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AHC Recruitment - Building a Business
Business & Brand Build
Key responsibilities included:
• Designed and implemented campaigns aimed at raising the profile of the newly established organisation.
• Developed a cohesive brand identity, including defining the tone of voice, visual identity, and key messaging for consistent branding across all platforms.
• Crafted compelling messaging for social media, websites, ATL advertising, and job boards to engage key demographics and reinforce the company’s mission and values.
• Set up and managed Mailchimp, designing automated email campaigns, segmenting audiences, and tracking performance metrics to optimise results.
• Managed communication with candidates and employers, ensuring high-quality leads and seamless engagement across all marketing channels.
• Led the development and implementation of systems for candidate tracking, employer management, and internal team coordination.
• Implemented processes to manage international placements, cross-border partnerships, and internal alignment to support scalability.
• Led efforts to bring in revenue through business tenders, proposals, and client acquisition strategies.
• Worked towards securing the company’s inclusion in a government framework to enhance credibility within the recruitment sector.
• Support the company’s growth by quickly adapting marketing, operations, and business strategies based on evolving market needs and learnings.
Results
• Successfully positioned the company as a credible player within the recruitment industry, building brand recognition and trust
• Continually attract candidates, with over 500 applications in the first 4 months, resulting in a robust pipeline of qualified candidates ready for placement
• Secured a key UK client, laying the foundation for further expansion and more business opportunities
• Currently awaiting the outcome of a business tender, which could significantly contribute to future revenue and client acquisition
AHC Recruitment is an international recruitment company, connecting UK health and social care employers with top international talent from South Africa. Founded from a unique blend of expertise in both the UK’s care sector and South Africa’s care landscape, AHC Recruitment saw a powerful opportunity to bridge the gap between talent and demand. By facilitating pathways to employment, we strengthen social services, empower dedicated professionals, and contribute to positive change in the communities that need it most.
I joined the company at inception, helping to lay the foundations for growth by streamlining operations and establishing a credible, compelling brand presence from day one.
My primary focus was to develop and deliver strategic marketing campaigns that elevated the organisation’s profile within the competitive recruitment space. I led the creation of the brand’s identity — defining tone of voice, visual direction, and key messaging — and ensured consistency across all channels, including social media, the company website, job boards, and ATL advertising. By crafting audience-first messaging and aligning creative output with business goals, I helped build trust, drive engagement, and position the company as a credible player in the market. These efforts contributed to the organisation’s inclusion in a government framework, further cementing its industry credibility.
In parallel, I supported revenue generation by identifying and responding to new business opportunities, including government frameworks and local authority tenders. I played a key role in shaping proposals, developing pitch collateral, and aligning our capabilities with client needs — helping the company grow its pipeline and build long-term commercial partnerships.
I also implemented and managed Mailchimp as a CRM platform, creating automated campaigns to nurture and engage both candidates and employers. Through audience segmentation and performance tracking, I optimised communications to generate high-quality leads and increase platform interaction.
Beyond marketing, I led the development of the company’s operational infrastructure — from candidate tracking systems and employer databases to internal team workflows — ensuring scalable processes that supported international placements and efficient cross-border collaboration. This blend of strategic marketing and streamlined operations laid the groundwork for long-term growth.
The Challenge
Building a business from the ground up with a lean team meant wearing multiple hats and making strategic decisions at pace. We were constantly adapting — refining our brand, operations, and offering as we learned more about the market and audience needs. With limited resources, every decision had to be intentional and impact-driven. Balancing long-term vision with immediate delivery demands required agility, strong collaboration, and a willingness to evolve quickly. Navigating uncertainty while trying to establish credibility in a competitive space was a challenge, but also a catalyst for growth and innovation.