PARTNERSHIPS & PURPOSE
Building Cash Kickstarters from Insight to Impact
Post Office Senior Marketing Manager 2024–2026
Research highlighted gaps in financial confidence, earning skills and employability among young people, particularly those facing disadvantage.
Partnerships · Youth Marketing · Programme Design · Integrated Marketing
- 11.7m
- Video views during the pilot
- 420
- Young people participated in Wave 2 workshops
- 75%
- Reported greater confidence about money in Wave 2
01The challenge
Where it started.
Create something genuinely useful for young people rather than a conventional brand campaign about financial literacy.
02What I led
What I led.
Led programme strategy and development, from defining the opportunity through to partnership-led delivery and subsequent evolution.
Reach + depth
Two ways in, one programme.
Reach
Influencer and owned social content
Used to reach young people where they already were and build awareness.
Depth
Partner-led workshops
Used to create more meaningful learning, confidence and measurable impact.
From insight to practical financial confidence
- Listen
- Co-create
- Activate
- Impact
Young people helped shape the programme, content and learning journey.
“Purpose works when people experience the value, not just hear the message.”
Content territories
Three practical themes, built around real questions.
- 01
Learn it to earn it
Helping young people understand realistic ways to earn and make confident decisions.
- 02
Sell yourself
Helping young people position themselves for opportunities and build confidence.
- 03
Paid. Now what?
Helping young people understand earnings, planning and what to do next.
How it came together
Insight
Real young people helped shape the approach.
Partnership
Partner organisations brought expertise and credibility.
Content
The programme used practical, relevant topics and real-world formats.
Activation
Social content and workshops brought the programme to life.
Impact
The programme generated both scale and measurable confidence outcomes.
“Purpose works when people experience the value, not just hear the message.”
03Impact
Measured by phase.
The pilot and Wave 2 are reported separately. Each phase has its own participation, sentiment and confidence measures, so the figures are not combined.
Pilot2024–25
- 11.7m
- Video views
- 212
- Workshop participants
- 104,649
- Likes, comments, saves and shares
- 98%
- Net positivity from workshops
- 80%
- More confident about money
- 75%
- Agreed Post Office is supportive and relevant to the modern world
Wave 22025–26
- 420
- Workshop participants
- 75%
- More confident about money
- 99%
- Net positivity from workshops
- 81%
- Wanted to attend another Post Office learning event about money
04What I learned
- What worked
- Bringing young people into the development process made the programme more relevant than starting with a predetermined corporate message.
- What I would repeat
- Use specialist partners where they bring expertise and credibility the organisation does not need to recreate internally.
- What it reinforced
- Purpose-led marketing needs a meaningful exchange of value.
What people say
“Jesus really was the heartbeat of this project. He built the programme from conception to fruition.”
Next relevant work
LET’S CONNECT
Let’s talk about what I could bring to your team.
I’m currently exploring senior marketing leadership opportunities where marketing has a meaningful role in shaping customer strategy, commercial growth and the wider business.