Vicky Beercock
Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations
A Creative Force Behind Culture-Shaping Brand Campaigns
Meet Vicky Beercock
A creative brand leader with a two-decade track record of delivering award-winning, culturally resonant campaigns across the globe. Vicky’s career has been defined by her ability to seamlessly blend strategic rigour with creative brilliance - bringing brands to life across PR, brand marketing, global TV commercials, digital, partnerships, retail, on and off-trade strategy, and experiential activations.
From co-founding the award-winning Wilderness Festival and leading marketing across some of the UK’s most iconic venues at MAMA Group (now Live Nation) and artists at Warner Music, to shaping global campaigns for adidas, Bacardi and Hendrick’s Gin, she has delivered standout work across fashion, music, sport, entertainment and luxury. Her approach is rooted in cultural fluency, audience-first strategy, and a passion for pushing creative boundaries - whether launching a record-breaking experiential platform or repositioning a heritage brand in a high-pressure, high-stakes environment.
She’s delivered culture-driving brand platforms, redefined perception for legacy institutions, and launched multi-market toolkits from fashion weeks to football clubs. Her approach is commercially sharp, creatively fearless, and grounded in a deep understanding of people, place and cultural pulse.
Core Strengths & Expertise
Omnichannel Brand Storytelling: Expertise in transforming brand strategy into memorable multichannel activations that drive advocacy, sales, and share of voice
Strategic and Commercial Acumen: Trusted by C-suite and board-level stakeholders to lead with clear vision, manage budgets up to £17.4m A&P, and oversee global campaign delivery across 100+ markets
Culture-First Campaigns: Curates brand platforms and partnerships that resonate deeply with communities, subcultures and global audiences - shaping narratives at the intersection of brand, entertainment, fashion and technology
Agency Leadership: Highly effective in managing integrated agency teams, delivering up to 880% increases in earned media and record-setting global coverage
Mentorship & Team Growth: Lauded by peers and direct reports as a generous, inspiring leader who uplifts teams and cultivates talent (see testimonials)
Category-Spanning Expertise: Experience across highly regulated and fast-paced industries including spirits, sport, e-comm, gaming, fashion-tech, entertainment, luxury, FMCG, and emerging tech (Web3, AI, data privacy)
Results That Speak Volumes
+34% Volume and Value Growth for a brand globally, £182M Revenue delivered during campaign tenure
880% Increase in Earned Media Reach through PR and advocacy strategy overhaul
6.7B+ Impressions from global Bacardi Triangle campaign
Y-3 x Virgin Galactic partnership delivered €30m earned media value from a €50k investment (603:1 ROI) and an 18% uplift in seasonal sell-in. Recognised as one of adidas’ highest ROI campaigns of the decade
Y-3 SPORT Launch saw €8.2M in earned media value on a €150k investment, achieving a 54:1 ROI and setting a new benchmark for creative, commercially impactful partnerships at adidas.
1B+ PR Reach for adidas Paris Fashion Week activations
319 Press Hits with 40:1 ROI from Wilderness Festival’s first year launch
Bacardi Beginnings delivered 700M+ UK PR reach, 619 media hits, and 550K organic video views - £10.5M EMV on an £850k budget (12:1 ROI). achieving a 20x uplift in earned media ROI and repositioning the brand as a credible supporter of emerging music talent. Delivered a 9% uplift in trial intent, doubled engagement vs previous campaigns, and shifted brand perception from “not for me” to “culturally credible”. Recognised by Campaign as a Notable Campaign of the Year.
Global press coverage across 11 countries, 3 front pages, and a top 10 ranking on BBC.com for the reimagined Sgt. Pepper campaign celebrating Sir Peter Blake’s 80th - achieving an ROI of 83:1.
High-Impact Campaign Highlights
Hendrick’s Gin “Refreshing Encounters” TVC & Toolkit
Directed by The Perlorian Brothers and rolled out globally, Vicky led the full campaign development, testing and creative strategy. Delivered 200+ assets for 100+ markets, spanning AV, DCO, social, shopper and on-trade. Recognised by Clio, Effie and The Drum Awards.adidas Y-3 x Virgin Galactic
Led the global partnership, securing full IP rights and orchestrating a landmark editorial experience for top-tier fashion editors - flying them from the Mojave test site to Spaceport America to preview the Y-3 flight suit. The campaign generated 270+ global media features, over 3 billion in combined circulation, 90 million social impressions, and a Wallpaper magazine cover and 6-page spread*. Recognised as one of adidas’ highest ROI campaigns of the decade, it delivered an estimated €30m earned media value from a €50k investment (603:1 ROI) and an 18% uplift in seasonal sell-in.Y-3 SPORT Launch x I-D Content partnership
Led the global launch of Y-3 SPORT via a content-first partnership with i-D and VICE, anchored by a Natalie Canguilhem-directed preview film and a co-hosted NYC fashion event at The Clocktower (fully funded by i-D as part of the partnership agreement). The campaign generated 587M+ earned media readership, 12M reach via i-D/VICE, 33M social impressions, and coverage in 15 markets, including a dedicated 8-page i-D editorial in 10 territories. Resulted in a 20% uplift in seasonal sell-in across key global retailers, with multiple buyers citing the campaign as a primary driver of brand reappraisal. Delivered an estimated €8.2M in earned media value on a €150k investment, achieving a 54:1 ROI and setting a new benchmark for creative, commercially impactful partnerships at adidas.
