FEATURED CAMPAIGNS
Real campaigns. Real results. Real impact on bottom lines.
For the grand opening of Chicking's first restaurant in Cardiff, I led the marketing campaign from strategy to execution. The primary challenge was to generate immense hype in a competitive food market and drive significant footfall on launch day. My role involved devising the entire campaign concept, writing all social media and video copy, managing the content rollout and a targeted influencer campaign, all while collaborating closely with a graphic designer to bring the creative vision to life.
Our strategy was a two-phased attack designed to capture local attention. First, we built hype with a surreal and humorous teaser campaign featuring giant pieces of Chicking chicken on iconic Cardiff landmarks, using the hashtag #Croeso_Chicking to create a local connection. We then converted this online buzz into action by revealing an irresistible, time-sensitive £1 grand opening offer for a burger and drink, which was amplified by an energetic video ad and promoted by local food influencers.
The campaign's execution through these bold visual assets and a clear, powerful offer was a resounding success. The teasers and influencer posts sparked widespread online conversation, and the £1 deal resulted in a massive queue forming hours before the store opened, leading to a complete sell-out of the promotional items. This carefully orchestrated campaign successfully met all its objectives, firmly establishing the Chicking brand in Cardiff from its very first day of trading.
As a Marketing Officer at Transport for Wales, I was a key member of the team responsible for developing and executing a wide array of integrated marketing campaigns. Our objectives were diverse, ranging from promoting new routes and seasonal offers to driving long-term modal shift and communicating major network updates. In this dynamic role, I contributed across multiple stages of the campaign lifecycle, working collaboratively to ensure our messaging was compelling and consistent across all platforms, from digital ads to on-station posters.
My responsibilities were varied, allowing me to apply my skills across the marketing mix. I was responsible for crafting persuasive copy for print and digital ads, such as 'From rail to trail' and the playful 'Your SLEIGH awaits,' while also writing and building the CRM newsletters that promoted these offers directly to customers. Beyond content creation, I actively participated in campaign ideation, assisted with the rollout of offline marketing materials, and handled crucial stakeholder communications with internal teams and external partners.
The selection of work shown here highlights this diversity, covering everything from value-led offers like 'Kids Go Free' to major public information campaigns such as the Bus Reform. This experience was invaluable, significantly honing my ability to manage and contribute to complex, multi-channel strategies. It provided deep insight into blending digital and physical marketing efforts to successfully drive passenger growth and enhance the perception of a major national brand.
As the Social Media Manager for Tysa Serviced Accommodation, I conceived and executed an ambitious "100 Reels in 100 Days" campaign to dramatically boost their brand presence in a competitive market. I was responsible for the entire end-to-end process, from developing the content strategy and daily scriptwriting to handling all on-location shooting, video editing, and performance analysis. The primary objective was to build an engaged community and drive direct booking enquiries through a powerful and consistent stream of daily content.
My strategic approach involved creating diverse content pillars—including property tours, local area guides, and behind-the-scenes footage—to maintain audience interest and provide genuine value. This relentless consistency successfully translated into significant growth in followers and engagement, establishing Tysa as a trusted authority in their local area. Ultimately, the challenge not only generated a noticeable increase in booking enquiries but also built a vast library of evergreen video assets for the brand, proving the immense impact of a disciplined social media strategy.
At ADCO Media, I worked as a Brand Manager where I led strategic marketing initiatives for clients across the restaurant, retail, and automotive sectors, driving a 20% increase in audience engagement through data-driven campaigns and creative brand storytelling. I managed VibeFi, the company’s events division, delivering corporate events with over 400 attendees supported by targeted digital promotions. I played a key role in launching and optimising new brand websites by collaborating closely with designers and stakeholders, improving overall user engagement by 25%. My role combined strategic planning, campaign execution, and cross-functional coordination, ensuring every brand project was delivered with precision and measurable impact.