A career that has revolved around creative thinking and communications but evolved in line with the changing landscape of marketing, media and key influences.



influencer marketing lead

2018 - present

With word of mouth as undeniably the most powerful form of advertising, the relationship between brands and influential individuals is more powerful than ever. As Weber Shandwick London’s first dedicated hire in influencer marketing, I am currently the senior agency counsel in this specialism for both UK and global brands. Not only does my role span the end-to-end management of influencer activity - from strategy, talent identification, talent management through to the evaluation of its effectiveness - but also the management of this core offering at the agency.

key responsibilities

  • Leading the influencer discipline for Weber Shandwick London across all departments (Consumer, B2B, Social Impact and Health) and across both regional and global accounts

  • Leading the strategy and execution of regional and global influencer campaigns, spanning both long-term partnerships and tactical activations

  • Advising internal and external stakeholders on influencer marketing best practice (in my role as an influencer expert within the IPG global agency network)

  • Identifying and verifying the best selection of influencer talent for clients’ brands and objectives

  • The negotiating and contracting of talent, as well as working closely with the agency’s legal team to implement best practice in these areas

  • Maintaining valuable relationships with influencers, influencer marketing platforms as well as talent agents

  • Working closely with influencer talent to optimise their digital platforms, posts and presence - i.e. idea generation, SEO-friendly content, growth and engagement tactics

  • Analysing and reporting on the performance of all influencer activity

  • Key member of a small core pitch team (responsible for winning multiple new business accounts, including Tinder and Cineworld)

  • Regular speaker at industry events regarding influencer marketing.


content creator / director

2016 - present

What started as a personal creative outlet, l o s t + l u s t has evolved into a digital platform that tells my tales as a girl from the bottom of the world who's out discovering the rest of it. With content inspired by my latest discoveries (both geographic and fashion), the platform's popularity is growing both among an international audience, brands wishing to collaborate and publications re-sharing my content.

+ Freelance fashion writer

A regular contributor to The Fashion Conversation. An example of this coverage - when presenting the platform at London Fashion Week SS18 - can be seen here


social influence planner & ACCOUNT LEAD

2016 - 2017

Working for New Zealand's pioneering agency in the influencer marketing space, I successfully grew the influence of both brands and influencers in the New Zealand market via the development of effective content strategies, as well as campaign and influencer/brand relationship management.

key responsibilities

  • Educating marketers on the value of social influence and digital content that in turn converted to business for the agency (I surpassed my annual financial stretch target for the agency in less than six months)

  • Acting as the influencer lead for leading brands in the New Zealand market; both within my agency and when working with the brand's agency partners and stakeholders

  • Developing social influence strategies that most effectively leverage the social space to meet client business and communication objectives

  • Creating and facilitating powerful relationships between brands and influencers based on brand and audience fit

  • Seamlessly executing and managing campaigns, including the implementation of paid social advertising

  • Tracking and analysing of key performance metrics to measure campaign effectiveness

  • Staying up-to-date with the social media scene, including both established and emerging influencers.


Successfully employed influencer marketing to;

  • Catapult an unknown UK skincare brand to the position of best seller in the skincare and beauty category in New Zealand’s largest nationwide retailer.

  • Attract the same number of app downloads in three weeks in New Zealand as Australia achieved in six months. The content also achieved an engagement rate 266% higher than the category average.

  • Help an FMCG client exceed their unit targets every week over a thirteen-week period - by as much as 756% in a single week. The influencer content also set new records for the brand in social reach, video views and coupon conversions.


brand / communications strategist

2012 - 2016

After being offered a full-time contract at DDB after only two weeks of work experience, I went on to spend four years as the ‘brand guardian’ for a number of New Zealand's largest and most renowned brands, ensuring they stayed connected with consumers and at the forefront of communications and their respective categories.

key responsibilities

  • Acting as a lead brand strategist on some of New Zealand’s largest advertisers, including McDonald’s New Zealand and BMW Group New Zealand (and MINI)

  • Acting as a lead brand strategist when needed for Interbrand's New Zealand office, working directly alongside the Managing Director

  • Devising brand, marketing and communication strategies that help fulfill key clients’ business and communication objectives

  • Conducting and analysing quantitative, qualitative and desk research to uncover consumer insights and market trends

  • Facilitating workshops and planning sessions with client audiences through to Senior Management/Board level

  • Keeping up with the latest in creativity and innovation to develop break-through communication solutions for clients

  • Measuring and monitoring campaign effectiveness i.e. through sales analytics, brand tracking, social media monitoring etc 

  • In charge of all planning department administration.


  • Employed at the time as DDB New Zealand’s youngest-ever strategist

  • Part of the core team responsible for numerous award-winning campaigns; awarded both for their creativity and commercial effectiveness at both a national and international level.