SARAH ELLIS- JONES

• Acting Global Brand Director (Interim): Stepped into interim leadership during transition period, overseeing brand direction, team structure and recruitment while defining a renewed vision for BoConcept’s global brand identity and future brand

organisation.

• Brand Strategy & Positioning: Evolved the BoConcept brand under the “Live Ekstraordinær” platform, reinforcing Danish design heritage through modern lifestyle

storytelling.

• Global Campaign Development: Led the creative and strategic development of global campaigns defining narrative, tone of voice and hero product storytelling across all channels.

• Creative Leadership: Guided global creative frameworks, toolkits and market adaptation for 300+ stores, ensuring consistency and creative flexibility across markets.

• Cross-Functional Leadership: Collaborated with regional marketing leads (Europe,APAC, LATAM) to localise global campaigns to maximise PR & drive awareness.

• Working in parallel with Director of Brand & Retail: Driving business efficiencies across Ovo Energy retail reviewing all workstreams for strategy & insight, partnerships, brand, creative services & operations.
• Lead for Ovo COP26 strategic partnership: Innovative activation overseeing partnership at COP26, raising our share of voice at the event to highlight our positioning and vision for carbon zero. Traversing SLT & complex Ovo network to navigate integrated campaign.
• First Ovo Group Comms Calendar: Key lead on complex group calendar to review all opportunities working in partnership with all group departments.
• Initiation & implementation of tracking & monitoring across retail for all our objectives & key results. Assessing weekly check-ins from HoDs & across the portfolio.
• Lead on Ovo Marketing Commitments: Spearheading Ovo marketing sustainability drive, working in partnership with the Carbon Trust to monitor and reduce our activity in order to reach carbon by 2030.
• Launched best practice guide for working with creative studio in order for people to understand brand and tone-of-voice

• Campaign strategy & development: first brand initiative for RHS traversing campaign strategy, understanding who we are & how we make a difference. Campaign launch with new brand positioning ‘Inspiring everyone to grow’ across targeted channels to key audiences.
• Lead full integration of The Secret Garden campaign: saw an uplift of social interaction & engagement up by 400%.
• Optimization of opportunities to drive test & learn for launch of brand: Review of all assets and messaging to test against audience & message savvy campaign optimisation.
• Part of initial COVID-19 ‘Grow at home’ team – Launch of initiative to bring more meaning and value to gardeners. Identified opportunities to drive brand role & implementing social & email messaging during fraught time. CTR increase of 3% for members email.

• Client lead for Xmas campaign 2019: Total campaign spend of £9million with a budget cut to £7.5m near to sign off of campaign saw a total delivery review and focus on deliverables in a short time frame for UK/I. 73% discovered products they didn’t know were sold in Boots and 60% above sales expectations
• Fully integrated campaign: Included £1m for experiential delivery with challenging client structure & creative vision for the campaign, however worked with WPP partners we delivered first ever campaign that included a fully integrated TTL idea.
• Agile sprints & team structure: Adapted ways of working & team structure in order to help deliver full campaign idea & vision for the creative Boots ‘Bootiques’ #GiftLikeYouGetThem. New squad team structure enabled delivery of campaign within short time frame.

• Lead team on key delivery for complex TTL digital adoption campaign with a newly formed and restructured client after McKinsey consultation to move to Agile. Challenging client and climate saw the campaign achieve an ROI of 12:1 for year one.
• Lead first team in newly set up Agile squad: undertaking digital adoption for Spark, testing new agile approach to test and learn, working closely with planning, creative, digital and social to amend campaign pending in market performance.
• Strong coordination of multiple Spark partners, driving strategy and delivery across complex channel mix, working seamlessly with client on all elements to deliver on brand identity for fragmented telco teams and suppliers.
• Review of internal process and delivery across all social deliveries in order to maximise creative output against brand activity content calendar. Capability to do great work with small budgets with an ‘always on approach’. Work nominated for NZ awards.
• Top 10 Global Creative Agency

• Monthly cross-department reviews – set up to break down barriers between departments (account management, strategy, analytics, creative, email delivery, business solutions) to share projects in order to drive awareness of internal capabilities and possible cross-selling opportunities.
• Financial Acumen: Introduced financial tracking and accountability. Financial targets exceeded by $800K with a contribution margin of 89% on P&G.
• Excellent communication, management and interpersonal skills: leading across 5 different functions within a heavily lead technology company, developing simple ways of working and evaluation of campaigns to share with key stakeholders.
• Fortune 500 company combining data, technology and creative to connect brands to people.

• Strong strategically and creatively: Progression of complicated consumer and b2b offering for Lycra. Development of award-winning work – TV, press, digital, retail and b2b comms across EU & China.
• Onboarding of clients & launch brand guidelines: Lead team on creation of brand and tone of voice guidelines for HTC, including key local regions in Europe to follow, adapt and launch in market.
• Account lead on strategic development, creation and delivery of EMEA HTC integrated activity.
• Successful pitch to EMEA Nikon for development of ‘I AM…’ campaign. Offer to go perm.
• Worked with partners on Lycra to successfully pitch new Lycra positioning. Worked with Vice to look at repackaging consumer positioning in a more engaging and cutting-edge way.

• Integrated campaign development: Oversaw the EU launch and integration of the TVC through-the-line to digital and social for Deutsche Telekom
• Nimble and ‘sleeves up’ approach: Part of small team to win the £44m account for Go Compare, delivering a full 360 campaign in three months from pitch to live date.
• Part of the core agency leadership team: Brought in to establish Go Compare as a new client. Launched brand transformation strategy to help Go Compare become culturally relevant and consumer choice for comparison sites.

• Ability to juggle multiple agency, client and team relationships: Working with various agency departments including TV, social, digital and SEO and other agencies to drive holistic creative campaigns.
• Great account management skills: Able to develop strong client relationships over multiple accounts managing client budgeting and production, working over five brands concurrently.
• Ability to identify opportunities for expanding the financial potential of clients’ business: - this included £125K Facebook campaign plan for VO5 Express Yourself campaign.
• Driving established goals across relevant KPIs with client to achieve desired metrics. This led to an agency bonus for hitting these benchmarks.

• Global understanding: Responsible for directing regional requests for 26 different regions on day-to-day needs as well as European campaign roll outs requiring strategic direction to align on branding and messaging.
• Strong testing and research knowledge: consumer insights and development of communication strategy within a competitive FMCG category needed good understanding of qual and quant methodologies.
• Agency recognition for launch of new ‘James Bond’ Duck digital and experiential campaign resulting in a spot bonus.