Strong influencer marketing starts with a clear role for creators within the wider marketing mix.

I work with brands and agencies to shape strategies around real business, brand and audience objectives, rather than starting with a list of creators or platforms.

This could mean building an influencer strategy from scratch, evolving an existing programme, planning an always-on approach, reviewing where investment should go or helping define the right creator mix for a specific audience or market. I also support with audits, competitor reviews and strategic consultancy when you need an experienced outside perspective on what is working, what is missing and where to go next.

The best campaigns start with the right idea, the right creators and a clear understanding of the people you want to reach.

I support campaigns from initial strategy and creative direction through to creator casting, briefing, negotiations, content development and delivery. Creator selection goes beyond follower count or engagement rate. I look at audience fit, credibility, content style, cultural relevance and the communities each creator genuinely influences.

Support can cover the full campaign or specific stages where your team needs extra expertise, resource or senior oversight.

Influencer marketing should tell you more than how many people saw a post.

I help brands build clearer measurement frameworks around the outcomes that matter, from attention and engagement through to traffic, conversion and longer-term brand impact. This includes setting the right KPIs, analysing creator and campaign performance, benchmarking results and identifying what should change next.

The aim is to make reporting more useful, so performance becomes part of the strategy rather than something looked at once the campaign has finished.

Strong influencer marketing relies on more than good strategy. It also needs the right structure, processes and people behind it.

I support brands and agencies with everything from setting up influencer teams and defining roles to improving workflows, templates, reporting, approvals and ways of working. I also help businesses strengthen their influencer proposition, build more efficient campaign processes and create clearer frameworks for scaling activity.

For teams looking to build confidence or capability, I also run tailored workshops and training across areas such as influencer strategy, creator selection, briefing, measurement, usage rights, paid creator content and industry best practice.