Senior Marketing Manager – UK - Green Fun Alliance | LOST MARY & ELFBAR - UK
(2023-09 - 2026-06)
Led UK marketing, consumer engagement and activation, working with Global HQ to bring international strategy to life in the UK market.
- Led consumer activations across festivals, nightlife, hospitality, retail and events, including Parklife, Boiler Room and Vaper Expo.
- Developed targeted activation programmes using consumer insight and test-and-learn approaches to identify the right audiences, locations and channels.
- Built partnerships with venues, retailers, agencies, influencers and event organisers to grow consumer engagement.
- Led OOH, digital OOH and experiential campaigns from concept through to delivery.
- Built a private consumer community of approximately 10,000 members.
- Worked across Marketing, Sales, Trade, PR and external agencies to deliver joined-up campaigns.
- Advised Global HQ on UK consumer behaviour, cultural trends and local partnership opportunities.
Marketing Manager – UK - iMiracle | LOST MARY & ELFBAR - UK
(2023-03 - 2023-09)
- Delivered UK consumer campaigns, events, activations and product launches.
- Worked with agencies, retail partners and internal teams to deliver consumer-facing activity.
- Provided local market insight to Global HQ to improve relevance of campaigns for UK consumers.
- Progressed to Senior Marketing Manager following strong performance and market knowledge.
Marketing Project Manager - Manna Jewellers
(2019-11 - 2022-07)
- Worked directly with the Managing Director on brand strategy, rebranding and customer experience.
- Led digital, website, content, PR and customer communications.
- Used customer and market insight to improve the customer journey and marketing performance.
- Managed agencies and external partners across multiple projects.
Brand Supervisor - Philip Morris International
(2017-02 - 2019-06)
Led consumer experience, retail marketing and activation for IQOS as PMI developed its smoke-free product portfolio.
- Led consumer experience and activation across flagship IQOS locations including Kensington High Street, Westfield, Canary Wharf and Boxpark.
- Building relationships with local businesses, retailers and community organisations to reach target consumers.
- Delivered flagship store launches, working with retail teams, contractors, agencies and global stakeholders.
- Used test-and-learn approaches to understand which messaging, experiences and locations resonated with consumers.
- Created a modular mobile activation unit for festivals, making activations more consistent and efficient.
- Supported and mentored junior team members.
Marketing & Communications Manager - Nicocigs Ltd | Acquired by Philip Morris International
(2014-02 - 2017-02)
- Managed an in-house creative team delivering consumer and trade marketing.
- Led a £2m integrated product launch across TV, PR, digital and retail.
- Delivered experiential campaigns, exhibitions, events and retail programmes.
- Worked closely with Sales, Product Development, PR and agencies to bring campaigns to market.
- Developed customer communications and retail experiences focused on engagement and product adoption.
Marketing Communications Supervisor - Nicocigs Ltd
(2013-02 - 2014-02)
- Delivered the company's first national OOH campaign.
- Managed Birmingham City Football Club sponsorship and associated consumer activity.
- Led exhibitions, events and field marketing programmes.
- Developed retail communications and POS to improve consumer aquisition.
Business Development Executive - Nicocigs Ltd
(2012-04 - 2013-02)
- Built a network of 300+ retail customers across the Midlands.
- Generated approximately £250k annual revenue within 12 months.
- Developed long-term relationships with independent retailers and business owners.
- Delivered product demonstrations and supported in-store consumer engagement.
- Moved into marketing after developing strong commercial and customer insight.
