TK MAXX RED NOSE DAY CAMPAIGN

OVERVIEW

Role: Marketing Manager

Focus: Media planning and buying, channel strategy, large-scale budget management, creative delivery, project management, national campaign execution.

Red Nose Day was a major national moment for TK Maxx, combining brand purpose with mass-market reach and commercial impact. The scale of the campaign required rigorous media planning, disciplined budget management and seamless delivery across a complex mix of channels and partners.

APPROACH

The campaign was treated as a full-funnel national media moment, with a clear focus on reach, frequency and consistency at scale. My role centred on ensuring that significant media investment was deployed intelligently across channels, supported by creative that landed clearly and cohesively across all touchpoints.

Strong planning and delivery were critical — aligning media, creative, retail and partner timelines to ensure the campaign performed at both brand and commercial levels.

WHAT I DID

  • Led media planning and channel strategy across a multi-million-pound budget.

  • Worked closely with agencies to plan, buy and optimise media across key national channels.

  • Oversaw creative delivery to ensure assets were fit for purpose across all media placements.

  • Managed complex project timelines, aligning creative, media, retail and partner activity.

  • Acted as the central point of coordination between internal teams, agencies and Comic Relief team.

  • Ensured consistent execution across a large national retail estate.

IMPACT

  • Delivered a high-profile national campaign at scale, supported by significant media investment, raising £4m for charity.

  • Achieved strong reach and visibility during one of the most competitive periods in the calendar.

  • Ensured efficient use of budget through disciplined planning and delivery.

  • Reinforced TK Maxx’s positioning as a high-energy, culturally relevant brand with a strong commitment to social purpose.