WORK EXPERIENCE
WORK EXPERIENCE
The Institute of Digital Marketing (IDM), Diploma in Direct and Digital Marketing, distinction
Nottingham University, Business Management BSc Hons, 1st class degree
Fenwick
Strategic Partnerships Manager - current role
Brand and Activity Manager - December 2021 - May 2023
A lead contact for the Newcastle United Football Club partnership, with responsibility for the £500k annual contract.
Deliverables include creative match day assets, player appearances, digital and social content, events, hospitality and ticketing.
Delivered the first Newcastle United concession, launched within Fenwick Newcastle, creating additional £95k revenue for the business within the first five weeks.
Pitching new ideas to internal executives and the Newcastle United team, that deliver against the partnership objectives, bring in new revenue streams for Fenwick, and strengthen brand love within the community and culture.
Management of product collaboration timelines and the ideation process, in partnership with Fenwick Buying and NUFC Retail and Hospitality teams.
Delivery of the Royal Ascot millinery sponsorship content to customers digitally and on-site.
Logistical delivery of the Fenwick food truck attendance at Luna Cinema sites, the sponsorships increased food and beverage category awareness and sales.
Structured the Fenwick annual Marketing calendar, which scheduled Brand campaigns, commercial events, and marketing activations throughout the year.
Built annual marketing plans with strategic brands sold at Fenwick, across luxury Fashion, Beauty and Home, which reflected individual brand business objectives and KPIs.
Integrated new brands, services and partners that supported Fenwick’s renewed brand positioning and objectives. Examples include, establishing fashion rental with Front Row as a first for Fenwick, patronage with the British Fashion Council, and sustainable textile waste management through Thrift+.
Planned commercial activity with brands, including Charlotte Tilbury beauty masterclasses, personal styling in the Rixo double decker bus, sunrise yoga with Lululemon and the hylo performance trainer pop up and weekly running club.
Executed thought-provoking panel talks with changemakers and fashion leaders. Key speakers included Lucy Siegle, Aja Barber, Yomi Adegoke and Kenya Hunt.
Delivery of a Beauty shoot, in collaboration with The Stack World, featuring the Newcastle United Women’s football team. Creative assets were used across in-store and digital channels to relaunch the largest beauty hall outside of London.
Management of Marketing Executives, delivering seasonal calendar of beauty bags and GWP, advent calendars, own-label product.
Management of the Sustainability team, which includes ownership of the Sustainability roadmap and targets, identifying and onboarding new partners across Waste, Carbon and Equality and championing initiatives across our store network.
Small Luxury Hotels of the World
Senior Marketing Manager - November 2019 - December 2021
Senior marketer within the newly formed brand team, established as a function to define the brand vision and identity.
Developed a new SLH playbook and tone of voice guidelines, to ensure a consistent and unique brand identity and tone. I was accountable for the roll out globally across all SLH channels, to 530 hotels and travel agents. I partnered with the SLH CEO and Board of Directors to establish and sign off the guidelines.
Owned the creation of a new brand video for SLH, which was shot in Copenhagen based on industry trends and insights.
Managed the SLH designer, responsible for developing all paid print and digital ads.
Improved the content planning process at SLH, by mobilising previous channel siloed marketing teams to integrate their content schedules and share creative assets. Enabling joined up communications across the website, social, email, performance, PR and the app.
Partner with regional marketing teams in the Americas and Asia and other Marketing teams in London HQ at SLH to share learnings, market insights, best practices and to ensure we are all contributing towards the SLH vision and objectives.
Pentland Brands, Karen Millen
Brand Manager - June 2018 - October 2019
Onboarded Karen Millen in to the Pentland Brands business following footwear licence acquisition in June.
Alongside the Managing Director, I constructed the five-year strategic global business plan for Karen Millen footwear. Defined brand growth drivers to deliver a 3-year sales CAGR of 36%. To achieve for Pentland Brands £17.9 million gross invoiced sales and a contribution of £4.4 million in the final contracted year.
Presented at the Karen Millen immersion day at Pentland Brands, attended by 150. Educating and aligning teams around the brand positioning, purpose and mission.
Led the brand planning process with Karen Millen licensors, to better define customer profiles, market understanding and the competitive landscape.
Defined a new modernised creative identity for Karen Millen footwear, that would appeal to the newly defined target consumer, backed up by insights and competitive analysis.
Briefed the Creative agency on all projects, to deliver first class creativity, including brand books, catalogues, look books, presentations, window displays, retail pop-ups, photo shoots and training guides.
Redefined the footwear creative direction and product range architecture with the Category team. Including new branding propositions, materials, price points and product developments. Participated in category and design briefings, range reviews and licensor sign off meetings. Including factory visits to Europe to set up new sourcing relationships.
Managed a diverse stakeholder network including; Pentland executives, functional teams, regional brand teams, licensors, global distributor partners, agencies and trade media.
Pentland Brands, Ted Baker
Brand Manager - April 2017 - December 2018
As the Global Brand Manager for Ted Baker, I worked with key business leaders at Pentland to plan and implement global business strategy and marketing for the footwear category. I led cross-functional annual planning processes, to translate long-term objectives into annual business plans, delivering a year on year sales uplift of 32%.
I managed a diverse stakeholder network within a complex matrix organisation, including; Pentland executives, functional teams, regional brand teams, brand owners, global distributor partners, agencies and trade media.
