Nokia

Head of Consumer and Digital Marketing, 2011-2016

Led consumer marketing and campaign strategy for Nokia Lumia in the UK, growing market share from zero to 10% and reaching 3rd place in the UK smartphone market. Created culturally-led campaigns that generated £12M+ in PR value and drove national conversation, including a viral tweet during the 2013 iPhone launch that reached 40,000 retweets in hours.

0% → 10%

Lumia market share — 3rd place in UK smartphones

£12M+

PR value from Cortana launch branded content

40K+

Retweets on viral iPhone launch tweet in hours

Scope of work

  • Orchestrated direct-to-consumer campaigns and demand generation across phones and retail partners
  • Generated £12M+ in PR value through the Cortana launch with a nationally recognized outdoor stunt
  • Pioneered a live tweet initiative during prime-time TV drama Homeland as part of the #Nokia4drama campaign
  • Created a viral tweet during the 2013 iPhone launch that garnered 40,000 retweets within hours
  • Worked with influencers to champion Lumia handsets and boost brand visibility
  • Managed multimillion-dollar budgets and cross-functional agency teams

Brand and campaign creative