About me

Profile Senior marketing and communications leader with a history of leading the marketing and communications functions for purpose driven and mission-focused organisations that aim to have a positive impact on people or the planet. Experienced across a range of sectors in start-ups, scale-ups, and large organisations in technology, Saas, machine learning/AI, healthcare, charities, not-for-profits and NGO’s, environment, sustainability/built environment/urban development and transport. Rich skills in communicating to B2B, B2C, B2B2C and charitable fundraising audiences. What makes me tick A forward-thinking, passionate and capable senior full-mix marketing and communications leader, who loves to get under the skin of brands and audience groups to work out what makes them think, how best to reach them and how to make a real impact. Strong marketing and communications skills are reinforced by experience in managing and growing teams and working closely and collaboratively with senior stakeholders, to deliver effective customer-focused integrated marketing communications. How I make an impact I work directly with and advise Executive Boards on how to develop and execute impactful marketing and communications strategies that grow organisations and help them meet their commercial goals. A skilled communicator and a natural storyteller; an expert at understanding audiences to craft meaningful, creative messaging, targeted brand campaigns and impactful tactical marketing communications across the marketing funnel. Skilled in developing and managing brands and in the planning, project management and delivery of successful campaigns across integrated channels, digital, print, and PR. I have a keen commercial awareness and the ability to quickly understand businesses to help them grow, succeed and meet their commercial objectives.

QuestionsProjectsExperienceTeam

Work history

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Head of Marketing and BrandLilli
Jul 2021 - Sep 2022London, United KingdomFull Time
Head of Marketing for the Saas smart machine-learning and AI health-tech scale-up, Lilli, helping to solving the UK health and social care crisis. • Lead the brand, marketing and communications function, developing it from grassroots upward after brand pivot from hardware to software and a rebrand in early 2020, representing marketing at management level and recruited a team of two early into the role. • Launched a new website within two months timeframe in preparation for launch of a Pre-Series A. • Built out the brand’s unique visual identity, messaging and brand personality, creating a unique voice and image that is already ‘well recognised’ in the sector despite only over a year’s presence. • Managed migration to Hubspot as our CRM and marketing automation platform, implemented e-mail nurturing best practice with average of CTR of 24.5% across all email marketing. • Transformed KPI/ROI reporting and embedded analytical approaches to all marketing activity within the business, and developed structured and strengthened relationships with the sales function, Key campaign successes: • Launched successful PR campaign to launch first client project, resulting in 2 million readership including; BBC News Online, BBC News World Service Podcast, Radio BBC Solent and BBC Dorset Radio and a range of other health, tech and local press.. • Introduced paid media demand generation campaigns into the marketing mix, using paid social and gated content marketing to generate sales leads resulting in regular high-quality lead generation with YOY volume up by 800% vs pre-campaign implementation. • Developed a social media strategy that grew Linkedin followers 1000% in one year, ahead of all long and well established direct competitors. • Developed sponsorship partnerships with key organisations in the sector in including launching a key industry report Association Directors of Adult Social Care, resulting in 685% YOY growth of leads vs previous ADASS annual report. • Managed awards strategy and achieved the following awards: Rank 9 in BusinessCloud.com Healthtech 50 2022, Rank 10 in Best Places To Work in Tech, Healthtech Digital Awards - Winner Best Remote Monitoring Solution 2021, GHP Social Care Awards Best Health Monitoring Technology Specialists 2021, CEO Monthly Awards - CEO of the Year Award 2021, Health Tech News Now Awards - Highly Commended, SME Innovation 2021, Home Care Insight, Leaders in Care Awards - Shortlisted, Innovation Solutions for Homecare 2021 and finalist for Red Herring 100 2022. • Responsible for product and brand experience marketing, working with sales and customer success teams on sales enablement/ABM developed the physical product packaging. Developed product marketing and communications to delight and inform customers. Created all B2B2C communications to support our clients in successful digital implementation and adoption of the product.
Head of Marketing, Brand and CommunicationsSt John St Elizabeth Hospital
Nov 2020 - Jun 2021London, United KingdomFull Time
November 2020 – July 2021 St John’s is a leading independent and charitable private hospital with profits from the hospital funding an on-site charity hospice, St John's Hospice, providing free palliative care for 4,000 patients each year. I was responsible for leading all marketing and communications across both organisations, with separate brands, audiences, and financial structures and 26 sub brand clinics. • Promoted to lead the marketing, comms and brand function the Hospital and Hospice, and 26 sub brands during a time of momentous change during the COVID-19 pandemic, reporting into the CEO and advocating for marcomms on the Hospital Management Board. • Overall management of a multi-disciplinary team of 6 across digital, communications and events and a range of external agencies across the full mix including a content and social media, PPC, PR, advertising and copywriters and design and print suppliers and managed an annual marketing budget/P&L of £1.5 million. • Instrumental in navigating new and complex marketing communications during the COVID pandemic across a wide range of external and internal audiences, including for B2B, consumer, and charitable fundraising. • Embedded new B2C COVID safety messaging with a focus on reassurance and encouraging consumer confidence in seeking elective healthcare and further developed the strategic proposition to tap into the increasing self-pay healthcare market, ensuring post-covid revenue recovery was consistently above monthly targets. • Lead product development initiatives for a range of new services, working with a range of senior clinical leads, developing go-to market plans, campaigns and execution/delivery, with a focus on revenue driving and targeted audience approaches. • Acted as communications and PR lead for the organisation working with agency support. Key successes included striking up a partnership with two local publications as the go to “charity of choice” with regular weekly coverage in online and print. • Pivoted our Primary Care/NHS outreach event programmes to online webinars series during the pandemic - growing audience figures by 500% from 40 to 250-300 weekly attendees, through e-mail marketing best proactive audience segmentation, behavioural targeting and paid social. This also included diversifying the events mix to include large online symposia and targeted smaller events – this resulted in an overall ‘would recommend’ survey results from attendees of 97.5% and the events programme being the clear industry leader. • Supported overall business performance/financial results being above budgeted plan for 2020 despite pressures of COVID-19 and the market landscape the consumer sentiment a drop seeking non-urgent care and market volatility in private healthcare. • Worked directly with the Head of Fundraising and wider St John’s Hospice teams to support all fundraising activities including a range of campaign appeals and played a key role in pivoting the full events calendar over to virtual events and shaping the charities messaging in relation to Hospice care and the pressures of COVID-19. This lead to a recovery in annual fundraising income exceeding annual projected budgets in response to COVID by 50%.

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Skills

• Advertising
• Events
• Marketing PR
• Design
• Environment
• Communications
• Excel
• Illustrator
• Indesign
• Office
• Photoshop
• Powerpoint
• Word
• Marketing Branding
• Digital Maketing

Education

English LiteratureQueen Mary University of London
Aug 2006 - Jun 2009London, United Kingdom
English Literature