Keira Watkins

Commercially minded marketing professional with over six years experience developing and delivering integrated marketing strategies that strengthen brands, create meaningful customer experiences, and support commercial growth. Most recently within the premium spirits industry, I have led end-to-end marketing activity across the UK and APAC, translating business objectives into integrated campaigns that combine brand activation, strategic partnerships, events, and digital marketing. I enjoy working at the intersection of brand, commercial, and customer experience, bringing together cross-functional teams, agencies, and external partners to deliver measurable outcomes.

Alongside broad marketing leadership, I have developed award-winning partnerships that have generated national media coverage, strengthened brand reputation and created lasting commercial and community value.

Marketing Manager at Cask Trade (2025-06 – Present)

Senior Marketing Executive at Cask Trade (2023-10 – 2025-06)

• Own annual marketing planning and six-figure marketing budget, developing investment proposals, managing spend, evaluating ROI and ensuring marketing activity aligns with wider commercial objectives.
• Develop and deliver integrated brand and marketing plans across the UK and APAC, tailoring regional positioning, communications and activation to support commercial growth.
• Lead integrated campaign development and activation across digital, PR, content, partnerships, events and paid media.
• Manage and mentor a marketing team across the UK and Hong Kong, while coordinating cross-functional collaboration with sales, operations, CRM, and finance teams.
• Maintain brand governance across all customer touchpoints, approving creative assets and ensuring consistency of messaging, tone of voice and visual identity.
• Lead the planning and delivery of premium brand experiences and events for HNW clients, partnering with high profile venues, including Watches of Switzerland and the Phillips Gallery, Mayfair. Full management of venues, suppliers and stakeholders from concept through to execution.
• Develop and activate strategic partnerships with charities, talent and industry organisations, driving campaigns that generated £100,000+ earned media value, £10,000+ charitable fundraising and national media coverage, including an award winning campaign with The Drinks Trust and new whisky bottling with television personality Si King.
• Present campaign performance, customer insight and commercial recommendations to senior stakeholders, using data to inform future investment and brand strategy.
• Lead brand-building and customer acquisition initiatives in partnership with Sales and CRM teams, improving engagement, customer retention and lifetime value.
• Manage external agency partnerships across creative, web development and paid media, ensuring activity aligns with brand strategy, commercial priorities and budget.

Digital Marketing Executive at Monsoon Accessorize (2022-03 – 2023-10)

• Supported the planning and delivery of integrated marketing campaigns across PPC, paid social, SEO, affiliate, and ecommerce channels for the UK and US markets.
• Managed campaign workflows with agency partners, ensuring activity aligned with brand, trade, and commercial priorities.
• Produced weekly and monthly performance reporting using Google Analytics and Meta Ads Manager to identify trends, insights, and optimisation opportunities.
• Oversaw campaign planning across copy, creative, and product collections to support seasonal launches and trading periods.
• Collaborated closely with CRM, Brand Marketing, Organic Social, Creative, and Trade teams to ensure integrated channel execution.
• Led test-and-learn initiatives across paid social and lead generation campaigns, contributing to ongoing channel optimisation.
• Promoted digital marketing best practice internally, including supporting the development of Meta-optimised video content with the in-house brand team.
• Monitored channel spend against weekly and monthly forecasts to ensure budget efficiency and KPI delivery.

Web & Content Coordinator at COBA (part of Workplace Interiors Co.) (2020-08 – 2022-03)

• Managed digital marketing activity for an internal brand, Workplace Interior Shop, coordinating workflows across PPC, SEO, CRO, web development, sales, and product management teams.
• Oversaw relationships with SEO agency partners, managing briefs, timelines, and optimisation priorities.
• Maintained website inventory and product catalogue within WordPress, including product launches, imports, and content updates.
• Delivered monthly KPI reporting with a focus on PPC and SEO performance.
• Collaborated with internal account managers and wider group teams to ensure brand and operational alignment.
• Produced a wide range of written content including landing pages, blogs, and product descriptions, supporting both SEO and conversion goals.

BA in English with a dissertation focus of Feminist Linguistics – University of Nottingham A Levels – Tewkesbury Comprehensive

GCSEs – Tewkesbury Comprehensive