Elgen
Marketing Director (Freelance)
December 2020 - present
Developing and implementing the overall brand and marketing strategies across all communication channels.
Including but not limited to:
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Brand identity and tone of voice
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Launch campaigns across all channels
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PR and Press strategy and delivery
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Organic and paid social and influencer activity
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Email and PPC
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Content marketing
Parka London
Brand Consultant (Freelance)
July 2021 - present
Acting as Brand Director and responsible for overall brand strategy, product development and marketing across all channels.
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Brand strategy
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Brand identity / tone of voice
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Product strategy and development
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Campaigns
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PR strategy and delivery
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Organic and paid social inc. influencer
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CRM
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Content marketing, SEO and PPC
Pringle of Scotland
Head of Marketing and Communications
August 2019 - October 2020
Responsible for creating and delivering the global marketing and PR strategy and the development and delivery of the annual marketing and PR plan whilst creating long-term plans to build the brand profile by developing the business content and creative strategy.
Ultimately accountable for directing ongoing retail, e-commerce and wholesale marketing activity through web, mobile, social media and email marketing campaigns, in order to accelerate the transition to a digital-led business.
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Leading the implementation of a multi-channel customer acquisition strategy to drive customer acquisition, retention and increase overall brand presence.
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Defining and executing the brand’s public relations strategy to maximise the exposure of the brand and products to target audience and deliver product placement with media and influencers.
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Managing a direct team of four, and additionally managing cross functionally across the business
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Full accountability for the Marketing and PR Budget
Belstaff
Head of Marketing (Contract)
March 2018 – March 2019
Senior marketing leader within the business, responsible for the creation of the brand marketing strategy and the development and delivery of the annual marketing plan
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Created, defined and implemented the marketing strategy for the brand, identifying the key opportunities for success
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Created, planned and delivered all marketing campaigns
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Led a cross functional team (VM, PR (including agency), Ecom, Design and Retail) to aid the delivery of campaigns across all consumer touchpoints
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Responsibility for the development and delivery of all brand content across all channels
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Developed and defined the social media strategy
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Delivered and implemented all social media activity including both paid and organic social and influencer marketing
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Managed print, digital and OOH media planning, buying and analysis globally (with agency)
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Supported in the delivery of SEO and PPC, and email marketing
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Defined brand KPI’s and analysis of ROI, enabling future planning
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Responsible for the management of brand research and utilising results in future marketing planning
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Developed individual country or regional marketing plans to support the growth of the business
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Managed the team to deliver trade marketing support (Wholesale and Outlets)
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Key member of the omni-channel strategy team and active role in delivery of new ecommerce site
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Line management and development of four team members: Graphic Designer, Trade Marketing Manager, Social Media Executive and Marketing Assistant.
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Full accountability for the P&L of the marketing budget
Hackett
Global Head of Marketing
August 2013 – September 2017
Guardian of the Hackett brand DNA across all communication channels, and key responsibility within the marketing leadership team
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Developed, planned and led the global 360 marketing communication strategy
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Initiated, produced and executed seven global creative campaigns
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Delivered campaigns through leading a cross functional team of Windows, VM, Ecommerce, Digital, Social, PR (including agency) and Retail
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Oversaw all brand content including photography, social, email and editorial
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Delivered all elements of global store opening communications across three territories
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Conducted tender for new media agency and delivered new media strategy alongside appointed agency
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Full accountability for global marketing budget
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Principal contributor to CRM activity and loyalty retention programme
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Active role in delivery of social media and online content
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Responsible for retail marketing including events, wholesale communication activity and marketing with franchise partners
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Managed licensee and partnership relationships, supporting on execution of their marketing plans
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Management of global team of five colleagues across multiple territories
House of Fraser
Advertising Manager - Fashion
August 2011 – August 2013
Creating and delivering the customer facing creative across all fashion categories
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Managed multiple internal stakeholders at all levels to devise distinct advertising strategy for each category
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Planned, briefed, produced and then executed that strategy within the brand advertising creative
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Controlled media buying of all print, outdoor and digital activity through effective management of external agencies
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Full accountability for significant advertising budget
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Management of advertising support team of two colleagues
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Frequently deputised for Head Of External Communications at senior level
House of Fraser
Category Marketing Manager - Menswear & Childrenswear
March 2010 – August 2011
Originating and implementing a tailored suite of marketing and promotional activity to drive sales and profit through stakeholder relationship management.
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Produced and delivered bespoke time bound plans aligned with business objectives through focused cross functional working both as a leader and a participant
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Responsible for consistency of cross category promotional plans through engagement of central buying teams
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Collaboration with both central and local PR teams to maximise awareness of the category
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As an ambassador for the brand, built strong relationships with key business partners and suppliers with a view to securing funding to allow delivery of activity
Sotheby’s
International Marketing Manager – London Sales
European Paintings, British and Irish Art Post 1850, Early British Art, 20th Century British Art, Photographs & Sculpture
January 2008 – March 2010
Delivery of annual marketing activity plans and quarterly communication campaigns aligned to brand priorities for multiple
International territories
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Briefed and managed media buying through management of relationship with external agency
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Accountable for budget creation and management
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Management of marketing team of 2
BHS
Brand Marketing Manager
March 2006 – October 2007
Development and management of annual promotional plans and campaign activity both above and below the line
Selfridges
Fashion Marketing Manager
October 2004 – March 2006
Constructing a fashion marketing plan for the brand, and bespoke to each location delivered through leveraging third party
branded relationships
3 other positions in marketing at Selfridges
June 2000 – October 2004
EDUCATION
Surrey Institute of Art and Design University College
1997 - 2000
BA (Hons) Fashion Promotion and Illustration