Brand and Fractional Marketing Manager@We Resonate
Verified
I’m a strategic brand and marketing leader with 20+ years’ experience helping organisations, from universities and fitness giants to FMCG, government, and start-ups, connecting creativity to measurable commercial results.
I specialise in brand architecture, repositioning, and performance marketing, building creative systems that work as hard commercially as they do visually. My approach blends behavioural science, neuroaesthetics, and cultural intelligence with campaign strategy to deliver marketing that cuts through competitive markets and resonates deeply with audiences.
My career spans:
Repositioning a nationally recognised brand from price-led to premium, delivering guidelines, creative platforms, and multi-channel toolkits that future-proofed its sub-brands.
Leading brand and creative strategy for Jetts’ market entry into India’s ₹1.3T wellness sector, building a five-pillar premium positioning framework with culturally attuned messaging.
Guiding Reform Pilates’ brand reposition at Fitness & Lifestyle Group, achieving a 40% rise in male membership and months of fully booked classes.
Directing brand strategy and creative delivery for CQUniversity’s national and international campaigns, producing the first research publication and creating brand extensions for CQUni Research and Social Innovation.
Leading omni-channel campaigns achieving +120% sales growth and +93% social follower acquisition for national brands.
I’ve partnered directly with C-suite executives, senior government stakeholders, and international market leaders—translating high-level commercial objectives into cohesive creative and campaign strategies. My toolkit includes PESO campaign planning, AI-enhanced content workflows, multi-pillar frameworks, and creative systems that protect message integrity across platforms, from vertical video to OOH and print.
I’m as comfortable building the strategy as I am guiding creative direction for photography, video, and integrated content. Whether working with insights teams on behavioural targetingMore...