🎯Hard Skills:
Brand Development
Photoshop
Lightroom
Social Media Management
SEO and Email Marketing
Project Management
Paid Advertising
🎯Soft Skills:
Leadership
Strategic Thinking
Creativity
Customer Focus
Analytical Skills
Adaptability
Attention to detail
Working with The Food Hall Company as their Head of Brand Image, Digital Content, and Marketing Manager for two of the largest food halls in the north of England, I led a range of impactful projects, including pioneering research into AR technology in the F&B industry. As the company's lead photographer, videographer, and social media manager, I steered a team of talented professionals to drive digital growth through organic social media, paid advertising, SEO, email marketing, and user automation. This comprehensive strategy was instrumental in maintaining customer retention and growth.
One of our most notable achievements was transforming the brand from a simple logo mark into a fully developed identity in Liverpool. Within just four months, we grew the social media and digital presence to over 11k followers, working closely with the local PR company, Carousel, to secure press coverage nationwide. This collaborative effort significantly enhanced the brand's visibility and engagement.
As the main point of contact for all things visual and creative, I played a crucial role in the successful launch of two new food hall openings—one which required relocating to Liverpool and another in Sheffield. I oversaw the design and execution of all graphics for the new food vendors we collaborated with, ensuring each vendor's unique style was represented while maintaining the overall brand identity of The Food Hall Company.
In addition to vendor graphics, I was responsible for the graphic design of internal and external hoardings, creating visually appealing and informative displays that captured the essence of our brand. My role also involved working closely with PR companies to ensure a consistent brand image across all our outlets. This collaboration was vital in maintaining a cohesive and recognizable presence in the market.
My efforts in managing these visual and creative aspects not only supported the seamless opening of new locations but also reinforced our brand's identity and helped establish a strong connection with our audience. The experience demonstrated the importance of attention to detail and effective communication in creating a successful and unified brand presence.
Video content played a pivotal role in our digital strategy. Recognizing that 54% of consumers want to see more video content from brands they support, we leveraged this medium across Google ads, Facebook & Instagram ads, and social media reels. Our efforts resulted in interactions exceeding 10,000 on individual pieces of media—over 70% higher than static media. With 72% of video use aimed at increasing brand awareness, we launched several campaigns to support the delivery and launch of our new site in Liverpool. Through targeted studies on our paid advertising videos, we boosted leads by 66%, demonstrating the profound impact of video on our marketing strategy. This experience underscored the importance of dynamic content in driving brand growth and engagement.
Designing for Growth
Designing with growth in mind was a key focus throughout my tenure at The Food Hall Company. I aimed to create brand assets that were not only visually appealing but also strategically aligned with our business goals. Every piece of graphic design, from menus and signage to digital content, was crafted to enhance brand recognition and foster customer loyalty. This growth-oriented approach ensured that our brand was adaptable and could thrive in new surroundings.
One significant initiative was our collaboration with Cobra, one of our esteemed beer suppliers. Together, we developed a range of branded tote bags for our delivery service. These tote bags were not just practical for our customers but also served as mobile advertisements, spreading brand awareness and reinforcing our identity in the market. This partnership highlighted the importance of synergistic collaborations that drive mutual growth and visibility.
Reflecting on my time at The Food Hall Company, I delved deep into leadership, strategy, and innovation. Managing a dynamic team of four—hiring and nurturing two key members to head our marketing efforts—I learned the true art of cultivating talent and fostering a collaborative environment. Together, we tackled the monumental task of designing and marketing a brand-new food hall, all while refining and advancing the strategies for our existing sites. This dual challenge pushed me to excel in project management, balancing the excitement of new ventures with the dedication to ongoing success. Working closely with suppliers was a masterclass in building strong partnerships, coordinating photography needs, and ensuring visual consistency. One of the most exhilarating projects was contributing to the development of our new food delivery and ordering app, merging creative vision with practical solutions.
I honed my ability to juggle multiple high-impact projects, lead a talented team, and drive initiatives from concept to execution. The experience underscored the power of adaptability, innovative thinking, and the seamless integration of creativity with strategic planning. These lessons continue to shape my approach to brand development and marketing, fueling my passion for crafting experiences that resonate and inspire. Looking ahead, I'm excited to bring this wealth of knowledge to new challenges, exploring emerging trends like AI and interactive media to forge even deeper connections with audiences. The journey has been incredible so far, and I can't wait to see where these experiences will lead next!
Cultivating the Virtual Food Hall
One of the standout projects during my time at The Food Hall Company was the development of the "Virtual Food Hall" concept. This innovative idea aimed to take the traditional food hall experience—housing over ten restaurants under one roof—and seamlessly transition it into the digital realm. Leveraging the technology from our newly developed app, iBe, we created a platform that allowed customers in Sheffield to order from multiple food vendors in a single, cohesive delivery. To support this premise, we designed and built five new brands, each with a unique identity while maintaining a cohesive overall experience. My team was responsible for creating everything from logo design and visual elements to brand stories and messaging, ensuring these new brands resonated with customers and enhanced the Virtual Food Hall experience.
In addition to brand creation, we also managed the marketing for the entire experience. This included developing and executing comprehensive marketing campaigns to promote the Virtual Food Hall and its new brands. We utilized a mix of organic social media, paid advertising, and strategic partnerships to drive awareness and engagement. The project not only showcased our creativity and marketing prowess but also underscored our commitment to innovation and customer satisfaction. Seeing the Virtual Food Hall come to life was immensely rewarding, demonstrating the potential of digital solutions in revolutionizing the food and beverage industry. This project remains a proud highlight of my career, showcasing our ability to merge traditional dining experiences with modern technology to meet and exceed customer expectations.
Jailbird - Nashville Fried Chicken
Dirty Herb - Vegan Kitchen
Patty B’s - Burger Shack
Mucky Pups - Hotdogs
Dogyo - Frozen Dog treats