MA Marketing Communications · University of Westminster
Marketing & Brand Strategist
I turn consumer insights and emerging trends into brand strategies that drive growth, using AI-powered research to get to stronger ideas faster.
What I love most is shaping a real consumer insight into a campaign idea that genuinely connects. Backed by research, built for impact.
Open to full-time roles · London & Remote
Open to full-time roles · London & Remote
Explore 4 featured projects (scroll or click)
Never Done Building •
Event Concept
LEGO After Hours
Never Done Building •
OOH Concept
Bus Wrapping
Results
Proposal awarded Distinction. Faculty used it as a class example and publicly praised its strategic insight and creative brand reflection. Full dissertation completed August 2026.
2026 MA Dissertation · University of Westminster
from £9M · 6-month campaign
Projected Incremental Revenue
633% net ROI · 7.3:1 return
£66M
Projected Incremental Revenue
LEGO® Growth Strategy:
Unlocking the Kidult Segment
Challenge → Strategy → Result
2026 M.A. Dissertation Proposal · Distinction
Business Challenge
Grow LEGO’s UK revenue and market share in the £4.1B toys & games market while protecting its children-first brand ethos.
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LEGO is a premium toy brand with a narrow product line.
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LEGO dominates the Construction Toys segment (72% share).
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49% of UK adults still see LEGO primarily as a child’s toy.
Informed by PESTEL, SWOT, CBBE Models
Key Insight
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Identified an under-leveraged “kidult” segment (hobbyists and collectors, ages 25-45) representing 12% of the £1.37B UK kidult market
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A clear opportunity for incremental growth without new product development.
Unique Data Point Uncovered
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I used Claude AI to analyse fragmented data and calculate LEGO’s 12% UK kidult market share.
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A unique, unpublished data point that became the foundation of the entire strategy
Marketing Strategy
A £9M, 6-month omnichannel campaign (September to March), built around the idea NEVER DONE BUILDING. The plan treats LEGO’s existing portfolio as an adult creative hobby. This is a market-development strategy, not a new product launch.
Objectives
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Short term: Grow kidult market share from 12% to 17% through a targeted £9M omnichannel campaign.
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Long term: Increase annual repeat purchase rate, age 25+, by 20% over 24 months
Selected Campaign Concepts
Full 22-page proposal available on request
Campaign Tactics
A fully integrated PESO approach spanning digital, experiential, and OOH:
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Experiential: LEGO After Hours and mindfulness pop-ups
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Partnerships and creator collaborations
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Social, UGC, and AFOL community
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Out of home, including London Underground
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Personalised email, app, and loyalty messages
Projected Outcomes
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Kidult market share growth from 12% to 17% (+5 percentage points)
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£66M incremental revenue over the 6-month campaign
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633% net ROI (7.3:1 return) from the £9M investment
Point-of-Sale Materials
Post Cover
Key Campaign Touchpoints
2026 MA Brand Campaign · Distinction
Brew Change
Redemption Roasters Creative Campaign
Overview → Concept → Touchpoints → Insights
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Developed a campaign concept to increase visibility and emotionally connect consumers with the brand’s mission by turning the everyday coffee ritual into a meaningful act of social contribution.
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Designed to feel optimistic, modern, and ownable while clearly linking coffee consumption to positive social impact.
Redemption Roasters is a London specialty coffee brand with a social mission to train and employ people leaving prison or at risk of reoffending. Despite high-quality coffee and a meaningful purpose, the brand faces low awareness among young London professionals.
Overview
Creative Concept
Developed a multi-channel creative campaign across social media, in-store experience, and personalised email, with A/B testing used to refine the creative direction.
In Store Experience
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Insight: In-store audiences connected more strongly with human, emotional storytelling than with messaging focused on the coffee production process.
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Response: The testimonial approach (“Second Chance” signage) won, using personal storytelling to humanise the brand and create an emotional connection inside the café.
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Insight: Takeaway materials offered an opportunity to extend brand visibility beyond the café through everyday customer carry-out.
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Response: Testing showed sticker packs were preferred over postcards, providing a simple and effective way to spread the “Brew Change” message into everyday spaces and build organic awareness.
Large Format Signage
TikTok
Developed short-form video concepts exploring a strong mission-led hook to challenge mainstream coffee consumption and link purchases to reducing reoffending. Concept tested multiple creative directions to find the most effective approach, with the final direction pairing a relatable cover, a clear social-impact story, and a direct call-to-action.
Creative Development
Storyboards explored mission-focused messaging, combining relatable café moments with the coffee bag as a strong visual symbol of Redemption Roasters’ prison-reform work.
