I directed a comprehensive rebrand to increase credibility and reinforce the enjoyable aspect of digital learning. This new creative direction, featuring a mobile-first aesthetic with an energetic and playful palette, along with a plain-speaking, inviting tone of voice, was deliberately crafted to separate us from competitors who used very dry, formal, and non-inclusive language. I led prototyping workshops with client staff to develop web apps and inform the direction of 40 client digital products, helping to democratise technologies like automation that previously seemed out of reach.

The creative approach drove cultural change within the company, evident through high staff social engagement, advocacy at tech events, and a 65% increase in job applications (Workable). I established and led an in-house creative studio with 6 direct reports that delivered all social and product media with 8 global partners. This increased media production by 12%, enabling more time to be invested in quality production and innovation such as exploring immersive experiences like simulator booths. I also co-created, pitched, and launched 6 workforce digital products, which transformed the concern of over 40,000 FTSE 100 employees about the future of work into actively participating in and promoting digital activities.

Additionally, while deputising for the CMO, I prioritised scheduling, adapted media strategies for different regional nuances, and ensured brand consistency while allowing for cultural relevance to deliver lucrative global programmes to 12 markets in 4 languages.