Anna Floyd
Verified Expert in Marketing
Marketing Expert
London, United Kingdom
Toptal member since August 7, 2024
Anna is a strategy expert with 3+ years of experience as a senior strategist at global agencies. Her work uniquely bridges brand and marketing strategy, helping to define a brand's point of view and communicate it in compelling ways across channels. Anna also helps brands launch new products, enter new categories, and understand how best to engage young, future consumers through clear, concise, and actionable strategies. Her key clients include Amazon, Shark Ninja, L'Oréal, Tesco, and Mars.
Project Highlights
Expertise
- Adobe
- B2B Marketing
- Brand Identity
- Brand Strategy
- Content Strategy
- Digital Marketing
- Influencer Marketing
- Social Media Strategy
Work Experience
Senior Strategist
Don't Panic London
- Won Amazon as a client for this agency. I then led the execution of the project, helping them define and articulate their social impact strategy to employees and customers in the UK.
- Had strategic input across new business pitches—with a 100% win rate.
- Honed my expertise in the charity and social impact sector, working with both NGOs and charities, as well as corporations looking to drive positive impact.
Senior Creative
Social Chain
- Developed the creative red thread for all launch activity for Shark Ninja's debut in the coffee category (UK and EMEA). I collaborated with partner agencies to ensure the creative vision was executed across media, PR, and experiential outputs.
- Suggested appropriate influencer partnerships for Shark Ninja. Ensured talent were aligned with the brand and campaign, culturally relevant, and within budget.
- Devised effective Instagram and TikTok strategies to drive sales of Shark Ninja products, including beauty, kitchen, and lifestyle appliances.
- Tracked trends in the home goods category to ensure Shark Ninja's content is relevant and engaging for audiences. Proactively identified ways in which Shark Ninja can integrate their products into trending moments and conversations on social media.
Creative Brand and Marketing Manager
Whole Supp
- Created the brand strategy and took the founder on the creative journey with me, including developing audience personas, brand values, brand positioning, and tone of voice.
- Developed the social and content strategy that brings the brand to life across Instagram, TikTok, YouTube, and Facebook, as well as alternative social platforms, such as Strava.
- Oversaw the development of all creative and marketing assets, including organic and paid social content, email newsletters, website copy and imagery, and events collateral.
- Wrote creative briefs and scripts for our photographer/videographer to bring social-first video assets to life for use across organic and paid social. Also attended and directed content shoots to ensure the creative vision was being executed.
- Conducted in-depth competitor and market analysis to identify the greatest opportunity for the brand and product. Off the back of this research, I developed the brand positioning.
Brand and Experience Strategist
Household
- Refreshed brand identities, leading to increased market shares. For example, the successful launch of Penta+, a sub-brand of Pentathlon GB designed to engage younger audiences in the sport.
- Designed and hosted creative client workshops, including planning and hosting a workshop on premium brand experiences for the professional product division at L'Oréal.
- Collaborated with the 2D and 3D design teams to visually bring strategic thinking and concepts to life. This included designing a new food and beverages concept and brand for Greene King.
- Took responsibility for all copywriting needs across the Greene King project. This included writing all signage and navigation in the space as well as marketing and advertising materials.
Senior Social and Influencer Strategist
The Goat Agency
- Provided strategic recommendations to CEOs and founders of global businesses for their social media content, social media campaigns, and influencer marketing campaigns. Oversaw the following accounts: Amazon Fresh, Tesco, Beiersdorf, and Uber Eats.
- Executed the agency's 1st ever brand strategy, a rebrand of the fashion brand Heretic Nine (formerly Bad Handwriting).
- Managed a team of junior strategists and interns, checking in daily and providing training and development toward their objectives.
- Obtained the company-wide "Strategist of the Year" and "Above and Beyond" awards for my dedication and performance during my 1st year at the company.
- Monitored trends across various categories, notably the health and wellbeing and food and drink industries. Presented proactive ideas to clients that were in line with relevant trends.
Co-founder | Brand and Marketing Lead
BoundFitness
- Developed marketing and social media strategies. I managed a graphic designer and photographer who executed my creative vision and managed the day-to-day running of all accounts.
- Worked with a web developer to build our website and online membership platform. I inputted from a creative perspective.
