Since January 2025 I've been working as an ongoing strategic and creative partner to PULP, one of Germany's leading creative marketing agencies, primarily on their client essence. The collaboration spans research, campaign strategy, creative development and measurement. Beyond essence, I also come in on pitch work to contribute talent research, cultural insight and social media strategy.

My role is typically to come in at the research and insight phase, building the strategic foundation that informs campaigns and creative development, and sometimes staying on to develop the creative ideas themselves. Projects include the Bouncy vs Jelly campaign platform, the Lash Without Limits mascara campaign, an affordability communication strategy, a measurement framework, and go-to-market strategies for new markets and product launches.

Bouncy vs Jelly campaign platform

I helped develop the campaign platform and social media strategy for essence's Bouncy vs Jelly campaign, a Gen Z-targeted activation built around the playful tension between two of their product ranges. The concept tapped into a timeless cultural behaviour, picking sides, and turned it into a community-driven social campaign with product-focused content, UGC mechanics and viral moments of competition. I also developed influencer suggestions to bring the campaign to life, a research presentation on how brand activations go viral drawing on case studies from brands including e.l.f., CeraVe, Loewe and Rhode, and a series of original physical activation concepts for the campaign.

Lash Without Limits

I conducted an extensive competitive deep dive into the mascara category, identifying opportunities for essence based on how competitors communicate product benefits and performance. The research fed directly into the Lash Without Limits campaign, which is now live.

Affordability communication strategy

I conducted an in-depth analysis of how essence and its competitors communicate affordability, identifying key opportunities to improve their messaging. The deliverables included a content strategy, messaging framework, creative ideas, tone of voice and language guidelines, and implementation guidelines for local teams.

Measurement framework campaigns

I developed a measurement framework and reporting blueprint covering both campaign-level and management-level reporting, giving the team a clear and comprehensive structure for evaluating performance.