Professional Experience:
Head of Marketing and Communications (Executive Management Team)
Canford Healthcare, July 2017 – Present A provider of specialist nursing, residential and dementia care across the south of England.
- Led the redesign and relaunch of the brand, including its associated values. Thereafter acting as brand guardian to ensure continuity of the brand and messaging.
- Created and launched 12 independent websites with headless CMS.
- Developed a content strategy, enhancing brand reputation through award submissions (20+ awards and finalists in the health sector since 2019), social media and PR.
- Managed PR and external communications as well as creating internal communication channels.
- Worked with external suppliers to create an industry focussed CRM integrated across all media channels to centralise enquiries and provide analytical data, now utilised across the sector.
- Implemented a centralised customer service model substantially increasing conversion rates from enquiries to visits and move-ins whilst also improving the customer experience in the process.
- Project managed the tendering and installation of a new VOIP telephone system to monitor communications and customer service standards, prioritising distressed callers and medical professionals.
- Produced publications and resources for residents, families, and staff.
- Designed and analysed annual surveys to improve service delivery.
- Conducted data analysis, campaign evaluations and market research to identify new opportunities.
- Developed the marketing strategy and executed multi-channel campaigns.
- Created a digital infrastructure to maximise output while optimising available resources.
- Collaborated with in-house teams to support the organisational goals.
- Managed ROI against budget effectively.
Marketing Consultant
Spice Print Management, December 2015 – July 2017
A print management and digital design company serving both B2B and B2C clients.
- Created and implemented a marketing strategy and digital advertising plan.
- Improved enquiry generation, conversion, and ROI.
- Identified new markets, business opportunities and partnerships.
- Advised on value-added services and diversification opportunities.
- Reviewed and improved communication processes across touchpoints enhancing lead generation.
- Identified opportunities for automation.
Director of Marketing and Operations (Consultancy Contract)
IM Technology, November 2015 – April 2016
Specialising in the creation of bespoke technology software products (SaaS) for B2B and B2C sectors.
- Revised the service design process to prioritise customer activity and needs.
- Proposed organisational infrastructure revisions and pricing strategies for both B2B and B2C markets.
- Developed a framework for online software purchases and product development.
- Advised on branding, customer feedback, and communication processes.
- Created an information architecture for a new website incorporating e-commerce and system integrations.
- Conducted a digital review and identified new business opportunities.
- Developed and launched a digital marketing strategy, considering international requirements.
- Wrote the Service Level Agreement (SLA) and implemented data insight reporting.
Voluntary Work & Travelling
Conservation work in the Peruvian Amazon, August 2015 – November 2015
Head of Marketing
University of Greenwich, September 2003 – August 2015
A multi-site university with 39,000 students from 140 countries.
- Managed brand strategy, budget (1.7m), corporate brand, and advertising across national and international markets.
- Developed and implemented marketing automation and digital strategies.
- Led CRM management, digital transformation, and website management.
- Oversaw content generation and social media, resulting in increased engagement and awareness.
- Managed a team of 24 staff and collaborated across the institution for marketing initiatives.
- Developed a flexible marketing team, leading to a 1500% increase in publications.
- Executed digital transformation, improving reach, segmentation, and targeting capabilities.
- Designed and launched a 70,000-page website, ranked among the top universities.
- Established the university's CRM system, winning an award for innovation.
- Implemented online engagement tools such as virtual tours, tailored prospectuses, NLP profiling, virtual Open Days and mobile apps.
- Managed marketing systems and led a brand repositioning to increase tariff points.
- Managed social media, increasing engagement by 74% in the first year.
- Identified, negotiated and managed contracts with suppliers.
- Organised key events both nationally and internationally.
Marketing Manager
Salisbury College, 2001 - 2003
- Managed marketing strategy, corporate identity, and team of 25+ across multiple locations.
- Increased student enquiry generation and conversions.
- Led PR activities, and internal communications
- Exceeded targets and generated £1m in conference centre and resettlement activities.
- Improved Open Day experiences and implemented successful schools and business networking initiatives.