Tested a “Brew Change Now” button for its potential to drive immediate engagement and foot traffic.
Insights
Concept testing across social media and in-store touchpoints revealed clear audience preferences, with results varying by platform and format. Testing showed:
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Young London professionals responded well to lifestyle and benefit-led messaging, where social impact felt like a natural part of a positive coffee experience.
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On TikTok, relatable, mission-integrated content performed more strongly than problem-focused approaches.
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In-store, testimonial storytelling created a stronger emotional connection than process-focused messaging.
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Sticker pack concepts were preferred over postcards, suggesting strong potential to extend brand visibility beyond the café through everyday carry-out.
Overall, the most effective direction was integrating Redemption Roasters’ social mission into familiar consumer moments in a way that felt like a natural lifestyle benefit rather than a separate activist message.
Mission-led storytelling positioned Redemption Roasters as an ethical café worth seeking out.
Call-to-Action
Overview→ Concept → Touchpoints → Insights
Digital Content Author · October 2025 – April 2026
Fashion Content Strategy & Trend Analysis
Produced 30+ articles on fashion and lifestyle for a Gen Z audience, including London Fashion Week coverage. Selected topics, curated Instagram imagery, chose relevant products, and wrote full articles. Planned content 4–6 weeks ahead and delivered 3 pieces per week.
Used ChatGPT and Google Trends for real-time trend analysis, cutting research time in half while redirecting that time toward stronger editorial voice and storytelling.
Digital Content Author
October 2025 – April 2026
Featured Work
From Canadian tuxedos to chic trench coats, here’s what’s dominating LFW.
March 2026
I went to London Fashion Week to keep you in the loop on real street style. Runway trends are cute, but it’s the wearable looks from the streets that give the best inspiration — and the girlies were serving.
Instagram Curation
Imagery selected to support trend-driven articles, with a focus on strong visual storytelling.
Tailored Long Trenches
Effortless London Vibes
Double Denim
Making It Work Again
Product Selection
Selected to complement editorial content and create shoppable moments.
Rosie Hooded Trench Coat
$218
Rosie Hooded Trench Coat
$218
Dylan Denim Waistcoat Top
$98
About Me
Marketing & Brand Strategist
I turn consumer insights and emerging trends into brand strategies that drive growth, using AI-powered research to get to stronger ideas faster. I think in strategy and work in stories, translating data into brand ideas that make a real impact.
I've worked across corporate communications, customer-facing retail, and brand ambassador roles, giving me an understanding of how brand strategy plays out at every touchpoint, from the boardroom brief to the shop floor.
Currently, I am completing my Master’s in Marketing Communications at University of Westminster, London. My LEGO kidult expansion proposal earned a Distinction with faculty praise for strategic insight and creative brand reflection.
My AI Stack
Human-Led · AI-Enhanced · Results-Driven
Turning Data into Actionable Brand Strategy
Approach
I integrate AI tools into research, trend analysis, and editing to work efficiently without sacrificing strategic depth. With a cultural mindset and ethical oversight, I shape insights that keep a brand’s voice authentic and resonant, while AI helps process and organise data.
Impact in Practice
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LEGO UK: Identified a niche "kidult" market opportunity, absent from standard industry reports, for a £9M omni-channel campaign. LEGO market analysis completed in days rather than weeks.
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Fizzy Mag: Halved trend research cycles, scaling output to 3+ articles per week with a 4-week content lead.
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Mindset: AI enhances, never replaces, strategic thinking and creative judgment.
Human Led · AI Enhanced · Results Driven
Result
By using AI to handle routine data processing and initial trend mapping, I dedicate more capacity to high-level brand positioning, creative direction, and long-term retail growth.
EXPERTISE
Skills & Tools
Strategic Skills
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Brand Strategy
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IMC Planning
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Market Research
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Trend Forecasting
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Consumer Insights
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Presentation & Stakeholder Communication
AI & Technical Skills
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Customer Styling
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Inventory Management
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Store Operations
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Sales Execution
Software & Platforms
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Canva
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Wix
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Figma
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Google Trends
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Adobe Suite
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Claude for market research & data synthesis
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ChatGPT for drafting & iteration
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Gemini for image rendering
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Prompt engineering for accelerated strategy work
Creative Skills
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Fashion Writing
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Content Creation
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Storytelling
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Campaign Development
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Editorial Planning
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Digital Design
Retail Operations
Education
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MA Marketing Communications · University of Westminster · London
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BA Communication (PR) · Monmouth University · New Jersey
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