Specsavers. Global EVP refresh.
The Challenge
Specsavers was evolving fast - expanding globally, diversifying its workforce, and doubling down on purpose.
But while the customer brand was bold and irreverent, the employer brand needed its own voice: something more grounded, authentic, and human. My task was to build a strategic framework that could connect over 35,000 professionals - across optics, audiology, support offices, and partner-owned stores - in 13 markets.
Specsavers was evolving fast - expanding globally, diversifying its workforce, and doubling down on purpose.
But while the customer brand was bold and irreverent, the employer brand needed its own voice: something more grounded, authentic, and human. My task was to build a strategic framework that could connect over 35,000 professionals - across optics, audiology, support offices, and partner-owned stores - in 13 markets.
The Work
I led global insight across the business, integrating surveys, interviews, and data analysis to surface both scale and story. The surveys captured patterns at scale; the interviews unearthed emotional truths. I facilitated workshops with teams across functions and regions, and developed a narrative that reflected the warmth, pragmatism, and ambition at the heart of Specsavers’ culture.
I led global insight across the business, integrating surveys, interviews, and data analysis to surface both scale and story. The surveys captured patterns at scale; the interviews unearthed emotional truths. I facilitated workshops with teams across functions and regions, and developed a narrative that reflected the warmth, pragmatism, and ambition at the heart of Specsavers’ culture.
The Impact
The strategy unified internal teams under one emotionally resonant idea - without losing local nuance. It shaped EVP pillars, messaging, and recruitment campaigns, and continues to guide global communications. More than a brand update, it helped Specsavers tell a deeper story about what it means to be part of their mission to help people see better - and live better.
The strategy unified internal teams under one emotionally resonant idea - without losing local nuance. It shaped EVP pillars, messaging, and recruitment campaigns, and continues to guide global communications. More than a brand update, it helped Specsavers tell a deeper story about what it means to be part of their mission to help people see better - and live better.