Marketing Director at Learnlife (2022-07 – Present)
Global-leading education innovation startup with three international schools
- Created the marketing and admissions strategy using data and audience research, which increased student numbers by an average of 16% year on year and filled our Barcelona school for the first time while reducing our customer acquisition cost to 11% of annual revenue.
- Led the launch of our Sitges school, implementing positioning, messaging and the go-to-market strategy. Launched the school in just three months and grew student numbers by 45% in year two.
- Transformed our lead nurturing and admissions process for families through customer journey mapping, interviews and storytelling, increasing lead to customer conversion rate by 23% and contact to deal by 59%.
- Developed a paid media strategy using Meta and Google ads that generated 8-10x return on ad spend and reduced cost per lead by 33% year on year.
Head of Marketing & Communications at Windsor Academy Trust (2020-05 – 2022-07)
Multi-academy trust and teacher training provider with 15 schools and 8,000 students
- Developed a marketing and admissions strategy that helped achieve the trust's strategic priorities and grew student numbers by 8% and first preference applications by 9%, including a 90% increase at an underperforming school.
- Collaborated with the CEO to enhance the profile and reputation of the trust through positioning, media engagement and a content marketing strategy. Positioned the trust as a leading multi-academy trust, contributing to an increase in the number of schools joining the trust and an increase in media coverage and speaker engagements for the CEO.
- Led the launch of Windsor Olympus Academy, implementing a marketing strategy and collaborating with local partners to create a community-focused school, which resulted in exceeding year one admission targets.
Head of Marketing & Events at Norfolk Educational Services (2015-09 – 2020-05)
School and college group, and teacher training provider with 10,000 students
- Led marketing and communications for all schools and colleges, using a data-driven strategy to increase enrolments by 9% for the colleges and 34% for the teacher training centre.
- Optimised the admissions and enrolment process using automation, lead scoring and nurturing, improving application to enrolment conversion by 14% and online applications by 43%.
- Owned marketing and communications strategy through two college mergers and rebrands, ensuring brand continuity, consistent messaging and stakeholder alignment.
Marketing Manager at VisitNorwich (2014-07 – 2015-09)
Destination marketing
- Increased commercial membership by 6%.
- Positioned Norwich in the top 10 for day visits in the UK, working on the national City of Stories campaign, which reached millions and raised awareness of the city's offer.
- Transformed communications by implementing a digital-first approach.
Marketing Manager at Norwich Cathedral (2012-09 – 2014-07)
Tourism and hospitality
- Increased annual visitor numbers by 29% in 2013 following year-on-year declines.
- Increased profit from commercial services by £30,000.
- Developed and implemented the Cathedral brand across the organisation.
- Nominated for 'Best Marketing' at the EDP Visit Norfolk Awards.
Marketing Manager at Leigh Sports Village (2010-08 – 2012-09)
Sport, leisure and hospitality
- Significantly enhanced online presence through the creation and implementation of a digital marketing strategy. This included optimising email marketing, growing the social media network and implementing SEO.
- Significantly increased digital PR and media coverage that grew Leigh Sports Village’s profile, increased awareness and generated leads.
- Developed and enhanced the social media network. Introduced new channels and a content strategy that increased reach and engagement.
Research Consultant at PMP Consultancy (2008-04 – 2010-07)
- Contributed to a significant increase in turnover and the number of projects undertaken in sport and leisure planning.
- Promoted from Researcher after 11 months due to high performance.
- Twice won company recognition for the work that I produced.
