Communications and Engagement Lead
Growth-focused Communications Lead with over 15 years of experience leading engaging campaigns across the fire industry, healthcare and regulated sectors.
Strong background in leading internal and external communications with HR functions, previous experience includes running the internal communications for the Professional Football Association. Hands-on practical skill sets in design, video, campaign management and creating communications teams read, watch and engage with. Team-oriented, with broad and in-depth experience, able to switch between creative design, video, web development to analytics.
Certified in Google Analytics, Ads, HubSpot, and AAT, I bring strategic insight, bold ideas, and a fast-moving mindset aligned with organisations looking to grow their business. I drive alignment, clarity, and measurable impact across every channel. Strong practical skills sets across Adobe suite (Photoshop, Illustrator, InDesign, Premiere, Lightroom, XD). I’ve led seminars on design communications at the University of Portsmouth and University of Chichester. I bring video into my internal and external communications to enable campaigns to exceed expectations.
Campaigns that deliver…
Engaging People. Strengthening Culture. Bringing Strategy to Life.
The campaigns showcased here were created to do more than inform, they were designed to connect people to purpose, build engagement, and inspire action.
Across organisational change, culture initiatives, leadership communications and employee campaigns, my focus is always the same: translating business priorities into creative, meaningful experiences that people genuinely engage with.
I believe great internal communication isn’t just about delivering messages. It’s about creating moments that make people feel informed, included and invested in where the organisation is heading.
That’s why the Communications & Engagement Lead role at Apollo immediately resonated with me. The opportunity to strengthen culture, champion the employee value proposition and bring the mission of “Saving Lives Together” to life through impactful storytelling aligns closely with the work I’m passionate about.
Putting People at the Heart of Every Message
The most effective internal communications don’t just share information, they create connection. By bringing people, their stories and their experiences to the forefront, I develop campaigns that make strategy feel relevant, strengthen organisational culture and encourage genuine engagement. Whether supporting change, celebrating success or reinforcing purpose, my focus is on creating communications that help people feel informed, valued and inspired to be part of the journey.
Creative Email Campaigns that ‘pop’
It’s the phrase every designer and video editor hates… make it ‘pop’, what does that mean? It means creating content that works for the audience and where they can engage with it. These examples performed particularly well, the evidence is in the numbers, we had increased subscribers, the best open rates not only against our own metrics but against the industry. From Travel we won the TTG award off of the results from these campaigns.
- +18,498 more emails opened
- 94 more campaigns sent
- +13,711 more email addresses
Personally, I like campaigns that bring a return, are part of an email automation flow and campaigns that teach, are part of a wellbeing plan or help get the customer further down the pipeline. I also like a bit of animation too if it adds some value to the campaign…
National Campaign Coverage
In conjunction with National Manufacturing Day, organised by MakeUK.org, we hosted an event welcoming over 60 students from a local school. The day featured interactive activities, including hands-on product-making, a guided factory tour, and even the chance for students to operate the fire curtains in our training facility.
Beyond the strong CSR benefits, the event served a strategic SEO purpose providing an excellent platform to showcase Coopers Fire’s UK manufacturing capabilities. The campaign was well received, earning a feature on the MakeUK.org homepage and becoming the main video in their media section for over six months. It played a key role in positioning the organisation as a prominent UK manufacturer, securing valuable backlinks and reinforcing our reputation as thought leaders in the sector not simply importers of products.
Putting People at the Centre
Welcoming new colleagues is an opportunity to celebrate the people behind the organisation and help build connections from day one. Through engaging introductions and employee storytelling, I created content that showcased individual journeys, personalities and experiences—helping new starters feel recognised while strengthening a sense of belonging across the wider team.
Email campaigns that trigger actions
This campaign was created post-Covid to encourage the return to travel. A targeted campaign to Travel Managers across the UK, it was a great way to warm up cold leads, introduce ourselves to new organisations and keep current customers aware of the latest trends. It also led to further campaigns on training of our current and updated systems too, to remind users how to use the travel booking systems and effectively help our revenue.
Communicating with Purpose
Research shows that people retain up to 95% of a message when delivered through video, compared with around 10% when reading text. This makes video one of the most effective ways to communicate complex ideas, reinforce key messages and inspire action.
During one of the most challenging periods in the travel industry, I used weekly video communications to cut through uncertainty and keep our people connected. By distilling complex business updates into clear, engaging stories, we maintained focus on our strategic objectives while creating a sense of camaraderie, reassurance and shared purpose. The result was a communication approach that informed employees, built trust and kept people aligned throughout a period of significant change.
Campaigns that Grab Attention
In my previous role, I led the development and delivery of the “Night at the Museum” campaign in collaboration with the Natural History Museum and Coopers Fire. The campaign was designed to showcase Coopers Fire’s solutions within one of the UK’s most iconic heritage venues while creating a compelling story that resonated with key decision-makers in the heritage and built-environment sectors. I secured stakeholder buy-in, managed cross-functional delivery, and created a multi-channel content programme including a 360-degree virtual tour, video, photography, and case study assets. The campaign achieved a 42% engagement rate, our highest organic performance to date, and delivered record-breaking click-through rates. Beyond the metrics, it generated valuable conversations with senior stakeholders, helped secure new opportunities with major heritage organisations, and established a repeatable framework for future demand generation and account-based marketing campaigns..
Maximising Engagement Through Segmented Automation Campaigns in Engineering
In the engineering sector, developing targeted segments for automation campaigns has been instrumental in driving both engagement and measurable results. By carefully analysing customer behaviour, industry-specific needs, and decision-making patterns, distinct segments were created to ensure messaging was highly relevant and tailored to each audience type, whether potential clients exploring new solutions, existing customers seeking upgrades, or technical professionals requiring in-depth product information. This approach not only supported the launch of new products through integrated microsite campaigns, email automation, and PPC advertising but also helped elevate performance significantly, with average email and automation campaign open rates rising from 3.4% to 27% within just nine months. Alongside these segmentation strategies, the development of a new e-commerce website further enhanced campaign effectiveness by delivering a seamless user experience, improved SEO visibility, and a complete visual overhaul that aligned with modern digital expectations. Together, these efforts ensured that automation campaigns were not only data-driven and strategically segmented but also supported by a robust digital infrastructure that amplified visibility, engagement, and conversion across the engineering sector.
