Colorful retail display with a rainbow-themed wall, clothing racks, stylish chairs, floral decorations, and a sign that reads 'Summer Styled by Westin.'
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ADIDAS

A yellow sports car parked on an open road at sunset with mountains in the background and a colorful sky.

ASTON MARTIN

Three friends laughing together behind a table with three Starbucks drinks: iced pumpkin spice latte, pumpkin spice latte, and pumpkin cream cold brew, against a green background with gold stars.

STARBUCKS

Colorful boutique set with vibrant rainbow-themed wall, clothing racks, sale display, and decorative elements.

WESTFIELD

A group of people, including a runner named Aaron, huddle around each other in a circle outdoors, celebrating during a race event. They are wearing athletic gear with the event branding visible.

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Global community-led campaigns across 77 markets, driving cultural relevance and creative consistency in the running world.

Sportswear | Performance | Lifestyle

ADIDAS RUNNERS WEEK 2025

Global Community Experience

A female marathon runner wearing a red athletic top running in a race, with a blurred crowd and barricades in the background.
Large group of runners and event participants in red sportswear posing for a photo on a grassy area outside a modern building with cloud-filled sky in the background.
People celebrating at a marathon event with a red barrier, some holding a black flag and a megaphone, and others recording with phones, under a blue sky with clouds.

CHALLENGES

Reignite excitement for Adidas Runners in a saturated running community space and showcase its value both externally and inside the brand.

MY ROLE

  • Led pre-production planning (talent briefings, content toolkit prep).

  • Managed on-the-ground production at Adidas HQ.

  • Directed Instagram Stories strategy for real-time coverage.

EXECUTION

Week-long program with 140+ community leaders, combining live activations, masterclasses, and product storytelling. Delivered daily Instagram Stories + recap assets, and produced a hero film capturing the 4-day event.

RESULTS

  • Positioned Adidas Runners as the world’s leading running community.

  • Strong engagement across Stories and recap content.

  • Hero film amplified event impact across global markets.

EVERYDAY RUNNING FW25

Supernova,
Ultraboost & Adistar

A group of people running through an indoor space with dark walls and a brightly lit opening at the far end.

CHALLENGES

Break through a crowded running market by positioning Adidas as the everyday runner’s brand through the global adidas Runners community.

MY ROLE

  • Developed creative concept and global launch plan.

  • Led production end-to-end (on set, client management, post-production).

  • Directed global social rollout + toolkit creation.

  • Managed social team + alignment with adidas Running BU.

EXECUTION

Launched a Instagram-first campaign, blending authentic community content with paid assets to engage Gen Z and everyday athletes.

RESULTS

  • Built credibility through adidas Runners community + talent.

  • Drove engagement + visibility across global running communities.

  • Toolkit adopted worldwide for consistent rollout.

MOVE FOR THE PLANET 2025

Global Sustainability Through Movement

Group of five runners jogging on a dirt trail through a desert landscape.
Four people standing in a circle, smiling and leaning in for a group photo outdoors with cloudy sky and bushes in the background.

CHALLENGES

Scale Adidas’ flagship sustainability initiative by driving sign-ups and participation while tying individual movement to purpose.

MY ROLE

  • Led global Instagram strategy for @adidasRunners.

  • Directed toolkit creation + rollout across 76+ markets.

  • Managed athlete/creator talent integration + community activations.

  • Oversaw 2D/3D asset production + comms templates.

EXECUTION

Delivered a global comms toolkit (publishing guides, content calendars, platform-first assets). Timed activations to maximize early sign-ups + participation.

RESULTS

  • Rapid participation in early days of campaign.

  • Toolkit adopted globally across markets.

  • Cemented Move For The Planet as Adidas’ flagship sustainability platform.

ADIDAS RUNNERS SS25 & FW25 COLLECTION LAUNCHES

Community, Style & Performance

Four people running on a bridge during sunset.
A young woman with glasses, wearing a light green tank top and black Adidas shorts, is running on an empty road during daytime while smiling and reaching out her hand to high-five someone. There are arms with rings visible in the foreground, indicating people celebrating or encouraging her.

CHALLENGES

Reignite excitement for the adidas Runners collection, sustaining purchase intent despite FW25 being a colour refresh, while evolving brand look + feel to set a new creative standard.

MY ROLE

  • Built global social strategy for both launches.

  • Produced rollout plan, 2D assets + digital toolkit for flagship website.

  • Created comms toolkit for global adoption.

  • Briefed talent + managed pre-production.

  • Directed launch execution on Instagram.

EXECUTION

Produced lifestyle + performance-led content, elevating adidas Runners aesthetic through styling, production, and activations. Delivered global toolkit with assets + guides for adoption across markets.

RESULTS

  • Boosted campaign visibility + product desire.

  • Supported strong sell-through rates for both launches.

  • Elevated adidas Runners’ positioning across lifestyle + performance.

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SCROLL DOWN

Iconic ultra-luxury global car launches and always-on content across Instagram, TikTok, LinkedIn, Facebook, X, and YouTube.

