portfolio
who I have played Cupid for
strategy, creative and direction
just some of Cupid’s Valentines across strategy, creative, direction and consulting.
Armani Beauty 
led creator strategy for their year-long US creator programmes, multiple years running. full-year strategies, launch concepts, creator profiling and casting.
Olaplex 
built a full relaunch strategy with creators at the core. covering competitor and consumer insights and research, point of differentiation and creator suggestions.
Boots 
embedded long-term as part of the in-house team. building creator campaigns with diversity and inclusion at the core, across beauty and health. alongside collaborations the social team, and brands Redken and Deliveroo.
Sol de Janeiro 
built and led the brand's first ever micro squad. from strategy to casting, new targets and optimisation for paid, all with relationships at the core.
Essence + Catrice 
led the sister brands' full UK yearly strategy, including launching Catrice into market. incl positioning, frameworks, monthly creatives and creator profiling.
Elemis 
fractional in-house lead across their busiest seasons, Black Friday and Christmas, planning and executing both brand and performance campaigns. including IRL brand events and retailer activations with Selfridges and Harrods.
Gymshark 
before TCC, I was a 3-year team member during the brands biggest growth period. managing the infamous athletes, then creating the first ever influencer team.
TRESemmé 
assisted on the brand's UK relaunch strategy, helping reposition in market. incl crafting personas, verticals, brief concepts and refining brand messaging.
Meta cast creators for the iconic Spotify Wrapped campaign – spanning pop culture, music, lifestyle and trending niches.
led multi-month always-on creator partnerships spanning multiple retailers, including OFFICE, ASOS, JD Sports and size?
high-volume, performance-focused campaign management for always-on activity across the UK and Netherlands.
bespoke launch strategies for their re-launch, as well as reactive influencer work around the Charli XCX ambassadorship.
cast and managed a 100+ creator campaign promoting storefronts, with creators across fashion, tech and pets.
led always-on global creator campaigns across Perfume-Tok, Gen Z and wildcard creators for organic and paid social.
Spotify New Balance Estrid Valentino Amazon Jo Malone managed creator campaigns for the Ray-Ban Meta and Meta x Oakley UK launches, and cast for the Meta Quest launch.
ASOS 
in-house manager across ASOS, Face + Body and brand campaigns with Nike, Adidas, Kylie Cosmetics, Levi's and Converse.
Laura Mercier, bareMinerals + Buxom 
regular campaign management for the Orveon Group, creating content built for organic social and creators’ profiles. casting creators specific to each brand’s profiles and personas, with a key focus on diversity across ages, genders, skin tones and types.
Prada 
regularly building briefs for nano and micro creator programmes, targeting community builders and brand-fans. alongside weekly trend reports, content ideas and reactive campaigns around the Sabrina Carpenter partnership.
Free Soul 
consulted on auditing, refining and implementing systems to help scale the brand’s influencer and affiliate programmes.
“I had the pleasure of working with Chloe regularly for around 18 months, across some of the agency’s biggest clients – supporting on pitches, strategy, briefs and creative direction.
she became a reliable, easy-to-work-with go-to during busy periods because I knew we could hand over a project and trust it was in safe hands.
culturally intelligent and creatively strong – particularly for beauty and wellness – Chloe consistently delivered high-quality work while making complex projects feel effortless.
a true pink cherub.”
“I had the pleasure of working with Chloe regularly for around 18 months, across some of the agency’s biggest clients – supporting on pitches, strategy, briefs and creative direction.
culturally intelligent and creatively strong – particularly for beauty and wellness – Chloe consistently delivered high-quality work while making complex projects feel effortless.”
– Caner Daywood, Buttermilk.