Soho House x BACARDÍ partnership
Redesigned the Soho House x BACARDÍ partnership, pivoting from traditional branding to a co-created cultural programme tailored to both brands’ commercial and audience goals. Despite Soho House’s no-press policy, the partnership drove 650+ earned influencer posts, a 30% uplift in on-premise sales, 22% increase in menu listings, and a 12-point relevance gain (Nielsen). Hero moments included a sold-out Grandmaster Flash pool party, Tensnake’s rooftop DJ set, a Great Escape Festival pop-up, and a private Universal BRITs afterparty activation. Delivered £280k EMV on a £120k investment - a 2.3:1 ROI - with measurable sales and brand equity impact in a high-value, culturally influential setting.
BACARDÍ Beginnings (UK)
Relaunched BACARDÍ Beginnings (UK) to reposition the brand and maximise ROI among 18 - 34s. Oversaw artist collaborations, content strategy, live events and influencer PR - achieving 619+ earned hits, 700M+ PR reach, and an estimated £10.5M EMV on an £850k budget (12:1 ROI). Engagements included 550k video views, 160k track plays, and a UK Twitter trending moment. Delivered a 9% uplift in trial intent, doubled engagement vs previous campaigns, and shifted brand perception from “not for me” to “culturally credible”. Recognised by Campaign as a Notable Campaign of the Year.BACARDÍ Triangle (Global)
Orchestrated one of the most ambitious experiential brand activations in spirits: a three-day event on a Caribbean island with performances by Calvin Harris, Ellie Goulding and Kendrick Lamar. Over 6.7B earned impressions, 1B+ social reach and global TV distribution.Hull City AFC Brand Rebuild
Drove a brand perception shift post-Premier League relegation through heritage-led design, fan-led campaigns, sell-out kit launches and a pioneering digital streaming platform - delivering +£33K revenue in year one.Vintage by Hemingway x Sgt. Pepper x Sir Peter Blake
Led the ideation and execution of the tribute, recreating the iconic album artwork with Blake himself FOC as part of a headline activation; generated 400+ pieces of positive coverage across 11 countries, including 3 front pages, BBC.com’s 8th most-read global article, and a News at 10 prime-time feature. Delivered an 83:1 ROI, secured Noel Gallagher interview FOC, and directly contributed to a sell-out Saturday attendance, 28% uplift in week-of ticket sales, and a 20% increase in inbound commercial sponsor interest, positioning the festival as a commercially and culturally bankable property.Nintendo Wii, DS, Sony PSP & Palm
Shaped multi-market launch campaigns across Europe for entertainment and gaming giants including Nintendo and Sony, delivering creative-led PR strategies across hardware and lifestyle verticals.Co-founded and led marketing for Wilderness Festival, delivering a 40:1 ROI in Year 1, 319 earned pieces, and partnerships with War Child, Wired, Headspace, and The Last Tuesday Society. The festival won Best New Festival at the UK Festival Awards.
💬 Reputation & Testimonials
“Vicky is the new breed of marketer-skilled at creating extraordinary experiences that bring brands to life.”
- Kofi Amoo-Gottfried, CMO, DoorDash
“She constantly delivers results - even under the most demanding pressure.”
- Kimberly Wallengren, Global Marketing Director, adidas
“She was always willing to provide meaningful advice, insight and mentorship.”
- Tamsin Regan, Global Culture & Trends, adidas
“Her energy is infectious and her expertise makes her a real ‘go-to’ person.”
- Richard George, Senior Brand Manager, Bacardi
“Vicky is a class act - strategic, passionate and a joy to work with.”
- Wayne Hemingway MBE, Partner, Hemingway Design
“Vicky combines strategic thinking with hands-on creative. She’s unflappable.”
- Cat Paterson, Head of Marketing, Facebook APAC
“I gained a fresh perspective of marketing as a practice and theory whilst working with Vicky. Seeing the club through a very challenging time, Vicky has overseen a lot of positive changes at Hull City.”
- Scott Parsons, Hull City AFC
“Vicky’s opinion is one I trust. She’s collaborative, solution-oriented and clear in complexity.”
- Michael Giardina, VP Marketing, William Grant & Sons
🚀 What’s Next
Vicky is open to fractional, freelance or permanent roles in brand marketing leadership, communications, cultural strategy, partnerships or creative direction. She brings world-class experience, strong commercial impact, and a proven ability to deliver global work rooted in local culture.
She is open to opportunities across the UK and internationally - and is happy to relocate for the right role, with experience working at local, regional, and global levels.