Automotive | Luxury

ALWAYS-ON RETAINER

Multi-Channel Social Leadership

A man dressed in a navy suit leaning against the back of a silver luxury sports car.

CHALLENGES

Maintain and elevate Aston Martin’s global social presence across seven high-profile channels.

MY ROLE

  • Directed full strategy + daily management across Instagram, TikTok, LinkedIn, Facebook, X, YouTube.

  • Produced monthly content calendars, copywriting, posting, scheduling.

  • Led creative ideation and content direction.

  • Managed social/creative team, mentoring junior talent.

  • Oversaw trend analysis, social listening, and proactive/reactive community management.

EXECUTION

Delivered premium daily content, aligning luxury storytelling with automotive performance. Conducted monthly reporting and quarterly business reviews (QBRs) with senior clients.

RESULTS

  • Sustained premium positioning of Aston Martin across global social channels.

  • Delivered consistent engagement growth and audience loyalty.

VANTAGE, VALIANT & DBX707

Campaign Launches 2024

Nighttime race track scene with three cars in front of a barrier displaying 'salesforce' branding and an illuminated projection of the Aston Martin logo on a large, blue, moon-like surface in the background.
A sleek, gold-colored sports car with a black roof and modern design, positioned on a dark background with minimal lighting highlighting its curves.

CHALLENGES

Launch Aston Martin’s flagship vehicles globally with luxury positioning and culturally relevant social-first content.

MY ROLE

  • Developed strategic campaign laydown for launch execution.

  • Produced content calendars, copywriting, scheduling.

  • Led creative concepting + execution of IG reels, Stories, and engagement-driven assets.

  • Briefed and managed Creative/Design teams.

  • Led weekly senior client meetings.

  • Produced post-campaign reports and analysis.

EXECUTION

Crafted premium campaign assets showcasing Aston Martin’s heritage + modern luxury, optimized for social-first formats. Balanced global consistency with engagement tactics for high-performance launches.

RESULTS

  • Successful global launches of Vantage, Valiant, and DBX707 across multiple social platforms.

  • Campaigns positioned Aston Martin at the forefront of luxury automotive storytelling.

Q BY ASTON MARTIN

YouTube Content
Series Launch 2024

Rear view of a silver Aston Martin DBS 770 Singlestone sports car, showing sleek design, tail lights, and the brand name 'Aston Martin' on the back.

CHALLENGES

Launch a new YouTube-first branded content series, positioning Aston Martin as a luxury lifestyle brand beyond automotive.

MY ROLE

  • Pitched and sold content idea to senior clients.

  • Developed YouTube social strategy for launch.

  • Briefed/managed Creative + Design teams for premium execution.

  • Collaborated with SEO team for cross-channel alignment.

EXECUTION

Rolled out a premium YouTube-first content series showcasing brand storytelling, supported with cross-platform promotion. Ensured consistency across Instagram, TikTok, and LinkedIn.

RESULTS

  • Elevated Aston Martin’s brand positioning with YouTube-first luxury content.

  • Extended reach and visibility across multiple channels.

SCROLL DOWN

Two hands holding Starbucks iced coffee drinks with a brownish color, in front of a wooden slat background, with digital sparkles and lightning effects around the cups.

Seasonal, high-budget social campaigns built for Gen Z-led culture and community.

FMCG | Food & Beverage

SPRING 2023

It Hits Different

Two Starbucks iced coffee drinks being held up in front of a wooden panel background, with added digital sparkles around the cups.
A large iced coffee drink in a clear plastic cup with the Starbucks logo, swirled with vanilla oat shaken espresso, surrounded by ice cubes and holographic blocks, with colorful pastel background and promotional text for the new beverage.

CHALLENGES

Launch Starbucks’ Spring campaign with a social-first strategy to connect with Gen Z.

MY ROLE

Led social strategy and campaign rollout, oversaw creative/editorial/design/production teams, managed budgets + timelines, liaised with senior stakeholders.

EXECUTION

Instagram- and TikTok-first activation rooted in Gen Z culture. Oversaw creative delivery on set, ensured consistency across markets.

RESULTS

  • Rolled out across 20+ markets in EMEA & MENA.

  • Campaign content adopted globally by local market teams.

AUTUMN 2023

All Out Pumpkin Spice

Three people sitting at a table with three Starbucks drinks: an Iced Pumpkin Spice Latte, a Pumpkin Spice Latte, and a Pumpkin Cream Cold Brew, smiling and enjoying themselves.

CHALLENGES

Reinforce Starbucks’ seasonal dominance with the Pumpkin Spice 2023 launch, ensuring cultural relevance across platforms.

MY ROLE

Directed campaign rollout across Instagram + TikTok, partnered with C-suite stakeholders, line-managed an Account Manager, oversaw creative briefing + social strategy.

EXECUTION

Instagram- and TikTok-first activation rooted in Gen Z culture. Oversaw creative delivery on set, ensured consistency across markets.

