Details
Based inLondon, UK
Experience6+ years
AuthorisationFull UK work rights
Impact
Cost per download −84.7%
App downloads +1,071.7%
Instagram reach 32×
IG views 31K → 1M
Skills
Performance Creative
Paid Social
Static & Art Direction
Motion & Animation
Platform-Native (Meta · TikTok · Reels · YouTube)
AI Production Tools
Tools
After Effects
Photoshop
Illustrator
Premiere Pro
Figma
Education
MA Graphic Design
Univ. of Brighton · 2021–22
BA (Hons) Design for Digital Media
Univ. of Brighton · 2017–21
6+ years producing full-funnel performance creative across Meta, TikTok and YouTube, translating performance data into creative decisions. I lead end-to-end output across paid and organic, covering static, motion and video at consistent pace, and integrate AI tools into production as standard.
Experience
Social Creative Lead
Genius Sports · London
Aug 2022 – Present
- Own end-to-end creative output across paid and organic social for global sports and betting brands in EMEA and North America, in static, motion and video at high volume.
- Produce platform-native content for Meta paid social, TikTok, Instagram Reels and YouTube, tuned to what drives engagement vs conversion at each funnel stage.
- Lead creative strategy with growth and marketing teams, translating performance insight and briefs into executions tied to real acquisition targets.
- Integrate AI tools into production workflows for faster asset creation, rapid iteration and creative direction.
- Build DCO (dynamic creative optimisation) assets, producing modular, data-driven variants that adapt across audiences and placements.
- Manage multiple concurrent briefs independently in a fast-turnaround environment while holding brand consistency and technical precision.
Founder & Creative Director
Vibe Shift Studio · London
May 2024 – Present
- Increased app download rates by 1,071.7% and cut cost per download by 84.7% for a carbon-offsetting startup via A/B testing of paid social creative across Meta.
- Scaled Instagram from 31K to 1M monthly views in 7 months (3,129% growth), a 32× increase in reach through content strategy and campaign optimisation.
- Led the digital rebrand of a software consultancy: 79% more website users, 164% better average engagement time and 46% more page views.
- Run end-to-end social and content strategy for consumer and sustainability brands, from insight and ideation to production, launch and performance review.
- Brief and direct creators on UGC-style video, carousels and paid assets; manage influencer partnerships; own email and newsletter campaigns end to end.
Creative Strategy Executive
Spirable · London
Aug 2021 – Aug 2022
- Developed and produced social-first campaign concepts and motion-led content for global brand clients in a fast-paced agency.
- Directed designers and motion artists from brief to delivery, keeping the creative vision intact through production.
- Built pitch decks, creative treatments and visual storytelling frameworks for client presentations, across multiple briefs to tight deadlines.
Digital Marketing Intern
Brighton Dome · Brighton
Jul 2020 – Sep 2020
- Produced animated and static social assets for live-event campaigns across multiple digital channels independently.