project 4: growth & recognition

project 5: strategy & positioning

other projects: ideation & NPD

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With a distinctive blend of creativity and legal precision, I’m a dynamic and results-oriented Communications Director. I develop tailored copy and communication strategies for diverse beauty and lifestyle clients, effectively engaging both B2B & B2C audiences.

In today’s AI-driven content landscape, I recognise that true value lies in interpreting creative briefs, ideating ideal customer profiles, and seamlessly communicating transformative storytelling for tangible business growth.

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L'ABU Skin Mother's Day Campaign & TikTok Strategy

OBJECTIVE: To boost brand awareness and engagement through compelling brand narratives and strategic social media content creation.

CONTEXT: L'ABU Skin aimed to capitalise on Mother's Day to connect with their audience and increase brand visibility.

Additionally, there was a need to revamp the TikTok strategy to enhance content performance and audience engagement on the platform.

CREATIVE PROCESS: Collaborated with the marketing team to brainstorm ideas and develop a creative concept that resonated with the target audience. Leveraged insights from market research to inform content strategy.

CHALLENGES & SOLUTIONS: Faced the challenge of standing out in a crowded social media landscape during Mother's Day. Overcame this by crafting unique and engaging Instagram Reel content that captured the essence of the brand and appealed to the emotions of the audience. For TikTok, identified opportunities to refresh content approach and collaborated closely with the social media team to implement improvements.

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KEY ACHIEVEMENTS & IMPACT:

Boosted Brand Awareness & Engagement: Spearheaded the development of compelling brand narratives and messaging for the Mother's Day campaign, resulting in a 109% increase in organic views on Instagram Reels. The campaign drove greater new audience reach and brand visibility, positioning L'ABU Skin as a top choice for Mother's Day gifting.

Enhanced TikTok Strategy: Worked alongside the existing social media team to revamp the TikTok strategy, leading to significant improvements in content performance. The refreshed approach resulted in higher engagement rates and increased brand resonance among the TikTok community.

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ARKIVE Headcare Email Marketing & Blog Campaign

OBJECTIVE: To deliver high-quality copy across email marketing and blog channels, driving audience engagement and conversion for ARKIVE Headcare.

CONTEXT: ARKIVE Headcare sought to enhance its digital presence and connect with its target audience through engaging email marketing and blog content. Thereby increasing audience retention and drive conversions for the brand.

CREATIVE PROCESS: Led the email marketing and blog campaign strategy from grassroots, collaborating closely with internal teams to develop compelling copy that resonated with the target audience. Leveraged insights from market research to inform content direction and messaging.

CHALLENGES & SOLUTIONS: Faced the challenge of capturing the audience's attention (brand new brand) and driving action through email marketing and blog content. Overcame this by crafting captivating copy that showcased the unique value propositions of ARKIVE Headcare products and services. Provided leadership to internal teams to ensure project success and alignment with business objectives.

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KEY ACHIEVEMENTS & IMPACT:

Enhanced Audience Engagement: Led ARKIVE Headcare's email marketing and blog campaign, achieving a notable 51.7% average open rate (OR) and 6% average click-through rate (CTR). The campaign's success significantly improved audience engagement and interaction with the brand, fostering a deeper connection with the target audience.

Increased Conversion: The compelling copy created for the email marketing and blog campaign contributed to increased conversions for ARKIVE Headcare, driving business growth and revenue generation.

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Brand Messaging Consultation & Advertising Management

OBJECTIVE: To contribute to brand messaging enhancement and drive sales growth for Brand Arkitekts and SENSICA.

CONTEXT: Brand Arkitekts sought expertise in ideation and back-of-pack copywriting to refine brand messaging and market positioning across various brands. Additionally, SENSICA aimed to optimize advertising and brand copy on Boots.com to drive sales growth and maximize promotional opportunities.

CREATIVE PROCESS: Provided consultation services to Brand Arkitekts, offering expertise to enhance brand messaging and market positioning. Collaborated closely with internal teams to develop compelling copy that effectively communicated the brand's value propositions and resonated with the target audience. Managed advertising and brand copy for SENSICA's mini-site on Boots.com, ensuring alignment with brand guidelines and promotional objectives.

