Rachel Cummins

Digital marketing and content professional with 20+ years’ experience building audiences, delivering commercial campaigns and creating engaging digital content, both within agencies and as an established digital creator and influencer.

Proven experience across influencer and brand partnerships, campaign planning and delivery, audience development and digital performance, with commercial collaborations including John Lewis, Lidl, Dyson and Jamie’s Italian.

Alongside creator and influencer experience, some hands-on affiliate marketing experience, including monetising website content through advertising and affiliate partnerships such as Amazon product recommendations. Highly experienced in using audience insight, analytics and performance data to optimise campaigns and content across social, video, web and email.

Combines a strong creative and commercial mindset with excellent stakeholder management, copywriting and digital marketing skills, and a deep understanding of how brands, creators and audiences connect to drive engagement, acquisition and commercial results.

• Built and grew an award-winning multi-platform digital brand reaching 820,000+ YouTube views, alongside engaged audiences across Instagram, podcast, email and Substack.
• 10+ years’ experience delivering commercial creator and influencer campaigns for national household name brands including John Lewis, Lidl, Dyson and Jamie’s Italian.
• Work in content roles, managing campaigns from brief and creative concept through to delivery, publication and performance optimisation, balancing audience needs with commercial objectives - for 3 agencies, working with top clients such as Haven Holidays, Intel, Northern Rail, Transform Medical.
• Developed a hybrid, full cycle approach, utilising strong expertise in myriad approaches, combining audience engagement, content performance and optimisation, and using analytics and platform data to inform decisions and exceed objectives.
• Unique experience as both a creator and an agency professional so extremely well connected with both influencers, brands, and also agency-side marketers and publishers.
• Experienced in creating and leveraging compelling, commercially focused content across video, social, web, podcast and email, tailored to different audiences and channels.
• Confident, friendly and effective working across many different stakeholders: brands, clients, creative teams and commercial to deliver campaigns to brief, deadline and quality standards.
• Written many articles and blogs for publications both online and print as well as a national newspaper article.