Led an end-to-end Employer Branding project for UK Tote Group, addressing challenges in attracting talent for IT and Data teams while reshaping perceptions of the company beyond its identity as a "gambling company." The project began with a collaborative audit using tools like Mural to assess existing Employer Value Proposition (EVP) perceptions and analyse current talent acquisition activities. Conducted a thorough competitive analysis, defined EVP objectives, and developed a new employer branding strategy centred around the refreshed "TeamTote" identity.

Key deliverables included:

Defining a new EVP, brand architecture, and guidelines (e.g., font, colour schemes).

Creating content to highlight Tote’s unique values, such as customer protection, support for British horseracing, and employee investment.

Launching the campaign with the tagline "Saddle up, run our race," alongside workshops and events to activate employee advocacy.

The campaign resulted in:

20 hires for the tech team.

400,000+ employer brand impressions.

Organisation-wide adoption of the #TeamTote culture and ongoing use of the JobHoller ATS.

Tools like Trello, SurveyMonkey, LinkedIn, and JobHoller amplified engagement and ensured alignment with the company’s vision. The project showcased strategic leadership, tactical execution, and measurable impact in enhancing employer branding and talent acquisition.