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Who we are


Think of us as your new marketing team, remote yet close. The loveable geeks, the keenos with freshly baked goods raring to go. We offer both thinking and doing, take your pick.


Melissa Fretwell is the founder. Her career has been about telling marketing stories from the world of music and entertainment. Working across a range of demographics with a specialism for understanding the highly prized 16-34 year olds.


She’s a chartered marketeer and CIM mentor. She launched White Camino after seeing so many businesses without the bandwidth to grow. Working with fascinating challengers from music, to parenting, to youth charities and sustainable fashion.


She’s also a Business Director at Hoxby  working with clients new to TV like Etsy. Hoxby is B Corporation Certified social enterprise of more than 1,000 handpicked, diverse and global freelancers who can also work for White Camino.  


We scale or shrink according to every brief and have collected some impressive compadres along the way. This talented bunch are part of the White Camino pack. United by our experience in media and entertainment and our wolf like curiosity. Always learning and adapting to deliver rather excellent work. We're sure you’d expect nothing less.

Melissa Fretwell
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"I'm a CIM chartered Marketing Consultant with a background in both traditional and digital media and over 15 years experience of marketing for entertainment brands from UKTV and Channel 4.

I'm obsessed with creating strategies for challenger brands and start-ups, helping them tell their most compelling story. I deliver pro bono marketing support for youth charity Ideas Foundation and sit on their creative advisory board." 

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Compadres of White Camino...



Laura runs Laura Lyon Trends and has over 12 years' experience of ensuring market research, trends and insights underpin strategies for major media brands including BBC Worldwide, The Guardian and Channel 4.


As an independent researcher she works with challenger brands in areas including diversity and inclusion in the workplace and issues affecting women in the Middle East. She is motivated by furthering clients' understanding of people and the wider world, so that they can bring about positive change in the future. 



Gideon has over 20 years of experience in research and insight roles, having held senior roles in client and agency organisations. He specialises in helping clients find new opportunities, working hard to help translate research findings and insight into actionable roadmaps. He has a genuine passion for what he does and has a keen interest in how research can be improved by using online tools and tech.


He's the founder of the newly launched Customer IQ which offers affordable and actionable research.



Rhyan is our creative consultant; a survivor of the music industry - he’s managed Goldie, Metalheadz and Metalheadz Platinum labels. He's worked with established and fledgling artists to further their careers and develop their brands. Former promotions director for iconic club; Amnesia Ibiza, he understands the complexities of event management and production. 

A creative fixer, fluent in the mechanics of the music and visual arts industries he has worked as creative director for White Camino projects, bringing fresh solutions to branding and campaigns.


He’s also an accomplished documentary photographer.



James is an award winning graphic designer and an Adobe Certified Specialist. He began his design career working for a pre-production print house working with clients such as the BBC, Penguin Books, The National Gallery and many more. As technology has evolved, his passion has shifted into the digital space and he’s now a specialist in UI design for mobile platforms, digital applications and websites. 

James prides himself on his caring and communicative nature with a genuine passion for the work he produces and likes nothing better than solving a creative challenge.

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Harrison of design consultancy Nine Worthy is a design obsessed creative with 15 years of experience in the creative sectors. His core skills revolve around branding, packaging, marketing collateral, illustration and all avenues exploring design for print and production. Throughout his career to date he has had the pleasure of working with global brands ranging from Jamie Oliver to The Ministry of Defence, Audi, Lexus, BMW and The W.H.O.


His core belief is that well executed design can bring about positive trends, awareness and unity.


Kat Cat

Katcat studio is the creative space of motion designer Kat Cat. Kat has spent over 11 years working across design, animation and branding briefs in the TV industry and for corporate clients.

While specialising in 2D animation, Kat has also worked with Cinema 4D, especially for highly stylised/illustrative designs. She is passionate about smooth animation and enjoys coming up with simple design solutions that communicate messages in an effective, elegant way. 

Since going freelance in 2019, she's been developing personal and professional projects around her passions for illustration and animation storytelling. 

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Alice has over 8 years experience in audience engagement in the UK cultural sector, in organisations such as the V&A Museum, Young V&A, The National Gallery, HRP and Tate. 


For the past 4 years she has worked as a web designer, creating bold and beautiful websites using online building tools, such as Wordpress, Squarespace, Cargo and Wix. 


She brings her communication skills, design flair and attention to detail to every project, always looking for more efficient ways of working to achieve high standards and ultimate client satisfaction.

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Sally is a PR with 30 years’ experience as a journalist. She specialised in TV and entertainment and has written for a broad range of National UK titles ranging from The Sun through to TV Times, The Times, Bella, Best, Platinum and more.


Whilst working solely as a journalist, Sally was a consultant for PR firms, writing press releases, devising feature ideas and offering creative solutions.

In 2016 she started Wow PR and has since gained fantastic media coverage for a range of small businesses.

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Gabbi has led and run consumer comms campaigns for a number of shiny global brands; Etsy, Coca-Cola, McDonald’s, Britvic, GSK and Nestlé. Her 18 years in the industry mean she knows instinctively what makes a good story. And how to shape messages so they fly.

Sector experience ranges from big consumer FMCG, through to purpose led and start ups. She is passionate about the craft, clever ideas and works tirelessly to get to the heart of your comms need.

She's also fastidious about campaign delivery bringing enthusiasm, clear strategic thought and creative impact at all stages of a project.

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