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"Be The GameChanger"
Full Service Recruitment Campaign
Key responsibilities included:
• Campaign management and strategic alignment across all work streams
• Translating audience insight into campaign strategy and messaging
• Creative oversight and execution - brand assets, digital collateral, print materials, event collateral and campaign video
• Stakeholder management
• Production of campaign video
• Day-to-day project management of the full creative process
• Timeline planning, task prioritisation, and team coordination
• Creative asset briefing and production workflow management
• Oversight of design, copy, print, and digital content delivery
• Liaison with external suppliers, event partners, and stakeholders
• Quality control and final approvals for all outgoing assets
Campaign included:
• Digital recruitment challenge
• Research & audience insights to understand the habits and patterns of the target audience
• Bespoke website
• Digital & social media campaign
• Campaign film & smaller animation films
• Earned media
• Paid media
• OOH Campaign - takeover of Bristol Parkway Train Station & Manchester City Tram Wrap
• Event management - networking events, graduate events
• Internal comms
Results
• Delivered a multi-channel, multi-audience integrated communications campaign built around the them of "Changing the Game"
Our client was facing a critical talent challenge. Their existing employer brand, heavily tied to the defence sector, failed to connect with the evolving expectations of a modern workforce. Applications were declining, and the candidates being attracted didn’t reflect the level of innovation or purpose the organisation stood for. To reverse this, the brand needed a fresh, humanised narrative — one that would appeal to a values-driven generation seeking meaning, growth, and real-world impact in their careers.
Grounded in deep audience research and behavioural insight, we reframed our clients positioning with a bold new proposition: Be the game changer. This idea repositioned our client was not just as an employer, but as a platform for progress — where individuals could work on meaningful, innovative projects that help shape a safer, smarter future. From digital assets and video production to on-the-ground activations, every campaign touchpoint communicated the scale and significance of the opportunity.
As creative project manager, I led the campaign from concept through to execution — managing multiple workstreams, building and maintaining strong relationships with senior stakeholders, and ensuring seamless strategic alignment across creative and communications. I stepped beyond my comfort zone to independently lead on media buying, ensuring we maximised reach and impact without the support of an external agency. My day-to-day role included overseeing the creative process, managing team workflows, setting timelines, and ensuring deliverables met both brand and quality standards.
From briefing creative assets and managing supplier relationships to coordinating event support and securing final approvals, I ensured consistent, high-quality output across all touchpoints. The campaign video — which I oversaw from production to delivery — became a central piece of the employer brand’s refreshed identity. The result was a standout campaign that not only re-engaged talent but repositioned Raytheon UK as a future-facing employer committed to making a difference.
The Challenge
One of the core challenges on this project was navigating a wide and varied stakeholder landscape. Different parts of the business had their own priorities, pain points, and measures of success — which at times created conflicting expectations for the campaign. Balancing these perspectives required careful stakeholder management, strong communication, and the ability to find common ground without losing momentum.

























