A Scottish girl, loving working and living in London With a proven track record of increasing brand awareness and driving incremental sales, I’m accomplished at working over varying brands and markets, utilising the best channels to target the correct audience. With the determination and passion to exceed targets, I consistently deliver results with a proven ROI. Skills include e-commerce, business development & partnerships, campaign management, multi-platform social media, PR – Press & Digital, agency management, account management, CRM, direct mail, advertising and print.
Heading up the marketing department at HIX Restaurant, I am responsible for the strategic planning, execution and reporting of all marketing activities across the HIX estate – spanning 7 restaurant and bars, 1 hotel and Mark Hix as an individual. With each restaurant having its own unique look, feel and demographic, activity is tailored to each venue while maintaining the HIX brand standards. • Responsible for the creation and implementation of a 12-month business plan and budget • Full 360 social media management, identifying the correct platforms for each initiative and venue. • Manage and direct our external PR company, making sure they are fully aware of our activities and focuses • Designed and project managed the build of our new HIX Website, creating a more unified estate across varying brands • Creation and deployment of our newsletters, along with the maintenance of our CRM system. Targeted campaigns utilising information on our guest segments. • Implemented an e-commerce site for the sale of gift vouchers and experiences, backed up by multi-channel targeted marketing campaigns. • Great partnership marketing, connecting with like-minded brands, products and personalities that will enhance our offering • A strong focus on accountability of marketing initiatives, measured ROI and brand awareness • Good grasp on the commercial top line numbers across each site to identify where marketing support is needed • Pride myself on innovative and creative content creation, whether it be graphic, copy, digital, PR or experiential • Experienced in Google Ad words, SEO management and reputation management.
Based at the flagship Hard Rock Cafe on Old Park Lane, I was responsible for all digital, print and multimedia marketing for the London cafe, along with corporate/ private event sales, and corporate business development. Working alongside our other 177 Hard Rock venues, it was my job to maintain brand standards to a high level, while marketing all aspects of our business to increase incremental sales. • Responsible for creating and executing strategic marketing campaigns for our corporate and local activations • Responsible for creating and controlling annual marketing budget of £230,000 • Maintain the highest brand standards throughout all external communications & events • Responsible for all social media channels – planning and executing all integrated social media campaigns • Increased social media reach following by implementing weekly plans to cover all facets of our business by 200% in 7 months • Create content for our monthly newsletter, highlighting our events and news – to a database of over 26,000 • Maintain our website, updating in accordance with current marketing campaigns and activities • Marketing initiatives included food & beverage, live music, special events, retail and philanthropic campaigns • Managed our external PR agency, working together to create our annual PR strategy • Responsible for corporate and social events business development – proactive Private Dining, Exclusive Hires, Conferences, Drinks receptions, corporate events, Social events Clients included John Lewis, Spotify, The Cardinal Group, KPMG, Microsoft, US Airways, United Airways • Worked closely with DMCs, Event Agencies & tour operators such as Kuoni, Brook Green, Tumlare and London & Partners. • End to end event management: Proposals, contracting, planning, on-site event management and follow-up Food, Beverage, entertainment & financials • Increased miscellaneous sales (exclusive hire) by 89% L4L in 2013 • Achieved record breaking Christmas sales in 2013 of £79,000 of exclusive hire. • Introduced DDR Rates and conferencing facilities, to increase exclusive hire scope.
Bank restaurant, a 150-capacity restaurant in the heart of Westminster boasts 3 private dining rooms, a large restaurant and bar, prides itself on delivering impeccable service and freshly prepared food. While at Bank, I have achieved a growth in L4L sales at +72%. After a year of being in the role, I was appointed as the Group Sales Trainer for 33 sites; my responsibilities included training and mentoring all new sales managers in the company. • Responsible for the maximisation of corporate and private business for the restaurant, bar and private dining rooms • Plan and execute all events from initial enquiry to overseeing the event on the day. • Proactively seek out new business through networking, and local business meetings • Created and implemented a multi-platform social media plan for all 33 restaurants in the estate • Increased venue database by 60% in 9 months • Responsible for the marketing of all local restaurant activations, menus and offers. • Big focus on guest recognition, client retention and marketing the launch of our loyalty Scheme to ensure repeat business • Achieved L4L growth of +74% on pre-booked sales • Created a reactive sales team within Bank, from a ‘reception’ focus to a sales focus • Create bespoke events to increase revenue and brand awareness such as special tasting menus, and gala dinners • Increase awareness of the venue by holding showcase events and hosting FAM trips – our Pre-Christmas showcase generated £30,000 worth of business from those who attended • Introduced agency bookings to the venue, this had never been explored before at Bank. Agency bookings have contributed to over £110,000 of revenue per annum. • Continue to deliver a high standard of service while maximising revenue for the venue.
The Grove is a 5* luxury hotel set within 300 acres of grounds. The hotel combines traditional and contemporary accommodation and event spaces from the Grade II 18th century luxury mansion house to the modern west wing of the hotel. During my time as maternity cover at The Grove, I gained a better understanding of large scale events and made some invaluable contacts with large corporate companies and 3rd party agencies. • Responsible for the maximisation of corporate business within the hotel • Work closely with event agencies and corporate companies, personal database of over 1500 contacts • Take the event from enquiry and sale through to planning and completion – working closely with the events operational team • Maximise sales opportunities by holding open days, site visits and menu tastings for clients • Maintain monthly competitor checks across events, F&B and rooms for the whole estate • Liaise closely with the marketing team to produce corporate deals • Attend networking events & trade shows to build relationships with key corporate companies
• Transferred from Tiger Tiger, Aberdeen • Target potential new business by attending networking events and cold calling • Plan and execute all events from initial enquiry to overseeing the event on the day. • Formed and strengthened 3rd party relationships and deals – focusing on pre-theatre package, increasing the restaurant covers by 30 – 50 per day • Created and marketed new packages to maximise selling opportunities • Produced private hire yield planner to capitalise on key dates for 2010 • Beat target for Christmas sales by 40% achieving the largest year-on year growth in the company. • Report weekly to head office using WAR and EPC reports • Headed a team of 4, responsible for their rotas, payroll, and training and tasking.
2004-2008 University of Aberdeen - LLB(Hons) Law