MICHELIN Star Dining Experience
Building the audience ready for a star
A Michelin star is the kitchen's achievement. But the moment it's announced, it becomes a marketing one — and whether that moment lands depends entirely on the audience you've built before it arrives.
I own this restaurant's digital brand, website, social and monthly newsletter. The monthly newsletter is where the groundwork happens. It runs at 51–53% open rates month after month, roughly double the hospitality norm, which sounds like a vanity metric until... when the restaurant earned Harrogate's first Michelin star, the news went out to an audience already in the habit of opening. The announcement drove the highest click-through of any email on record - the restaurant has been fully booked ever since.
At A Glance
Own digital brand and newsletter programme — sustaining 51–53% open rates, double the hospitality norm — and led the digital announcement of the town's first Michelin star, which drove the restaurant's highest click-through on record.
Launching a $64 million revenue company in Miami
A digital takeover for in-person event
Arcwide was a brand-new company, backed by a market leader, with no audience and everything to prove — and a single high-stakes moment to do it: a late diamond sponsorship at one of the world's largest consultancy events.
The brief was a full digital takeover, across channels that barely existed yet.
I built the campaign in three phases. Before: foundation social content, PR, event assets, video. During: geo-targeted social ads, Google ads, live posting, daily wrap-ups. After: blogs, targeted email sequences, sales scripts. The whole thing aimed at one outcome — make a company nobody had heard of impossible to miss.
The results were exceptional. LinkedIn following grew from a standing start to 14,000 across the contract. Live event posting drove over 2 million impressions at a 4.1% engagement rate and 22% CTR, with 2,000 footfall, 736 soft leads and 362 hot leads captured on the ground. And the campaign didn't just build profile — the client's own MD credited it with raising enough leads to secure the profitability of the entire brand-led campaign.
[Testimonial — Philippe Chaniot, CEO, Arcwide]: "You put Arcwide well and truly on the map… an integral part of our team."
[Testimonial — Zoey Woodward, Head of Events, Fox Agency]: "Brand success beyond both the agency's and the clients' expectations… any brand would be lucky to have her on-side."
At A Glance
Launched a brand-new company with a full digital takeover at a major global event — from zero to 14,000 LinkedIn followers, 2M+ impressions at 4.1% engagement, and 362 hot leads, credited by the client's MD with securing the campaign's profitability.
.png/:/rs=w:600,cg:true,m)
.png/:/rs=w:600,cg:true,m)
.png/:/rs=w:600,cg:true,m)
Flagship Golf Experience
Launching a flagship experience — and a new way to think about golf
This resort's golf offer was known for being exactly that: golf. Serious, technical, a little intimidating to anyone without a handicap. The opportunity was to open a flagship new attraction and use it to reposition the whole thing — from a golf academy into a social destination, where the golf is brilliant but fun is the point.
I led the digital marketing for the launch: a teaser campaign and sign-up hook to build a warm audience before opening, the website and third-party listings, influencer visits through launch week, and a brand-new social channel that reached 750 followers in its first fortnight. The positioning carried through all of it — playful, inclusive, no handicap required.
The principle: reposition with a reason. A new flagship attraction gave people a fresh way in — and let a technical, intimidating category become something anyone would turn up for.
At A Glance
Launched a new flagship attraction and a rebranded golf destination, driving a 360 in-person event, the month's best-performing email (41% open, 65% to members) and a dedicated social channel from zero to 750 followers and 17k reach at 7.6% engagement including coordinated influencer activity.
Award Wins
Persuasive writing under constraint
An award entry is persuasive writing stripped to its essentials. A word count, a rigid set of criteria, a panel who've read a hundred entries before yours — and one shot to make a business the obvious winner without ever looking like you're trying. Get it right and there's nowhere for weak thinking to hide.
It's a craft I've been trusted with across four very different sectors. A few highlights:
- Best Beer Pub — Great British Pub Awards, for Blind Jack's (hospitality)
- Early Careers Employer of the Year — British Recruitment Awards, for durhamlane, chosen from 300+ UK entries (recruitment)
- Digital Impact Awards — back-to-back wins, for Itineris (digital)
- Yorkshire Post Rural Awards — consecutive wins, for Lowe Maintenance (rural)
At A Glance
Award-winning entries across four sectors, every one a winner — including Best Beer Pub (Great British Pub Awards) and Early Careers Employer of the Year (British Recruitment Awards, from 300+ entries).
