Real campaigns. Real results.
A selection of campaigns I’ve planned and managed — from global B2B lead generation to brand launches and national consumer activations.
ISO 31030 Multichannel Lead Generation Campaign
A data-led, multichannel B2B lead generation campaign built around a free downloadable travel risk assessment tool — targeting senior travel managers and HR decision-makers globally. Identified through keyword research, this evergreen campaign became the most successful lead generation programme in World Travel Protection’s history.
🎯Campaign Background & Goals
ISO 31030 is the international travel risk management standard — helping organisations assess their travel policies, procedures and duty of care obligations. Through in-depth keyword research and competitor analysis, I identified strong search demand with high-intent keywords presenting a premium B2B lead generation opportunity.
I presented a business case to senior stakeholders for a free downloadable self-assessment tool as an early-funnel lead magnet. The primary goal was to generate high-quality MQLs at a cost per lead under £50, while driving 100% year-on-year growth in sales-qualified leads and building a self-funding, evergreen campaign.
⚡Challenges Encountered
- Early manual tracking via spreadsheets couldn’t scale — leads were being missed or delayed in follow-up
- Initial broad targeting pulled in poor-quality leads, wasting the sales team’s time and damaging pipeline confidence
- LinkedIn audiences exhausted quickly with static creatives and messaging, leading to rapid ad fatigue
- Sales team feedback revealed demand for a fuller, premium version of the tool — not initially planned in scope
Multichannel Execution — The Always-On Content Engine
LinkedIn Lead Gen Ads
LinkedIn Organic
Display Advertising
Email Nurture (Pardot)
SEO & Blog Content
Webinars & Podcasts
ABM via ZoomInfo
Sales Navigator InMails
Retargeting
Salesforce Automation
✉️Email & Nurture
Targeted sends to curated lists of senior travel managers. Each series mirrored a specific campaign pain point — duty of care, policy gaps, staff safety. Automated nurture flows built in Pardot for non-converters, cutting email-to-Salesforce cycle time by 50%.
💼Organic Social (LinkedIn)
Every email series was mirrored with similarly-worded LinkedIn posts, driving traffic to the same landing pages. Webinar SME quotes were repurposed as social content, dramatically extending shelf life and maximising each piece of content across multiple touchpoints.
🎙️Webinars & Podcasts
Thought leadership pieces featuring internal SMEs discussing ISO 31030 compliance. Key stats and quotes were repurposed as organic social posts and email content, maximising each webinar’s reach and driving continued traffic to the core landing page.
🔧How We Solved the Challenges
- Implemented a Salesforce automated lead scoring matrix — eliminating manual tracking and ensuring timely follow-up
- Integrated ZoomInfo intent lists for precision LinkedIn targeting, dramatically improving ICP match rate
- Ran continuous A/B testing across headlines, creative assets and landing page formats to combat ad fatigue
- Applied ruthless optimisation — poor performers paused fast, winning variants scaled immediately
- Responded to sales feedback by developing a premium paid version of the tool, creating a new revenue stream
📈Lead Volume Growth
The campaign compounded significantly year over year, driven by continuous optimisation and expanded channel coverage:
2022
2023
2024
Additional Campaign Outcomes
- ‘ISO 31030’ became the #1 ranked keyword — driving 47 leads from paid search alone, the highest of any keyword by a significant margin
- Campaign became fully evergreen — continuing to generate qualified leads with minimal incremental spend
- Sales feedback loop led to creation of a premium paid version of the tool, directly increasing revenue
- Email-to-Salesforce cycle time cut by 50% through automation and process improvements
- Recognised as the most successful lead generation campaign in World Travel Protection’s history
AXA PPP Healthcare — National Fitness Day 2017 & 2018
One of AXA Health’s largest and most high-profile annual campaigns — a national workplace wellness activation run in partnership with ukactive, the UK’s leading not-for-profit physical activity body. The campaign reached millions of people across the UK and positioned AXA as the go-to workplace health partner, with a core social media and digital activation driving maximum sign-ups and participation.
🏃Campaign Background
National Fitness Day — held on 27th September 2017 and 26th September 2018 — is the UK’s biggest annual celebration of physical activity, run by ukactive. AXA PPP Healthcare was the official Workplace Sponsor, focused specifically on driving corporate participation: encouraging employers of all sizes to push back their working day by one hour to give employees the chance to exercise before work.
The campaign was branded ‘Flying Start’ and ran alongside the consumer-facing #Fitness2Me social media campaign. AXA created a dedicated Flying Start microsite where companies could sign up for free toolkits, guidebooks, posters and digital resources.
🎯Digital & Social Objectives
- Drive maximum employer sign-ups to the Flying Start microsite and campaign toolkit
- Grow the #MyFlyingStart and #Fitness2Me hashtag reach across Twitter, LinkedIn, Facebook and Instagram
- Amplify AXA’s workplace wellness positioning to HR directors, marketing managers and business decision-makers
- Support campaign sign-up conversion through social content, paid promotion and organic engagement
- Build momentum in the run-up to the day and sustain engagement throughout National Fitness Day itself
Digital & Social Activity
LinkedIn Organic
Paid Social Amplification
Influencer Content (Shona Vertue)
Email Marketing
Flying Start Microsite
Employer Toolkit Distribution
Digital PR
📱Social Media Campaign
Managed social content across all AXA channels in the lead-up to and during National Fitness Day. Posts encouraged employers to sign up to Flying Start, shared #Fitness2Me stories from across the UK, and amplified live activity on the day itself using the official campaign hashtags to drive organic reach and trending conversation.
🌐Sign-Up & Conversion
Drove employers to the dedicated Flying Start microsite where they could access free factsheets, posters, guidebooks and employer toolkits. Email sign-up flows captured leads for AXA’s ongoing workplace health communications. Digital ads targeted HR and business decision-makers to maximise campaign reach beyond organic.
