Campaign Planning

Effective campaigns are built on insight, structure and measurable impact.

My approach combines narrative, audience understanding and integrated channel strategy to deliver clear, actionable plans, including:

  • Identifying hooks and moments in the calendar

  • Integrated channel planning (earned, owned, shared)

  • Establishing KPIs and evaluation methods (AMEC, COM-B)

  • Message and audience development

  • Creative ideation and tactical rollout planning

  • Risk management and crisis response

  • Post-campaign evaluation and learning

M.A.C Cosemetics campaign

For Black History Month, I worked with M·A·C Cosmetics UK & Ireland on a campaign celebrating equality, inclusion and diversity through the brand’s VIVA GLAM initiative. Through working with the Race Equality Foundation, the campaign used social media to spotlight five young women sharing their personal stories, amplifying important conversations around race, representation and equity.

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Strategic Communications