About

I've sat where you sit. That changes how I work.

Consumer brand strategist turned employer brand specialist. 17 years of helping organisations figure out what makes them genuinely different, and how to make people feel it.

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The short version

I started in consumer marketing at Boots, leading multi-million-pound campaigns including the Here Come the Girls series. That's where I learned to think about audiences with precision: what motivates them, what they actually care about, and the gap between what a brand says and what people experience.

When I moved into employer brand, I brought that consumer mindset with me. It's unusual in this space, and it changes the work. I think about EVPs the way consumer brand teams think about propositions: with rigour, with evidence, and with an unrelenting focus on whether it's actually working.

I've led employer brand in-house at Boots, BAE Systems, and Currys. I know what it's like to navigate internal politics, make the case for budget, and try to build something meaningful when sixteen stakeholders all want different things. That lived experience shapes every conversation I have as a consultant.

I set up The EVP Consultancy because I'd seen, from the inside, what organisations actually need from a partner, and how rarely they get it. I wanted strategic counsel, not just creative execution. I wanted someone who'd work through the real challenges with me: early attrition, diversity, activating the EVP across every touchpoint, not just the careers site. And I wanted rigour around measurement that went beyond reach and engagement. When I couldn't find that partner, I decided to become one. The variety was part of it too. I'd loved the leap from suncreams at Boots to submarines at BAE Systems, and I wanted to keep bringing fresh cross-sector thinking to every brief.

I bring sharp thinking, rigour, and a collaborative way of working that makes the complex feel doable. And because I love the work, I bring just enough lightness to make the process enjoyable.

Specialisms

EVP Development & Activation • Employer Brand Strategy • Employee Advocacy • Values & Behaviours • Purpose & Vision

60 seconds with Vicki

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The longer version

Five things have shaped how I work today: a consumer brand background that taught me rigour and optimisation, senior in-house experience that keeps my advice grounded, a deep respect for psychology and behavioural science, proprietary frameworks built from years of pattern recognition, and a collaborative way of working that builds confidence, not dependency. Here's where each one came from.

Boots: Consumer Marketing

Led multi-million-pound consumer brand campaigns including Here Come the Girls. Learned audience segmentation, proposition development, and outcome-focused thinking at scale, but also channel strategy based on media consumption and the discipline of optimisation; working out what's actually working and switching investment towards it.

Boots: Customer Proposition Development

Designed, piloted, measured, and rolled out new pharmacy services including diabetes risk assessments and vaccination programmes. A role grounded in understanding what customers genuinely needed and building propositions that delivered. That experience has shaped how I approach employment propositions today in ways that still surprise me.

Boots: Employer Brand

This is where the crossover happened. Moving into employer brand, I discovered that the fundamentals were the same as consumer: audiences, needs, content, channels. But the psychology is completely different. You're not looking for repeat purchase; you're asking people to choose and commit. I remember asking the Boots consumer SEO and PPC lead to look at our careers site data. He was mortified by the low repeat visits. That was the moment it clicked; this goes much deeper.

BAE Systems

Led employer brand across a complex, multi-division defence organisation. Navigated stakeholder complexity, security constraints, and vastly different talent audiences. This is also where diversity became central to the work; attracting more women into engineering required a fundamentally different approach to segmentation and messaging.

Currys

Responsible for the full scope: employee experience, EVP, employer brand, and culture, including leading the values refresh from research through to launch. Retail, tech, and services talent all under one proposition during a period of significant business transformation. This is where the need for proprietary frameworks became clear; the complexity demanded a structured, repeatable approach.

The EVP Consultancy

Founded the consultancy to bring everything together: consumer brand rigour, in-house employer brand reality, proprietary frameworks, and a way of working designed to build confidence and capability.

What clients say

Vicki has been fantastic throughout, bringing structure, creativity, and clarity to a process that can often feel vague and complex, especially in a large organisation with thousands of employees.

Blanka Csanicz

Employer Brand Lead, Holland & Barrett

She brings sharp ideas, deep experience, and a rare ability to empathize instantly with both clients and their audiences — that’s her real superpower.

Wilfried Niehueser

Head of Talent Acquisition & Employer Branding, Zooplus

We were excited to start work on our Employer Brand but knew that a key part of this was getting a really great level of insight externally and internally. Vicki was incredible in supporting us on both aspects — in fact supporting doesn’t quite capture the immense level of work she put into gathering this research for us.

Emily Allen

Director of People, Anthony Nolan

Vicki is a true Employer Value Proposition expert. Leveraging her experience as an employer brand marketer, she has helped companies select the right agency partner and works hand in glove with them and key HR and business stakeholders to take the EVP from concept to activation to employee advocacy.

Melissa K. Hungerford, Ph.D.

SVP, Global Head of Talent, Learning and IDE, ofi

Let's start with a conversation

If you're thinking about your EVP or employer brand, I'd love to hear where you are. No commitment, just a chat to explore whether we might be able to help.

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