Sophie Williams

A brand specialist & creative strategist with a nose for cultural insights, I’m here to take your brand, campaigns or channel approach to the next level. I believe in a collaborative approach and creating a deep understanding of your audience, product & landscape.

Dedicated to creating cultural relevance and genuine, lasting connections with your audience, I bring powerful storytelling together with human truth and will work with you to build currency not only for your brand, but within your brand community.

I am well versed with influencer marketing, content ideation, ATL and BTL advertising, as well as PR & digital channels, with over 10 years of experience in multinational brands & agencies.

I believe in the power of good brands to solve consumer issues, and great brands to solve systemic ones, and I’m passionate about supporting mission-led brands and NGOs on their path to success.

OUR PARTNERS

SushiDog

•

Sharpie

•

WaterBear Network

•

Ocean Bottle

•

Ferrero

•

Digital Natives

SushiDog • Sharpie • WaterBear Network • Ocean Bottle • Ferrero • Digital Natives

Brand Strategy: WaterBear Network

n 2024, I partnered with WaterBear Network, once dubbed ‘The Netflix for Nature,’ as they transitioned from streaming platform to multi-media impact platform.

I worked with the team to reposition their brand, sharpen their communications and define a new tone of voice. that reflected their evolution from a niche environmental network into a more mainstream, mission-driven, multimedia brand and social platform.

WaterBear needed a clearer articulation of who they were, why they existed, and how they spoke to the world, with a tone of voice that was more consistent and confident, and a brand story that would better engage their values-led, but multifaceted target audience.

We ran brand workshops, consumer interviews, competitor mapping & market research, teasing out unique insights that ultimately led to not only a refreshed brand story, rolled out across all media channels, but a bible for the brand including:

  • Core voice principles

  • Dos and don’ts

  • Example copy across channels

  • Personality alignment with their brand values

The new positioning helped crystallize WaterBear’s mission in a way that was clearer, bolder, and more emotionally resonant. The tone of voice gave the team a practical, flexible framework to bring their brand to life across everything from website copy to investor decks.

Client
WaterBear Network

Year
May-Sept 2024

Creative Strategy: Digital Natives

Since 2024, I’ve worked with Digital Natives, a creative agency specialising in social-first brand building, as a freelance creative strategist across a wide mix of clients and sectors.

From global household names to challenger brands, I’ve helped shape campaign strategy, social playbooks, and broader marketing thinking for clients including:
Ferrero, Sharpie, Zircon, Beko, Yazoo, Eat Natural and Fulfil.

My focus has spanned from big-picture brand and marketing strategy to the day-to-day realities of influencer campaigns and social content—always rooted in cultural relevance, audience insight, and platform-first thinking.

Whether it’s defining strategic territories for a TikTok campaign, creating influencer frameworks, or building out full social playbooks, I’ve worked closely with creative teams and clients to turn strategic thinking into content that cuts through.

Key contributions have included:

  • Social strategy development & platform planning

  • Influencer campaign frameworks

  • Creative ideation and storytelling

  • Strategic brand positioning and audience mapping

  • Playbook creation and rollout support

The work has helped bring structure, clarity and creative depth to campaigns—making sure ideas are not just eye-catching, but grounded in insight and aligned with wider brand objectives.

Let me know if you'd like this tailored to feature a specific campaign or client in more depth (e.g. a Ferrero case study), or turned into a shorter version for bios or pitch decks.

Client
Digital Natives

Year

2024-Ongoing

Brand Strategy: SushiDog

In January 2025, I partnered with SushiDog, a fast-growing quick-service food brand known for its customisable sushi rolls and playful visual identity, as they looked to evolve from a grab-and-go concept into a more emotionally resonant, community-led lifestyle brand.

I worked with the team to reposition the brand and sharpen its social and content strategy, shifting the focus from transactional promotions to deeper storytelling, brand advocacy, and real community engagement.

SushiDog needed a clearer sense of who they were beyond the product: what they stood for, what kind of community they wanted to build, and how they showed up online in a way that felt cohesive, confident, and culturally relevant.

We ran team workshops, audited competitors, analysed audience behaviours across platforms, and identified untapped opportunities for content formats, creator partnerships, and community touchpoints.

The final outcome wasn’t just a new brand story—it was a refreshed social strategy and content playbook, including:

  • Updated tone of voice & brand personality

  • Clear social pillars and narrative themes

  • Channel-specific content recommendations

  • Engagement tactics to grow and nurture community

  • Visual and verbal direction for campaigns

The new positioning brought more clarity and consistency to the brand’s presence, particularly focusing on social and digital channels, while opening the door to more two-way conversations with their audience. Early results included increased engagement rates, growth of the audience on social channels stronger community sentiment, and a renewed sense of direction across the marketing team

Client
SushiDog

Year
January-March 2025

Partnership Strategy: The Turner Twins

Since January 2025, I’ve been working with The Turner Twins, British-based adventurers, speakers and environmental storytellers, to shape and lead their partnership strategy as they prepare for their next major expedition.

My role has focused on identifying and securing brand collaborations that not only fund their projects, but also align authentically with their values and audience, connecting the twins with impact-led partners across natural performance clothing, clean energy, and the outdoor space.

From strategy to execution, I’ve supported across the full partnership journey, developing brand decks, refining their value proposition, building out activation ideas, and helping execute campaigns that drive results for both sides.

We’ve built successful partnerships with brands including:

  • Devold of Norway – natural performance apparel

  • Montane – technical outdoor clothing and equipment

  • Mammut – gear for alpine exploration

The work has delivered value across the board, including funding the twins’ upcoming expedition, growing their brand ecosystem, and giving partners powerful, purpose-led stories to tell.

Whether it’s pitch development, creative campaign planning or ongoing brand alignment, I’ve helped position the twins as adventurers and credible, compelling ambassadors for innovation, sustainability and exploration.

Client
The Turner Twins

Year
Jan 2025 (Ongoing)

Maria Correa, WaterBear Network

"Sophie's got a curious and passionate brain, and is a sharp strategist that adds value to any project. She's collaborative, resourceful, and relentlessly digs deeperto get to powerful insights that lead to great work. Whether it's a tactical execution of a full-fledged campaign, Sophie helps guide the strategy from ideation to how it comes to life across a well-thought out comms plan."

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Maria Correa

Arabella Turner, CEO & Founder, Jaggard Collective

"Sophie would be an epic asset to any project, she has incredible experience, is a super smart communicator, a very hard worker and an amazing team member!"

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