I worked with the International Business Development team to set new distributor partner contracts, detailing marketing contributions, discount terms, sampling requirements and distribution expectations.
Led the organisation of all range-review meetings and seasonal product launches. Including the sourcing of venues, the venue decorations and propping, product merchandising, speakers, entertainment and development of all presentation, catalogues and sales documentation. During seasonal product launches I would present global brand and marketing strategy.
Defined our retail marketing activity through shopper insight and understanding of creative solutions. Including in store events, product personalisation, brand ambassadors, training, gwp incentives, window takeovers and online brand stores.
Pitched and secured a shopper insight project to gather insights on shopper behaviour. The research led to Pentland securing enhanced footwear areas and shop in shops in retail stores, to increase cross-selling opportunities.
Creative agency briefings to deliver engaging store experiences to create retail drama and added value services for shoppers. Immersive spaces were recognised by The Drum for ‘B2B experiential brand campaign of the year’.
I established a brand ambassador programme in 120 Ted Baker stores, increasing engagement with and knowledge of the footwear category to deliver best in class customer service.
Worked closely with UK wholesale, distributor partners and international direct-to-retail teams to determine the local marketing plans and provide the tools/assets for retail and online execution. Priority markets included US, Canada, Benelux and Germany.
Creation of briefs and managed process of seasonal product photo shoots.
Managed PR manager within Ted Baker mother brand (dedicated to footwear) to deliver strong PR initiatives. Oversaw the creation of seasonal look books, paid and organic seeding, influencer partnerships, mail outs, YouTube videos and affiliate opportunities.
Day to day management and accountability for the marketing budget. Appreciation of wider business decision making on brand P&L. I partnered with finance and analytics to review sales and marketing metrics, refining campaigns and budgets into best performing channels.
Developed strong relationships and acted as a key contact with Ted Baker mother brand, ensuring full brand and seasonal alignment.
Pentland Brands, Lacoste Chaussures — Marketing Manager
October 2014 - April 2017
Part of a cross-functional management team that developed the five year strategic business plan for Lacoste UK, to ensure the subsidiary achieved the 2020 goals.
Development of annual marketing plans to support men’s, women’s and kid’s footwear categories in the UK and key EMEA markets.
I worked with insights to identify growth opportunities across NPD and marketing plans to launch products to market.
A focus on sport reinvention for Lacoste, the annual plans achieved a 19% uplift in sport turnover versus 2015.
An ambition to grow women’s footwear and change perceptions of Lacoste being a male focused brand, saw the annual plan grow women’s sales by 43% year on year in 2016.
Developed special projects for exclusives and capsule collections in multi-brand sport environments Foot Locker and JD across Europe. Including concept development and roll out of new unitary, media partnerships with trend titles, plus social media and influencer content.
Management of UK and EMEA visual merchandising team, setting retail and wholesale standards. Comprehensive training and market reporting.
Pivotal in encouraging appointed media agency to be bold and different in their media recommendations. Digital media partnership with Elle created inspirational content with a dwell time of over 8 minutes.
Marketing implementation of partnerships and collaborations, including the Lacoste L!VE x BAIT collaboration and Hypebeast partnership.
Managed targeted product gifting, including celebrity gifting with Holly Willoughby and Karlie Kloss, gifting to all presenters and winners at Glamour Women of the Year awards, and fashion week gallery coverage of Caroline Issa wearing Lacoste.
Building consumer loyalty through immersive boutique events to drive category awareness and sell out of new product franchises.
Press and influencer relationship building through press events, press experiences and trips to Rolland Garros, ATP and Wimbledon. Reinforcing credibility in tennis, whilst ensuring execution of a brand experience.
VF, Timberland
Marketing Coordinator - November 2013 - October 2014
Localisation and adaptation of EMEA strategy set in Switzerland, into UK and Ireland go-to-market plans. Plus, I developed secondary campaigns with local market agencies, to address local marketing opportunities.
Trade marketing for retail, franchise and wholesale stores for footwear, clothing and accessories. Supporting the launch of new stores and refreshing in store windows and POS visuals in line with product drops.
Attended sell-in appointments alongside the Sales team, presenting tailored Marketing plans for wholesale accounts and trend accounts such as Selfridges, Offspring and END.
Led in-store events, including a personalisation station for the iconic Timberland 6” boot.
Management of PR agency and Media agency (OOH, print and digital). Activity included OOH takeover of key tube stations and billboards to increase consideration for women’s apparel and to launch new product franchises.
Delivered collaborations and celebrity gifting, including the placement of footwear into the Christopher Raeburn mens fashion show.
Development of sales tools and delivery of sell-in meetings alongside commercial teams.
Tullo Marshall Warren, Unilever & Financial Times
Account Executive - June 2011 - November 2013
Campaign and project management of integrated new product launches for Knorr, Flora and Vaseline. From scoping the project through statements of work, cost estimate and timing plans, to delivery.
Lead projects included; setting up, launching and content managing social media accounts and apps, website migration to a new CMS platform, coordination of CRM email programme, and consumer events with brand ambassadors such as Marco Pierre White.
Lead contact for the FT, alongside senior Account Director. Management of all small to medium sized email, direct mail, insert and banner campaigns across the UK, Europe, and Middle East.