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, creative consistency and real-time storytelling for adidas Runners.

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.

CHALLENGE

Reignite excitement for adidas Runners through a global community moment designed to inspire participation, connection and brand advocacy.

MY ROLE

  • Led social-first content planning across pre-production, live coverage and recap storytelling.

  • Managed on-the-ground content production at adidas HQ, including talent briefings and toolkit preparation.

  • Directed Instagram Stories strategy for real-time community management.

EXECUTION

A week-long global community campaign with 140+ community leaders, combining live activations, masterclasses and product storytelling.

I supported daily Instagram Stories, recap assets and hero film production, helping translate the 4-day adidas Runners experience into platform-native social content.

RESULTS

  • Supported Adidas Runners storytelling across a 77-market global campaign.

  • Helped deliver content that generated 1M owned impressions and 799K owned reach.

  • Turned a live community experience into social-first content for global amplification.

EVERYDAY RUNNING FW25

Supernova,
Ultraboost & Adistar

Social-first global launch strategy for adidas Running’s everyday performance footwear.

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

CHALLENGE

Break through a crowded running market by positioning adidas as the everyday runner’s brand - using community credibility, talent storytelling and platform-native content.

MY ROLE

  • Developed the creative concept and global social launch plan.

  • Led end-to-end production across shoot planning, client management and post-production.

  • Directed global social rollout & toolkit creation.

  • Managed social team alignment with the adidas Running BU.

EXECUTION

Launched an Instagram-first campaign blending authentic adidas Runners community content with paid social assets to engage Gen Z and everyday athletes.

RESULTS

  • Built credibility through adidas Runners community & talent.

  • Drove engagement & visibility across global running audiences.

  • Created a toolkit adopted worldwide for consistent campaign rollout.

MOVE FOR THE PLANET 2025

Global Sustainability Through Movement

Global social rollout for adidas’ flagship sustainability initiative, connecting individual movement with collective impact.

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.

CHALLENGE

Drive sign-ups and participation across markets while making sustainability feel active, accessible and community-led.

MY ROLE

  • Led global Instagram strategy for adidas Runners.

  • Directed toolkit creation and rollout across 77+ markets.

  • Managed athlete, creator and community activations.

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

EXECUTION

Delivered a global comms toolkit including publishing guides, content calendars, platform-first assets and activation timings to support early sign-ups and participation.

RESULTS

  • Supported rapid participation in the early campaign phase.

  • Enabled consisten rollout across global markets.

  • Strengthened 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.

CHALLENGE

Sustain excitement and purchase intent across seasonal collection launches, while evolving the adidas Runners visual identity across performance and lifestyle.

MY ROLE

  • Built global social strategy for both launches.

  • Developed rollout plans, 2D assets + digital toolkits

  • Created comms guidance for global market adoption.

  • Briefed talent and managed pre-production.

  • Directed launch execution across Instagram.

  • Directed the digital launch toolkit on the official adidas website.

EXECUTION

Produced lifestyle and performance-led content that elevated the adidas Runners aesthetic through styling, production, and community activations. Launched the digital assets on the website.

RESULTS

  • Increased campaign visibility & product desire.

  • Supported strong sell-through across both launches.

  • Elevated adidas Runners’ positioning across lifestyle & performance.

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

Automotive | Luxury | Performance

ALWAYS-ON RETAINER

Always-on Global Social Leadership

Multi-channel social leadership for Aston Martin’s global brand presence across seven high-profile platforms.

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

CHALLENGE

Maintain and elevate Aston Martin’s global social presence while balancing luxury storytelling, automotive performance and always-on cultural relevance.

MY ROLE

  • Directed social strategy and daily channel management across Instagram, TikTok, LinkedIn, Facebook, X and YouTube.

  • Led monthly content planning, copywriting, scheduling and publishing.

  • Developed creative concepts and content direction.

  • Managed the social and creative teams and mentored junior talent.

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

EXECUTION

Delivered premium daily content across global channels, aligning brand heritage, product storytelling and performance-led social moments.

IMPACT

  • Sustained Aston Martin’s premium positioning across global social.

  • Improved consistency across seven brand channels.

  • Supported ongoing engagement growth and audience loyalty.

VANTAGE, VALIANT & DBX707

Global Campaign Launches 2024

Social-first launch strategy for Aston Martin’s flagship vehicle campaigns across global channels.

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.

CHALLENGE

Launch Aston Martin’s key vehicles globally while balancing luxury positioning, performance storytelling and culturally relevant social-first content.

MY ROLE

  • Developed strategic campaign laydowns for launch execution.

  • Built content calendars, copywriting, scheduling and publishing plans.

  • Led creative concepting for Reels, Stories, and engagement-led assets.

  • Briefed and managed creative and design teams.

  • Led weekly senior client meetings.

  • Produced post-campaign reporting and analysis.

EXECUTION

Crafted premium campaign assets showcasing Aston Martin’s heritage, modern luxury, and performance credentials, optimized for social-first formats.

IMPACT

  • Delivered global launches for Vantage, Valiant, and DBX707 across multiple social platforms.

  • Strengthened Aston Martin’s position in luxury automotive storytelling.

  • Balanced global brand consistency with platform-native engagement.

