Draper tools.
community and social media manager.
As a driving force behind the modern digital and brand presence at Draper Tools, I architect and execute comprehensive, multi-channel marketing and communications strategies that bridge high-level vision with measurable commercial impact.
My role centres on expanding brand equity and audience footprint through a sophisticated mix of organic and paid content, with data-led trend analysis, and high-value corporate partnerships.
Notably, I oversee major sports and motorsport alliances, including Southampton FC and EXCELR8 Motorsport, acting as the primary anchor for stakeholder relationships with international athletes, brand ambassadors, and top-tier influencers.
Beyond creative direction and community growth, my focus is heavily operational and commercial. I routinely lead pitch meetings to secure sponsorships, manage external agency contracts to ensure peak performance, and translate campaign analytics into concise, strategic reports for board-level stakeholders.
Balancing commercial drive with leadership, I actively train, managed, and mentor cross-functional team members, fostering a culture of professional development while orchestrating large-scale live fan activations and branded merchandise campaigns that deepen audience loyalty.
Notable achievements:
Strategic Turnarounds & Audience Growth
Authentic KPI Acceleration: Spearheaded the full rationalisation of the global social media strategy. Eliminated low-value growth hacks to focus entirely on genuine, high-quality engagement, resulting in a fully planned, measurable, and repeatable framework that drove record-breaking growth across engagement, follower acquisition, and content volume.
YouTube Channel Resurrection: Revitalised a stagnant corporate YouTube channel from the ground up, engineering a 900% increase in viewership through targeted content restructuring and modern video strategy.
Experiential Marketing ROI: Increased live event fan engagement by 30% during the British Touring Car Championship (BTCC) campaigns by actively auditing community feedback and rapidly deploying optimised fan activations at subsequent events.
Data, Visibility & Risk Governance
Modernised Analytics Framework: Implemented the brand's first robust analytical measurement infrastructure, introducing structured monthly, quarterly, and annual board-level reporting to track true marketing ROI.
Content Rationalisation and Risk Mitigation: Audited and overhauled content production standards to ensure absolute accuracy in technical tool usage, significantly protecting brand reputation and eliminating the legal or safety risks of demonstrating improper methods.
Cross-Organisational Visibility: Designed and deployed a centralised master content calendar, establishing total internal transparency on what assets are being produced, when they launch, and who owns them.
High-Value Brand Operations
High-Visibility Livery Breakthrough: Pioneered the strategic pivot from low-visibility, micro-logo sponsorships to negotiating and executing a fully-branded, bespoke Draper livery on a prominent championship car. This single shift fundamentally transformed trackside presence, delivering a dramatic, measurable surge in brand visibility across live TV broadcasts, digital media, and social platforms.
Frictionless Stakeholder Relations: Overhauled talent management protocols with high-profile BTCC drivers and teams, significantly reducing friction between external sporting talent and internal corporate teams to unlock smoother, more collaborative content workflows.
Modern Merchandise Overhaul: Modernised the brand's event collateral by introducing contemporary merchandise, bespoke stickers, and strategic giveaways that significantly extended post-event brand recall.