Brand & campaign strategy

What I do

I turn a business problem into a brand and campaign system a team can run. That means positioning, the value proposition, two to four content pillars, seasonal themes and a brief that tells creative and media exactly what has to be true when the work goes live.

How I work

I draw pyramids. Value at the base, pillars above it, themes above those, and content at the very top. Every piece of content has to serve the layer below it, and every result feeds back down to sharpen the base.

Before a brief is locked, I pressure-test its assumptions. Is the problem awareness, or is it trust? Does the audience already understand the product? Does this really belong on the channel we always use? And when an idea everyone loves points away from the strategy, I am the one who says so.

Where I have done it

At Air Prishtina I grew the Facebook audience from 35k to more than 100k and made the first Albanian brand video to pass one million views. Our real-time football posts beat the official FIFA posts, and I presented that work at the KOMFO Summit in Copenhagen. Today I lead brand and campaign strategy for Speeex Group across BPO, edtech, telemedicine and SaaS.