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.

CHALLENGE

Launch a new content series that expanded Aston Martin’s storytelling beyond product, while maintaining premium brand codes across social channels.

MY ROLE

  • Pitched and sold the content idea to senior clients.

  • Developed the YouTube launch strategy.

  • Briefed and managed creative and design teams.

  • Collaborated with SEO teams for cross-channel alignment.

  • Directed supporting social rollout across Instagram, TikTok and LinkedIn.

EXECUTION

Rolled out a premium YouTube-first content series supported by cross-platform promotion and consistent social storytelling.

IMPACT

  • Elevated Aston Martin’s luxury lifestyle positioning.

  • Extended visibility across multiple social channels.

  • Created a repeatable content format beyond vehicle launches,

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 social campaigns built for Gen Z culture, community and market adoption.

FMCG | Food & Beverage | Youth Culture

SPRING 2023

It Hits Different

Launch Starbucks’ Spring campaign built to connect Starbucks with Gen Z culture across Instagram and TikTok.

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.

CHALLENGE

Launch Starbucks’ Spring campaign with a social-first strategy that felt culturally relevant, platform-native and consistent across markets.

MY ROLE

  • Led social strategy and campaign rollout,

  • Oversaw creative, editorial, design and production teams

  • Managed budgets, timelines and senior stakeholder alignment.

  • Directed Instagram and TikTok-first content development.

  • Ensured campaign consistency across regional market teams.

EXECUTION

Delivered a Gen Z-focused social activation rooted in culture, community and platform-first storytelling.

IMPACT

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

  • Campaign content adopted by local market teams.

  • Strengthened Starbucks’ seasonal relevance with younger audiences.

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.

CHALLENGE

Reinforce Starbucks’ seasonal dominance with a Pumpkin Spice launch built for cultural relevance across Instagram and TikTok.

MY ROLE

  • Directed campaign rollout across Instagram and TikTok

  • Partnered with senior client stakeholders,

  • Line-managed an Account Manager across delivery

  • Oversaw creative briefing, social strategy and market coordination.

EXECUTION

Delivered a platform-first seasonal activation designed to turn Pumpkin Spice into a cultural moment across Gen Z social spaces.

IMPACT

  • Drove strong seasonal engagement across Instagram and TikTok.

  • Strengthened Starbucks’ cultural ownership of Pumpkin Spice.

  • Supported one of the brand’s most recognisable seasonal campaigns.

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.

CHALLENGE

Deliver Starbucks’ largest-ever EMEA social campaign budget for Holiday 2023, aligned with the brand’s three-year strategic direction.

MY ROLE

  • Led social strategy across Instagram and TikTok.

  • Managed senior stakeholder approvals across MENA and EU.

  • Directed cross-market creative and production teams.

  • Oversaw campaign budget, timelines and delivery.

  • Attended shoots to maintain creative direction and final asset quality.

EXECUTION

Developed a global Instagram- and TikTok-first campaign with rich seasonal storytelling, ensuring creative consistency across markets and senior approval on final assets.

RESULTS

  • Managed Starbucks’ largest-ever social campaign budget in EMEA.

  • Rolled out across MENA and EU regions.

  • Aligned campaign delivery with long-term brand strategy.

  • Delivery high-visibility seasonal campaign across key social platforms.

SCROLL DOWN

First-ever TikTok launch and seasonal fashion campaigns, connecting retail destinations 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.

CHALLENGE

Develop and lead Westfield’s social-first strategy across multiple European markets, balancing global brand consistency with local retail relevance.

MY ROLE

  • Designed social strategy, tone of voice, 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.

EXECUTION

Delivered an always-on social strategy that balanced premium brand direction with local retail needs across European markets.

RESULTS

  • Strengthened Westfield’s brand presence across Europe.

  • Streamlined creative output with a consistent tone and visual identity.

  • Created a stronger foundation for campaign and retail partner storytelling.

TIKTOK ACCOUNT LAUNCH 2022

Pioneering Westfield’s
TikTok Presence

CHALLENGE

Convince stakeholders to invest in a TikTok and launch Westfield’s first platform-native presence in just 30 days.

MY ROLE

  • Pitched and secured additional TikTok budget.

  • Designed launch strategy, tone of voice and content pillars.

  • Directed creative and production teams for TikTok-first assets

  • Managed shoots for lo-fi, platform-native content.

EXECUTION

Launched Westfield’s TikTok channel with organic and paid assets designed to engage Gen Z audiences and expand retail storytelling beyond traditional social formats.

IMPACT

  • 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 partnership, retail experience and real-time commerce.

MY ROLE

  • Contracted and managed influencer/host.

  • Partnered with TikTok UK team on platform execution

  • Directed pre-production, event planning and live delivery.

  • Attended live event to ensure execution met client expectations.

EXECUTION

Produced a high-profile TikTok Live event blending cultural influence with real-time shopping, optimised for engagement and retail conversion.

RESULTS

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

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

Disclaimer

All campaign assets featured on this site remain the property of their respective brands and rights holders. They are displayed for portfolio purposes only. My involvement reflects work completed in social media, social strategy and account leadership roles within agency teams in London. Assets may not be copied, reproduced, distributed or used by any third party.