NatWestCreative Director Brand & Visual / Digital Innovations / Marketing Concept Developer
Jun. 2020 - Aug. 2024City Of London, England, United KingdomKey in-house roles at NatWest from 2020—2024 focussed on branding and ideation, turning customer value propositions into tangible, purchasable products in-app, online and branch: Marketing Concept Developer
March 2023 – August 2024 – Developed digital-first comms for NatWest’s ‘Know Your credit Score’, aimed at under 35s, surpassing the goal of 34,000 – hitting 41,000 sign-ups
– Concept creation for NatWest’s Travel Reward credit card, Travel and Reward Accounts, solidifying the its presence in the foreign holiday market in summer 2024 Digital Innovation Concept Developer
October 2021 – March 2023
– Designed attention-grabbing social, digital, OOH and event collateral for NatWest Thrive with Marcus Rashford, helping young people improve their financial wellbeing
– Developed the Greener Homes social campaign for COP26, generating 380k visits to NatWest’s climate change hub and a 425% increase in search traffic
– Provided leadership and mentorship to internal design team ensuring high quality visual output across our marketing channels Creative Director Brand & Visual
May 2020 – October 2021
– Led the team to define the new brand visual identity work for NatWest’s ‘Tomorrow Begins Today’ platform across multiple brand touchpoints including OOH, digital, social, in-branch, ATM and full suite of bank cards
– Developed extensive guidance and foundations for applying the new brand identity across all communications
– Ran weekly Creative Collective clinics to help streamline agency work, engage stakeholders, and upskill
in-house and third-party creatives
– Dovetailed with Mobile HCD and Digital teams to align Brand VI
– Delivered masterclasses to hundreds of colleagues as part of the new brand rollout
– Achieved an uplift in brand consideration from 1.0 to 2.0 and a stronger brand perception by August 2021
– Repositioned the NatWest Student Account with a social campaign that contributed to 55% of total sales and grew market share from 7% in 2019 to 13% in 2021