Professional achievements

Recent professional development

Whilst marketing is my life-long passion, I’ve always been a sustainability enthusiast and in 2020 I turned my keen interest into a professional qualification.

The Business Sustainability Management course at University of Cambridge was led by world-leading experts in sustainability (M&S, Unilever, Land Rover etc.) and provided a practical route map to ensure sustainability in business doesn’t just consider the environment and people, but it is also profitable.

Numerous businesses use the challenges resulting from the crisis as a chance to turn their greenwashing marketing practices into meaningful, profitable business opportunities, and I would love to have the chance to use my - now enhanced - marketing skills to be part of this change. 




Director at Global Lemon Ltd.

Nov 20 - Present 

The pandemic-related economic challenges resulted in businesses seeking alternative solutions to fulfil their marketing needs. I provide flexible marketing services: 


  • Project based marketing support

There is an increasing demand for experienced, agile marketing professionals to be a 'stop-gap', working within a company to keep things moving whilst there are internal team changes, or to run specific short and medium-term projects for the business. If you’re looking to find a viable alternative to permanent recruitment, I can provide temporary, ad hoc or project-based marketing support.


  • An outsourced marketing department 

For small to medium sized businesses I offer strategic marketing advice, planning and delivery of the entire mix, both digital and offline. This monthly rolling marketing service is created for companies that require expert marketing support, but don’t have the resources to hire a full time marketer. 


Clients & projects:

Technology (B2B): Microsoft (via Kingpin Communications)

International consultancy (B2B and B2C): SME Skills Academy 

E-commerce retail (B2C): 4Hooves

Finance (B2C): SMG Capital Investments

Non-profit: Vegan Leaders of Corporate Management 

Education (B2B and B2C): Maintenant Sustaining Now




Head of Marketing and Sales at Searcys

Jan 18 - Oct 20 (Covid-related redundancy)

Searcys are creators of brilliant experiences and wonderful events, with a collection of venues including the Gherkin, St Paul's, Blenheim Palace and more across the UK.


Responsibilities & Accountabilities 

  • Set and manage the annual marketing plan and budget
  • Implement, monitor and evaluate integrated marketing campaigns (offline and online) to achieve targets
  • Recruit, train, manage and lead the sales and marketing team and appropriate agencies
  • Lead and deliver the relaunch and rebrand of St Pancras by Searcys 
  • Manage a number of agencies (PR, digital, content, design) in the delivery of marketing across multiple channels

Achievements

  • Optimised third party relationships, enhanced stakeholder opportunities, developed and aligned the marketing strategies and integrated marketing campaigns with the overall commercial strategy: delivered 10% over budget 
  • Developed best practice for Searcys on GDPR, marketing campaigns, website management and renegotiated group rates with third parties 
  • Optimised systems and customer journey: achieved 5% over budget for the first time in six years
  • Hired and trained staff, defined their KPIs, set group rates: delivered 8% over budget
  • Developed summer pop-up concepts of Club150 and The Art of Travel: resulted in 30% revenue increase and social media exposure via collaborations with PR and influencers



Head of Marketing at Swan, Shakespeare's Globe & sister companies 

Feb 17 - Dec 17 (fixed term contract)

Swan runs a group of venues and related businesses in the UK and Spain.


Responsibilities & Accountabilities

  • Develop and manage annual marketing plans and budgets across each business to drive sales and engagement with the brands and ensure marketing campaigns dovetail with sales activities
  • Manage input from stakeholders across the businesses, in addition to coaching and coordinating appropriate staff at each venue to generate relevant content in line with brand values and the overarching marketing strategy
  • Manage a number of agencies (PR, digital, content, design) in the delivery of marketing across multiple channels for each business
  • Execute marketing activity, including updating website content, maintaining online listings, managing marketing databases, writing newsletter content and directing photo-shoots
  • Oversee brand management and implementation of corporate identity across all businesses, ensuring brand guidelines are adhered to at all times

Achievements 

  • Awarded the Best Christmas Party Venue at the London Venue Awards 2017, based on innovative and imaginative design concept entry
  • Content led, integrated marketing campaigns and utilisation of third parties increased conversion by 9%
  • Developed the brand positioning, vision, concept, graphic elements and logo of a new venue
  • Focus on brand awareness via PR activities resulted in 15% direct customer booking increase
  • Integrated marketing campaigns online and offline resulted in the sell-out of the newly launched ticketed events



Group Marketing Manager at Westmont Hospitality Group 

Sept 15 - Jan 17 (fixed term contract)

Westmont Hospitality Group is an international investment company that owns and operates hotels in ten different countries under several brands.


Responsibilities & Accountabilities

  • Set and lead marketing strategy for London based hotels (brands such as Marriott or DoubleTree by Hilton, turnover up to £12m) focusing on F&B
  • Develop and align local marketing strategies with the overall commercial strategy, also to budget, track and report monthly 
  • Research, plan, budget, implement, monitor and evaluate marketing campaigns (offline and online, SEO, social media, CRM, email marketing, automation, content, affiliate marketing)
  • Manage relationships and work closely with operations, sales and revenue departments as well as suppliers
  • Analyse and report on marketing initiative performance against Key Performance Indicators and create best practices to share across the venues

Achievements

  • Exceeded targeted Key Performance Objectives for the year within three months 
  • Achieved expected marketing activities and results set out for the year within six months (including implementation, tracking and reporting)
  • Increased database from 900+ to 9000+ email addresses within three months
  • Affiliate marketing optimisation resulted achieving budget for the first time in the venue’s lifetime
  • Reduced overall marketing costs by 50% via reviewing and renegotiating existing contracts and suppliers


Summer travels June - Aug 15



Agency Director at Captivate Hospitality 

July 11 – May 15 (marketing agency)

Captivate Hospitality is a marketing agency acting as an outsourced marketing department for small-medium sized businesses, also building brands and websites.


Responsibilities & Accountabilities

  • Develop and lead the ambitious growth plans of our marketing agency via business development and stakeholder management 
  • Lead, recruit, train, motivate and organically grow the marketing and design team
  • Create reporting and communication systems
  • Deliver branding and website development projects for our clients
  • Set and manage strategic, successful marketing plans and campaigns for our clients 

Achievements

  • By the end of my first year we have grown from having four, to 40-45 projects a month
  • The marketing and design team grown from two to six employees, in addition to interns and freelancers
  • With such high growth, we’ve become eligible to enter the Growth Accelerator programme (a government-backed service offering support to businesses with the high potential)
  • I assisted over 200 venues to achieve their digital marketing, branding and revenue objectives, while managed projects, marketing and design teams as well as freelancers, suppliers, clients and stakeholders
  • BBC2 selected me for an off-screen consultancy role advising Alex Polizzi on restaurant marketing for her series " Alex Polizzi: Chefs on Trial”



Marketing Manager at Soho Bars

Dec 10 – June 11

Achievements

  • Developed annual integrated marketing plan and competitive, creative campaigns
  • Managed social media, PR and online reputation of venues
  • Optimised relationship with online booking partners
  • Managed data capture and maintenance 
  • Copy wrote content within brand guidelines for online and offline use
  • Conducted cold calling to set up joint ventures with local corporates and build loyalty and incentive schemes
  • Managed website redesign and maintenance
  • Organised PA/concierge/corporate events