I didn’t expect this project to become less about products and more about assumptions.
The brief was to work on positioning within the sports nutrition space, which initially pointed towards familiar territory: ingredients, benefits, and competitor differentiation.
But quite early in the work, that framing started to feel too narrow for what was actually going on in the category.
Most brands are already clear on a functional level. People understand protein, creatine, recovery, performance. There isn’t much confusion there.
The more interesting question became what those products sit inside, not what they contain.
Training is a repeated behaviour, not a one-time decision. And over time, that repetition starts to shape identity in a way that individual product claims don’t fully capture.
That shifted the work away from product messaging and towards something more structural: how meaning is created through use, not description.
I put the full breakdown together here: https://1drv.ms/b/c/a88697ce8a50923a/IQDvWXdNo1aRR5cDO0pDJtnNARyhanwYCriAuItT0eX52Vw?e=mgq5wA
1
47
Customer journey audit framework demonstrating how growth leaders can identify friction across acquisition, activation, engagement and retention. Includes assessment framework, prioritisation model and recommended actions.
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90
Market Insight: Wellness & Fitness Growth
A strategic market analysis exploring how wellness, fitness and healthtech brands can create sustainable growth beyond customer acquisition.
This report examines emerging trends in activation, engagement and retention, highlighting where leading brands are focusing their efforts to improve customer lifetime value and long-term growth.
0
100
Multi-Channel Recruitment Marketing for Medacs Healthcare
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2
Healthcare Recruitment Marketing Campaign for International Nurses
International Healthcare Recruitment | Employer Branding | Print & Recruitment Marketing
Designed and delivered a targeted recruitment brochure as part of a wider international hiring campaign for Medacs Healthcare, focused on attracting overseas community nurses to NHS Trust opportunities in London. The brochure was created to support candidate acquisition, improve engagement with international applicants, and strengthen employer brand visibility across healthcare recruitment channels.
The project combined recruitment marketing strategy, content design, and candidate-focused storytelling to create a high-converting informational asset tailored specifically for internationally trained nurses considering relocation to the UK.
to NHS Trust opportunities in London. The brochure was created to support candidate acquisition, improve engagement with international applicants, and strengthen employer brand visibility across healthcare recruitment channels.
What I Delivered:
• Designed a branded recruitment brochure for Community Nursing opportunities within NHS Trusts.
• Developed messaging tailored to international healthcare professionals relocating to the UK.
• Created engaging visual layouts to communicate role benefits, career pathways, and relocation information clearly and accessibly.
• Collaborated with recruitment and marketing teams to align campaign messaging with hiring objectives.
• Produced marketing collateral that supported multi-channel recruitment campaigns across email, digital outreach, and candidate communications.
• Strengthened employer branding by positioning Medacs Healthcare and NHS partners as supportive, attractive employers for overseas candidates.
Strategic Focus:
The brochure was designed not just as a marketing asset, but as a conversion-focused recruitment tool. The content and design approach aimed to:
• Increase trust and confidence among international candidates.
• Simplify complex relocation and job information.
• Improve candidate engagement throughout the recruitment journey.
• Enhance the visibility of healthcare opportunities in competitive international markets.
• Support recruiters with professional branded materials that improved communication with prospective applicants.
Outcomes & Impact:
• Contributed to increased international candidate engagement across healthcare recruitment campaigns.
• Supported broader recruitment marketing initiatives that increased application flow and improved communication performance.
• Helped strengthen employer brand visibility within international healthcare markets.
• Delivered candidate-facing materials that improved the professionalism and consistency of recruitment communications.
Skills & Services Demonstrated:
• Recruitment Marketing
• Employer Branding
• Healthcare Marketing
• Brochure Design
• Campaign Strategy
• Candidate Engagement
• Content Design
• International Recruitment Campaigns
• Print & Digital Marketing Collateral
• Healthcare Communications
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151
iWatch Canada — Brand Strategy & GTM Launch Plan
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1
Celtic Hero — Brand Strategy & GTM Launch Blueprint
0
0
Designed a premium iced coffee social campaign featuring bold typography, textured branding, and cinematic product composition for a modern café-style beverage launch.
1
186
iWatch Instagram Story.
1
275
iWatch Marketing Plan
1
256
TRIB3 Boutique Social Media Campaign.
1
248
TRIB3 Boutique campaign
0
277
Middle East Brochure Design - Healthcare Recruitment Project
0
181
Healthcare Recruitment Campaign.
0
135
Healthcare Recruitment Campaign.
0
121