APPROACH

I directed a £15m+ multi-channel brand plan and refreshed the entire visual identity alongside the brand director, creating a new “source of truth” for teams across the business. I introduced seasonal campaign calendars, stronger approval workflows and a more premium storytelling direction across social, influencer, PR and paid channels.
I produced large-scale campaigns and led high-profile influencer partnerships, including Lydia Millen, ensuring the brand felt more consistent, modern and premium at every touchpoint.

WHAT I DID

• Directed PR, organic social, paid social, print, TV, OOH and digital

• Conducted deep audience research and created new customer profiles

• Refreshed Karen Millen’s brand narrative and visual identity to appeal to a more professional, elevated woman

• Built seasonal campaign structures and improved approval processes

• Unified creative, brand and content teams around a single brand source of truth

• Led hero campaign shoots and influencer partnerships (incl. Lydia Millen)

• Elevated content quality and premium storytelling across social

• Strengthened brand moments around key launches and seasons

IMPACT

• +25% increase in brand awareness / sentiment within six months

• Triple-digit engagement growth across social

• +350% uplift in influencer-driven revenue

• +6% increase in eCommerce sales in key categories

• +40% YoY growth in tier-1 media coverage

• Stronger brand consistency and a clearer cross-channel narrative

• Renewed customer trust and improved premium perception