Michelle is an entrepreneur and a catalyst for innovative growth. She brings over 20 years’ experience of transformative effectiveness, working with some of the world’s most powerful brands including Coca-Cola, Mondelez, PlayStation, Shell and Philips.
In response to changing behaviours and customer expectations, she has reinvented VMLY&R Commerce UK’s [formerly Geometry] offering across end to end commerce from new product development, to new routes to market, to e-commerce, to direct to consumer.
Michelle is investing in innovation for growth, changing how brands & retailers do business. This includes The Flagship, an industry-first 3D space packed with tech enabling brands to prototype & trial in 140 immersive shopping environments. New capabilities include commercial planning, Social Commerce+, and an ecommerce performance measurement product “CatScan”
As a result, clients such as GSK, Coco de Mer, Diageo, TATA, & Gore work with VMLY&R Commerce UK at scale with briefs for innovation in the tea category; pharmacy of the future, routes to market for D2C brands, and Boots’ award-winning first ever experiential-led Christmas.
An active champion of inclusion and diversity, and passionate believer in nurturing talent – under Michelle’s leadership, the agency has launched Pitch Your Passion [celebrating side-hustles], VMLY&R Commerce UK Roots [to champion greater ethnic and cultural diversity, The Incubator [work experience BAME programme]. The agency has landed IPA Gold for continuous professional development in the past three consecutive years while her leadership team is winning recognition at IPA Women of Tomorrow Awards; EMpower/Yahoo Finance Ethnic Minority Role List, Global Women in Marketing Awards.
Michelle is a juror of WACL’s Talent Awards [for future female leaders] and mentors young leaders. She is regularly invited to participate at high profile events such as E-Commerce Expo, The Future of Brands, Advertising Week & The Festival of Media. Michelle is a member of WACL, WPP Stella and sits on the advisory board of Ecommerce Expo.