I’ve spent over 20 years as a Strategist, working with and for some of the biggest and brightest agencies in the UK.
I’ve been employed as a Planner by CWG, Poulters, Brahm/Brass, Bloom (now Jaywing Leeds) and First 10 (now part of IMA) – the last two as Head of Planning. I’ve also freelanced for Havas People, Golley Slater, Live & Breathe, Chatter, Journey Further, Zeal, IMA and Blackdog among others.
I’ve deep sector experience in retail and outdoor/fitness with past clients including ASDA, Halfords, Bensons for Beds, Boots Hearingcare, DW Sports Fitness, LA Fitness and Anytime Fitness.
Notable recent work includes:
– Repositioned and rebranded the world’s largest at-sea retailer (including hedge fund and ex FTSE100 CEO stakeholder interviews) and then worked on retail activation campaigns for them, contributing to them winning Cruise Retailer of the Year two years running.
– Repositioned and rebranded the UK’s second-biggest FTG bakery, oversaw significant investment in customer closeness research, developed customer personas and created a campaign platform.
– Strategically positioned a major running shoe brand’s new loyalty programme and advised on campaign and sponsorship activation. Helping the brand fight off new market entrants snapping at their heels and contributing to a 6% increase in brand consideration and double-digit sales growth across Europe.
– Developed the Employer Value Proposition for the world’s second largest food and beverage business and a major US credit union.
– Created a global Shopper Marketing Playbook for one of the world’s best-known indulgent bakery brands.
And I was chuffed to be a finalist for Strategy Freelancer of the Year at the 2023 Freelancer Awards.
Recent recommendations include:
“Gemma is someone my team & I wish we could work with every single day. She is not only an incredible, clear minded, thoughtful and creative strategist; she operates with great gravitas at senior levels and cuts through nonsense with great charm. She is also great at mentoring more junior teams, is reliable and just all round brilliant.” UK Head of Strategy, global network agency
“Always a pleasure to work with Gemma. Thorough, effective, tells you how it is and always finds a way through.” Creative Director, independent London brand agency
“Gemma is a pleasure to work with – she accomplishes the balance of leading her discipline – strategy and planning from the front, but also understands the importance of working alongside account handling and creatives as part of a team. We have relied on Gemma to deliver some very crucial strategic elements of projects and campaigns and she has always delivered these with the highest level of professionalism. I would highly recommend Gemma for any work and look forward to continuing to work with her.” Growth Director, Shopper Marketing agency
Find out more here about exactly how I can help brands and agencies