Caty Macaulay

Senior marketing leader with 9+ years' experience driving brand, retention and CRM strategy across experience-led businesses, including 18% YoY revenue growth, 9% YoY EBITDA growth and £1m budget overachievement at Cove UK. I build brands people trust and come back to, connecting brand, product and CRM to drive repeat behaviour and long-term growth.

Senior Brand & Retention Marketing Manager at Cove UK (2025-01 – Present)

Cove UK has operated a portfolio of 18 parks and resorts, including 5 residential parks, 4 large resorts, 7 holiday parks and 2 owner-only parks, including the UK's largest holiday park.

• Led brand and experience strategy for a portfolio of premium resorts, driving 18% YoY total revenue growth and 9% YoY EBITDA growth at Cove UK's flagship resort through improved brand positioning and customer experience.
• Set the direction for B2C retention and lifecycle marketing, owning performance reporting and insight across channels to inform strategic decisions.
• Grew digital acquisition across Meta and Google: +42% website visitors, +22% revenue, +8% average booking value.
• Improved end-to-end customer journeys through UX, IA, SEO and insight-led optimisation, increasing overall website traffic by 34%.
• Overachieved 2025 retail budget by £1m at the flagship resort, growing revenue per guest through venue branding and optimised on-site journeys.
• Line-managed a team of 5 and co-owned a multi-million-pound marketing budget (£3m+) as one of two senior marketing leaders supporting a 10-person function, with a strong focus on coaching and development through regular PDRs.

Senior Sales & Lifestyles Marketing Manager at Cove UK (2023-08 – 2024-12)

• Led acquisition and ownership marketing at scale, hitting YoY holiday home sales targets while improving lead quality and cost efficiency.
• Shaped 2025 sales and marketing strategy through aligned messaging, achieving 105% of target while reducing marketing budget spend by £200k.
• Supported the sale of high-value holiday homes (£300k+) across a growing premium resort portfolio.
• Streamlined marketing processes and agency ways of working to improve consistency and effectiveness.
• Worked closely with Sales Directors and park teams to connect marketing, sales messaging and on-park experience, improving conversion.

Sales & Lifestyles Marketing Manager at Cove UK (2022-10 – 2023-08)

• Built and scaled a dedicated sales and ownership marketing function to support premium holiday home propositions and experience-led resort living.
• Took ownership of paid media, paid social and CRM performance.
• Supported the rollout of Cove UK's first CRM, helping shape customer journeys and team adoption.
• Introduced clearer processes and performance reporting to support scale.

Sales & Lifestyles Marketing Executive at Cove UK (2022-03 – 2022-10)

• Established early sales and ownership messaging for premium holiday home propositions and lifestyle-led resort experiences.
• Managed relationships with creative and digital agencies.
• Improved digital performance, reducing PPC cost-per-lead by 94% and Meta cost-per-lead by 91%.
• Supported the build of early customer journeys from enquiry to purchase, laying groundwork for future CRM and lifecycle marketing.

Marketing Operations Coordinator at Vectis Ventures (2019-01 – 2022-12)

Vectis Ventures is the parent company behind two of the Isle of Wight's leading tourism attractions, Robin Hill and Blackgang Chine.

• Contributed to annual marketing strategy, brand repositioning and operational event strategy for Robin Hill and Blackgang Chine, two leading Isle of Wight visitor attractions.
• Led experiential events, increasing ticket sales by 300%, delivering record performance and consistently exceeding targets year on year.
• Partnered with designers behind Most Haunted and former Universal Studios talent on a flagship experiential event, managing stakeholder relationships to align creative vision with delivery.
• Owned PR activity, securing repeated regional and national coverage.
• Grew social media following from 15k to 20k+, alongside an 8% YoY improvement in email open rates.

Journalist & Marketing Consultant at Freelance (2016-01 – 2019-12)

• Built and repositioned brand identities for independent clients across the tourism and leisure sector, from early-stage startups to established businesses.
• Combined journalism and marketing expertise to deliver content-led campaigns and social strategies that grew engagement, trust and press-readiness.

Copywriter at Greenzones (2015-01 – 2017-12)

• Produced brand-consistent copy across digital and print channels for a global client base spanning multiple sectors.
• Defined and documented tone of voice guidelines adopted across several brands; acted as primary point of contact for high-profile clients.

Level 4 Marketing Executive Diploma in Marketing – Chartered Institute of Marketing (2019-01 – 2019-12)

BA Single Honours in Creative Writing – Winchester University (2010-01 – 2013-12)