About Joe
A senior brand and marketing leader with 18+ years’ experience helping major UK consumer brands grow through clear strategy, impactful creative and effective media investment across £20m+ budgets. Proven track record of delivering award-winning, integrated campaigns, underpinned by transformational media strategies.
I thrive in fast-paced, complex and highly competitive markets, most recently driving significant uplift in brand metrics - moving a challenger brand from 6th to 2nd in market - while delivering +58% growth in customer lifetime value (CLV) and reducing churn by 4%. I bring together strategic thinking, clear consumer insight and creative ambition, with a strong focus on media effectiveness and building high-performing teams to deliver meaningful commercial results.
English
Native or bilingual
German
Conversational
Can work on-site
London (up to 50km), Manchester (up to 50km), Liverpool (up to 50km), Leeds (up to 50km), Birmingham (up to 50km)
Experience
- OVO EnergyBrand Advertising LeadENERGY AND UTILITIESDecember 2022 - February 2026 (3 years and 2 months)London, United Kingdom• Built and led OVO's brand advertising function from the ground up post-Energy Crisis. Directed the end-to-end planning and investment of a £20m+ annual media budget, working closely with commercial, product and finance teams to align brand investment with business priorities.• Established a modern, effectiveness-led media function, introducing data-led optimisation, AI audience profiling, propensity modelling and econometrics (MMM) to drive both brand and commercial impact, improving customer lifetime value (CLV) and reducing profitable customer churn.• Defined and delivered brand strategy and an integrated campaign approach, driving significant improvements in key brand metrics: Unaided Awareness +14% (to 34%), Aided Awareness +16% (to 79%) and Consideration +13% (to 36%), moving OVO from 6th to 2nd in market.• Led the ATL launch of a new loyalty proposition, delivering 743k active users within 18 months, reducing churn by 4%, increasing '+1' product penetration by +4.5% and driving +58% uplift in CLV.• Developed and launched a new AV-led creative platform, improving brand distinctiveness and consistency across all channels - recognised with three Silver Kinsale Shark awards (2025).• Generated £7.4m in additional media value over three years through strategic partnerships, negotiations and innovative media buying approaches.
- O2 UKSenior Marcomms ManagerTELECOMMUNICATIONSSeptember 2014 - December 2021 (7 years and 3 months)Slough, United Kingdom• Led the end-to-end delivery of flagship brand, trading and customer campaigns, managing individual campaign budgets of up to £13m.• Recruited, managed and developed a high performing team of six campaign managers working across both paid advertising and CRM, overseeing the delivery of hundreds of campaigns while ensuring quality, effectiveness and impact.• Led the strategic launch of O2's 'PlusPlans' bundled tariff proposition intended to increase data uptake and CLV, priming the market for the iPhone 13 release. Drove consideration to a 7-year high (46%) and shifted tariff mix to >55% 30GB plans.• Created and launched a new brand character ('Bubl') and creative platform, alongside a major '#1 Network' campaign, delivering a +9pt NPS uplift in just four weeks.• Drove commercial growth through customer cross-sell and in-life upgrade programmes, including +105k '+1' product sales in 2021 (+151% vs target), £1.2m revenue from an accessories financing proposition launch (+£617k vs target) and maintaining industry-leading churn of <1%.• Led O2's 2015 Rugby World Cup sponsorship campaign, including the brand's first fully animated TV creative ('Make Them Giants'), generating 6m+ pledges of support.• Oversaw major partner and BTL programmes, including Disney+, delivering over 220k customer subscriptions in four months, more than double the 100k target.
- EDF EnergySenior Communications Executive / Marketing Campaign ExecutiveENERGY AND UTILITIESApril 2011 - September 2014 (3 years and 5 months)Brighton, United Kingdom• Led £1m+ multi-channel campaigns to 4m+ customers, supporting EDF's London 2012 Olympic sponsorship and launch of new tariff propositions.• Led BTL acquisition campaigns achieving conversion rates over 10% and CPAs under £0.50. Boosted quote-to-conversion rate by +6% using automated trigger campaigns.• Improved customer communication journeys, which drove +17pt NPS uplift.
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Education
- 2:1 (HONS) - International MarketingBournemouth University2009
Certifications
- AI Marketing Strategy and ToolsCIM (Chartered Institute of Marketing)2026