I am a passionate and very creative brand marketing professional, with over 10 years’ experience creating and managing lifestyle brands, with a strong focus on building innovative new brands from scratch (ones that disrupt their categories) as well as running influencer engagement programs. Currently I am employed as the Marketing Manager at Qbic Hotels, a new concept design hotel with a very green ethos, based in East London. Previously I have been for many years a core member of the team that launched and built the Peroni Nastro Azzurro brand as an icon of style and the no. 1 premium beer brand in the UK. Over my 7 years in that role, I saw the brand exponentially grow in size since 2007. I have gained experience across all elements of the marketing mix of a premium brand and across three different markets, with a special focus on creative innovation and ‘trendsetter’ engagement projects. In the last 15 months at Qbic, I have been responsible for building the brand’s identity, positioning and strategy, as well as putting together a plan of action to achieve the agreed KPIs, with full responsibility for strategic planning and managing/executing all elements of the brand plan. While I love the freedom I enjoy in my job and inspired ethos of the Qbic brand, it is also increasingly frustrating for me to have very small (if not inexistent) budgets to play with, due to the difficult macro-economic situation East London hotels are going though at the moment. I am inspired by people and brands that innovate, challenge the norms and make the world ‘think differently’. I thrive in fast paced, not-too-corporate, informal working environments where creativity and innovation are valued and each individual can make a difference. On a personal level, I am a big music fan – I regularly attend gigs and festivals. I have a passion for art galleries, independent cinema, TV series, documentaries and discovering things that are hidden away from the mainstream.
As the Marketing Manager, reporting directly into the CEO, my main duties include developing the Qbic brand identity and strategy as well as managing/executing all elements of the brand plan. I look after all elements of the guests’ experience: from the hotel’s online presence across OTAs/listing sites/banner ads/SEO, to the website and blog content, all consumer promotions, all comms (online and in-house), social media strategy, events, bloggers’ relations and media opportunities. Over the course of this year I have also had the responsibility of taking over the in-house restaurant, from the concept and branding, to designing every aspect of the guest experience (signage, menus, atmosphere, events, promos…), since the third-party company that used to manage it went bust in December 2015.
As the Marketing Manager, my main duties included working with the founders to develop the Magnitone brand proposition (identity, look and feel, packaging, comms, NPD..) and deliver an effective growth marketing strategy and analyse its return on investment. We ‘consciously uncoupled’ after only a few months, as I was hired with the understanding I would be given freedom to lead the brand, but found myself constantly having to follow the founders’ orders (understandably they were very passionate about their startup, but the job wasn’t right for me).