Consumer psychology, user experience and marketing specialist.
Sue started out in social and market research, specialising in media analysis of public policy and working with voluntary sector campaigning organisations such as Mind and The Fawcett Society. She spent the next ten years in the Home Office, working in public policy development, research into public opinion and behaviour, communications and social marketing campaigns. Here, she initiated a number of major policy innovations to improve the make public services more user-centric, such as Police Community Support Officers and Neighbourhood Policing – which became flagship Government policies. In 2005 Sue moved to the department that became the Ministry of Justice to set up their Strategic Communications Unit and run high profile behaviour change campaigns that used the principles of behavioural economics, before returning to the Home Office as Deputy Director for Local Delivery.
In 2010 Sue was recruited by Sussex Police to modernise their communications department, where she stayed until 2014. During this period, Sue overhauled the Force’s corporate values and identity to support its aspiration to become more open and public facing. She introduced a digital strategy that built them a reputation as one of the forces at the forefront of social media in policing. Sussex Police were, for example, the first force to live stream policing operations and use social media as part of public order operations. Successful campaigns to increase reporting of Domestic Violence meant they became the first force to be awarded White Ribbon Status. The innovative risk based approach to media relations, digital engagement and crisis management she introduced has since been adopted by the Metropolitan Police and other forces. In 2014 she set up Brilliant Folk working for small and medium size businesses and the charity sector on a wide range of projects – from branding, customer research, UX and digital strategy to marketing, search engine optimisation and e-commerce. She has recently completed a MSc. in Consumer Psychology.