Strategy &
brand work
Campaign planning, audience segmentation and reporting that's gone into real client toolkits, not just a module hand-in.
Financial strategy & consultancy project
Led the live client brief researching how organisations measure the commercial value of experiential campaigns. The recommendations went straight into BI WORLDWIDE's client reporting toolkit. Backed by floor-level experience: conference and banqueting service for up to 500 guests at The Grand Hotel Brighton, and matchday bars at the 25,000-capacity Amex Stadium.
Bloom by Ekeuh & Co (Marketing Consultancy)
Brought on through Bloom by Ekeuh & Co to build Hitchin Lacrosse Club's social presence from the ground up: no calendar, no posting rhythm, nothing to build on. Started by treating matchday, recruitment, and club milestones as three different audiences needing three different voices, not one feed repeating itself. Same audience-led approach already took Sussex Men's Lacrosse to 1,200+ followers and a 40% engagement lift.
Sussex Men's Lacrosse
Grew Instagram from 800 to 1,200+ followers (+40%), lifted engagement 25%, hit 179,442 page views. Segmented content by audience — recruitment, matchday, events — to drive 50 sign-ups and back the team's promotion to BUCS Tier 1. Named Social Media Secretary of the Year and awarded the Sussex Silverback Ultra Award for it.
Gemma Bell and Company
Ran Instagram for 4 hospitality clients through Sprout Social, A/B testing formats for a 15% interaction lift and 10% engagement growth. Built 100+ media contacts, ran 2 events at 85%+ RSVP, edited 10+ videos.
University of Sussex
Applied MECE decomposition and market sizing across 10+ sustainability initiatives, identifying 15 stakeholder and partnership opportunities. Presented a full business plan to a 3-person senior client panel.
"The Keran Burger & Lax Fries" launch
Phat Buns approached me off the back of my content to launch a signature menu item named after me. They brought the idea; I ran the six-month execution — date, venue, guest list, brief, videographer, and a full day of content — then personally invited 12 Loughborough creators across different lifestyle and sports niches, hosted and filmed it myself, and starred in Phat Buns' own shoot for the official launch video. The event alone generated 20,000+ views.
Selected academic projects
Brand Equity: Adidas USA
Applied Keller's Brand Resonance Pyramid to diagnose an emotional resonance deficit against Nike across brand awareness (95%), loyalty, and usage metrics. Recommended lifestyle branding, influencer partnerships, and audience segmentation by consumer psychographic to close the gap.
Media Planning
Analysed reach/frequency trade-offs using Pepsi and John Lewis campaigns. Concluded that media mix optimisation and frequency thresholds outperform raw reach as ROI predictors across fragmented digital environments.
Sustainable Marketing: The White Company
Evaluated sustainability strategy using triple bottom line, five forms of capital, and B Corp certification frameworks (score: 81.7 vs a 50.9 median). Benchmarked against West Elm on ESG supply chain practices, identifying gaps in GHG reduction and biodiversity disclosure.
Working knowledge