• I love Communications: whether developing teams, growing internal capabilities or enabling strategies to come to life, I believe consistent action always generates results.

    Digital Marketing | Branding | Product Management | Communications & PR

  • Brands in Lockdown

    How brands can make use of social isolation for their benefit

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  • Opinion pieces

    Topics I'm currently thinking / reading about

    Why brand matters A successful brand is one that "does the work for you" in supporting sales. Whether your business is B2C or B2B, sells products or services, a small non-profit or a large multinational, we all share the same goal: to make sure we have a growing number of clients or customers who...
    June 22, 2020
    Brands hold incredible power and influence over consumers. They are not only the products we use daily, they are the images that jump front of mind when we are triggered by certain emotions or desires, the subconscious connections we make in interpreting advertising images, and the cultural...
  • Languages

    French

    Native

    English

    Native

    Spanish

    Advanced

  • Professional experience

    Head of Marketing & Communications

    Jan 2018 - December 2019: 2 years

    Reporting to CEO

    Creation of a Marketing department from scratch to meet our ambitious sales goals and reach more clients including policy-makers, donors, private companies and non-profit organisations. Established a 3-part strategy across our 5 international offices with overarching goals and specific tasks:

    1. Thought Leadership: become the point of reference for Behavioral Science in the Global South. Disseminate the findings from our research so that the Busara brand becomes synonymous with high quality Behavioral Science.
      • Rebrand of the Busara brand, across all international offices and platforms, to align with our global expansion strategy (released September 2019)

      • Product development of an online database presenting 5 years of our research with optimized search functionality

      • Content marketing & social media community building

        • Creation of LinkedIn account and management of Twitter, audience growth 20%

        • Creation of a blog with bi-monthly posts for our non-academic findings, guest editorials from clients or partners and sub-brand "Off The Record" to share specific research findings

        • Creation of a monthly e-mail newsletter "The Behavioral Lens", sent to existing and potential clients, sign-ups via our social channels

      • Event management to establish thought leadership, grow brand equity and increase opportunities for collaboration

        • Securing speaking positions for senior staff at global conferences such as Women in Data Science, Social and Behavior Change Communication (SBCC) Summit, etc.

        • Annual (one-off) "Busara at 5", presenting 5 years of our work, inviting all clients and partners to date, 300 guests attended event in Nairobi

    2. Industry Partnerships: seek value-add partnerships with strategic clients across the continent. I believe growth rarely happens in isolation. Rather, by combining efforts with partners we could together grow the scope of the industry at large.
      • Monthly "Think Tanks" of 60-80 academics, students, professionals to discuss current issues (e.g. "Machine Learning of the Future)
      • Launch of online and blended Education initiatives

        • "Behavioral Science in the field", in partnership with MIT

        • "Behavioral Skills for Public Policy Leadership", partnership with Strathmore University.

    3. External Endorsement: leverage other platforms, clients and communities to speak of our benefits on our behalf – this generates more trust and is more reliable than us praising ourselves, while also improving our SEO.
      • International & Local Press Relations, working with a global PR agency to target large donors, other non-profits and new clients
      • Quarterly "Press breakfast", activating local press with updates from our research findings, subsequently published in leading papers

     

    Hiring and management, 9 people : (6 direct reports) talent development, retention, performance tracking, etc

    • Creation of a Design team, 3 people: Creative Lead to grow the team and diversify skill sets (infographic, animated video, illustration, etc)

    Senior Product Manager

    May 2016 - Dec 2017: 1 year 7 months

    1. "Bloom at Work": Led the build, launch, strategy and implementation of a mobile app that sends pulse surveys to track employee well-being. Responsibilities included:
      • Strategic planning & product development
      • Brand management & liaison with designers
      • User testing
      • Agile methodology for development tasks
      • Successful launch to market & client onboarding
    2. "Feed Me Feedback": e-learning course built from scratch on the 360 Learning LMS platform.  12,000 current monthly users enrolled. Responsibilities included: 
      • Content audit & course design 
      • Liaison with illustrators, designers and other freelance support for content creation
      • User testing & feedback
      • Successful launch to market & client onboarding

    Product Innovation Lead

    Jan 2014 - May 2016: 2 years 4 months
    Reporting to Senior Vice President of Global Strategy
    Lead the (then new) Hearst Innovation Team, reporting directly to the Board of Executives to facilitate rapid implementation of product development efforts. My team and I were tasked with creating and testing new products following agile methodology, organising creativity workshops and assessing and ensuring feasibility. With a specific focus on B2B partnerships, I approached new partners for exclusive opportunities in digital product co-creation. Successful projects to date include:
    • Creation of Hearst University in partnership with Cambridge Education Group, specialising in Fashion Journalism and Digital Marketing courses. Led contract negotiation (1 year process) with CEG from start to finish. Launch in 2016 of the "MA Art & Design" & development of the Hearst scholarship fund for students.
    • Exclusive content partnership with Pinterest UK to grow our brands and their audiences; deployment across all Hearst UK brands over 10 months through workshops, training and editorial collaborations
    • Creation of luxury membership and loyalty programmes for Elle, Men's Health and Esquire magazine
    • Content & native advertising products for ASDA & SkyNews
    • Organisation of offsite "Strategy days" for each of our key brands, providing market research and a contextual analysis for attendees to together define our product development and growth strategy.

