BP 'And not or'

Project Overview

The BP "And Not Or" Digital Campaign was a strategic initiative aimed at redefining BP’s role in the energy transition.

The campaign emphasised BP’s commitment to both traditional and renewable energy positioning sustainability and innovation as complementary rather than opposing forces.

Key Responsibilities & Contributions

1. Campaign Strategy & Execution

Acted as the central point of coordination for digital content rollouts, ensuring seamless execution across social media, digital ads, BP’s owned channels, and internal communications.
Partnered with marketing, creative, and external media agencies to develop engaging assets tailored to different digital platforms.
Managed content calendars and publishing schedules, ensuring timely delivery of campaign materials.
Assisted in crafting localised content adaptations for EMEA markets, maintaining cultural relevance while aligning with the global messaging strategy.

2. Stakeholder & Cross-Functional Collaboration

Led weekly campaign alignment meetings, ensuring clear communication between BP’s internal teams, senior leadership, and external partners.
Provided strategic recommendations to optimise creative execution based on real-time audience insights.
Coordinated with design, content, and analytics teams to ensure campaign assets met brand guidelines, compliance standards, and regional requirements.
Served as the liaison between BP’s Corporate Communications, Sustainability, and Digital Marketing divisions, ensuring a unified narrative across all digital touchpoints.

3. Performance Analysis & Optimisation

Monitored real-time campaign analytics, tracking key performance indicators (KPIs) such as engagement rates, conversion metrics, click-through rates (CTR), and audience retention.
Utilised Google Analytics, Power BI, and social media insights to generate weekly reports for senior leadership.
Conducted A/B testing on digital ad creatives and messaging, identifying top-performing assets and optimising placement strategies.
Recommended budget reallocation strategies based on performance trends, ensuring maximum ROI on digital spend.

4. Technical & Digital Asset Management

Oversaw the integration of Adobe Creative Cloud and digital asset management (DAM) systems, ensuring seamless access to campaign materials across BP’s global teams.
Managed content deployment across multiple content management systems (CMS), ensuring consistency across BP’s website, internal platforms, and digital ads.
Supported the implementation of CRM-driven engagement strategies, leveraging user data to personalise audience targeting and remarketing efforts.

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BP "And Not Or" Digital Campaign - Key Achievements

Coordinated over 10 cross-functional teams across marketing, finance, and digital operations to streamline execution.

10+

Oversaw the rollout of 50+ digital assets across multiple channels, including social media, web, and email marketing.

50+

Achieved a 15% increase in audience engagement, reaching over 5 million global users through optimised multi-channel marketing strategies.

15%

Enhanced stakeholder collaboration, leading to a 20% improvement in project turnaround time for content approvals and deployment.

20%

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BP 'And not or'

Project Overview

Key Responsibilities & Contributions 1. Campaign Strategy & Execution

Acted as the central point of coordination for digital content rollouts, ensuring seamless execution across social media, digital ads, BP’s owned channels, and internal communications.

Partnered with marketing, creative, and external media agencies to develop engaging assets tailored to different digital platforms.

Managed content calendars and publishing schedules, ensuring timely delivery of campaign materials.

Assisted in crafting localised content adaptations for EMEA markets, maintaining cultural relevance while aligning with the global messaging strategy.

2. Stakeholder & Cross-Functional Collaboration

Led weekly campaign alignment meetings, ensuring clear communication between BP’s internal teams, senior leadership, and external partners.

Provided strategic recommendations to optimise creative execution based on real-time audience insights.

Coordinated with design, content, and analytics teams to ensure campaign assets met brand guidelines, compliance standards, and regional requirements.

Served as the liaison between BP’s Corporate Communications, Sustainability, and Digital Marketing divisions, ensuring a unified narrative across all digital touchpoints.

3. Performance Analysis & Optimisation

Monitored real-time campaign analytics, tracking key performance indicators (KPIs) such as engagement rates, conversion metrics, click-through rates (CTR), and audience retention.

Utilised Google Analytics, Power BI, and social media insights to generate weekly reports for senior leadership.

Conducted A/B testing on digital ad creatives and messaging, identifying top-performing assets and optimising placement strategies.

Recommended budget reallocation strategies based on performance trends, ensuring maximum ROI on digital spend.

4. Technical & Digital Asset Management

Oversaw the integration of Adobe Creative Cloud and digital asset management (DAM) systems, ensuring seamless access to campaign materials across BP’s global teams.

Managed content deployment across multiple content management systems (CMS), ensuring consistency across BP’s website, internal platforms, and digital ads.

Supported the implementation of CRM-driven engagement strategies, leveraging user data to personalise audience targeting and remarketing efforts.