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WestOne Cars I was responsible for establishing the new in-house marketing and communications department for WestOne Cars, a green eco-friendly subsidiary sub brand of Addison Lee. • Strategy - I was solely responsible for the management and execution of all marketing and communications for the brand, which involved developing and distilling the brand messaging and embedding green credentials as a central and key USP into the company’s marketing and sales communications. • Online/Web – I created all new web content including new product pages and blog, news and promotional sales updates and worked closely with an outside web developer on the further development and day to day running of the website. • E-mail Marketing – Responsible for introducing, creating and managing all e-mail marketing communications for the brand including introducing a customer retention communications programme and bedding regular strategic e-mail marketing campaigns, A/B testing, segmentation and CRM best practice into the organisation’s marketing and sales activity. • Marketing Collateral – I developed and created all digital and print communications content, taking responsibility for the graphic design or project managing third party outsourced design teams. This included digital and print brochures, promotional flyers, app and booking platform user guides, price lists, stationary and product and service brochures. • Social Media – I grew the social media from non-existent to having an engaged following on Twitter, with responsibility for creating content and managing the channels on a day-to-day basis. • Sales and Marketing Growth - I worked closely and successfully with the sales team on running promotional offers, developing sales communications and other business development strategies that resulted in a 20% increase in turnover. Addison Lee Travel Desk I had the responsibility of marketing the global arm of the Addison Lee business including chauffer driven tours, international transfers and concierge services. • E-mail Marketing – I managed the creation of all e-mail communications including newsletters, product mailshots and other e-mail marketing communications and developed the brand voice across these communications. • Website – I created engaging content, both copy and imagery, for the Travel Desk section of the website and worked closely with the web development team on development plans to expand this section. • Product Development – I played a key role in further developing the Travel Desk’s products and it’s communications strategy to maximise revenue from existing clients through effective marketing and communications campaigns.
Ecoigo (Innovative eco-friendly taxi & minicab service based in London) • Strategy - Solely responsible for the set-up and establishment of the Marketing and PR department by running all aspects of on a day to day basis and for developing the communications strategy with the CEO. By working closely with the sales team this lead to new sales in the year 2013 accounting to a 100% increase on annual sales figures. • Rebrand & Brand Messaging – Project managed the rebranding process including development of new branding and logo with an external design agency, along with brand repositioning, website development, and had the sole responsibility for developing new targeted brand messaging which involved creating the new brand identity through tone of voice, language, product copy, marcomms channel content that was used throughout all subsequent communications. • Website Development & Mobile Apps – Oversaw and project managed the development of a new website with an external web developer in-line with the new brand identity and was responsible for creating new web copy for every page of the site, as well as subsequent day-today management using CMS. I was also responsible for managing the rebranding and redevelopment process of the mobile booking applications. • Marketing Collateral – Was responsible for the design, production and content creation of all printed and digital communications including the company brochure, flyers, sales and product literature, and all other printed material project managing with external third party design agencies and print production companies where appropriate. • E-mail Marketing – Introduced client retention marketing programme and was responsible for producing and creating all e-mail communications from periodical newsletters to product launch campaigns as well as overseeing content of external sales communications. • PR/Social Media – Developed PR campaigns and produced a number of press materials which brought in coverage including a double page spread in the business section of the Evening Standard. I was also responsible for managing the social media channels and creative all content.
• Press Office – Responsible for dealing with press enquiries and proactive pitching to media targets to generate coverage, cross brand mail outs, sample call outs, liaising with clients to create press materials. Successes included securing coverage in the Huffington Post to FHM. • Copywriting/Blogging – Experienced in writing interesting and engaging copy, from producing a range of press releases for varied targets and purposes and creating digital copy and content for client and in-house blogs and social media. • PR Strategy – Brand media planning included creative input in the rebranding of Oxfam to be more fashion press worthy with the creation of a new look book and PR strategy, along with ongoing development. • Website/Social Media – Used CMS to update and develop the agency website including creating individual client brand content. I also updated and managed various client and internal social media channels. • Events – Involved in the planning and running of events including Oxfam and Pants to Poverty presence at Bestival, a multi brand press day, and a high profile film premiere of ‘Bill Cunningham: New York’ at the Soho Hotel in conjunction with Grazia magazine, attended by leading fashion figures and celebrities. ________________________________________
• PR – Responsibilities included copywriting for key press releases including the SS12 collection release, Estethica London Fashion Week Exhibition release, and the On-Schedule British Fashion Council LFW Film release, which garnered extensive fashion press coverage. • Marketing – Managed creative writing project collaboration project with creative writers to produce printed marketing materials to accompany each garment, I wrote and distributed an accompanying press release that lead to the project itself being featured in UK Vogue. • London Fashion Week, Event Planning – Involved in all strategy and planning for SS12 Collection presentation at London Fashion Week at Somerset House and the accompanying Estethica Exhibition. I used impeccable organisational skills in all stages of planning to ensure the success on the day. • Management – Managed the marketing, sales, and PR team throughout my time at the company, which was made up of a small team of intern assistants as well as also occasionally being involved in managing a wider team as a whole.
• PR/Press Activities - Involved in all PR activities from managing relationships with partner fashion brands and organisations, liaising with celebrity ambassadors, maintaining and developing media networks, dealing with press enquiries and sending out press releases. • Events Project Management - Was the lead organising and managing all events including an event at the Houses of Parliament, hosted by Baroness Lola Young and attended by industry professionals in fashion, sustainability, media and politics. I was also lead in organising an exhibit stand at the Ethical Fashion Source Expo and the initial stages of planning and strategy for the All Party Parliamentary Group for Sustainability and Ethics in Fashion with Baroness Young at the House of Lords. • Copy Writing/Social Media/Marketing – I regularly produced succinct, informative and engaging content for press releases, web communications and print marketing. I had the sole responsibility for managing and developing the global social media which involved producing strategic content for Facebook, Twitter, Tumblr, and the online blog. • Website Redevelopment - Key member of a very small collaborative team involved in the redesign of the website from initial concept inception right the way through to the launch stage by successfully managing the project to extremely tight deadlines.