Experience

Sportsbreaks.com

• United Kingdom
• Travel Arrangements
• 1 - 100 Employee

• Senior Marketing Manager

  • Nov 2022 - Present

  Strategising, planning and implementing marketing activity for Sportsbreaks.com across a variety of online and offline channels; Leading the Sportsbreaks.com marketing team and managing relationships with marketing and PR agencies; Working collaboratively with Destination Sport Group’s central marketing functions. Strategising, planning and implementing marketing activity for Sportsbreaks.com across a variety of online and offline channels; Leading the Sportsbreaks.com marketing team and managing relationships with marketing and PR agencies; Working collaboratively with Destination Sport Group’s central marketing functions.



Make It York

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Senior Marketing & Communications Manager

  • Sep 2020 - Nov 2022

  Key Responsibilities: Head of department, leading a team of nine people responsible for promoting York to 8.4 million leisure and tourism visitors per year worth over £909 million to the city; Driving the development and implementation of York’s tourism, communications and insight strategies; Working closely with stakeholders and commercial partners to maintain and develop Visit York as a membership body, supporting and developing the tourism and leisure sector across the city; Formulating and leading on leisure and business tourism campaigns for the city through a strategic approach and by working closely alongside key commercial partners and stakeholders; Managing design, digital, print and media agencies across various projects including paid social, city centre signage, print, SEO, PPC, TV, radio and OOH. Key Achievements: In 2021, my team generated over 700 pieces of media coverage worth over £3 million to the city, delivered a new Visit York website (1.4 million users) and grew the Visit York social media channels to a record 22.4 million impressions. Establishing and running the City’s Tourism Advisory Board, comprising over 40 members from across the city, to formulate campaigns and promotions that benefit York’s attractions, hoteliers and retailers; Leading on the planning and implementation of the city’s tourism recovery marketing strategy and various multi-channel campaigns across TV, radio, OOH and digital as the city ‘built back better’ in the wake of the Covid-19 pandemic; Planning and managing thematic and seasonal multi-channel campaigns covering short breaks, Halloween, Christmas, food & drink and family days out.



Heritage Great Britain PLC

• United Kingdom
• Leisure, Travel & Tourism
• 1 - 100 Employee

• Group Marketing Manager

  • Dec 2012 - Sep 2020

  Key Responsibilities: Working alongside the CEO and site General Managers to plan, budget and achieve footfall, revenue and SPH targets across all facets of the business; Leading the planning & implementation of marketing and communications strategies and campaigns across all group destinations including Snowdon Mountain Railway, The Needles: Landmark Attraction and Sandham Gardens on the Isle of Wight, the Land's End resort in West Cornwall, Royal Liver Building 360, John O’Groats and Mattel Play! Liverpool; Managing design, communications and digital agencies across a wide variety of projects including social media, branding, signage, print, SEO, PPC, website builds and new attraction openings and launches; Leading on brand development, communications and campaign activity for new openings and with key attraction partners including Aardman Animations, Mattel Inc., DreamWorks Animations and Rovio UK. Key Achievements: The Royal Liver Building 360 attraction offers visitors an unforgettable experience inside Liverpool’s most famous landmark, open to the public in 2018 for the first time since its completion in 1911. My job was to lead the creation of a brand identity, e-commerce website and launch campaign that would do the attraction justice, working with design agencies, media buyers, printers, PR agencies and overseeing a website build, online booking and CRM system. Working closely with DreamWorks animations and Visit Liverpool to develop, plan and manage all branding, marketing & day-to-day social media content / activity for DreamWorks Lights – a walkthrough seasonal experience staged at St. George’s Hall during December 2016 that formed the centrepiece of Liverpool’s Christmas offering.



CQ2 Creative Design & Digital

• United Kingdom
• Graphic Design
• 1 - 100 Employee

• Marketing Consultant

  • Dec 2012 - Jun 2017

  Writing marketing and communications strategies and campaign proposals for leisure, tourism and hospitality clients; Copywriting services for a variety of clients across web, print and social; Composition of social media content plans; Project managing multiple website builds, email campaigns and organic / paid social media campaigns by working collaboratively with clients, developers and designers; Deputising and covering for account directors on various accounts as needed; Liaising with print companies and media agencies across TV, Radio and OOH campaigns.



Merlin Entertainments

• United Kingdom
• Entertainment
• 700 & Above Employee

• Cluster Marketing Manager

  • Sep 2012 - Nov 2012

  Implementing the marketing and communications plan for Legoland Discovery Centre Manchester and working on the launch campaigns for Sea Life Manchester. Implementing the marketing and communications plan for Legoland Discovery Centre Manchester and working on the launch campaigns for Sea Life Manchester.



LIGHTWATER VALLEY ATTRACTIONS LIMITED

• United Kingdom
• Travel Arrangements
• 1 - 100 Employee

• Marketing & Customer Relations Manager

  • Jun 2007 - Sep 2012

  Key Responsibilities: Head of Department (6 direct reports) with annual budget management to £500k and responsibility for £4m annual admissions revenue and SPH targets; Composition and implementation of targeted marketing, PR & social media plans covering the consumer, group travel trade, school, student & corporate markets across TV, radio, OOH, print and digital; Managing the admissions and guest services functions along with all customer feedback; Working collaboratively with Welcome to Yorkshire and various other destination management organisations including Yorkshire’s Magnificent Attractions, Visit Harrogate and Discover Ripon. Key Achievements: Planning & implementing a new website, CRM and online booking system for the 2009 season & subsequently growing online bookings from 10% to 60% of all theme park admissions; Planning & managing the theme park’s special events & outside exhibition programmes including the initiation and management of new consumer events such as Frightwater Valley, the Dickensian Christmas Festival and Swashbuckling September pirate themed weekends; Establishing and growing the theme park’s social media channels from scratch to over 100k followers. Leading on seasonal campaigns across TV, Radio, OOH and digital, to include the branding and launch of several new rides and attractions into the park including the Angry Birds Activity Park, Wild River Rapids, Whirlwind, Raptor Attack and Skeleton Cove.



Royal Armouries Museum

• United Kingdom
• Museums, Historical Sites, and Zoos
• 1 - 100 Employee

• Sponsorship Coordinator

  • Feb 2001 - Jun 2002

  Responsible for the execution of targeted campaigns to promote corporate sponsorship opportunities, as well as the composition of grant applications, the presentation of targeted business proposals and the planning / organisation of VIP fundraising events. Responsible for the execution of targeted campaigns to promote corporate sponsorship opportunities, as well as the composition of grant applications, the presentation of targeted business proposals and the planning / organisation of VIP fundraising events.



Doncaster Racecourse and Exhibition Centre

• United Kingdom
• Travel Arrangements
• 1 - 100 Employee

• Marketing & Events Assistant

  • Jul 1996 - Feb 2001

  Supervising all race day programmes (production, distribution & sales); Overseeing the setup of race day corporate hospitality facilities; Researching & evaluating horseracing sponsorship initiatives & a variety of other industry related marketing topics as part of my University dissertation. Supervising all race day programmes (production, distribution & sales); Overseeing the setup of race day corporate hospitality facilities; Researching & evaluating horseracing sponsorship initiatives & a variety of other industry related marketing topics as part of my University dissertation.