Marketing Director for Ghaf Group, a major Web3 VC and ecosystem hub in MENA, and CEO of subsidiary X8C with a $4.5m P&L. Managing a high-performance team of 40+ delivering marketing services for clients including Sui, NEAR Foundation, Avalanche, PEAQ Network, Kite AI, and XMoney.

• 300% YoY agency revenue growth and 850% profit growth by expanding service lines into GTM strategy, branding, PR, and KOL marketing.
• Coordinated $3M in integrated campaigns for Sui Foundation, driving 20x increase in engagements and 7x increase in $SUI market cap.
• Managed end-to-end GTM for Fusion, an Avalanche joint venture with a $100m grant — strategy, design, technical docs, PR. Reached 1.25m people with 330+ PR pieces.
• Composed GTM strategy for Frank McCourt's Project Liberty initiative, Frequency, leading to the 'Find Your Frequency' campaign vehicle.
• Designed and deployed a suite of proprietary AI tools: on-chain analytics agents, branded customer-facing AI agents, and content aggregation systems.
• Partnered with Cookie3 analytics; our input directly informed the refinement of their KOL Intelligence platform.
• NEAR Foundation KOL & growth campaign delivered 7m+ impressions, 3.7m video views, and a 5% engagement rate.

Executive leader at Animoca Brands subsidiary Forj — a $30m+ revenue tech company advising, incubating, and launching blockchain-based experiences. Managed a marketing function of 10.

• End-to-end ownership of marketing and comms strategy across the portfolio: PR, CRM, digital, community, and partnerships.
• Led the rebrand of Bondly Finance to Forj — brand design, strategy, website, PR, and promotional launch (2022).
• Launched headline partnerships including the multi-million dollar Lewis Capaldi NFT collection, Big Break with BandsInTown, and metaverse experiences with Polygon.
• Managed marketing partnerships with major Web3 brands: Polygon, Cardano, Polkadot, Binance, The Sandbox, and more.
• Established an in-house creative studio with a template-led content engine for rapid turnaround of announcements, events, partnerships, and community activations.
• Built the martech stack covering CRM, social, KOL, web, and SEO — plus management of agency and third-party partners.
• Monkeying Around — first BAYC experience in The Sandbox: 165,000 gameplays and 45k unique players in a 3-week game lifespan.
• Represented the company in major publications. VIP sponsorship of NFT LA 2022 drove 3,000+ footfall to the experience.

Led social media across KPMG UK from the Business Support Centre, with responsibility for social strategy, content activation, and internal advocacy. Direct reports included an overseas activation team.

• Stood up KPMG UK's first social listening capability, including brand monitoring and automated reporting to business support teams.
• Worked directly with LinkedIn to launch LinkedIn Live for KPMG, beginning with live coverage of the UK Budget 2021.

Sat within Group Marketing for the UK's largest shopping centre operator — owning national digital channels (social, email, PPC, SEO, affiliates, web) and a £1.5m budget.

• Rolled out the new Intu brand vehicle Here for Life across digital owned channels with a creative-template-led content strategy.
• Designed and launched 'Joy', Intu's first AI-powered chatbot.
• Increased the engaged email database by 22% YoY following a redesign of national comms.
• Partnered with Facebook to launch a UK beta of Facebook Store Visits at £1.04 CPSV — a brand-new format evidencing physical visitation from digital activity, used in an AW19 campaign with influencer Bonnie Rakhit.
• Established and launched Intu's national Social Media team and strategy with an extended team of fourteen.

Led a team of 3 Social Media Content & Community Managers across the Camelot brand portfolio.

• Designed and led GameStore's first social media PR campaign — a series of high-profile nationwide 'stunts' (including GameStore Express) using Made In Chelsea influencers. Achieved 20% ER and 1.4m+ views.
• Led the flagship digital activation for Lotto's sponsorship of Britain's Got Talent 2016 — the largest ever sponsorship activity in TNL history. Drove £250,000 of revenue, 3.5m video views (17% VTR), and 13% avg ER on Facebook.
• Won the UK Social Media Communications 2016 award for 'Best Use of Facebook' (Multiplier Masterpieces campaign), driving a strategic shift to Facebook Live video across the business.

Built Bupa's first enterprise-level global social strategy across 20+ territories.

• Designed and launched SocialSTORM, an automated social data blending tool for real-time insight.
• Led global campaigns including Healthie Selfie and Ground Miles.

Led social media for the heritage brand during a period of heavy industry scrutiny, following a competitive Graduate Marketing scheme with three commercial placements across the business.

Advised commercial brands, blue-chip clients, and broadcasters on the administration and fulfilment of sales promotions.