY in Africa, active users doubled, and the brand gained strong recognition in key markets.
Digital Transformation of Fashion Marketing
Mexx relied on print, but consumers had gone digital. I led the shift to digital-first campaigns, building social presence and linking campaigns to a pop-up ecommerce platform.
Online traffic and conversions grew by double digits, while campaigns became measurable for the first time.
Multilingual Campaigns for Global Programs
Laureate’s marketing was fragmented across regions. I centralised campaigns and built multilingual assets tailored for Europe and Latin America. Conversion rates rose, costs fell, and campaigns became consistent across universities.
Digital-First Campaigns for Menswear
Talk360 needed to compete for app store visibility. I led ASO improvements, created referral incentives, and built feedback loops to boost ratings.
Referral-led installs increased 40%, rankings hit the top 10 for VoIP keywords, and app ratings rose to 4.4 stars. This drove sustainable user growth without high acquisition costs.
Media Coverage Growth for Lifestyle Clients
Many clients lacked big marketing budgets. I built cost-effective campaigns rooted in storytelling and trend-spotting, securing lifestyle and culture press in top publications. This delivered outsized visibility, strengthened client loyalty, and proved earned media’s power.
Cultural Reporting and Trend Spotting
I reported on emerging music, fashion, and subculture trends for leading magazines. Editors relied on me to spot early signals, shaping features that influenced readers and cultural conversation. These trend-spotting skills underpin my ability to anticipate and lead in marketing.
Scaling Thought Leadership Reputation
Walking the Talk needed to expand its reach. I built a global event and thought leadership program — coordinating 50+ keynotes, webinars, and roundtables annually, plus launching the “Walking Your Talk” podcast with Carolyn Taylor.
Webinars attracted hundreds of executives, events added warm leads to nurture flows, and the podcast extended brand reach.
This integrated approach positioned Walking the Talk as a visible, credible voice worldwide.
Iterating the Product Through User Feedback
MirrorMirror’s growth relied on retention, not just installs. I built structured feedback loops and analytics to track engagement, then iterated features based on user behaviour. Retention rose 25%, and new features became the app’s most-used. This user-driven approach proved how feedback and iteration can build loyalty and engagement without big budgets.
Referral Loops and Retention Campaigns
Talk360 needed to keep users engaged after install. I built referral loops and retention campaigns with behavioural triggers.
The result: churn dropped 25%, referral-led installs boosted growth 40%, and active users doubled. These growth loops drove sustainable scale while reducing acquisition costs.
Global Brand Toolkit for Local Markets
Mexx’s local teams often diluted brand consistency. I created a global campaign toolkit with modular assets, guidelines, and workflows.
Markets adopted it across Europe and Asia, reducing duplication costs and strengthening brand recognition.
Lifecycle Marketing & CPL Reduction
Laureate struggled with high CPL and low conversion. I built lifecycle marketing workflows with CRM automation, segmentation, and multi-touch campaigns.
CPL dropped 35%, conversion rose 20%, and pipeline visibility improved — showing the ROI of lifecycle marketing.
Retail Partnerships and In-Store Activations
Talk360 needed to keep users engaged after install. I built referral loops and retention campaigns with behavioural triggers.
The result: churn dropped 25%, referral-led installs boosted growth 40%, and active users doubled. These growth loops drove sustainable scale while reducing acquisition costs.
Brand Storytelling for Emerging Designers
Independent designers often lacked strong brand stories. I crafted narratives, press kits, and positioning that secured coverage in fashion and design outlets. These stories built credibility, boosted visibility, and supported sales growth.
Building a Distinctive Editorial Voice
Journalism taught me how to create a distinctive voice that resonates with readers. I wrote features, reviews, and interviews across multiple publications, building a reputation for style and versatility. These storytelling skills directly inform my ability to craft compelling brand narratives.
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