With over 10 years experience in B2C and B2B, six years have been in senior management. I plan for the long and short, using all the tools in the box to achieve business goals. A creative, solution-oriented thinker, I bring strategic insights to the role, while deploying best practices for future success.
KEY STRENGTHS
- Campaign strategy and management
- Brand management
- Communications strategy and oversight
- Team development and leadership
EXPERIENCE
2023–present
Marketing Manager, UTP Group (UTP Merchant Services, tapeeno app)
- Built in-house Marketing Department, managing a team of marketers and designers
- Led brand refresh across online and offline estate including products and apps
- Procured and managed agency for website build with user-led design and SEO integration
- Established new channels including YouTube and Mailchimp (OR 43%, CTR 2.5%)
- Managed five-figure advertising budget for lead and demand generation campaigns
- Liaised with stakeholders across regional offices and international banking partners
- Led successful partnering with Apple on Tap To Pay on iPhone for tapeeno app
- Introduced customer insight and competitor analysis strategy for data-driven decision making
- Set SEO and CRO strategy with content planning frameworks increasing strategic keyword traffic by 240% in 6 months
- Grew LinkedIn page audience by 17% in 12 months with engagement rate of 10.9%
- Merchant Cash Advance relaunch campaign generated 92% MoM growth in leads
- Stopped 30% YoY decrease in inbound conversions with 117% increase in 12 months
- Increased Organic Search by 21%, Referral by 74% and Organic Social by 47% in 12 months
2022–2023
Head of Marketing, Thames & Hudson
- Line-managed a team of campaign managers liaising with US, Hong Kong and Australia offices
- Allocated responsibilities and budgets for individual titles across seasonal lists
- Deputised for Director at senior management creative meetings
- Worked with design agencies on content production for digital and print campaigns
- Responsible for high-profile authors including Pink Floyd, British Museum and Johnny Marr
- Media planning and buying, negotiating the best deals for tight budgets
Marketing & Communications Manager, Antiquarian Booksellers’ Association
- Strategised and managed media buyer for the roll-out of omnichannel marketing and press campaign to promote Firsts: London’s Rare Book Fair at Saatchi Gallery, London
- Saw 40% increase in advance online sales, 180% increase in sales to private customers, total sales increase 135% (£7.2M), investor ticket sales increase 72%
2018–2021
Marketing & Communications Manager, Museum of Freemasonry
- Built in-house Marketing Department with six-figure budget responsibility
- Managed full rebrand following external agency consultation
- Procured and managed agency for full website build with user-led design and SEO integration
- Media planning for exhibition and brand campaigns including OOH, PPC, SEM, print, audio
- Insight gathering from qual/quant data to inform CRO, SEO and content strategy
- Introduced new CRMs for automated workflows, including Campaign Monitor, Zapier
- Acquired and managed £10K/month Google Ad Grant (CR 86%, CTR 7%)
- Enrolled and managed Google Arts & Culture, training the exhibitions team in delivery
- Successfully established Instagram, Facebook, LinkedIn, YouTube, growing Twitter by 150%
- Regularly engaged with high-level stakeholders from trustees to benefactors
- Procured and managed PR, digital, creative and media buying agencies
- Editorial board member for FMT magazine, commissioning research-based content
- In 2019 museum visitors increased by 30%, while in 2020 online visits increased by a further 30% on 2019’s increase of 51% following new website launch
2016–2018
Marketing & Communications Assistant, Photo London (Candlestar Cultural Agency)
- Assisted planning and delivery of promotion of the annual art fair including managing a six-figure advertising campaign with the Financial Times and coordinating with Sutton PR
- Created a subscription model to monetise video content launching as Photo London Academy
- Managed all digital channels and content development. Increased Instagram following by 50%
- Coordinated on-site partner activations including managing a team of six fair assistants
PR & Communications Executive (FTC), Togetherall
- Maintained internal and external communications during a major transition period for the international digital mental health service. Clients included NHS and British Armed Forces. Implemented changes to internal communications with the US office.
2015
Image Archivist (FTC), Citywire Financial Publishers
- Tested and populated new custom CMS with over 3,000 images to service multiple international financial publications. Included assisting with B2B communications.
Digital and Social Media PR Intern, Pelham Cultural Communications Agency
- Created social media content for British and Irish pavilions at 56th Venice Biennale as well as several blue chip London galleries. Developed digital audits for client digital strategy proposals.
EDUCATION & CERTIFICATION
- 2025: Mini MBA in Brand Management. Prof. Mark Ritson, Marketing Week
- Certified Google Ads Search. Google Skillshop
- Certified Google Analytics 4. Google Skillshop
- 2022: Professional Certificate: Digital Marketing Strategy. The University of Edinburgh
- 2005: Bachelor of Arts (Hons, 2:1) Fine Art Media. National College of Art & Design, Ireland
RELEVANT EXPERIENCE
2012–2018
Features Writer, HOTSHOE magazine
- Interviewing, and reviewing leading artists and professionals including Thomas Demand; Christian Patterson; Erik Kessels, Roger Ballen, Gregory Crewdson, and Martin Barnes (Victoria & Albert).
2009–2017
Publisher and Editor, SMBH magazine
- Designed, edited, published award-nominated 52-page online photography magazine.
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