Founder | Brand & Marketing Consultant at Studio Verde (2021-01 – Present)
Studio Verde is a strategic brand and marketing consultancy specialising in premium hospitality, lifestyle and experience-led businesses. Working as an extension of each client, I develop integrated marketing strategies that connect commercial objectives, operational delivery and authentic brand storytelling. My consultancy combines strategic planning with practical delivery, enabling businesses to strengthen brand positioning, improve customer engagement and develop marketing ecosystems that support sustainable commercial growth.
Alongside creative editorial content campaigns with editorial videography and photography.
- Develop integrated marketing strategies aligned with business objectives and commercial priorities
- Create brand positioning, customer propositions and tone of voice for hospitality and lifestyle brands
- Lead website planning, development and optimisation using WordPress and Squarespace
- Develop SEO strategies, keyword research and editorial content that improves discoverability and long-term organic growth
- Produce long-form editorial content, blogs and destination-led storytelling to support SEO, PR and customer engagement
- Plan and deliver CRM and email marketing campaigns focused on customer retention, loyalty and repeat business
- Develop social media strategies, campaign calendars and launch campaigns across Instagram, Facebook, Pinterest and Meta
- Lead creative direction across photography, videography and visual brand identity
- Deliver editorial photography specialising in hospitality, weddings, interiors and premium lifestyle brands
- Manage multiple client relationships simultaneously, acting as a strategic marketing partner from concept through implementation
- Develop partnership opportunities with local businesses, venues, suppliers, creators and tourism organisations to strengthen destination marketing and brand awareness
- Design customer workflows that improve client communication and customer experience throughout the sales journey
- Coordinate multiple campaigns simultaneously while balancing budgets, priorities, deadlines and commercial objectives
- Built premium hospitality and lifestyle brands from concept through to launch, creating complete brand identities and integrated marketing strategies
- Delivered marketing ecosystems incorporating websites, SEO, CRM, partnerships, social media, editorial content and commercial photography
- Established a reputation for authentic editorial storytelling, producing visual and written content that strengthened brand identity and customer engagement
- Successfully photographed and managed over 100 luxury weddings, leading all aspects of client communication, planning, stakeholder management, creative direction and post-event delivery
- Developed collaborative partnerships with hospitality venues, independent retailers, florists, makers and tourism businesses to extend brand reach and create mutually beneficial marketing opportunities
- Built long-term client relationships through a consultancy approach focused on strategic thinking, creativity and commercial outcomes rather than individual marketing projects
Founder & Commercial Director at Nova Lifestyle Concept Store (2021-01 – 2024-12)
Founded and launched an independent lifestyle concept combining retail, café hospitality, floristry, interiors, workshops, photography and creative experiences. Responsible for every aspect of the business, including commercial operations, marketing strategy, customer experience, retail management, events, buying, team leadership and brand development.
- Created the overall business concept, customer proposition and brand identity
- Managed commercial performance, forecasting, budgeting and supplier relationships
- Curated retail collections and buying strategy aligned with seasonal campaigns
- Designed customer journeys across retail, hospitality, workshops and events
- Developed and maintained the website, SEO strategy and editorial blog content
- Produced all photography, videography, copywriting and social media content
- Planned integrated marketing campaigns aligned with seasonal trading objectives and business priorities
- Managed CRM communications, newsletters and customer retention activity
- Planned and delivered workshops, launches, creative events and collaborative experiences
- Built strategic partnerships with independent makers, hospitality businesses, artisans and local suppliers
- Led and developed multidisciplinary teams across retail, events and creative services
- Used customer insights and commercial performance data to shape future campaigns and improve customer experience
- Launched the business from concept to opening within 12 weeks
- Built the business to approximately £250,000 annual turnover
- Grew an organic social media audience to over 25,000 followers
- Built an engaged CRM database of approximately 3,400 subscribers
- Featured in Hidden Scotland, House & Garden, The Times and 91 Magazine
- Established Nova as one of Perthshire's recognised independent lifestyle brands through authentic storytelling, community engagement and strong visual identity
- Delivered integrated campaigns that increased retail sales, event bookings, customer retention and brand awareness while working within tight commercial budgets
Hospitality Brand & Marketing Consultant at The Weem Hotel – Maxcum Holdings (2025-01 – Present)
Providing strategic marketing consultancy for the development and launch of a new premium hospitality destination, creating the commercial and marketing foundations prior to opening. Working closely with the business owners to develop a brand that combines destination marketing, luxury hospitality and authentic guest experiences while ensuring every element supports long-term commercial growth.
- Developed the overall brand strategy and market positioning
- Created the customer proposition and guest journey
- Produced the complete brand voice, editorial copy and storytelling framework
- Planned website architecture, design, navigation and customer experience
- Developed SEO strategy, keyword planning and long-form content structure
- Created a comprehensive 13-month integrated marketing strategy
- Developed partnership and affiliate marketing opportunities
- Produced commercial photography direction and visual identity
- Developed launch campaign concepts
- Identified opportunities for destination marketing and local collaborations
- Advised on customer experience and operational brand consistency across every guest touchpoint
- Created brand guidelines to ensure consistency across digital, print and guest communications
- Developed the complete marketing foundations for a luxury hospitality business before launch
- Created a fully integrated marketing strategy covering website, SEO, CRM, partnerships, social media, PR and content
- Positioned the brand around authentic destination experiences and premium guest service
- Developed long-term commercial marketing priorities aligned with business growth objectives
Area Manager at Benefit Cosmetics (2011-01 – 2013-12)
65 Direct Reports, 5 million+ annual turnover
Senior Recruitment Consultant at Michael Page International (2009-01 – 2011-12)
Store Manager at Jigsaw (2007-01 – 2009-12)
Store Manager at Hamleys (2003-01 – 2006-12)