- Pitched the business to LuluLemon, who supported us with studio space, member discounts, and promotions.
- Negotiated brand partnership deals with like-minded brands (Moju Juices, Kind Bars, Patch Plants, Ekotex Yoga, and more) that offer our members exclusive discounts and perks.
- Short-listed finalists at the 'Fresh Ideas' competition—an event for start-ups hosted by the Scottish Institute for Enterprise.
Project History
Penta+Rebrand
https://www.itsnicethat.com/news/household-penta-graphic-design-081123Led the strategic input for the rebrand of a 100+-year-old sport.
Pentathlon’s place in the Olympics is threatened as it struggles with awareness, recruitment, and funding. As a result, Pentathlon GB needed to launch a new participation-focused sub-brand to drive engagement and uptake. As a multi-sport competition, pentathlon is ideally suited to future fans who pursue and celebrate hybrid lifestyles.
My role in the project included brand naming, brand strategy, and design direction. The rebrand called for a hard reset on what it means to be an athlete today. The next generation of sports stars needs a next-gen sport–a hybrid, holistic outlet that’s more than one-dimensional and inspires them to be better in life and sports.
Whole Supp Brand and Social Strategy
Guided this meal shake startup through its early stages of brand building and growth.
Whole Supp is a superfood meal shake with an existing, strong visual identity and a product that people genuinely love. However, it lacked clear market positioning and a singular, strong message that was memorable and set the brand apart.
My role in the project included brand, social, and content strategy. After analyzing the health & wellness market, I identified an increasing trend for health-conscious consumers to mimic the routines and rituals of professional athletes. I felt Whole Supp should position itself as a performance brand and product, and I guided them through making this shift.
Valentine's Day Campaign for Amazon Fresh Stores
Created a successful Valentine's Day campaign concept for Amazon Fresh stores, obtaining over 9.3 million impressions, 960,000 engagements, and over 5,300 clicks.
Valentine’s Day is a competitive period in the supermarket category, and Amazon Fresh stores aim to promote the sales of core Valentine’s products and drive footfall into stores. Given that we all approach romance and Valentine’s Day differently, we needed to show how Amazon Fresh has something for everyone, whatever their plans.
As lead creative strategist on the campaign, I created four Valentine’s personas: the classic, the playful, the romantic, and the extravagant. We leveraged influencer marketing to connect each persona with a different influencer who brought them to life through storytelling content. Amazon’s core products were then organized into shopping lists specific to each persona, creating a 360-degree campaign that lived on social media and in-store.
Education
Bachelor of Arts Degree (Honors) in Graphic Design
University of Edinburgh - Edinburgh, Scotland
Foundation Diploma in Art and Design
Central Saint Martins, University of the Arts London - London, England
Skills
Core
Social Media Strategy, Brand Strategy, Channel Strategy, Content Strategy, Influencer Marketing, Marketing, Branding, Digital Marketing, Social Media, Organic Social Media, Content Marketing, Digital Marketing Strategy, Product Positioning, Market Research & Analysis, Marketing Analytics, Brand Marketing, Marketing Strategy, Content Creation, TikTok Marketing, Social Media Marketing (SMM), Social Media Content, Repositioning, Copywriting, Email Marketing, Conversion Rate Optimization (CRO), Public Relations (PR), Go-to-market (GTM) Strategy, On-page SEO, SEO Keyword Research, Search Engine Marketing (SEM), Campaign Strategy, Social Media Management
Platforms & Tools
Canva, TikTok
Other
Google, Rebranding, Graphic Design, Brand Identity, Digital Storyboards, Market Research, Market Research Analyst, Market Segmentation, User Personas, Advertising, Quantitative Research, Market Fit, Restaurants & Dining, Hospitality, Startup Marketing, Digital PR, Direct to Consumer (D2C), Pitch Decks, Presentation Design, Qualitative Research, Storytelling, Brand Guidelines, Beauty Products, Fashion & Beauty, Global Digital Marketing Strategy, Value Proposition, Adobe, Notion, Slack, B2B Marketing, Workshops, Experience Strategy, Art Direction, Growth Marketing, Email Content, Video Scripts, Healthcare, Product Strategy, Microsoft Teams, Creative Strategy, Strategy, Market Opportunity Analysis, Web Design, Marketing Writing
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