    Final participant in a 6-month "High potential" talent development scheme, with C-level weekly mentorship and quarterly 360° Feedback sessions.

    Press Relations Assistant

    May 2011 - Apr 2012: 1 year

    Reporting to Head of PR
    The Hermès Press Relations team oversees all marketing initiatives (there is no marketing department). My responsibilities included:
    • Collating the seasonal international press kit & presenting new seasonal concepts to the press.
    • Organising the brand's "annual theme" event for 300 guests from the media industry across the globe
    • Organising the launch of new products to present to the press through exclusive events and initiatives
    • Setting interviews with designers and liaising with the press
  • Published Work

    Some examples of my recent work

    Leading Busara's new brand identity

    A narrative of the Busara rebrand process

  • Research

    It is impossible to have a sound marketing strategy without sound data.

    Here are some tools or agencies I have worked with:

    Collects their own proprietary data, publishes consumer trends and offers best practice guides for free on their blog, as well as interviews from industry specialists.

    Provides up-to-date data on Advertising and Search, Audience Measurement, PR Monitoring and Evaluation Social Media Intelligence

    Provides the most complete and trusted view of consumers and markets worldwide. They offer free content including reports, articles, case studies, webinars, etc

    Provides social media analytics by tracking billions of conversations on blogs, news, forums, videos, reviews, image search, Facebook, Twitter, YouTube, Instagram, etc

    Provides market leading actionable intelligence on consumer trends, both general per industry and tailored upon request. Offer high quality, personalized consultancy.

    Offers accessible behavioral analysis, identifying the barriers and levers that influence consumer behavior. Rapid implementation and data collection.

    Provides global insights & best practice guides as well as hyper-localised data and a range of tools from testing to shopping insights and audience analysis.

  • Skills

    MARKETING

    SEO, Branding, E-commerce, CRM, Events planning

    MANAGEMENT

    Hiring, performance tracking, talent development and retention

    RESEARCH AND ANALYSIS

    Tools including Google Analytics, Nielsen, TGI, Mintel, Work with scientists to obatin tailored behavioral data

    TRAINING

    Create learning programs, hold workshops, ensure accountability and follow-through, develop skills

    PRESENTATION

    Script and speech writing, tools including Adobe Creative Suite CS6, Prezi, Keynote, graphic design

    INTERPERSONAL

    Conflict resolution, Negotiation, Cross-cultural communication
  • Education

    Currently enrolled in a full-time MBA until December 2020

    Instituto de Empresa

    Jan - Dec 2020 (Graduation December 2020)

    International MBA

    This MBA program takes an integrative and innovative approach to business education by combining core business knowledge with customizable labs plus an elective period with 10 concentration areas in a full-time, one-year format.

    ESCP Europe

    Jan 2013 - July 2014

    MSc in Marketing and Creativity

    An 18-month programme at ESCP's London and Paris campuses. ESCP's groundbreaking curriculum integrates traditional lectures with creative industry seminars offering a professional internship, direct experience with start-up communities and a consultancy project for a corporate client.

     

    MSc Thesis Title: "How to build trust in an e-commerce brand and the implications for the magazine publishing industry"

    Ecole Supérieure des Arts Modernes

    2011 - 2012
    Visual Communication and Graphic Design
    A full time evening and week-end course

    University of California, Santa Barbara

    2009 - 2010
    Biotechnology, Food and Agriculture
    Attended as an exchange student through King's College for one year as part of a scholarship program with the USCB Snowboarding team

    King's College London, U. of London

    2008 - 2011
    BA in Geography, speciality Palentology and Ecology

    United World College of the Atlantic

    2006 - 2008

    International Baccalaureate

    United World Colleges (or UWC) is an educational movement comprising 14 international schools and colleges. Students are selected from around the globe based on their merit and potential; at UWC, diversity extends to differences in socio economic background, culture, race and religion as well as nationality.

  • Certifications

    Yoga Teacher Training

    200 hours - registered with Yoga Alliance, certified by YogaLondon Ltd

    Finance for Non-Financial Managers

    City University, London

    Cooking for Health

    College of Naturopathic Medicine

    NaRS Pool & Beach Lifeguarding

    STA (Safety Training Association)
  • Voluntary Work

    Apps for Good

    Idea Screening Expert

    Apps for Good is a non-profit organisation which teaches the fundamentals of the digital world to students aged 10 to 18, culminating in the annual Apps for Good Awards at the end of the academic year where the top 7 student teams have their apps launched commercially. As “Expert Volunteer”, I advise student groups throughout the process to guide their product development. Weekly 2-hour Skype meetings.

  • Let's chat

    I love to discuss all things brand-marketing-communications related.

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