Led regional marketing, content and social strategy across the UK, EU and Asia for a US heritage footwear brand, spanning both DTC and wholesale channels.
Brand and Marketing Lead
Launched multi-channel B2C campaigns
which
saw the brand exceed targets by +30% across 3 territories.
+20% revenue growth alongside a 30% reduction in marketing spend 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.
Developed marketing toolkits, POS and campaign assets to support distributors, agents and key retail partners across markets. Worked closely with sales teams to align marketing activity with trading priorities and support sell-in and sell-through.
+21% uplift in EU wholesale orders YoY.
Notable wins:
Defined and aligned brand, content and social direction across multiple markets, ensuring consistency while allowing for local cultural relevance.
Shifted the brand’s approach to influencer marketing by moving from paid partnerships to a UGC-led ambassador model, creating a more authentic and scalable content ecosystem.
Put simple frameworks in place to align content, messaging and campaigns across markets, helping teams work more clearly and efficiently.
Worked closely with sales, PR, distributors and digital teams to make sure brand activity supported commercial priorities and retail performance.
Tone of Voice
Delivered +168% growth in CTR, driving stronger engagement across all markets.
Improved regional customer insight, helping refine brand positioning and inform more accurate stock and purchasing decisions.
Multi-Market Content & Social Alignment
Brought more consistency to content and social across markets, while allowing for local differences, improving both engagement and clarity of the brand. Resulted in a +53% uplift in UK subscribers, +187% in the EU and +125% in Asia.
Creator & UGC Strategy
Shifted away from paid influencers to a UGC-led ambassador approach, making content feel more authentic while reducing costs and improving performance which generated a +20% revenue growth alongside a 30% reduction in marketing spend
Commercial Integration
Worked closely with sales and retail teams to ensure brand, content and social activity supported trading priorities across markets.
Sustainability & Community
Integrated sustainability and community partnerships into campaigns and content, helping strengthen brand relevance and long-term engagement.
Strategic Highlights
Managed content production, creative direction and external partners to ensure consistency of brand, tone and output across all markets.
Led key brand moments including the 80th anniversary campaign, combining heritage storytelling with new formats and digital engagement.
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.
Embedded sustainability and social responsibility into brand and content strategy, promoting product longevity and circularity.
Launched a resale and take-back programme with Reskinned, extending product life and strengthening customer engagement.
Developed charity partnerships integrated into campaigns and product launches, supporting organisations including Care4Calais and The Marine Conservation Society, while driving engagement, earned media and brand loyalty.
Environmental, Social, Governance
Pioneered a resale and take-back partnership with Reskinned, anticipating industry shifts towards circularity, responsible production and product longevity.
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.
