Helen Thomas

Senior marketing and brand strategist with 25+ years delivering multi-million-pound revenue growth across luxury hospitality, lifestyle, and education sectors. Proven expertise in heritage brand repositioning, omnichannel marketing leadership, and scaling businesses from startup to £200k+ annual revenue per property. Known for combining strategic brand architecture with commercial acumen to drive measurable profit uplift and customer lifetime value.

I enjoy combining commercial growth with creative ideas to shape brands that connect with people, whether online or in person. My experience includes helping heritage businesses find new direction and launching campaigns with a clear purpose. I focus on building lasting value and loyalty for every project I lead.

Career Summary

Purpose Built Student Accommodation and Co-living

Marketing Manager | Aug 2024 – Present

• Led revenue-focused brand repositioning across multiple London properties, implementing demand generation strategies and conversion optimisation to drive commercial growth
• Launched new website in May 2025 after overseeing rebranding project and UX improvements
• Appointed a new SEO/PPC agency to drive cost-effective lead generation and boost rankings
• Researched and recommended a new CRM/PMS systems to improve operations and sales tracking

Independent School for Girls, South Kensington

Marketing & Communications Manager | Jan 2022 – Jul 2024

• Expanded market reach through targeted out-of-home campaigns across demographic segments, achieving mainstream appeal while preserving traditional brand 
• Delivered a new website and CRM-integrated admissions portal, increasing open day attendance by 65%
• Produced high-impact PPC campaigns across Meta and Google, driving 2024/25 enrolments by over 20% in one year
• Developed teacher-led content to enhance social storytelling and deepen engagement
• Reduced print and departmental costs by bringing communications in-house and shifting to digital formats

Luxury vacation rentals – Scale and Commercial Focus

Founder & Managing Director | Jan 2014 – Jan 2021

• Scaled portfolio to deliver cumulative revenues exceeding £1M+ annually across multiple properties through strategic brand positioning and market expansion
• Developed comprehensive go-to-market strategy covering ATL advertising, BTL direct marketing, and TTL digital campaigns
• Created brand architecture supporting both heritage positioning and contemporary market appeal
• Launched concierge offerings including private chefs, wine tastings, and spa services
• Drove a 65% increase in bookings with a mobile-optimised website and e-commerce functionality
• Secured media coverage in The Times, Guardian, and Condé Nast Traveller via PR partnerships
• Built long-standing relationships with HNW clients and owners, delivering over £200k in annual property revenue

Vacation rental agency

Director | Feb 1998 – Jan 2014

• Transformed traditional cottage agency into an upscale, experience-driven rental business
• Consolidated legacy marketing to improve efficiency and save over £40k annually
• Developed travel guides and blog content to personalize guest experiences and boost reviews

Skills

Brand Architecture & Repositioning

Go-to-Market Strategy Development

Omnichannel Campaign Management (ATL/BTL/TTL)

Revenue Growth & Demand Generation

Customer Lifetime Value Optimisation

Budget Management

MA, Photography

Mini MBA in Marketing

CPD Certificate in Marketing & Behavioural Science

CIM – Advanced Certificate in Marketing

BA, Hospitality Management

BTEC – Hotel and Catering Management