Brand and Marketing Lead
Marketing & Communications for US heritage footwear brand Salt Water, leading a team of four across the UK, EU and Asia.
Launched multi-channel B2C campaigns which
saw the brand exceed targets by +30% across 3 territories.
Cut marketing costs by 30% and drove a 20% increase in revenue by shifting from paid influencers to a UGC-driven ambassador scheme.
Strengthened sustainability and longevity narrative by introducing and embedding new ESG, design and reduced consumption practices and principles into the company and storytelling.
Alongside the brand’s 80th anniversary, comms were split and redesigned to be culturally relavent for each territory and consumer category and gained a +53% uplift in UK subscribers, +187% in the EU and +125% in Asia.
Took over B2B comms and created a +21% uplift in EU wholesale orders YoY.
Notable wins:
Tone of Voice
Managing the brand across three territories comes with unique challenges. Each market has its own cultural nuances, consumer expectations, and retail landscape.
Implementing a regional content strategy and adapting creative, messaging, and imagery for each international market ensured the brand remained culturally relevant and resonant locally while still maintaining its global identity.
Developed a regional brand framework enabling territories to localise content while maintaining global brand consistency and strategic alignment.
Delivered +168% growth in CTR, significantly accelerating customer engagement across all markets.
Generated stronger regional customer insights, informing brand positioning and enabling more accurate, data-driven inventory and purchasing decisions.
Authored a temporary redesign of the website and advertising for the brand’s 80th anniversary. This initiative introduced AI powered, retro-inspired, playful visual storytelling, and interactive features for promotions, giveaways and strategic partnerships. The campaign celebrated the brand’s heritage while driving engagement and attracting new audience segments and delivered:
Campaigns
+30% increase in YoY sales for 2nd quarter of 2024 v 2023 in all territories.
New email sign-ups: UK +54%, EU +187%, Asia +125% and invaluable customer insights.
Brought the brand’s heritage to life, strengthening its presence across global markets.
Led campaigns and initiatives that put sustainability and social responsibility at the heart of the brand. From highlighting the classic, water-friendly, durable designs to championing the hand-me-down ethos that extends the life of the shoes. Every project built as an opportunity to make a positive impact.
Environmental, Social, Governance
Founded and stewarded a partnership with fashion recycling trailblazers Reskinned to launch a resale and take‑back programme that keeps products in use for longer and out of landfill. Through this collaboration, tens of thousands of the customer’s items are diverted back into circulation or responsibly recycled, with over 10,000 preloved pairs re-homed and hundreds repaired to extend their life, reinforcing customer loyalty and reducing textile waste while providing a compelling second‑hand experience that deepens engagement and supports brand sustainability goals.
Spearheaded partnerships and campaigns that aligned the brand with causes close to it’s values, amplifying social impact while driving authentic engagement with the brand community. Initiatives included collaborations with:
Care4Calais, France & UK
The Young Women’s Trust, UK
The Rainbow Legacy, Gambia
Sal’s Shoes, Holland
The Marine Conservation Society, UK
where fundraising integrated directly into product launches, seasonal campaigns, and special activations.
Charity Collaboration
These collaborations
Raised tens of thousands of pounds for charities supporting vulnerable communities, women’s empowerment, and educational opportunities.
Created co-branded campaigns and content ecosystems that highlighted each charity’s mission while reinforcing the brand’s ethos of sustainability and social responsibility.
Engaged the brand audience in purposeful giving, from purchase-linked donations to storytelling activations that encouraged ongoing support.
Built long-term relationships with charity partners, ensuring campaigns were mutually beneficial, measurable, and scaled over time.
The partnerships not only supported vital social initiatives but also strengthened brand loyalty, increased earned media, and positioned Salt Water as a values-driven, community-focused brand.
