End-to-end campaign strategy & planning ✔
Cross-functional leadership (design, brand, legal, business analysis) ✔
Agile framework for creative testing & refresh cycles ✔
Cross-functional leadership (design, brand, legal, business analysis) ✔
Agile framework for creative testing & refresh cycles ✔
✔ Stakeholder buy-in & process design
✔ Measurable results: tripled Facebook conversions
✔ Scalable process applied across multiple channels
✔ Measurable results: tripled Facebook conversions
✔ Scalable process applied across multiple channels
Context:
Capital One (EMEA) is an American bank that only specialises in credit cards in the UK.
Project Summary:
As creative lead for Capital One and Post Office credit cards, I owned the end-to-end creative strategy for Direct Response channels. I led campaign planning, established a process framework for continuous creative refresh, and partnered cross-functionally to deliver measurable impact. My leadership ensured that every campaign aligned to business goals, tested effectively, and converted consistently.
The Challenge:
Direct response activity was ad-hoc, with no structured approach for refreshing creative. Campaigns were reactive, results inconsistent, and testing insights difficult to capture or scale — limiting our ability to optimise spend and drive conversions.
Solution:
I led the initiative to design and implement an agile campaign process that ensured:
- Planned creative refresh cycles tied to strategic objectives.
- Structured testing frameworks for performance insight and iteration.
- Clear approval timelines across brand, legal, and business stakeholders.
I brought together a cross-functional working group of designers, analysts, and business partners. Through creative ideation sessions, campaign roadmapping, and results reviews, I ensured alignment from concept through execution.
Impact
- Tripled Facebook conversions through structured testing and refreshed creative.
- Created a repeatable process applied across multiple channels, enabling long-term scalability.
- Strengthened cross-functional collaboration, improving speed to market and consistency of campaigns.
