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Work Background
Emmantics Consulting Ltd.Brand and Creative Director
Jan. 2022
expondoBrand and Creative Director
Jan. 2022 - Jan. 2025Berlin, GermanyTransforming UX from an afterthought to a strategic priority. I created and led UX strategy and process development across the entire organisation, introducing research methods that put customer insights at the heart of decision-making. Key initiatives included: – Developing competitor benchmarking tools for UX performance
– Implementing structured customer interviews and field studies
– Establish knowledge-sharing practices to ensure research insights are informed at all levels of the business. Within 12 months, Expondo evolved from being 'interested' in UX—without resources or budget—to a 'committed' company with executive buy-in, dedicated personnel, and a customer-centric approach shaping every project. As the brand and creative director at expondo my responsibilities were more than UX, they also included:
– Created and led brand expression strategy for expondo-owned brands
– Upgraded photo and video resources, and provided art direction to deliver consistent and on-brand assets
– Lead marketing campaigns, developed an annual campaign calendar and managed a cross-functional team to deliver the marketing campaigns (collaborated with commercial, online marketing, pricing, and tech teams)
European Pubs LtdMarketing Manager
Oct. 2019Méribel, FranceLeading marketing, creative direction, and events across four venues in the heart of the French Alps, I manage a team of seven and report directly to the General Manager. My role is to drive brand growth, customer engagement, and commercial success for Jacks and Copiña, two standout venues in the European Pubs Ltd. portfolio. Key Achievements:
– Positioned Copiña as the #1 rated venue in Courchevel, with a long-term strategy to enter the World’s 50 Best Bars list.
– Shifted Jacks from print/in-resort marketing to a digital-first strategy, streamlining reservations and improving customer engagement.
– Led the creative direction for a major brand evolution at Copiña, producing assets that continue to drive industry recognition.
– Spearheaded strategic marketing initiatives that increased engagement and revenue across all venues. As part of the largest employer of seasonal workers in the 3 Valleys, I play a key role in ensuring European Pubs Ltd. remains a dominant force in Alpine hospitality, driving business growth through innovative marketing, strategic branding, and world-class event execution.
blow LTDCRM Manager
Jan. 2018 - Jan. 2020London, United KingdomOptimising CRM strategy and customer engagement for a fast-moving beauty brand. I led a comprehensive review of Blow LTD.’s CRM program, conducting competitor benchmarking and defining business objectives. Implemented a content strategy, directed creative assets (copy, video, and photography), and collaborated with engineers and designers to enhance the customer journey across the website and app. Continuous optimisation was driven by analytics, reporting, and iterative improvements.
FreelanceEmail marketer | Designer
Jul. 2014 - Dec. 2015England, Norway and AustraliaI delivered full service email marketing for start-ups and existing businesses. I planned, designed, built and implemented various brand name email campaigns from scratch, including accompanying landing pages.
printed.comDigital Designer
Aug. 2011 - Jul. 2014London, United KingdomI defined and delivered the creative vision of printed.com. Key achievements include developing the email strategy, designing the interface for an online photographic printing tool and art direction for product photoshoots.
Freelance (Self employed)UX and Creative Consultant
Jan. 2011EnglandI blend strategy and creativity to make products not just look good, but work brilliantly. Whether it’s refining UX strategy, directing creative vision, or mentoring teams, I bring clarity to the chaos. I’ve been shaping brands and experiences since 2010, working with clients big and small, from startups to household names. Some of the businesses I’ve worked with include: expondo, printed.com, European Pubs Ltd, Imperial London Hotels, BlowLTD, Debenhams, John Lewis, Lacoste, Virgin Atlantic, BMW, Haymarket Publishing, and London South Bank University. I’m also a keynote speaker and panellist at industry events like ShopTalk, WebSummit, and Women in Tech, bringing real-world insights to the stage.
Ctech Media Services Ltd.Design Executive
Jan. 2011 - Jul. 2011
The Brand ShopDigital Intern
Mar. 2010 - Apr. 2010
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