🎥Content & Influencer Activity
Fitness champion Shona Vertue and Les Mills provided exclusive digital workouts shared via the microsite and social channels. In 2018, Strictly Come Dancing judge Dame Darcey Bussell declared her support and kicked off proceedings via her DDMIX dance fitness brand — content amplified across all AXA channels on the day.
📅2017: Campaign Year One
AXA PPP Healthcare debuted as the official Workplace Sponsor of National Fitness Day on 27 September 2017. Over 20,000 free events took place across the UK, with over one million people getting active on the day. The Flying Start campaign launched and saw over 80 companies sign up in its inaugural year, with strong organic reach across #Fitness2Me and #MyFlyingStart.
📅2018: Extended Partnership
National Fitness Day 2018 took place on 26 September. Building on year one success, AXA extended their partnership with ukactive for a further three years. The 2017 campaign had seen 5.1 million people get physically active on the day. A nationwide search for #Fitness2Me heroes was launched in the run-up, with ukactive selecting regional ambassadors to tell their stories — amplified nationally through AXA’s digital channels.
What Was Achieved
- AXA successfully positioned itself as the UK’s leading workplace health partner through the Flying Start activation
- Over 80 companies signed up to Flying Start in year one; the campaign scaled significantly in year two
- National reach of over one million people physically active on National Fitness Day, supported by 20,000+ free events
- Strong social media reach and engagement across #Fitness2Me and #MyFlyingStart hashtags, trending on the day
- The 2018 campaign secured a further three-year partnership extension — a direct result of the campaign’s measurable success
- Employer sign-up microsite drove significant lead capture for AXA’s B2B workplace health communications pipeline
Aqualisa — Elisa Bathrooms Brand Launch
From conception to launch: Elisa™ is Aqualisa’s premium, showroom-exclusive bathroom brand — a bold new identity built to target a new generation of homeowners. I was involved from the very beginning, contributing to the brand naming, building the digital strategy, managing the website creation, developing the social media launch plan and establishing a content approach that positioned Elisa as a luxury lifestyle brand in the premium bathroom market.
💡Brand Inception & Naming
Elisa was created to give Aqualisa — a pioneer of smart and digital showers since 1977 — a premium, showroom-exclusive identity that could speak to a new generation of design-conscious homeowners. I was part of the process from inception, contributing to the brand naming strategy that resulted in the Elisa™ name, positioning it as feminine, elegant and distinct from the Aqualisa parent brand.
The brand needed to feel like a luxury lifestyle label rather than a functional product range — positioning the shower as a holistic experience, sustainable by nature, and engineered for tomorrow’s homes.
🌐Website Build & Digital Platform
Managed the digital strategy and contributed to the creation of elisabathrooms.com — a luxury digital experience built to reflect the brand’s premium positioning. The site was designed to showcase Elisa’s smart and mixer shower ranges, highlight showroom partner locations across the UK, and drive homeowners into a high-quality consideration journey.
- Strategy for customer-first digital experience and UX journey
- Product page structure for smart, voice-activated and mixer ranges
- Showroom locator and premium partner pages (Davroc, Barwick, Claygate)
- CMS setup and content management workflows
- Integration with Aqualisa app and smart shower ecosystem
Social Media Launch Strategy & Channels
Pinterest (lifestyle & interiors)
LinkedIn (trade & showroom B2B)
Paid Social Ads
Influencer & Interior Creators
Email (trade & consumer)
PR & KBB Trade Press
📸Imagery & Visual Identity
Led the brief for the brand’s visual content strategy — lifestyle photography, product styling and social-first imagery. The visual identity needed to feel elevated and editorial, sitting comfortably alongside premium interior brands in the homeowners’ social feeds. Tone: spa-like, aspirational and technology-forward.
📝Content Plan & Tone of Voice
Developed the content plan for the brand launch and ongoing social media programme — covering smart showering, sustainability, interior design and the brand’s ethos. Established a clear tone of voice: refined, knowledgeable and warm — speaking the language of the premium homeowner, not the plumber.
🤝Trade & Showroom Strategy
Elisa launched exclusively through approved premium showrooms across the UK. The digital strategy included a dual approach: consumer-facing content to build desire and direct homeowners to showrooms, and a trade-facing content layer targeting bathroom specialists, KBB retailers and plumbing merchants.
🔬Product & Brand Positioning
Elisa launched with two core collections: smart voice-activated showers (compatible with Alexa and Google Home, using the Aqualisa app for individual personalised profiles) and the Valenteena and Rosa/Emilie traditional mixer shower ranges — both featuring SmartValve technology for temperature control and eco flow-rate reduction of up to 33%. The brand’s story was sustainability, serviceability and smart living — themes brought to life across every digital touchpoint.
📰Press & Trade Launch
The April 2022 launch was covered by leading trade publications including kbbreview and Bathroom Review — validating the premium positioning and generating trade awareness. The digital PR strategy positioned Elisa as a genuine innovator in the luxury KBB space, driving showroom partner interest and homeowner aspiration in parallel.
What Was Achieved
- Successfully launched a brand-new premium identity (Elisa™) from naming through to full digital and social activation
- Delivered a luxury brand digital experience aligned to the KBB premium showroom market
- Established social media channels and a content programme that positioned Elisa as a lifestyle brand, not just a product
- Built a dual B2B/B2C digital strategy — driving homeowner aspiration while supporting the trade showroom distribution model
- Brand launched to strong trade press coverage and secured placement in premium showrooms across the UK at launch
- Created a sustainable, scalable content framework underpinning Elisa’s ongoing digital presence