Marketing planning and strategy

Client services and account growth

PR strategy, reputation and crisis management

Digital strategy and conversion modelling

CSR, sustainability and ethical communications

Creative campaigns, concept development and copywriting

Work experience

Work experience
Nov 2008 - Present

Managing Partner

Shere Marketing Ethical Communications LLP

Managing Partner of Shere Marketing Ethical Communications LLP, formed to deliver CSR and sustainability focused PR and marketing services to B2B and B2C audiences. Sold 50% share of business in October 2013 to explore new opportunities.

Growth and financial performance

  • Established the first LLP division within the Shere Marketing Group in 2009, which grew to become 46% of the overall group resource by 2013
  • Grew the LLP from one initial 'seed fund' client of £36,000pa turnover to 13+ current clients and net turnover of £851,283 by 2012-13.
  • Delivered 63% of group turnover and 50% of group profit in FY2011-12, when LLP represented 33% of overall group resource.
  • Sustained growth in revenue of >156% throughout 2010-12
  • Maintained positive year-on-year increase in net profit throughout 2009 - 2013

Client services:

  • Winning new clients via pitches, organic growth and acquisition to grow client base
  • Delivery of highly responsive, customer focused service to maintain strong client-agency relationships over 4+ years
  • Dedicated leadership of Daikin account, expanding service delivery into Europe and achieving 293% account growth between 2009-10 and 2012-13 

Strategic and creative:

  • Development of brand awareness and reputation management programmes designed to enhance brand profile and engage stakeholders
  • Strategic planning of integrated marketing campaigns including PR and social media, print and digital advertising, email programmes, internal communications, marketing literature, events and exhibition collateral 
  • Working in partnership with product and brand managers to develop creative marketing solutions
  • Analysis of competitors and product portfolio to articulate brand and product propositions
  • Creative direction and copywriting of campaign collateral: email, digital, web, presentations, advertising, marketing literature and exhibition panels

Team leadership

  • Recruitment, development and management of dedicated team of eight within Ethical Communications LLP
  • Direction of PR and Marketing teams, responsible for 40% and 60% of LLP profit respectively
  • Management of services delivered by other LLPs within Shere group and specialist sub-contractors in video production, presentation design and market research to maintain brand integrity and achieve campaign objectives

Operational and systems

  • Introduction of Gorkana media database management, distribution, coverage monitoring and analysis system
  • Implementation of Radar social media monitoring system for client accounts to understand audience conversation, sentiment and engagement in social media channels

Clients: BUFCA, CEP Claddings, Cementation Skanska, Construction Specialties, Daikin UK, Europe and Central Europe, Denne Construction, DPAA, Farmiloes, GAIN, Hilson Moran, John Lewis, Lankelma, Leadbitter Group, Mason Pearson.

Oct 2003 - Nov 2008

Creative Director

Koan Ltd

Creative Director of Koan, winner of Outstanding PR Consultancy of the Year in the North West's CIPR PRide Awards.

Key achievements:

  • Key role in developing Senior Management Team's vision, values and strategic direction, including creative direction of the company rebrand and new website launch in 2006
  • Leadership of all client creative projects, including: concept development; direction of freelance contributors and specialist service providers; print & production management; financial control
  • Development and delivery of award winning CSR communications strategies for clients such as Marshalls Plc and Midland Mainline (now National Express East Coast)
  • Account direction of Operation Smile 'World Journey of Smiles' gaining GMTV coverage and delivering a ROI of 41:1 advertising value
  • Account direction of full-service account for McDermott Homes, including: creative development and campaign management of PR and advertising; responsibility for media buying budget (press, DM, outdoor and online); creative direction of rebrand roll-out during 2007

Clients: Bare Face Chic, Children's Safety Education Foundation, Geo Group Inc., Marshalls Plc, McDermott Homes, Midland Mainline, Novelis Recycling, Operation Smile.

Professional development courses: Developing & Implementing a Code of Business Ethics (Institute of Business Ethics), Communicating Success (Action Planning) and Stakeholder Engagement (Ethical Tradiing Initiative).

Sep 1998 - Jan 2006

Freelance copywriter and content developer

Creative Consultant

Delivery of B2C and B2B online content, editorial copy, creative concepts and consultancy services to a wide range of clients throughout the UK.

Client agencies: 4AM, Ainsworth & Parkinson, Cicero, Code Computer Love,  Communikator Publishing, HGA Creative Communications, Koan, Oakbase, Robson Brown, RedC, Sass, WRG.

Client brands: The AA, Antler Homes, Audi, Bayer Healthcare, Bakemark International, Beautique Magazine, Blick International Plc, Boots the Chemist,  BUPA, B&Q, Clarks, The Co-operative, Crown,  Direct Line, Everton Football Club, Express Dairies, Kimberly Clark, LA International, Microsoft, PC World Business, RAC, Redrow, Reebok, Salt Union, Slumberland beds, SSL International, Smith & Nephew, Stagecoach, Toyota, Unilever, Wella, Vivid Magazine, Vertex.

Apr 1997 - Sep 1998

Senior copywriter

Charterhouse Advertising

Responsible for creative strategies and copywriting; TTL consumer campaign development; Radio & TV commercial production.

Clients included: Barratt Homes, Greater Manchester Fire Service, Housing Units.

Nov 1995 - Apr 1997


MSL Advertising

Writing for recruitment & consumer advertising, B2B & internal communications campaigns.

Clients included: BAE, Lucite International, Smith & Nephew, United Utilities, Unilever.

Dec 1994 - Nov 1995

PR & Marketing Executive

Community Careline Services

Established in-house PR & Marketing department, responsible for delivering marketing support services to national franchise network and managing press & publicity for national brand.


Sep 1984 - Jul 1990

5 A Levels (2A, 3B), 12 GCSEs (8A, 3B, 1C)

The Ashcombe School

English, History, French, Music, General Studies A levels.