Social Impact & Sustainability Brand & Business Strategy Director

I help brands to clarify, articulate and plan meaningful positive impact while delivering performance & growth.

I work with brands of all sizes and across a range of industries to develop their brand and business strategy, to be a force for good.

Purpose doesn’t have to be separate from performance and, with the challenges we all face in global society today, every business has a responsibility to bring the two together. I guide brands on how to do that through clear, consistent strategy built on consultation, insight and innovation.

I combine over 20 years' experience in brand, marcomms, entrepreneurship and creativity with 5 years of dedicated purpose-driven focus across social impact & sustainability. I have worked in-house, freelance and agency side. I bring lived experience as a queer, neurodivergent single mother and I am a vocal advocate for equity, equality, diversity, inclusion and belonging.

My work exists at the intersection of sustainability, creativity and belonging - we cannot be what we cannot see. An accomplished speaker, panellist and host, bookings include the Museum of London, the Diversity Network, the Outdoor Industries Association, BrandWave, Inkpact and more.

I was the founder of Liberally, the UK’s only non-profit creative social impact agency, amplifying minoritised voices. Established during lockdown 2020, Liberally championed communities across gender, race, ethnicity, age, disability and LGBTQ+, to create space to belong. Liberally closed in August 2022 due to the economic climate and lack of investment. I continue to amplify minoritised voices on a consultancy basis.

I am also a professional fine artist and writer.

You can find me catching waves on my longboard or SUP, sea swimming, in the yoga studio or on the bouldering wall, planning my off-grid tiny house and rocking flip-flops year round.

Location: West Sussex, UK

Connectivity: global

Top 50 Most Influential Neurodivergent Women of 2022

Purpose Awards 2023 Judge

Chair of Surfing England’s Inclusive Line Ups Committee

“To be a successful business leader in today’s world you are expected to deliver societal value alongside financial value. Not one at the expense of the other... you need to think like an activist.”

— "The Activist Leader" by Jon Miller & Lucy Parker

Testimonial wall

“I wanted to say a massive thank you for the work you’ve done for us. It’s been such a pleasure working with you. The way you’ve picked up the briefs, run with them and delivered has been great, and incredibly reassuring. Personally, I’ve really valued your insight and expertise at a senior level.”

— Lotte Good, Client Director, Fox + Hare

Strategy highlights 2021-23

“Daisy Daisy Daisy, what can I say?

We were at a point where seven of the preverbial ‘client work buses’ arrived at once, we were stretched thin so brought Daisy in to lend a hand.

Not only is she an absolute delight to work with, she took on several complex briefs from us, and came back with insightful, simplified, and actionable strategy we could take onwards. She was so good, we were genuinely a little emotional when she had to go. She really helped us out in a stretched time, and we’ll be forever grateful!

In short; 11/10 would hire again. Hopefully we’ll get to work together again in the future. We miss you.”

— Toby Donaldson, Strategy AD, Fox + Hare

“In just one 121 coaching session Daisy challenged my thinking with thought provoking questions and insights which altered the way I approach and present myself, my strategies and opinions.

Daisy has also supported me with brand consultancy and advice, her approach is strategic, creative and innovative. A pleasure to work with, who I couldn’t recommend highly enough.”

— Emma Cox, MD, Paua

“Daisy is extremely talented, creative, innovative and strategic. She is the perfect fit for any business looking to take a step forward from an impact, marketing and/or creative campaign perspective.”

— James Meldrum, Legal Counsel & CPO, World Wide Generation

“If you’re looking for creativity & diversity, Daisy is one of the most talented leaders I have ever had the pleasure of working with. From creative strategy, ideation and storytelling, to taking a client’s objectives and bringing it to life, Daisy has the direction and knowledge to develop and deliver some of the best campaigns. Always leading from the front and giving her team the confidence to really push boundaries.

Daisy valued every person on her team, shared her knowledge, empowered her team and others around her. I’ve learnt so much working with Daisy, she would be an asset to any business.”

