Selected work

To amplify NIQ's brand narrative during a period of intense change, including a huge merger, an IPO, and multiple strategic acquisitions.

As the senior leader driving corporate brand strategy across our social communications, I positioned NIQ through IPO, transformation, and market repositioning, aligning executive voice, campaign strategy, and brand narrative across global stakeholders.

• Directed all social communications across IPO and M&A moments to maintain consistent, confident messaging.
• Activated high-performing brand campaigns ("Quest for Next," "Total Package") to articulate NIQ's positioning and grow social media following.
• Scaled the employee advocacy and executive visibility programs to build distributed influence across markets.
• Partnered cross-functionally with Comms, HR, Product, and Commercial to align messaging with business priorities.

• Grew NIQ's global LinkedIn following to 1M+, surpassing the legacy Nielsen brand
• Achieved engagement rates 70%+ above industry benchmarks, driving sustained confidence among investors and clients
• Expanded advocacy network to 400+ active participants, achieving 3–30x higher reach than corporate channels — at zero incremental cost

NIQ was hiring globally across 100+ markets but lacked a unified narrative. The brand story was fragmented, and the 120+ person recruiting team was not equipped with the tools, training, or consistent messaging (EVP) to compete for top talent.

I was hired to build the entire global employer brand function from scratch.

• Finalized NIQ's first global Employer Value Proposition (EVP) and designed rollout across all regions.
• Integrated the EVP into recruitment marketing, social, and internal communications.
• Built all collateral and training systems, including an EVP certification program for 120+ recruiters.
• Led the talent brand integration of GfK and refreshed all career channels during the company's 100th anniversary campaign.

• +19% increase in total applications and +72% increase in qualified applicants per hire
• +465% growth in career site traffic and +152% improvement in Glassdoor rating
• Content performance 116% above company average, driving tangible pipeline quality
• Reduced dependency on paid recruiting channels, saving six figures annually in agency and media spend

Glovo was scaling at breakneck speed across 25+ countries with no employer brand foundation, no EVP, and no clear reason for top talent to join. In hyper-competitive tech markets, the company was invisible to the talent it needed most.

As Global Employer Brand Lead, I built the entire function from the ground up.

• Defined Glovo's first EVP through a seven-month insight and research program.
• Rebuilt the global careers site to improve candidate conversion and employer brand experience.
• Launched the @LifeAtGlovo ecosystem and trained regional teams to drive local storytelling.

• Built the @LifeAtGlovo brand and global social presence, growing LinkedIn followers by +72.5% (2020) and +53% (2021) with a 4.9% engagement rate
• 93% of applications came via the new careers site, cutting reliance on job boards and lowering cost-per-hire
• Glassdoor rating rose from 4.1 to 4.4 through proactive reputation storytelling
• EVP and content framework still in use across all markets, demonstrating enduring ROI

BlackRock faced a core perception problem: we were 'finance,' not 'tech'. We were losing top engineers in our new Atlanta hub to Google, Microsoft, and Amazon. We had to change the market's mind.

I led the brand strategy that repositioned the Atlanta hub as a tech destination. I tailored new creative, built a data-driven media strategy, and optimized our brand comms to speak directly to tech personas, proving we could compete on innovation, not just reputation.

• Built a data-driven paid media strategy optimized for cost and conversion.
• Created tailored content campaigns highlighting innovation, culture, and impact stories.
• Partnered with global teams to replicate success across APAC, EMEA, and the Americas.

• +1900% engagement vs LinkedIn benchmarks, boosting visibility and employer perception in key markets
• Significant cost-per-lead reduction and faster time-to-fill for high-priority tech roles
• Strengthened BlackRock's positioning as a competitive player for top tech talent