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Hi, I'm
Freelance Strategy Director
Originally a Cambridge University engineer, I moved into marketing after seeing the need for analytically minded, data-literate, strategic thinkers. Over the past ten years, I have worked for multiple agencies and across disciplines creating multi-channel strategies for startups and governments.
I believe powerful strategies start with a story, a crucial statistic or a human truth, which resonates with the audience. That story is the ticket to inserting your message into the cultural conversation and influence lasting behavioral and emotional impact.
I thrive on partnering with ambitious brands and agencies. Let's create behavior-changing, engagement-driving, multi-channel work that gets people talking and drives real business results.
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10 Years Experience
Worked in advertising and marketing for a decade
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From Public to Private
Experience working with B2C brands, B2B brands, and Government
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100+
Brands
Wide breadth of knowledge having worked with hundreds of brands
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Seen it
all
Full-spectrum marketing expertise (BTL & ATL)
Or continue scrolling to find out more about me ⬇️
What can I do for you?
Strategic Thinking and Planning
Integrated Planning
Consolidating marketing efforts in a single unified and holistic approach
Brand Strategy and Positioning
Create roadmaps and build your unique identity to ensure lasting connections with your audience.
Campaign Development
Creating strategies for marketing initiatives with clear goals and objectives.
Specialist Skills
Market Research
Proficient in conducting and utilising market research to identify market and cultural trends.
Data Analysis
Interpreting data to measure marketing campaign performance and inform future strategies.
Behavioral Change
Experience in developing strategies that create lasting behavioral change.
Creative Teamwork
Communication and Collaboration
Highly persuasive communicator of complex strategies to internal and external audiences.
Creative Briefing and Direction
Able to work with creative teams to develop executions that elevate a brand.
Thought Leadership and Mentoring
Comfortable sharing expertise with all walks of life within and external to the industry.
Who I've worked with:
"Guy is a unique kind of strategist, in that he’s a first-class strategist who’s also a first-class engineer"
— Katy Brown, Associate Planning Director, Tracylocke Europe
"Guy matches his scientific approach to strategy with a great appreciation and intuitive understanding of creative."
— Ben Jaffe, CSO, FCB London
Key Achievements
- Led development of behavioral change framework, creative brief, and comms strategy for the UK Government to tackle fraud resulting in the Stop! Think Fraud Campaign which launched nationally. To date, it has resulted in a 13% drop in Fraud across the UK.
- Worked with Andrex to reposition them as a brand with a purpose, to shift their approach from functional messaging to emotional. It was the largest change in 50 years for Andrex and Get Comfortable won a Campaign award for "Best Brand Reposition".
- Created a cultural insights tool that identified trends in real-time to influence marketing and operations decisions for Unite (student housing provider) resulting in a 99.5% occupancy rate.
- Produced a workshop on the behavioral psychology of shoppers to optimize in-store assets which increased conversions by over 50%.
- Launched Lucozade Alert and won a Silver Popai award for the creative.
- Achieved a first-class degree from the University of Cambridge in Manufacturing Engineering and Management.
- Received a distinction from the Leadership College London.
Let's Work Together
Drop me an email if you want to create behavior-changing, engagement-driving, multi-channel work that gets people talking and drives real business results.
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