CHALLENGES & SOLUTIONS: Faced the challenge of refining brand messaging to effectively convey brand identity and differentiation in limited word & character count. Addressed this challenge by leveraging strategic ideation and copywriting techniques to craft compelling brand messaging that resonated with consumers and communicated the brand's unique value propositions.

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KEY ACHIEVEMENTS & IMPACT:

Enhanced Brand Messaging: The refined brand messaging effectively communicated the brand's value propositions, enhancing brand recognition and consumer perception.

Sales Growth: Leveraged existing relationships within Boots to secure advanced notice of special offers thereby maximising promotional opportunities, contributed to increased sales growth for SENSICA, driving revenue generation and market share expansion.

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Brand Growth & Industry Recognition

OBJECTIVE: To offer brands strategic support in building industry recognition, enhancing brand authority, and driving revenue growth through effective content and relationship management.

CONTEXT: Through tailored strategies and close collaboration, the project aimed to elevate brand visibility and credibility, positioning clients as leaders in their respective industries. Leveraging influencer partnerships and crafting compelling content, the project sought to drive revenue growth and increase brand recognition.

CHALLENGES: Despite the opportunities for growth, the project faced several challenges, including:

Competitive Landscape: Operating in highly competitive markets with established players posed challenges in standing out and gaining industry recognition.

Restricted Resources: Brands often had limited resources, both in terms of budget and manpower, making it challenging to execute comprehensive marketing strategies.

Changing Consumer Trends: Rapidly evolving consumer preferences and trends required continuous adaptation of marketing strategies to remain relevant and engaging.

KEY ACHIEVEMENTS & IMPACT:

Enhanced Industry Recognition: Crafted an award-winning entry for SkinGenius Clinic founder, resulting in her invitation to join the judging panel for the Aesthetic Therapist of the Year Award with Aesthetic Medicine, thereby positioning the clinic as a leader in the industry.

Revenue Growth & Brand Authority: Leveraged influencer relationship with Beth Sandland to execute engaging blog content for her new venture, The Motherhood Edit, resulting in a notable 15% increase in affiliate marketing earnings and enhanced brand authority.

Consistently Exceptional Results: Established and nurtured strong relationships with clients, offering them tailored solutions and consistently delivering exceptional results, fostering trust and long-term partnerships.

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Content Strategy & Brand Positioning

OBJECTIVE: To enhance brand positioning and engagement through strategic content creation and compelling brand storytelling.

CONTEXT: Cosmeditech sought to strengthen its presence in the medical and aesthetic technology sector by showcasing its innovative products and unparalleled support services. The goal was to create engaging content that would resonate with their target audience and drive greater brand visibility.

CREATIVE PROCESS: Collaborated closely with the Cosmeditech team to understand their mission, product offerings, and target market. Conducted thorough research to ensure content accuracy and relevance. Developed a content strategy that included blog writing, website copy, and marketing materials that highlighted the unique selling points of Cosmeditech’s products and services.

CHALLENGES & SOLUTIONS: One of the primary challenges was to articulate the technical aspects of Cosmeditech’s advanced medical and aesthetic devices in a way that was both informative and engaging for a diverse audience. Overcame this by crafting content that balanced technical detail with relatable narratives, ensuring clarity and interest for both industry professionals and potential clients.

KEY ACHIEVEMENTS & IMPACT:

Enhanced brand positioning & engagement: Spearheaded the creation of comprehensive and compelling content that effectively communicated Cosmeditech’s mission and innovative offerings. This resulted in increased website traffic and higher engagement rates across various marketing channels. The content positioned Cosmeditech as a trusted leader in the medical aesthetic industry.

Strengthened customer relationships: Developed blog articles and marketing materials that not only showcased the technical excellence of Cosmeditech’s products but also highlighted their commitment to customer support and education. This approach fostered stronger relationships with existing clients and attracted new customers, leading to a significant increase in customer inquiries and sales.

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Strategic Ideation & NPD Launches

Secured prominent coverage in Grazia, Elle, Cosmopolitan, and Stylist for ICONIC London Sheer Blush, enhancing brand visibility and credibility.

Contributed to multiple NPD launches for CRYSTAL CLEAR, refining trade ad copy & D2C marketing materials, leading to increased brand recognition and sales.

Led NPD name ideation and blog strategy for Hairburst Minis, facilitating successful product launches and driving consumer engagement.

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Charlotte smith

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