About me

A highly commercial marketer and people leader with 14 years experience, I have in-depth experiences across brand strategy, products and partnership marketing, advertising, media planning & buying from sectors including travel, insurance, sports broadcasting and telecommunications. My ability to adapt fast, effectively execute demanding projects, lead teams and collaborate widely across the business means I have been frequently recruited by organisations undergoing significant changes. I am looking forward to the next chapter in my career, taking on a new leadership position to deliver fast growth and sustained success. 

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Work history

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Head of Brand Strategy & CampaignsVirgin Atlantic Airways Limited
Oct 2017 - Apr 2020Crawley, United KingdomFull Time
Post the merger between Atlantic and Holidays, I was awarded the enlarged role to lead both brands. Key responsibilities included: Defining the global brand strategy, positioning and architecture for Virgin Atlantic and Virgin Holidays to increase brand salience Delivering UK marketing plans inline with business strategy to drive direct revenue growth, with a budget of £30m per annum Collaboration with teams in US, Caribbean, China to ensure plans are implemented coherently and staying within strategic guideline from the UK Delivery of partnership campaigns with 20+ partners per annum ranging from Disney, Barbados Tourist Board to Mattel, to increase flights and holiday package bookings Development of social media strategy and activities in line with new brand architecture Delivery of research projects to quantify business opportunity and implications for marketing, covering UK and US markets. Optimisation of marketing spend to help get business back to profit via econometrics modelling and testing programmes Recruitment and coaching a new team of 14 post merger, establishing and embedding new culture Agency management including ATL media, creative, brand tracking & research and social media Achievement: Team engagement score 3 pts higher than marketing team average, which is already 2 pts higher than total ground staff average, 2 months post global restructure, and in spite of 30% team vacancy Creation of Star Wars Galaxy’s Edge Fan Flight, a one-off holiday package. Bookings exceeded target by 3% despite late launch https://www.instagram.com/p/B8zSiEupjnX/?igshid=1pdph1485lnia
Senior Marketing Strategy & Planning ManagerThe AA
Jan 2016 - Oct 2017London, United KingdomFull Time
A critical bridging role between the new owners of the business, central marketing team and P&L focused product marketing teams, the role was created to optimise marketing ROI, guide and influence marketing effort across 4 P&Ls that followed a de-centralised model. Key responsibilities included: Marketing effectiveness lead across all ATL, BTL and digital channels to maximise marketing ROI Defining the communication strategy to support the annual acquisition and renewal cycle across 4 P&Ls - breakdown insurance, home insurance, motor insurance and financial services Media planning and buying for brand and acquisition response campaigns, to the budget of £12m per annum across brand TV, DRTV, OOH, radio, print, social, programmatic display and video on demand Development of business cases for marketing investments to protect long term brand health and driving short term growth, monthly reporting and presentation to the CEO and CFO Achievements: Step changed media strategy with 34% ROI improvement YoY. This strategy won IPA Gold and Effie Silver (leading marketing effectiveness awards) in 2018 Introduced DRTV and radio as new acquisition channels for ATL direct response channels, widening acquisition prospect reach by 30%

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Skills

• Brand Strategy
• Campaign Advertising
• Media Planning
• Communication Strategy
• Leadership
• Brand Partnerships
• Campaign Development
• Client Handling
• Acquisition Marketing
• Product Launch

Education

ScholarThe Marketing Academy
May 2019 - Feb 2020Hitchin, United Kingdom
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Post-graduate Diploma in MarketingChartered Institute of Marketing
Sep 2013 - Sep 2014London, United Kingdom

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Awards

The Drum Digital Advertising AwardsThe Drum
Social content-led SEO project the Trending Travel Guide won the Leisure and Travel Strategy category at the Drum Awards Europe for Virgin Holidays
IPA Effectiveness GoldThe IPA (The Institute of Practitioners in Advertising)
Singing Baby brand launch for the AA

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