Henderson Seafood

I partnered with Henderson Seafood to lead fractional marketing, creative strategy, and production support, shaping how the brand presents itself across owned channels, including website, newsletter, CRM, and social media.

Grounded in cultural and audience insight, I developed an insight-led creative strategy that positioned Henderson Seafood within broader conversations around food, sustainability, and ethical sourcing—moving the brand beyond product-led messaging and into contemporary food culture.

At the heart of the work was the newsletter, which I wrote and curated as a weekly creative platform. It became a consistent cultural touchpoint, connecting Henderson Seafood with its audience on topics ranging from seasonal eating and chef culture to the realities of the UK fishing industry, establishing the brand as a credible, values-led voice within the food community.

To extend this presence, I developed content collaborations with chefs and food influencers, including head chefs at Brunswick House and Eliot’s, embedding the brand authentically within progressive hospitality culture rather than conventional influencer marketing.

Alongside creative direction, I coordinated production and technology partners, advised on social planning, and leveraged first-party data to inform CRM campaigns and performance reporting—ensuring creative decisions were insight-led and measurable.

This work elevated Henderson Seafood’s profile within the hospitality industry, contributing to its recognition as ActuallyGood©’s inaugural certified supplier, a third-party endorsement of the brand’s authenticity, sustainability, and ethical approach.