Performance
Brand Growth & Engagement
Headline metrics and outcomes that demonstrate impact .
Repositioned ACCA on TikTok as a UGC-led, peer-authored channel, strengthening authenticity and community connection.
Built trust while countering misinformation in fast-growing microlearning spaces.
Became the official source of truth for ACCA-related content in the online learning category.
Improved discoverability and brand authority in student-favoured channels.
Created ACCA’s most personal and relatable digital interface for students and members.
Advanced inclusion by removing barriers to engagement.
Operational Efficiency & Digital Transformation
Organisation-wide workflow improvements that increased speed, visibility, and collaboration.
Introduced a unified briefing and planning system to replace fragmented email workflows.
Improved responsiveness and delivery reliability.
Secured earlier visibility and complete briefs, supported by automation between systems.
Raised service quality and stakeholder confidence.
Routed submissions via Customer Marketing Managers to eliminate duplication.
Reduced wasted effort and aligned priorities across teams.
Unified previously siloed central teams into a shared communications calendar.
Improved transparency and cross-team alignment.
Acquisition & Retention
Personalised, journey-aware programmes that drove progression and loyalty.
Delivered 45 creative variants mapped to learner personas and qualification stages.
Boosted relevance at key decision points in the journey.
Chef Rewards data storytelling turned transactions into human stories that convert.
Strengthened acquisition and programme stickiness.
Reframed value around personal milestones, not just functional benefits.
Deepened loyalty and repeat engagement.
Innovation & Replicable Models
Repeatable frameworks that embed innovation and sustainability into day-to-day marketing.
Model for integrating trend analysis, UGC, and social listening into content strategy.
Became a permanent capability within ACCA’s marketing function.
Reusable storytelling approach for loyalty and customer engagement.
Scales across brands and programmes.
Automated data flows between briefing systems and calendars.
Ensured long-term sustainability without added workload.