Lucy Dunwoody

Creative strategist with a BSc in Psychology, specialising in building emotionally and culturally resonant brands across digital platforms. I develop creative ideas and campaigns that meet audiences in their cultural traditions. My work combines intuition-led creative direction with consumer insight and performance data, translating audience behaviour into brand systems that drive measurable commercial impact while strengthening brand identity and community engagement.

Experienced in leading end-to-end creative production across campaigns ensuring ideas translate effectively across all channels. Notable achievements include sustained 33x ROAS on TikTok paid campaigns and generating £1M in revenue within 12 hours through social-led live commerce.

Social, PR & Community Creative Lead at Hairburst (2025-05 – Present)

An established haircare brand where science meets soul.

• Responsible for shaping the brand's creative direction and social strategy across global platforms, ensuring consistency in storytelling, brand identity, and audience engagement
• Lead organic creative strategy and campaign development across social, content, and digital marketing
• Translate brand positioning and audience insight into creative frameworks, campaigns, and content narratives
• Led the social rebrand, redefining the brand's visual identity, tone of voice, and content frameworks to better align with evolving audience insight and positioning within the science-led beauty category
• Analyse campaign performance and audience behaviour to optimise messaging, creative formats, and platform strategy

Creative Lead & Strategist at PL Distribution Ltd (PLouise Cosmetics) (2022-11 – 2025-05)

Leading UK beauty brand on TikTok.

• Developed creative concepts and campaign narratives aligned with brand positioning and evolving consumer trends
• Led end-to-end creative production including photoshoots, campaign assets, and social-first content designed to build brand visibility and cultural relevance
• Built and implemented content frameworks that strengthened brand storytelling while supporting growth across social platforms
• Worked closely with influencers, creators, and internal marketing teams to deliver high-impact campaigns and community-driven brand moments
• Applied audience insight and platform behaviour to develop hooks, messaging, and creative formats that increased engagement and shareability with regular virality scaling to over 3M followers
• High ROAS consistently, with highs of 33x ROAS during peak seasons. Leading it to become one of the fastest growing beauty brands
• Led creative strategy and live content execution for a major product launch at P.Louise, generating £1M in revenue within 12 hours through social-led live commerce
• Grew audience engagement and brand visibility that created viral hype on a global scale with over 1M views on TikTok

BSc in Psychology – The University of Manchester (2014 – 2017)