MARKETING AND COMMUNICATIONS CV

Integrated marketing and communications informed by creativity, strategy and insight


Key strengths
  • Website management
  • Social media management
  • Brand management
  • Audience development
  • Integrated campaign management
  • Transformation and improvement
  • Media planning and buying
  • Analytics and insight
  • Copywriting and content creation
  • Communications strategy
  • Stakeholder management


Experience

2018 - 2021
Marketing and Communications Manager, 
Museum of Freemasonry, London
The first person to hold the post at the 180-year-old Museum of Freemasonry, a registered charity, Accredited museum with a Designated collection.

Responsibilities
  • Planning annual marketing strategy and digital content schedule with KPI reporting
  • Managing a five to six figure budget
  • Assessing and reporting Google Analytics to inform digital strategy and development
  • Media planning and art directing for offline advertising on exhibition/brand campaigns including London Underground, London Bus and print publications/press
  • Planning and creating online advertising on exhibition/brand campaigns including Google Search/Display, Facebook, Instagram, podcast audio verticals and mobile interstitial
  • Sitting on the editorial board for FMT magazine, with responsibility for museum content
  • Commissioning and authoring research-based written and visual content for website and print articles to deadline.
  • Planning, shooting, editing and publishing video content for YouTube
  • Photographing collection items for catalogue, publication and web
  • Marketing events on Eventbrite and authoring regular email newsletters to subscribers using a combination of CRMs
  • Managing exhibition press and events including VIP launch, PR procurement and delivery
  • Managing Drupal website including Jira for development and Stripe for eCommerce
  • Regular engagement with high-level stakeholders from trustees to benefactors

Achievements
  • Establishing the entire Marketing and Communications department within the Museum
  • Implementing a communications strategy based on newly identified audience segmentations developed through staff and stakeholder workshops
  • Managing full rebrand including procuring design agency to create new visual identity; procuring copywriter to develop a new tone-of-voice and training staff to implement
  • Managing full website build including procurement of design agency, ensuring brand alignment and user personas adhere to audience segmentation
  • Increasing Twitter following by 150%, successfully establishing Instagram, Facebook, LinkedIn and YouTube channels. Managed via Hootsuite
  • Enrolling with Google Nonprofits to acquire and manage Google Ad Grants worth $10,000 per month with average Conversion Rate 86% and CTR 7%
  • Enrolling with Google Cultural Institute to take part in Google Arts & Culture. Managed output, training and working with the exhibitions team to realise online exhibitions
  • Authoring and publishing Museum page on Wikipedia, updating links thereafter
  • Introducing new revenue streams including online donations and Art UK print-on-demand
  • 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
Communications and Marketing Assistant, 
Photo London (Candlestar), London
  • Assisted with planning and delivery of local and international promotion of the annual art fair including a six figure advertising campaign in the Financial Times. Created the online Photo London Academy, managed all digital channels and content and helped coordinate on-site partner activations including managing a team of six. Increased Instagram following by 50%

PR and Communications Executive (FTC), Togetherall, London
  • Maintained internal and external communications during a major transition period for the international digital mental health service. Implemented changes to internal communications with the US office.


2015
Image Archivist (FTC), Citywire Financial Publishers, London
  • Tested and populated new custom-built CMS with over 3,000 images to service multiple international financial publications. Included subject identification, keywording and taxonomy.

Digital and Social Media (internship), Pelham Communications, London
  • 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 and Certification
  • Google Analytics Individual Qualification, Google
  • Certificate in Digital Marketing Strategy, The University of Edinburgh
  • Certificate in The Fundamentals of Digital Marketing, Google / IAB Europe
  • Bachelor of Arts in Fine Art Media, National College of Art and Design, Ireland


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