Leading brand strategy, marketing and growth for PLUM GUIDE, a challenger booking platform for short term rentals, with AI at the core of the brand’s rigid vetting process. As Chief Brand Officer, I defined the proposition, introduced the first 360 multi-channel marketing campaign and put the innovative use of AI at the forefront of brand storytelling.

With limited budgets, I took a disruptive approach to drive brand fame, introducing the multi-award winning ‘No Time For Average Stays’ campaign - reminding people how many holidays they have left before they die. Bold activations, from grim reapers to arresting OOH, national news headlines and features in AdWeek, supported by a robust full-funnel marketing plan fuelled word-of-mouth growth - last year sales doubled, with brand traffic increasing by 160%.

I orchestrated strategic partnerships and barter deals with heavyweights like the Financial Times, NET A PORTER and American Express, catapulting Plum Guide onto the radar of the global discerning traveller.