Experience

Edinburgh International Festival

• United Kingdom
• Performing Arts
• 1 - 100 Employee

• Director of Audiences

  • Mar 2022 - Present



Scottish Ballet

• United Kingdom
• Performing Arts
• 1 - 100 Employee

• Director of Brand, Audience & Digital

  • Apr 2021 - Mar 2022

  • Leading the Brand, Audience and Digital department to ensure Scotland's national dance company achieves its vision of inspiring audiences, on stage and beyond.• A key member of the Leadership Team, I contribute market intelligence and strategic recommendations to inform business planning and the evolving brand proposition.• Growing and managing a high performing team, including the creation of a new CRM & Membership function.• Producing films, events and experiences for our global membership community, including executive producing Scottish Ballet's first feature film: The Secret Theatre.• Building brand equity with audiences across Scotland and increasingly worldwide.• Working with venues to meet multi-million-pound box office income targets.• Overseeing all external communications (marketing, PR and digital) to ensure they creatively and consistently represent the company's offer and values. Show less

• Head of Brand, Audience & Digital

  • May 2018 - Mar 2021

  • Managing a high performing team and working with venues across Scotland to meet multi-million-pound income targets. • Producing films, events and experiences for global audiences including executive producing Scottish Ballet's second Digital Season and first feature film: The Secret Theatre • Building brand affinity including delivering a unique project to celebrate the company's 50th anniversary in 2019, by making five wishes come true for the people of Scotland.• Overseeing all external communications (marketing, PR and digital) to ensure they creatively and consistently represent the company's offer and values. Show less



The British Museum

• United Kingdom
• Museums, Historical Sites, and Zoos
• 700 & Above Employee

• Senior Marketing Manager: Digital

  • Mar 2013 - May 2018

  • With overall strategic responsibility for digital marketing, I created and led the Social Media, Email and Visitor Insights team. We transformed the delivery of customer service at the Museum, prioritising digital channels to ensure efficiency, transparency and reputation management at the highest level. • I was responsible for the Museum’s Social Media Strategy. Under my leadership our audience grew by 500% to a total of 5 million followers, including launching new WeChat and Weibo channels. I developed the Crisis Communications Strategy, introducing robust cyber security measures, a social media risks log, staff guidelines and emergency communication processes. • I coordinated digital marketing activities across Digital, Design and Ecommerce teams including display advertising (premium and programmatic), PPC, and retargeting via affiliates. I oversaw blog content strategy and was the marketing lead on the development of a new website. • Playing a key role in the transition to a new company-wide email service provider, I led on Email Marketing Strategy including data cleaning and governance ahead of GDPR, UX-led design and the development of editorial workflow. • Managing the Museum’s visitor research, I oversaw major agency contracts and collaborated with data analysts to identify cost savings and experiment with new data opportunities. • I devised and delivered multichannel marketing campaigns for several major exhibitions, festivals and special projects. Managing multiple agencies and inhouse teams, significant budgets, I used the full marketing mix to consistently achieve targets. • I excel in cross-organisational working, and built excellent relationships with multiple departments as well as partners such as BP, Morgan Stanley, Twentieth Century Fox & Samsung. • I represented the Museum at numerous conferences, and delivered training internationally. Show less



DreamWorks Animation

• United States
• Animation and Post-production
• 700 & Above Employee

• Marketing Manager for Shrek The Musical

  • Feb 2012 - Mar 2013

  • I coordinated with the producers and managed agency relationships to deliver a national marketing campaign across digital, print distribution, merchandise, media buying (print, OOH, digital display, search, social, TV, cinema and radio), brand partnerships, travel trade, events and PR. • Analysing sales patterns and market trends, I managed ticket inventory, set up and monitored sales promotions and reported results. • I delivered a wide variety of special projects and events including a special ‘relaxed’ performance for 500 families with sensory and communication needs, and the production of a charity Christmas single and music video with a live performance on ITV’s This Morning. • I successfully negotiated valuable promotional partnerships including with Tesco, Royal Caribbean International, Feel Good Drinks, Harrods, MasterCard, Paramount and Transport for London. • I managed an in-house team, conducting recruitment, appraisals and professional development. Show less



Audiences London

• United Kingdom
• Non-profit Organizations
• 1 - 100 Employee

• Communications Officer

  • Aug 2011 - Feb 2012

  • Overseeing the brand during transition to a merged national agency, I handled media relations, managed CRM software, website, email and social media. • Managing designers and printers, I produced and edited a range of marketing collateral, client reports and industry resources, including a specialist toolkit for outdoor audience research. • Liaising regularly with Arts Council England (ACE) and local authorities, I was instrumental in developing a successful funding application for £2.7million in ACE Strategic Funds. • I programmed, promoted and delivered a series of seminars, symposia and industry networking events, which formed a key part of our B2B marketing strategy. Show less



The Corner Shop Public Relations & Marketing

• London, United Kingdom

• Administrator/General Manager

  • Oct 2010 - Jul 2011

  PR & Marketing campaign support, including developing sector research and new business pitches. General manager of the office (including IT, HR and Finance functions) and PA to the company directors. PR & Marketing campaign support, including developing sector research and new business pitches. General manager of the office (including IT, HR and Finance functions) and PA to the company directors.



The Walt Disney Company

• United States
• Entertainment Providers
• 700 & Above Employee

• Marketing Coordinator

  • Jul 2010 - Oct 2010

  Interim Marketing Coordinator for Disney's The Lion King. Interim Marketing Coordinator for Disney's The Lion King.