- Machu Picchu, Peru

Strategy & Campaign Execution

Every great campaign starts with a story worth telling, and a strategy that actually gets it in front of the right people.

Salary Survey Campaigns

(Oscar Recruitment, U.S. Market)

This campaign started with a simple goal: to give people clear, trustworthy data about salaries in their industry. We used that insight to build a system that combined valuable content with automated lead capture, creating one of the most effective demand generation tools across the U.S. market.

  • We noticed a clear pattern. Every time we shared salary insights, engagement spiked. People weren’t just curious; they were looking for transparency. Post-pandemic hiring was messy, and both clients and candidates wanted clarity on what “competitive” really meant.

  • I designed a quarterly salary report campaign that turned those insights into a lead generation system. Each release was timed around key shifts in the tech, renewables, and life sciences markets. Using Force24, I built a complete workflow that sent personalized emails, tracked interactions, and routed leads automatically. If someone filled out a form saying they were looking to hire, the data went straight to the right consultant. If they were job hunting, they entered a tailored follow-up sequence.

    To keep conversations active, I layered in re-engagement emails for past contacts and introduced lead scoring to highlight warm prospects for consultants.

  • What started as a downloadable report became a full customer journey. Consultants began treating each campaign as a reliable source of qualified leads. The collaboration between marketing and sales became faster, smoother, and more measurable.

  • The reports became one of Oscar’s most consistent lead sources and helped position the brand as a data-driven authority in its markets. The campaigns also created a predictable quarterly rhythm for lead generation that supported every U.S. office and team.
download full report

  • In Manchester, I noticed that many tech professionals wanted genuine connection, not transactional networking. Partnering with one of our consultants, we launched a MeetUp community where people could share insights, find opportunities, and talk about real challenges in their fields.

  • The community quickly grew to more than 4,000 members. As restrictions lifted after COVID, we saw that people wanted in-person connection again. We started hosting twelve events a year across the UK, each built around open discussion and collaboration. Every event was supported by marketing campaigns to grow the group, drive attendance, and re-engage past clients and candidates.

    When I moved to the United States, I launched new SocialCode events in Austin and Tampa to connect local tech communities. To expand the concept further, I created The SocialCode × Podcast, a free in-person podcast series where consultants invited thought leaders from their sectors. I handled the filming, editing, teasers, and distribution on YouTube.

  • The project evolved from an online group into a full ecosystem of community, events, and content. It became one of Oscar Tech’s most effective ways to generate leads, strengthen brand awareness, and help consultants build credibility within their networks.

  • The SocialCode positioned Oscar Tech as an active member of the tech community rather than just a recruiter in it. It gave the brand a human voice, created lasting connections, and showed how genuine storytelling and collaboration can drive growth more effectively than traditional outreach.

The SocialCode

Tech Community and Podcast Series

(Oscar Recruitment, U.K. & U.S. Markets)

The SocialCode began as a simple idea: help people in tech connect on a human level. What started as a small online group grew into a thriving community, a nationwide events series, and eventually a podcast platform that reshaped how Oscar engaged with its audience.

  • When I joined Oscar, there was no clear structure for social impact. Individual offices supported causes ad hoc, but there was no unified brand or measurable direction. I saw an opportunity to create something that tied together our culture, our people, and our wider mission.

  • I developed and launched the Oscar Foundation as a company-wide initiative aligned with the UN Sustainable Development Goals. The goal was to make social responsibility part of the brand’s DNA, not a side project.

    We organised three to four charitable and community-led events each year, involving everything from fundraising challenges to local volunteering. I built the visual identity, messaging, and internal rollout materials to help every office get involved.

  • The Foundation created a clear framework for how the business engaged with social impact. It gave staff a sense of ownership and created more internal collaboration between departments. It also became a key part of our employer brand story, helping Oscar win a “Highly Commended” recognition in the Best Employer Brand category at The Global Recruiter Awards.

  • The initiative strengthened our brand reputation and made our culture visible to both clients and candidates. It helped recruitment feel more human and purpose-driven, and it showed how marketing can drive culture as much as revenue.

The Oscar Foundation

Social Impact and Brand Alignment

(Oscar Recruitment, U.K. & U.S. Markets)

The Oscar Foundation was built to connect our company’s growth with a genuine sense of purpose. It gave consultants a way to give back, strengthened our employer brand, and turned internal values into real-world action.