Brand Heat had stagnated across the UK, Germany and France, and the challenge was clear: make an iconic heritage brand culturally relevant again. I led the full Paid Social remit end-to-end for three years - from pitching the strategy and onboarding the client, to architecting new ad accounts and activating across Facebook, Instagram, TikTok and Snapchat.

My focus was on creating a modern, high-performance social ecosystem. This included continuous creative and audience testing, alongside a clear reporting structure that laddered performance back to platform-level benchmarks and quarterly brand measurement. 

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A standout career moment was the launch of an Augmented Reality shoppable try-on lens on Snapchat - a highly innovative beta format at the time. After spotting a Gucci case study, I originated the concept, secured a specialist AR partner, managed client approvals, and oversaw production and deployment. The lens became a breakthrough success, generating significant incremental revenue for the brand during a hero product launch. I built a full-funnel strategy around the asset, optimizing delivery to exclude previous triers and retargeting high-intent users with dynamically relevant catalogue products.

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All campaigns ran against a consistent measurement framework, with weekly, monthly, quarterly and campaign-specific reporting - each tied to defined targets, benchmarks and actionable insights. We achieved a significant lift in brand consideration, double digit CTR improvements and incremental revenue from all channels which made the client teams very happy from marketing through to e-comm.