SmileTime Oralcare

I regularly work with brand directors and CEOs, providing strategic guidance on brand growth, market positioning, and audience engagement. This included working closely with Natalie Quail, Founder and CEO of SmileTime, a Dragons’ Den–backed consumer brand.

Together, we designed and executed a scalable, influencer-led community strategy, activating a mix of micro and macro creators to build trust, drive demand, and establish long-term brand advocacy. The campaign delivered sustained commercial impact, generating record performance with returns of approximately 65%, and contributed directly to the company’s acquisition the following year.

Alongside digital growth, we secured key retail partnerships, resulting in national listings with Selfridges, John Bell & Croyden, and Boots, significantly strengthening SmileTime’s retail footprint and brand credibility.