Gemma Williams

A highly strategic and grounded Level 6 CIM-qualified marketing consultant with over 20 years of experience across sectors, instilling confidence in her expertise and reliability. Specialising in brand development, strategic internal and external communications, and customer experience, I operate on a freelance basis to help organisations solve complex marketing challenges, manage major rebrands, and streamline their digital execution. Known for a practical, authentic approach that aligns marketing activity directly with commercial business objectives.

Freelance Marketing Consultant & Contractor - Freelance - Shropshire, UK

(2021-01)

Operating independently, providing fractional marketing leadership, strategic consultancy, and hands-on campaign execution for diverse businesses.

• Contractor Roles (via Adecco) (March 2026 – Present): Delivering targeted marketing and customer engagement initiatives for corporate clients.
• Aesthetic & Wellness Sector Projects: Managed comprehensive rebranding, website development, and content strategies for independent clinics (including Aaron Bishop Aesthetics, US:KIN, and Discreet Aesthetics), consistently delivering professional, compliant, and trustworthy digital presence that showcases her track record of successful project execution.
• Brimfield Vintage Club: Led a complete brand overhaul, including logo redesign and a new website launch to modernise the community's profile.
• Vanaura Wellness Therapy: Developed the end-to-end business plan, trademark strategy, and launch marketing framework for an innovative mobile wellness venture.

Head of Marketing & Communications (Senior Management Team) - PoloWorks

(2023-05 - 2025-01)

Led the marketing function for this professional services firm, reporting directly to the executive board.

• Spearheaded go-to-market strategies that expanded market share and drove measurable revenue growth.
• Oversaw a complete corporate rebranding initiative to align the company's visual identity with its evolving culture and core values.
• Built, mentored, and managed a high-performing internal marketing team.
• Designed and executed a strategic internal communications framework that significantly improved employee engagement.
• Optimised lead generation and pipeline tracking by embedding CRM workflows (Monday.com).

Head of Marketing Communications & Customer Engagement (Senior Management Team) - Brunelcare

(2021-09 - 2023-05)

Managed the brand reputation and customer journey strategies across a complex healthcare and not-for-profit landscape.

• Developed a targeted candidate attraction strategy that reduced staff vacancies by 50% within six months.
• Handled all critical external messaging and PR, successfully safeguarding the organisation's reputation.
• Integrated marketing KPIs with annual business planning to ensure marketing spend directly supports organisational goals.
• Led the marketing team to deliver impactful communication, digital engagement, and branding results.

Communications & Marketing Manager (Maternity Cover) - Connexus

(2019-09 - 2021-01)

Managed the internal and external communications and marketing strategy for a rural housing group with 11,000+ homes across Shropshire and Herefordshire, reporting to the Head of Insight and Change.

• Key Achievement: Developed and implemented a new comprehensive social media strategy alongside the simultaneous rollout of a major brand launch and website overhaul.
• Strategic & External Communications: Designed multi-channel corporate marketing plans, authored key stakeholder literature (including annual reports, newsletters, and advertising copy), and served as the primary media lead for PR and reputation management.
• Internal Communications: Led the group's internal communications framework to foster transparency and clear messaging across the business, maintaining the corporate intranet and delivering a structured internal campaign timetable.
• Commercial & Procurement Management: Served as the primary contract relationship holder for external suppliers; successfully oversaw the formal tender process and purchasing for design, print, and advertising contracts.
• Team Leadership: Provided direct management, operational leadership, and performance reviews to a team of Communications & Marketing Officers and Assistants.

Regional Marketing Manager - Helping Hands

(2019-01 - 2019-09)

• Managed offline communications, local print media, and hyper-local advertising across multiple regional branches to meet new business targets.
• Analysed branch performance data to identify localised growth opportunities and minimise commercial risk.
• Utilised CRM tools for effective customer conversion through automated email campaigns.

Marketing Manager - ABC Selfstore

(2012-04 - 2018-11)

• Led a major operational change program to introduce a new CRM system and modernise sales strategy.
• Built and deployed automated email marketing journeys via Salesforce Pardot to improve client retention and conversion.
• Produced insightful analytics reports for senior leadership to aid long-term strategic decision-making.

A-levels

AS-levels

GCSEs