Campaign Highlights: A Selection of Standout Projects
I’m proud of the variety of work I’ve delivered across different areas of marketing. Each of these campaigns reflects a different strength — from strategic thinking and creative concept development to data-driven execution. This page is a snapshot of how I’ve approached different challenges with bold ideas, measurable results, and a clear focus on business outcomes.
A supply chain marketing campaign built to influence retailers
This creative campaign repositioned our brassica varieties for retail influence — a new angle for Elsoms, which typically targets growers. I developed the "British Bred" concept to highlight our UK-based breeding programme and build trust with retailers. The campaign led to direct engagement from a major UK supermarket and opened doors to new commercial conversations.
Building a Foundation of Data
With no CRM in place, I built GDPR-compliant customer lists from scratch using event data capture, sign-up tools, and giveaways. These lists generated over 500 new leads, enabling segmented email marketing and highly targeted digital campaigns using lookalike audiences. The results? A major uplift in performance from smaller budgets — proving the value of clean data and precise targeting.
Rediscovering Email
When I joined Elsoms, marketing relied heavily on Twitter — even for ultra-niche crops like carrots, where we sell to 100% of just 20 UK growers. I worked with sales teams to build email lists and deliver crop-specific, direct campaigns. Starting with salads, we saw open rates over 75%, strong click-throughs, and a major shift in internal perception. Email is now one of our most trusted B2B tools.