Let’s get to know
me a little bit…
I build brands that people don’t just buy, but truly believe in.
With over 20 years in the beauty industry, I’ve worked across global powerhouses and high-growth challenger brands, shaping everything from brand strategy to product pipelines, campaigns and commercial performance. What sets me apart is my ability to start from a blank page - defining a brand’s purpose, understanding real consumer motivations, and turning that insight into something culturally relevant, creatively powerful and commercially successful.
I’m known for getting under the skin of the consumer: not just what they buy, but why. That deep understanding fuels everything I do, from repositioning heritage brands to launching entirely new propositions that tap into emerging needs and untapped opportunities.
Creatively, I bring ideas to life from scratch - building 360° campaigns with obsessive attention to detail and a clear vision for how they show up across every channel. Whether it’s retail, social, PR or partnerships, the output is always crafted to feel native, impactful and impossible to ignore.
I’ve spent much of my career at the forefront of e-commerce, social media and now social shopping - helping brands evolve how they connect with consumers in a fast-changing digital landscape. From launching DTC platforms to scaling TikTok Live and creator ecosystems, I understand how to turn engagement into real commercial growth.
Alongside this, I’ve led collaborations and licensing partnerships spanning charities, global entertainment brands, celebrities and lifestyle names - creating moments that drive both cultural relevance and revenue.
At my core, I’m a strategic thinker, a creative builder and a commercial operator; I’m passionate about turning brands into something bigger, sharper and more meaningful.
BRANDS I’VE WORKED WITH
Testimonials & Feedback
"We were all deeply impressed by Hayley's knowledge and professionalism. There’s no doubt that she is a complete expert in her field and the information and advice she gave us was relevant, easy to digest and hugely valuable in that it has helped us to shape our entire social media strategy. Thoroughly recommended."
Rainy Dias, Space NK
"I have had the pleasure of working in Hayley’s team in my two previous roles, not only is her experience and knowledge invaluable, she also puts her heart into the campaigns of every brand she oversees. As a manager; Hayley is supportive, collaborative and knows how to get the best out of her team - knowing exactly when to push you out of your comfort zone + when you need extra support. Could not have asked for anything more, thank you Hayley"
Rose Metcalfe, Brand Manager
7th Heaven & Shakeup Cosmetics
“I was very happy to work with Hayley on a number of events and social strategies. She was an excellent consultant and was of great help in understanding consumer needs and applying our marketing goals to ever-growing digital channels. I would recommend Hayley to anyone.”
Maria Katz, Pierre-Fabre
(Eau Thermale Avene)
“Hayley is brimming with ideas and always displays a clear passion for her topics. I feel very fortunate to have witnessed her leadership and approach to work. From presenting brand strategies to offering feedback, Hayley’s unique style makes her unforgettable. She has been the person I admired most when it came to purposeful marketing. Her influence has shaped the direction of Super Facialist communications in a way that only a true marketer could. She has been a role model, exemplifying what it means to be not just a brand leader, but a team leader.”
Linda Lasmane, Brand Manager
Super Facialist
“I have worked with Hayley for many years across different brands. She has a brilliant and instinctive understanding of the retail market and uses this to strategically plan and execute her ideas. She is clear when briefing her vision and works collaboratively to achieve the best results.”
Clare Graham, Graphic Designer
(Skin+Tan, Super Facialist & 7th Heaven)
“Hayley joined Skinny Tan as a valuable asset, coming with her own unique and varied skillset to help create and deliver our first ever in-house comms strategy.
A natural storyteller, Hayley is great at bringing strategic ideas and concepts to life with a variety of audiences, including buyers and commercial teams. Hayley is a true ‘Queen of PR’ - great fun to work with, an espousing line manager for her team and highly recommended as a treasured addition to any organisation.”
Amy Newman, Sales Director
Brand Architekts