Helette's Hub

Branding I Marketing I Leadership

About

At the heart of everything I do is a genuine love for people, understanding customers deeply, championing the team around me, and creating the kind of collaborative energy where brilliant work thrives. After 17+ years working across some of the UK and South Africa's most iconic brands, that belief hasn't changed one bit.

Throughout my career I have been building brands across aviation, tech, and media. I'm known for bringing energy and empathy to every room, and for being the steady hand that keeps teams moving forward when things get complex.

Explore My Work

Work

My Portfolio

Podcast Launch

In 2023, I launched Daemon's podcast across all major podcast players as a way to connect with Daemon's Ideal Customer Profile (ICP) and drive brand awareness. We looked for ways to show the people and voices behind the brand, and really demonstrate the deep expertise that the Daemon team has.

The results:
The podcast positioned Daemon as a thought leader and amplified campaigns like our custom research reports through more in-depth conversations.
The podcast is still going strong and is a great platform for the brand to connect with its ICP and invite senior technology leaders to the podcast as guests, building relationships and driving thought leadership and brand awareness.

Brand Strategy

As Senior Brand & Marketing Manager at Heathrow, it became evident that as a large, matrix organisation with 1000s of internal and external stakeholders, Heathrow needed to define, identify and agree it's brand pillars and tone of voice principles in order to unite communications both internally and externally. I worked with branding agency The Team and Heathrow's Research Manager to define these core assets. The process included interviewing dozens of internal and external stakeholders, reviewing brand data, running research panels and workshops and agreeing on the outcome with Senior Leadership.

The results:
A clearly defined brand that led to increased brand consistency, from the briefing stage to the outcome that can be seen across various external and internal brand assets.

Event Marketing Strategy

As Head of Brand & Marketing at Daemon I was responsible for establishing and driving Daemon's event strategy. This included partnerships with large events like Women of Silicon Roundabout, AWS Summit, TechEx to hosting intimate Roundtable events with key technology leaders and Daemon-hosted webinar. I managed all budgets, logistics and coordination of internal teams to ensure the event presence was a success. To support the events I launched integrated marketing campaigns across CRM, Social Media and Daemon's website (blog).

The result:
Daemon increased its presence among Senior Technology leaders in the UK, and lead generation increased by 150%.

Brand Marketing Campaign

As Senior Brand & Marketing Manager at Heathrow I worked closely with brand agency, The Team, we produced a range of four brand messages to celebrate Heathrow's 75th anniversary. This important milestone was a great occasion to raise brand awareness and position Heathrow as a leader in the industry, enthusiastic about what the future holds after a challenging period.

The result:
We developed a series of messages to demonstrate our brand pillars and celebrate special memories. The campaign launched on OOH displays in the airport, social and CRM channels, increasing positive brand sentiment.

Brand PR Campaign

As Head of Brand & Marketing I identified a gap in Daemon's brand reputation and the positive impact that a Brand Communications campaign can provide in this space. I worked closely with PR agency Missive and research agency, Vanson Bourne to deliver a thought-provoking paper the looked at AI readiness in 2023.

Results:
The outcome secured over 20 pieces of coverage, including Tier 1 media coverage, like Tech Radar, FinTech and Medium, 19 publications with a reach of 300m+. This campaign positioned Daemon as a thought leader and a trusted brand, increasing website traffic and positive share of voice.

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