Anomaly - Comms Strategy Director

At Anomaly, I’m responsible for bringing communications thinking into the creative and strategic process. Figuring out when, where and how to deploy a brand idea to solve client problems, before guiding and refining the creative work as it takes shape.

I do things like; customer journey mapping, interrogate client and industry data, craft insightful and inspirational creative briefs, develop campaign architectures, identify comms and media opportunities, work with the client's media agency to integrate and unify campaign strategy. But every brief is different.

And I do it for Europe’s fastest growing bank (Revolut), the UK’s most loved charity (CRUK), the world’s best poker app (Pokerstars), and the world’s favourite gin (Gordon’s).

Goodstuff - Head of Strategic Planning

Joining the agency leadership team, my role was to close the gap between client brief and media brief.

Working closely with senior client leadership to interrogate client and consumer data, before (re)defining the client's business challenge, and ultimately translating that into well defined, inspirational and measurable tasks for channel planning.

I did this for a range of accounts, projects and pitches, including Harry's, Fever Tree, Dunelm, Cazoo, Gu and Kopparberg.

Goodstuff - Group Strategy Director

Promoted into a media strategy specific position - putting more emphasis on developing a strategic understanding of the consumer, client and comms challenges.

Responsible for consumer research, client data analysis, idea development workshops, and creative integration.

Also developed a consumer journey tool that evolved Share of Search thinking, using Google Adwords to give more insight into the context of brand searches - and led training to develop a range of strategic skills amongst our planning department.

Goodstuff - Planning Account Director

Promoted into the agency's first planning-specialist role. Responsible for crafting insight-led channel plans, underpinned by deep audience insight, effectiveness data and creative thinking.

Goodstuff - Account Manager

Responsible for channel planning and account management across a number of accounts, including Dr Martens, Miele, giffgaff, Eve mattresses, Dunelm, Wealthsimple, Starling Bank and more.

Also started 'Friday Reading' - a weekly industry inspo newsletter which grew from internal use only, to circulation across over 1000 client and wider industry subscribers. It lives on in 2025, now rebranded as Stuffed.

Rocket: Campaign Exec

Joined Rocket as a graduate campaign executive in the digital department, which involved media planning and buying, as well as campaign and account management. Within the first six months I was chosen to take part in the inaugural Squared course at Google, presented to the Omnicom Media Group UK board, contributed presentations to agency meetings and took lead responsibility for both planning and reporting on the first digital media campaign for a new account.

Later rotated around several of the key cross media planning teams in the agency, working on The Co-operative, UKTV, Game, SEGA and Porsche. I then lead a team pitching speculative group brand media strategies to the marketing directors of the Co-operative, including plan formulation and presentation. Also had a presenting role in a client pitch, before leaving to travel for 6 months.