— Sam Compton

“It has been a pleasure to be working alongside Daisy, she is a pleasant and professional presenter, not afraid of challenges, always flexible and has a positive approach. ”

— Lina Huring, Atelier100

“We really enjoyed our chemistry session with you, which was energising and really brought us into your world. And your pitch deck was thoughtful, considered, and stepped into our world with understanding, nuance, and focus. We’ve no doubt you could get us to somewhere new and unexpected with the brand refresh.

I do want to emphasise that we really sensed the thought and energy you invested in connecting with Oxfam, and in your considered response to our brief. Thank you for the heart and soul that were clearly evident in you and in your work.”

— Nadia Fyle, Head of Communications, Oxfam GB

Freelance strategist

Fox + Hare

Desk materiality research, competitor analysis and case studies, strategic recommendations for sustainability across brand and business operations.
Consumer Duty Rules research and recommendations. Competitor analysis, social impact recommendations. Pepper Money socials health check and recommendations.
Data analysis; insights; real world examples; ‘so what’ recommendations.

Atelier100 for IKEA & H&M

IKEA & H&M reached out to me to work with them on the project strategy and action plan for Atelier100, a product & mentorship programme for emerging creatives in London.

I designed a holistic strategy for the mentorship opportunity, application and on-boarding process, ensuring equity and compliance throughout. My team and I handed over seamlessly to the delivery partner. The pilot programme has now been extended into a going concern.

The Finisterre Foundation

I am currently working with leading purpose-driven outdoors brand Finisterre to design and embed a rigorous strategy and action plan for the Finisterre Foundation.

With everything from materiality assessments to a Theory of Change, we are creating a strong base for ‘equal access for all to the ocean’.

Surfing England

As the newly-appointed, inaugural Chair of Surfing England’s Inclusive Line Ups Committee, the National Governing Body for surfing in England, my role is to support the Surfing England Board in:

recruiting a representational, inclusive committee
designing a bold, fit-for-purpose strategy and action plan for equity, equality, diversity & inclusion in surfing
make ongoing EDI recommendations for ambitious and relevant initiatives across Surfing England and its partners.

Oxfam GB

Oxfam GB reached out to me in summer 2022 to pitch for a brand narrative refresh. Their aim was to clarify Oxfam’s purpose and values to a GB audience, boosting engagement, brand sentiment and giving.

I went through a five-stage pitch process, from six agencies down to the final two. It became almost a consultancy project, delivering in-depth recommendations drawn from data analysis. I was pipped to the post but received some excellent feedback:

“We really enjoyed our chemistry session with you, which was energising and really brought us into your world. And your pitch deck was thoughtful, considered, and stepped into our world with understanding, nuance, and focus. We’ve no doubt you could get us to somewhere new and unexpected with the brand refresh. I do want to emphasise that we really sensed the thought and energy you invested in connecting with Oxfam, and in your considered response to our brief. Thank you for the heart and soul that were clearly evident in you and in your work.”

Natures Way Foods

I spent five months working in-house with Natures Way Foods, re-hauling their internal communications strategy, content design and delivery processes to engage their 1500+ colleagues across 29 languages.

I expanded my remit to design and deliver an employee wellbeing programme, which received acclaim at all levels of the company. I also pitched to and secured buy-in from the Board for an ESG strategy, taking the business forward to apply for B Corp certification. I also created an EDI framework for them to implement in the near future.

World Wide Generation

My team at the time and I spent five months in-house with World Wide Generation, tasked with building their communications strategy, purpose-driven social media campaigns and events programme.

We delivered a series of creative campaigns including:

‘What does trans look like'?’ a photo story and accompanying interviews with a range of members of the trans and non-binary community to celebrate IDAHOT day 2021

WWG Racism Statement 2021 in Support of the Black Diaspora, Indigenous Communities and People of Colour: in consultation with people of colour within WWG and showcasing Sama Kai Sundifu’s moving photography from the Black Lives Matter riots of 2020

We commissioned spoken word poet Naleem Saredia-Brayley to write and perform a piece inspired by our beautiful planet, to celebrate Earth Day 2021

A virtual panel discussion and in-person event and live mural design for Grow Tottenham by artist Katherine Shapiro, to celebrate Climate Action Week 2021.