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Work Background
Unplugged Social ClubFounder & Experience Designer
Apr. 2025AgadirI started Unplugged Social Club to create what I was craving: real connection in a world of constant digital noise. What began as a personal rebellion against overstimulation has grown into a community built on presence, play, and human connection.
At its heart, it is about reminding people that the best things in life are simple - shared laughter, deep chats, movement, and offline joy. I lead the creative vision, strategy, and experiences that leave people feeling more alive, more connected, and part of something that lasts beyond the moment.
Meet ups are hosted every week in the Tamraght region, Morocco & occasionally in London, UK.
SheSaysBoard Member
Jan. 2025London Area, United KingdomA global non-profit network dedicated to advancing women and non-binary people in the creative industry.
I serve on the board of SheSays, leveraging my expertise in marketing, partnerships, and events to support the execution of the company's annual strategy.
Global Street ArtProject Manager
Aug. 2024 - Oct. 2024London Area, United KingdomEnd-to-end delivery of an OOH advertising campaign for leading sportswear brand.
Coordinated resources and collaborated with cross-functional teams and media agencies, ensuring campaign profitability, quality control and client satisfaction.
Curious & CreativeGrowth Director & Strategist
Jun. 2024London Area, United KingdomSplitting my time between London & Morocco, I run a marketing and branding consultancy for ambitious brands (and the agencies behind them!) working predominantly with companies across the luxury, travel & hospitality and lifestyle sectors.
For more information, visit curiousandcreative.biz or email [email protected].
Global Street ArtSponsorship Manager, London Mural Festival
Jun. 2024 - Oct. 2024London Area, United KingdomResponsible for creating and implementing partnership deals for London Mural Festival, ensuring they align with the brand and campaign objectives.
cazenove+loydMarketing Director
Sep. 2022 - Apr. 2024London, England, United KingdomJoined the Senior Leadership Team and Board of Directors as the business' first Marketing Director to steer the company towards growth amidst the challenges of a post-Covid landscape. I set the annual strategy, owned the budget, and marketing representation on the Board.
Grew the incumbent Marketing team from 3 to 6 while enhancing the calibre and impact of our marketing efforts.
- Implemented a multi-channel marketing strategy that resulted in a record-breaking sales year and double-digit growth in the US market.
- Led and created a new brand strategy in-house that honoured the brand’s heritage while redefining its positioning, purpose, audience personas, and values to attract a younger HNW audience.
- Managed the development of a new website, upgrading the CMS to drive management efficiencies and enhance the user experience. The new site resulted in a significant increase in conversion rate and a reduction in bounce rate.
- Evaluated and overhauled the digital marketing strategy (PPC & SEO), focusing on acquisition, reach, conversion and lead management.
- Introduced partnerships with tourist boards, hotels and premium lifestyle brands to create a new revenue stream through business development.
- Project management of the client magazine, overseeing all aspects from content to distribution delivering a triple-digit ROI. The publication won GOLD in the Customer Magazine category at the Travel Marketing Awards 2024.
- Collaborated with other departments to optimise product development and sales pipeline; reintroduced inspirational website itineraries and launched a priority destinations plan.
- Spearheaded a pioneering post-demographic, age-inclusive Luxury Travel Trend Report in partnership with Globetrender that was featured in Forbes, The Telegraph, City AM, and Country & Townhouse
SevenTravelHead Of Marketing
Jul. 2021 - Aug. 2022London, England, United KingdomAfter consulting for the company, I joined as their Head of Marketing working alongside the founder in a fast-paced, agile, start-up environment. I was responsible for developing and implementing the go-to-market strategy, setting the marketing foundations, and owning the marketing budget and performance.
- Undertook market analysis and research to support creating a UK marketing strategy including targeting, positioning and segmentation.
- Set and oversaw the delivery of the content strategy across owned, earned and paid channels.
- Executed a series of campaigns working cross-functionally with product, sales and creative teams.
- Managed the paid and organic social media, driving awareness and consideration amongst target luxury audiences.
- Organised a tender process for digital and PR agencies, subsequently onboarding and managing the two respective agencies.
- Researched and created the sustainability strategy; developing a climate action plan and a charitable fund that aligned with chosen UN Sustainable Development Goals.
- Wrote and edited content for the website from brand pages to product descriptions, ensuring consistency of brand tone of voice.
SevenCapitalHead Of Digital Marketing
Jul. 2021 - Aug. 2022London, England, United Kingdom
Curious & CreativeDirector & Founder
Oct. 2020 - Jun. 2022London, England Metropolitan AreaFounded Curious & Creative, a creative data-driven digital marketing consultancy based in London.
I specialised in working with travel brands and retail and leisure destinations, helping them scale their online presence, increase revenue through digital channels, and deliver an online customer experience that complemented their physical spaces. My tailored digital marketing services aimed to improve online conversions, engagement, and measurement, demonstrating ROI to stakeholders. Services included strategic planning, content marketing, social media marketing and management, paid ads, SEO, email marketing, and campaigns ideation and execution.
For more information, visit www.curiousandcreative.co.uk or email [email protected].
I also shared top tips, tactics, and tools to elevate your marketing on Instagram, discover them @curiousandcreativebiz.
Quintessentially Travel GroupHead Of Marketing
Mar. 2019 - Aug. 2020London, United KingdomI was responsible for developing and implementing the global marketing strategy, managing and allocating department budget, setting KPIs, executing campaigns, and all marketing activity for the 3 travel divisions – leisure, brand experiences, and corporate.
New West End CompanyGroup Digital Manager
Apr. 2018 - Mar. 2019London, United KingdomHeading up the strategy, execution and delivery of all digital projects and marketing across our neighbourhoods - Bond Street, Oxford Street and Regent Street (B2B).
New West End CompanyOxford Street Marketing & Events Executive
Apr. 2016 - Mar. 2018LondonResponsible for leading and delivering of Oxford Street's & St Christopher's Place's digital marketing strategy and projects covering the website, social media, email, digital PR and marketing campaigns. Planned and executed the delivery of our events such as Oxford Street Christmas Lights Switch On, September Fashion Showcase, OXST Great Giveaway and St Christopher's Garden.
New West End CompanyOxford Street Marketing & Events Assistant
May. 2014 - Apr. 2016London, United Kingdom
New West End CompanyMarketing Assistant, London Luxury Quarter
Feb. 2014 - Jun. 2014London, United KingdomWorking in a B2B environment to promote the area of Mayfair, St James's and Piccadilly as the premier destination for luxury retail and leisure.
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