I took on work that had previously been spread across an agency team, from campaign strategy and creator planning through to briefs, negotiations, content approvals and reporting. At the same time, I built the processes and documents needed to make the function work for the long term.

A big part of the job happened behind the scenes: working through legal, finance and internal approvals to keep campaigns moving. It called for as much persistence and problem-solving as it did creative thinking, particularly while delivering live campaigns alongside building the function itself.

In the first half of the year, I delivered eight campaigns supporting new and existing products. They involved creators including Notorious Foodie, William Hanson and Louise Thompson, alongside more than 50 others. The work established an in-house approach capable of delivering launch campaigns at scale.