2019 – 2024: WPP / GroupM, London and New York

2021 – 2024: Client Director: Google, EssenceMediacom

Returned to Essence in New York and then transferred to their London office, during which time Essence merged with Mediacom, forming EssenceMediacom, and secured all Google’s advertising media (online and offline). Reported to the VP Client Partner managing four direct reports, acting as the client lead across a product portfolio covering Chromebook, Google TV, Android Devices, the Chrome iOS app and the Google iOS app. Managed an annual budget of $100M+.

• Scaled business operations to meet Google’s expectations. Established three new teams (40+ FTEs), with 90% in London and remainder across France and Germany.

• Examined current and future growth opportunities. Assessed Google’s business needs, unlocked potential upselling areas, and participated in high-level strategic discussions to understand client’s aspirations and direction.

  • Sold in an agency solution to remove client's creative agency blocker allowing for an on-time campaign launch and additional commercial revenue.

• Optimised resource alignment with current scope and forecasts, ensuring deadline delivery. Worked closely with the heads of Planning, Strategy and Activation and maintained a dotted line to cross-functional talent pool totalling 40 FTEs.

• Heightened client satisfaction and maintained consistent service levels. Coordinated client escalations and proposed resolutions. Disseminated cross-discipline best practice playbook and developed client training to provide insights.

• Achieved greater campaign accuracy, with consistent data tracking campaign performance and financials through newly developed dashboards, avoiding preventable issues and enhancing visibility.

Other Projects:

• Wrike: rolled out project management software to entire Google team across key markets. Developed and delivered training and was appointed admin for new platform, as part of GroupM-focused taskforce.

• Wrike (outside of Google): implemented solution to all GroupM clients. Leveraged lessons learned from Google project to refine client workflows and provided agency-specific viewpoint due to unique client service structure.

• WPP Open: helped develop project management website and general OS in Google team, as part of WPP taskforce.

• Safeguarded UK regulatory compliance spanning all agency clients. Facilitated larger GroupM operations project.

• Resolved conflicts between GroupM Write and WPP Open teams, removing overlaps between the two systems.

2020 - 2021: Planning Director: L’Oréal Luxe, Wavemaker

Due to pandemic related changes, transferred to sister agency after L’Oréal Luxe business win, to bolster existing L’Oréal product lines, and tasked with ensuring smooth client onboarding, with three directs, reporting to Senior Planning Director.

• Delivered seamless client onboarding for ten fragrance brands with $28M+ annual budget. Set up systems, managed media and liaised with Product Managers. Served as consultant to L’Oréal’s social team and external search agency.

• Led a fragrance promotion campaign on Grindr, leveraging its inclusive and location-based social network features. Sold concept of pride-related campaign to one Product Manager, in collaboration with Digital Planning Director.

2019 - 2020: Associate Account Director, Google, Essence

Joined Essence, part of WPP / GroupM, as Google was planning to launch their cloud-based gaming platform, Stadia, and accountable for managing client and awareness, performance and retention media campaigns. Initially reported to Client Director, then VP, and recruited one Account Supervisor, with quarterly budgets up to $50M+. 

• Orchestrated launch of a first-of-its-kind video gaming streaming platform, exceeding sales projections by 23%.

  • Nurtured client relationship, travelling to San Francisco for brainstorming sessions, and presented tactical plan in conjunction with planning team.

  • Addressed and removed blockers to ensure timely launches.

  • Reinforced global alignment. Liaised with EMEA strategy and planning counterparts.

• Expanded Google’s reach, accessing new audiences through forums such as Reddit. Challenged client to broaden remit outside own platforms like YouTube, making their offerings part of wider community discussions.

• Boosted awareness. Secured partnerships with professional and elite athletes linked with sports associations, including The National Basketball Association (NBA), showcasing ease of gaming anywhere.  

2019 (Feb – May): Junction 37, New York

Partner

Joined small independent media agency aiming to become B Corp-certified, as part of an aspiration to expand skill set within a ‘mission based’ operation, shaping cross-channel innovative media visions for clients such as Splenda.  

• Explored Out-of-Home (OOH) media opportunities, including a creative advertising solution on New York cabs.

• Identified optimal locations across US. Conducted research and highlighted ways to maximise access to consumers.

• Revolutionised client campaign performance. Built custom dashboards following Datorama Admin Expert certification.

2015 - 2019: Spark Foundry, Chicago and New York

Progression to Media Supervisor

Recruited into rapidly growing media agency (merged with sister agency Mediavest and rebranded as Spark Foundry), advancing to Media Supervisor and moving to New York in 2017. Headed a team of 1–3 Media Associates and reported to Media Director, working with key brands, such as REI, YETI Coolers and Audible, handling budgets from £2M to $145M.   

• Led a $1M-$5M award-winning campaign for REI that resulted in all stores closing on Black Friday. The initiative increased REI website traffic by 26% and multiple awards, by encouraging coop members to #OptOutside.

• Awards: Cannes Lions Titanium Grand Prix, Promo and Activation Grand Prix, five Golds, and 12 Total Lions. Adweek 2016 Media Plan of the Year and Best Use of Alternative Media.

• Enabled REI and YETI Coolers to embrace storytelling, boosting brand awareness. Spearheaded creative film promotion campaigns for both brands, connecting with audience and increasing engagement.  

• Promoted Audible through print and digital, including site visits for media placement on billboards in prime locations.

• Generated interest in new REI store launches, through local sponsorships, experimental OOH, digital, print and radio.

• Achieved a six-fold campaign ROI for REI. Organised weather-triggered dynamic advertising campaign.

2012 - 2015: Hu-Friedy Manufacturing, Chicago

Marketing Coordinator

Initially joined their customer care team and then stepped into their marketing organisation defining a media strategy for this leading dental instruments manufacturer in Chicago, namely print, to raise brand awareness and boost sales. Joined with product managers to understand requirements and managed delicate negotiations with publications to secure optimal rates.

Earlier Career, 2005–2011: Various retail, media and banking positions in the US