MARKETING AND COMMUNICATIONS CV

Strategic and creative, I plan short and long, using all the tools in the box to achieve business objectives.


Key strengths
  • Communications strategy
  • Media strategy and planning
  • Brand development
  • SEO strategy
  • Website management
  • Analytics and insight
  • Integrated campaign management including OOH, SEM, PPC


Experience
2022 – present:
Head of Marketing, Thames & Hudson

  • Overseeing the specialist book publisher’s London-based team of marketers.


2022:
Marketing and Communications Manager, Antiquarian Booksellers’ Association

  • Strategised and managed the roll-out of marketing campaigns with Media Buyer alongside Flint PR to promote Firsts: London’s Rare Book Fair at Saatchi Gallery. Saw 40% increase in advance online sales, 180% increase in sales to private customers, total sales increase 135% (£7.2mn), Friday ticket sales increase 72%


2018 - 2021
Marketing and Communications Manager, 
Museum of Freemasonry, London

Responsibilities
  • Planning annual marketing strategy and digital content schedule with KPI reporting
  • Media planning for campaigns including London Underground, London Bus, print publications/press, Google Search/Display, social media, podcast audio and mobile interstitial
  • Assessing and reporting Google Analytics to inform digital strategy and development
  • Managing a five to six figure budget
  • Editorial board member for FMT magazine
  • Commissioning and authoring research-based content for website and print
  • Photography and video content creation for omnichannel output
  • Marketing events and authoring regular email newsletters 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
  • Procuring and managing PR, digital, creative and media agencies

Achievements
  • 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
  • Working with Morris Hargreaves McIntyre to identify audience segmentations developed through focus groups, 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
  • 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 donation


2016 - 2018
Communications and Marketing Assistant, 
Photo London (Candlestar), London
  • 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 the online Photo London Academy, managed all digital channels and content. Increased Instagram following by 50%
  • Coordinated on-site partner activations including managing a team of six

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 Email Marketing, Hubspot Academy
  • Certificate in Digital Marketing Strategy, The University of Edinburgh
  • Certificate in The Fundamentals of Digital Marketing, Google/Open University/IAB Europe
  • Bachelor of Arts (Hons) in Fine Art Media, National College of Art and Design, Ireland

linkedin.com/in/barrywhughes

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