Marketing That Made a Difference
With two decades of experience in marketing and communications, I’ve led high-impact campaigns across fintech, publishing, nonprofit, and education sectors, helping organizations grow audiences, raise capital, and strengthen brand positioning through strategic storytelling and integrated marketing.
I’ve contributed to more than $2M in DeFi token sale marketing, built and scaled brands from the ground up, including Sologenic, and driven growth through content strategy, events, and multi-channel digital campaigns.
My experience spans collaboration with authors, academic institutions, and professional associations, as well as libraries, booksellers, resellers, schools, colleges, and universities. This includes supporting book launches, curriculum marketing, and tailored outreach strategies designed for specialized and highly technical audiences.
Past collaborators include CoinField, ICEEFT (working alongside the late Dr. Sue Johnson), Finhaven, and the Association for Art History.
I combine strategic thinking with hands-on execution—developing campaigns that are grounded in audience insight, aligned with business goals, and focused on measurable outcomes, not just visibility.
01
Sologenic – Blockchain Platform Launch
I was brought in to build brand awareness for a new DeFi project ahead of its token launch—starting from zero in a highly competitive and skeptical market. The challenge was to rapidly establish credibility, generate demand, and build a community from the ground up.
I developed and led the end-to-end go-to-market strategy, overseeing content, PR, social media, paid acquisition, and influencer partnerships. I also built and managed a marketing team of five, aligning execution across channels to ensure consistent messaging and momentum.
As part of the strategy, I launched GoSolo TV, a branded YouTube channel focused on industry conversations and community-driven storytelling. This initiative helped humanize the brand, educate audiences, and differentiate the project in a crowded DeFi landscape.
The results were significant: over $2M raised through token sales, a Twitter audience scaled to 15,000 within the first year, and strong positioning as a credible and emerging player in the DeFi space.
02
Finhaven – Building an Investor-Focused Newsletter
At Finhaven, I launched the company’s first investor-facing newsletter to establish a consistent and credible communication channel for early investors, partners, and blockchain audiences.
I led the strategy end-to-end, developing the content approach, writing original articles, and designing a format focused on investor education, platform updates, and market insights. The goal was to build trust and position Finhaven as a knowledgeable voice in the emerging digital securities space.
Within a short period, I grew the subscriber base from zero to over 200 engaged readers, achieving open rates above 30%. The newsletter played a key role in strengthening investor communication and elevating Finhaven’s profile as a trusted authority in regulated digital securities.
03
ICEEFT – Global Summit Growth via Digital Strategy
I led a content-driven digital strategy to scale global attendance for ICEEFT’s Global EFT Summit, transforming it into a significantly larger and more internationally engaged event.
The approach combined targeted email campaigns to curated professional audiences with paid digital advertising and audience-specific social media campaigns. By segmenting messaging and leveraging precise targeting, I expanded the summit’s reach across multiple regions, time zones, and language groups.
The results were significant: attendance grew from 200 to over 1,100 participants, representing a 5x increase in ticket sales. The campaign also elevated ICEEFT’s global visibility, reinforcing its position as a leading authority in the international EFT community.
04
Penny Huntsman – Expanding Academic Adoption
I partnered with the Association for Art History to promote Thinking About Art, a multidisciplinary textbook designed for a broad academic audience.
I developed a targeted marketing strategy that identified and segmented key audiences across art history, design, and visual culture programs. Through tailored messaging, email campaigns, and academic listserv outreach, I positioned the book as a flexible and accessible course text suited to both traditional and interdisciplinary curricula.
This approach expanded adoption opportunities across institutions in the UK and North America, increasing the book’s relevance across multiple disciplines and strengthening its positioning within the academic market.
05
DMG Blockchain Solutions – Investor Brand Strategy
At DMG Blockchain Solutions, a publicly traded company in crypto mining and blockchain infrastructure, I strengthened investor-facing communications to better engage shareholders, media, and institutional audiences.
I developed clear, compelling messaging and worked closely with a PR agency to coordinate media outreach, secure executive interviews, and support the CEO’s presence at key industry events. I also collaborated on the creation of investor decks and high-level presentations, ensuring consistent and confident brand storytelling across all touchpoints.
This work improved the clarity and consistency of DMG’s market positioning, increased media visibility, and delivered a more cohesive narrative across investor communications, events, and public-facing materials.
06
Headington School – Digital Strategy Transformation
At Headington School, a leading UK independent school, I led a digital strategy refresh to better engage prospective parents and students throughout the admissions journey.
I repositioned the school’s website and social media channels, particularly Instagram, as a dynamic, always-on prospectus, showcasing its values, culture, and academic offering. Alongside this, I developed messaging aligned with key parent concerns and supported internal communications to ensure consistency across all communications channels.
This work delivered measurable results, including a 10% increase in admissions page views and 15% growth in Instagram followers. It also strengthened alignment between digital and traditional marketing, creating a more cohesive and effective admissions experience.
07
Dr. Sue Johnson – Social & YouTube Growth Strategy
I supported the growth of Dr. Sue Johnson’s digital presence by increasing her social media following by over 25% and improving the discoverability of her YouTube channel through a more strategic content structure.
I organized existing video content into targeted playlists to improve navigation, search visibility, and audience retention. I also identified and facilitated collaborations with relevant influencers and content platforms to expand reach within the emotionally focused therapy and mental health communities.
This work led to measurable follower growth, improved content accessibility, and stronger engagement across social and video platforms.
08
Driving Audience Growth Through Early IP Coverage
As a freelance writer for Eye for Film, I identified early momentum around the Twilight franchise and secured an exclusive interview with actor Peter Facinelli. I developed a timely feature designed to align with emerging fan interest and drive readership from a rapidly expanding audience. The article contributed to a 20% increase in website traffic, attracting a significant wave of new visitors and generating increased engagement across fan communities and online discussion platforms.
This project highlights my ability to anticipate cultural trends, secure relevant access, and create editorial content that translates audience interest into measurable digital growth for independent media platforms.
09
Fashion Marketing Scholarship Launch
I facilitated a first-of-its-kind partnership between Bloomsbury Publishing and Regent’s University London to develop a fashion marketing scholarship that bridged academic study with real-world publishing experience. Launched alongside Regent’s new MA in International Fashion Marketing, the initiative included a £4,000 scholarship, a competitive internship at Bloomsbury, and access to the Bloomsbury Fashion Central digital archive. The program was designed to attract high-calibre talent while strengthening engagement between industry and academia.
The collaboration enhanced visibility for both institutions within fashion and academic communities and created a model for integrating professional experience into postgraduate education.
This project reflects my ability to identify strategic alignment opportunities and build cross-sector partnerships that deliver long-term value for both organizations and audiences.
10
Auditions Page Optimization & Conversion
At Victoria Academy of Ballet (VAB), I redesigned and optimized the auditions page to improve user experience, increase engagement, and drive higher audition sign-ups.
The work focused on restructuring the page layout, improving visual hierarchy, and refining content flow so key information was easier to access for prospective students and parents. I also introduced clearer calls-to-action, strategically placed sign-up buttons, and a streamlined form process to reduce friction and improve conversions.
Following these changes, the page became the highest-visited page on the site in Google Analytics, with users spending an average of 3–4 minutes on the page, significantly higher than the 30-second average on other pages. We also saw a measurable increase in sign-up form submissions and audition registrations, demonstrating improved conversion performance.
I worked closely with the admissions team to align the page with recruitment goals, helping generate higher-quality leads and strengthen the overall admissions funnel from initial interest through to application.
30 min