SNAP INC. · MAY 2022 – FEBRUARY 2023
Emerging from the pandemic, the technology industry was entering a period of rapid change. Snap was expanding its international presence and investing significantly in experiential marketing to support its growth across European markets.
At the same time, the company was pushing the boundaries of how people interacted with technology. From Pixy, its pocket-sized flying camera, and the evolution of Spectacles to augmented reality Lenses and virtual try-on experiences, Snap was developing new ways for people and brands to interact with the world around them.
To support this growth and expanding product portfolio, Snap rapidly scaled its international experiential marketing team.
UK & EUROPEAN MARKETS
INDUSTRY & TRADE EVENTS
CLIENT & PARTNER EXPERIENCES
AR & PRODUCT DEMONSTRATIONS
FROM AUGMENTED REALITY TO INTERACTIVE PRODUCT DEMONSTRATIONS.
From virtual fashion try-ons to interactive AR installations and hands-on product demonstrations, emerging technology was integrated into Snap's experiential programme.
These activations gave advertisers, brands and industry partners the opportunity to experience the technology first-hand, explore its creative and commercial applications, and understand how it could be used to engage their own audiences.
VIRTUAL TRY-ON · FASHION
INTERACTIVE PRODUCT DEMONSTRATIONS
From major industry exhibitions and thought-leadership events to exclusive client experiences, brand partnerships and intimate gatherings, Snap's EMEA programme covered a broad range of formats and markets.
The challenge was to develop experiences that reflected Snap's creative identity while responding to different commercial priorities, audiences and regional opportunities.
COLOGNE, GERMANY · SEPTEMBER 2022 · FULL OWNERSHIP
FROM CONCEPT TO EXECUTION.
I owned the concept, planning and delivery of Snap's presence at DMEXCO, one of Europe's leading digital marketing and technology events.
The programme extended beyond the exhibition stand, with extensive branding throughout the venue, both inside and outside, alongside on-stage content and a dedicated environment for pre-arranged meetings between Snap's commercial team and clients.
The experience brought together brand visibility, product storytelling and commercial engagement, creating multiple opportunities for Snap to connect with the wider advertising industry.
CHELSEA FC · NOVEMBER 2022 · FULL OWNERSHIP
ENGLAND VS IRAN · FIFA WORLD CUP 2022
To celebrate the 2022 FIFA World Cup, I led the planning and delivery of a full Chelsea Football Club takeover for Snap's clients, partners and invited guests, including influencers and personalities from Love Island.
The experience offered exclusive access to one of football's most iconic venues, with behind-the-scenes tours of the changing rooms and club facilities, photo opportunities with the trophies and a once-in-a-lifetime chance to play on the pitch at Stamford Bridge.
The day culminated in talks from professional footballers before guests came together to watch England's opening World Cup match against Iran, with England securing a 6–2 victory.
OUTERNET, LONDON · FULL OWNERSHIP
SNAP AT IAB DIGITAL UPFRONTS.
Part of IAB UK's Digital Upfronts series, which brings together leading media owners, platforms and advertisers to showcase their latest innovations and commercial opportunities, Snap's event took over London's immersive Outernet venue.
Hosted by broadcaster Roman Kemp, the programme explored the relationship between happiness, community and advertising on Snapchat. Speakers included Snap's EMEA President Ronan Harris, Google's Senior Director of Marketing Nishma Robb, and creators Chunkz and Kika Osunde, alongside Snap's own research and partnerships leaders.
I led the planning and delivery of the event, bringing together senior leadership presentations, advertiser perspectives and creator discussions within Outernet's immersive digital environment. The programme concluded with a drinks reception, giving guests the opportunity to continue conversations and connect with the Snap team.
EVENTS AND EXPERIENCES ACROSS EMEA.
STRATEGY & PROPOSITION
Developing event strategies aligned with commercial objectives, target audiences and regional market priorities.
EXPERIENCE DESIGN
Creating concepts and experiences that brought Snap’s brand, products and emerging technologies to life.
DELIVERY & PARTNERS
Leading end-to-end delivery of owned projects, managing venues, agencies, suppliers and production partners.
INTERNATIONAL PROGRAMMES
Managing events across European markets, balancing regional requirements, overlapping timelines and local stakeholders.
STAKEHOLDER ENGAGEMENT
Collaborating with senior leadership, sales, marketing and product teams to align experiences with business priorities.
TECHNOLOGY & PRODUCT DEMOS
Integrating augmented reality, virtual try-on and emerging product demonstrations into live brand experiences.
COMMERCIAL & BUDGET MANAGEMENT
Managing project budgets, supplier negotiations and procurement while maintaining commercial focus throughout delivery.
TEAM & PROJECT LEADERSHIP
Taking on additional team oversight and responsibilities across European markets, coordinating teams and maintaining delivery across multiple projects.
At Snap, experiential marketing was about making emerging technology tangible. Whether introducing advertisers to new commercial opportunities, bringing augmented reality into unexpected environments or creating opportunities for meaningful conversations, every experience had a purpose beyond the event itself.
Working across multiple European markets, I combined creative thinking with commercial understanding and hands-on delivery, translating ambitious ideas into experiences that connected people, products and brands.
