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Marks and Spencer 

Working with Marks and Spencer as a Consultant focussing on: Celebrity Brand Ambassador, Digital Influencer and Collaborations Strategy.

Key Responsibilities:

  • Deliver a future influencer marketing strategy

  • Review all existing partnerships across: digital influencers, celebrity brand ambassadors including:

  • Rosie Huntington-Whiteley, David Gandy, Dermot O’leary and Twiggy and multiple collaborations to deliver a greater ROI from existing budget.

  • Complete competitor analysis and develop new tools and ways of working to improve business efficiency

  • Deliver strategy to support target web sales of 30% and support M&S ambition to nurture a digital culture


  • Introduced new tools to help identify smarter ‘brand-matching’ of digital influencers – this has also helped M&S embrace new technologies to engage new consumers to the brand

  • Hired new brand ambassador for womenswear, Holly Willoughby for womenswear, accessories and shoe categories working across digital and store channels to deliver LFL increase in sales

  • Delivered full review and future brand influencer strategy recommendations