Sophie Hulf

Sophie Hulf, Senior Creative Strategist, Smyle, demonstrated exceptional strategic leadership and rapid career progression, having been promoted from a junior position to a senior role within a short span. Hulf played a pivotal role in securing significant project wins, including the Women's Rugby World Cup, a milestone £1M project for the organisation, and contributed to major campaigns for brands such as TikTok, Samsung, and AstraZeneca. 

Hulf's self-initiated expertise in behavioural science led to the development of a specialist internal practice and helped establish a unique agency proposition, enhancing client value and agency reputation. Beyond commercial achievements, Hulf transformed the organisation's culture by founding This Way Up, an internal equity initiative for women and non-binary employees, which received industry recognition. As the lead for internal DEI efforts, Hulf organised diverse speaker sessions and championed employee-driven innovation via the SpringBoard platform.

Hulf also contributed thought leadership through widely read articles, a behavioural science column, and industry speaking engagements, further elevating the organisation's strategic profile. Testimonials from senior leaders and peers highlighted Hulf's strategic acumen, curiosity, and positive influence, describing Hulf as a trusted collaborator who inspires colleagues and clients alike. The feedback emphasised Hulf's authenticity, energy, and passion for growth, with one judge noting Hulf as "extremely ambitious and very passionate".

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"extremely ambitious and very passionate"

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Sophie Hulf, Senior Creative Strategist, Smyle, demonstrated impressive commercial impact, strategic innovation, and cultural leadership, making a valuable and inspirational contribution to the organisation.