RESULTS

  • Drove strong seasonal engagement across Gen Z platforms.

  • Became Starbucks’ most culturally relevant seasonal campaign to date.

HOLIDAY 2023

This Is the Season

Three young women with curly hair enjoying Starbucks beverages and laughing at an outdoor location during the daytime. There are emoji bubbles with laughing faces around them, and a Starbucks logo visible in the background.

CHALLENGES

Deliver Starbucks’ largest-ever social campaign budget for Holiday 2023, aligned with the 3-year brand strategy.

MY ROLE

Led social strategy in sync with long-term brand goals, managed senior stakeholder approvals across MENA + EU, directed cross-market creative + production teams, oversaw budget + timelines.

EXECUTION

Developed global Instagram- and TikTok-first campaign with rich creative storytelling. Attended shoots to maintain creative direction and ensured senior stakeholder approval on final assets.

RESULTS

  • Largest-ever Starbucks social campaign budget in EMEA.

  • Successfully aligned with 3-year brand strategy.

  • Rolled out across MENA and EU regions.

SCROLL DOWN

First-ever TikTok launch and seasonal fashion campaigns, connecting retail with Gen Z audiences.

Retail | Fashion | Lifestyle

ALWAYS-ON RETAINER

European Social
Strategy Leadership

Greek gyro wrap filled with grilled meat, tomato slices, onions, and fries on a green plate.

CHALLENGES

Develop and lead Westfield’s social-first strategy across multiple European markets, with consistent TOV (tone of voice) and creative identity.

MY ROLE

  • Designed new social strategy, TOV, and look-and-feel.

  • Oversaw monthly content calendars, copywriting, and asset creation.

  • Managed creative, strategy, editorial, design, and production teams.

  • Liaised with senior stakeholders and nurtured relationships with onsite retailers.

  • Directed weekly low-fi shoots and mentored a content strategist.

  • Managed budgets and timelines.

EXECUTION

Delivered a premium always-on strategy balancing global brand direction with local retail needs, ensuring cultural relevance across regions.

RESULTS

  • Strengthened brand presence across European markets.

  • Streamlined creative output with consistent tone and look-and-feel.

SPRING-SUMMER FASHION CAMPAIGN 2022

Seasonal Creative Rollout

Person wearing shiny black boots and distressed jeans with a red heart drawing on the jeans, cleaning the wooden floor with a white cloth, with shoes on display in the background.

CHALLENGES

Launch Westfield’s fashion campaign with a social-first approach and culturally relevant storytelling across Europe.

MY ROLE

  • Directed social strategy and campaign rollout.

  • Briefed and managed creative, strategy, editorial, design, and production teams.

  • Presented work to senior stakeholders.

  • Project-managed campaign delivery end-to-end.

EXECUTION

Produced a European-wide social toolkit ensuring cultural alignment across Instagram, TikTok, and Facebook.

RESULTS

  • Campaign toolkit adopted across multiple European markets.

  • Boosted brand relevance in seasonal fashion conversations.

TIKTOK ACCOUNT LAUNCH 2022

Pioneering Westfield’s
TikTok Presence

CHALLENGES

Convince stakeholders to invest in a TikTok launch and build the brand’s presence on the platform in just 30 days.

MY ROLE

  • Pitched and secured additional TikTok budget.

  • Designed strategic social launch plan + TOV.

  • Directed creative + production teams for TikTok asset creation.

  • Managed shoots for low-fi, platform-native TikTok content.

EXECUTION

Launched TikTok channel with organic + paid assets, designed to engage Gen Z audiences and expand retail storytelling.

RESULTS

  • Successfully launched Westfield’s first-ever TikTok channel.

  • Positioned Westfield as an early retail adopter on the platform.

TIKTOK LIVE SHOPPING 2022

Innovating Retail with
Live Commerce

Colorful room with a rainbow-themed mural wall displaying the text "SUMMER STYLED by Westfield". The room features decorative plants, a mirror with lights, a clothing rack with garments, and various furniture including bar stools, small tables, and pedestals showcasing shoes and accessories.
Three smartphones displaying live social media videos of women participating in a summer themed event, with colorful backgrounds and viewer comments.

CHALLENGES

Deliver Westfield’s first TikTok Live Shopping event, combining influencer partnerships with retail experiences.

MY ROLE

  • Contracted + liaised with influencer/host.

  • Partnered with TikTok UK team to deliver execution.

  • Directed pre-production and event planning.

  • Attended live event to ensure delivery met client expectations.

EXECUTION

Produced a high-profile TikTok Live event blending cultural influencers with real-time shopping, optimised for engagement.

RESULTS

  • Successfully executed TikTok Live event in partnership with TikTok UK.

  • Enhanced Westfield’s reputation as an innovator in retail/social crossover.

Disclaimer

All campaign assets featured on this site are the property of their respective brands and are displayed here for portfolio purposes only. I contributed to these campaigns in my roles as Social Media Manager and Social Account Manager/Director while working within agency teams in London. Assets may not be copied, reproduced, or resold by any third party.