A collection of projects that show how I move from insight to idea to impact across strategy, creative, and performance.
When Zizzi was preparing for a national rebrand, its search visibility and online booking journey needed attention. I treated search data as more than a technical problem: it was evidence of what diners wanted at the exact moment they were choosing where to eat.
I returned to Zizzi to support the launch of the brand's new website, optimising on-page content and metadata to protect and improve search performance through the transition.
For my final year consultancy project, I developed an audience engagement strategy for the prestigious Côr Meibion De Cymru, the South Wales Mens Choir who had declined from more than 500 members to approximately 60 and faced the possibility of disappearing within a decade. As part of a consultancy team, I investigated whether the decline reflected a genuine lack of demand or whether outdated perceptions, fragmented communication and an intimidating route into membership were preventing existing interest from becoming action. My core focus was the choir’s social-media strategy: understanding why its current activity was not building sustained engagement and developing a more consistent, personal and community-led approach. The organisation needed to attract younger members and new audiences without discarding the heritage, identity and community that made it worth joining.
How should Gymshark grow without outgrowing its advantage?
How do you market a start-up when every pound has a job? I volunteered to create a marketing strategy for a startup garden design business in my local town with a limited budget and no established marketing system. I used marketing principles to guide and turn a broad ambition into a focused plan, then developed a website and brochure that gave the business a more credible and consistent way to reach potential customers.