Marketing Director

• Aug 2022 - Present

Director of Marketing and Sales

• Jul 2020 - Present

• Bright Horizos are an international provider of early years education and family solutions. I’m a member of the UK leadership team, responsible for growth, brand positioning, campaigns and customer experience. ’m responsible for overall market positioning and direction of the company in the UK, lead all commercial activity, incl. digital transformations for customers, clients and employees, •I was brought into BH to build up a commercial fuction for the UK B2C and B2B verticals, following a period of fast growth through acquisitions, while also tasked with sustaining growth trajectory and helping BH to transition from traditional to digitally-enabled interactions, •I am a passionate marketeer by heart with deep expertise in all functional areas: from brand refresh and development efforts, through campaigns, digiatal and performance marketing, corporate communication and positioning, experiential marketing, social media and content creation. My main focus at BH is to ensure our refreshed brand flows into all customer and client touchpoints – spanning digital and traditional media to maintain market leadership position, •I also lead on tech transformation projects aimed at improving customer listening and experience management – across web, mobile and apps, helping the business to deliver seamless, personalised and delightful experiences and retain more customers and employees.

Director

• Dec 2019 - Oct 2020

Helping companies develop current and relevant brand experiences, focusing on customer, client and employee brand experience, refocusing strategies and driving martech change projects. Operating as a freelance independent consultant to higher education, K-12 and Early Years sector across UK, EMEA and South East Asia. I have collaborated with senior leadership teams to define their future brand experience vision, led strategic planning for large scale change initiatives aimed at implementing underpinning technologies, brand refresh projects, and shaping relevant organisational structures to set teams for future success. I aim to understand the future vision and desired market position of the company and help develop commercial approaches (brand and experience management, technology roadmaps and underlying future organisational structures) line with current market best practice in the most effective way for the client. I have also worked on improving ABL, BTL and EX campaigns taking a data-driven and customer centric approach. I work with key stakeholders at my client institutions not only to develop future vision, but also to implement and embed new ways of working for a lasting impact, with a focus on vision, radmap for technology, change management plans and implementation.

Chief Marketing Officer

• Aug 2018 - Dec 2019

Providing overall executive leadership in developing and implementing overall customer experience, brand, marketing and communication strategy for both the owner company and its portfolio of 12 Pre-K and K-12 schools locally and internationally. • Developing central and regionalised marketing and customer experience teams, including driving transformation and implementation of relevant experience management technologies, • Steering corporate marketing strategy, group brand strategy, campaign activation plans, underlying digital and analytical systems, capabilities and processes, • Developing a robust content and communication plan in alignment with the overall marketing strategy, supporting both recruitment and reputation goals, • Ensuring that market positioning of each schools is distinctive, and price positioned competitively in the wider market, • I have developed a new vision and direction for the group of brands, ensuring the overarching company acted as a thought leader in the region, while developing a fresh and innovative identity and brand experiences or each of the schools, capitalising on the strengths of the group, yet with distinctive qualities for each unit. Both the brand strategy and tech solutions have been successfully implemented and have helped to position the company nationally for future rapid growth of their portfolio.

Director Of External Relations

• Mar 2018 - Aug 2018

Leading Marketing, Comms, Digital and Creative, and Customer Experience functions, focusing on brand development and mobilisation of refreshed brand across all customer facing channels.

Associate Director, Marketing and Student Recruitment

• Feb 2017 - Feb 2018

Leading university brand positioning efforts, customer marketing and experience management strategies globally. Developing marketing capabilities and infusing innovation and creative solutions

Head of Student Recruitment Marketing

• Apr 2014 - Feb 2017

Leading, shaping and driving successful marketing and customer engagement strategies aimed at acquiring and converting prospective customers. Growing annual business income through increased customer satisfaction, loyalty and long term reputation build, leading to up-market repositioning. Managing all customer facing marketing, digital, experiential, and communication activities through multichannel, integrated campaigns.Key responsibilities:• New prospect acquisition - through creative and engaging marketing and awareness campaigns, innovative engagement tools (digital / virtual, social and digital) and work with key influencers of our prospective customers, in the UK and internationally,• Customer experience management - across all marketing touch points - on and off site events, both in the UK and globally, customer communication and careful personalisation that showcases the brand, its values and identity, but also product portfolio and expertise,• Customer conversion and communication - through positive and reliable service, built on prospects expectations and corresponding to strategic objectives,• Growing and retaining annual customer acquisition numbers, identifying appropriate tactics for the UK and relevant international markets, through increased customer satisfaction, affinity, loyalty and long term reputation build, leading to up-market re positioning. • I lead five vertical areas and provide cross-functional matrix-management and for: UK Marketing, International Marketing, Stakeholder Liaison and Outreach, Customer Experience, Customer Communications and Service and provide strategic guidance and management for institutional outsourcing partner.

Head of Recruitment Relationships

• Oct 2011 - Apr 2014

Objective: Shape and drive successful customer experience strategy focused on new customer acquisition, retention and customer value management. Grow annual business income through increased customer satisfaction, loyalty and long term reputation build, leading to up-market repositioning. Responsible for institution wide customer acquisition and engagement strategy aimed at direct customers (B2C) and their influencers (B2B), including key institutional stakeholders, national and local government authorities, across Middlesex University business proposition. Leading all marketing customer-focused activities: digital engagement campaigns, communication, large scale events and customer service channels (both direct and self-service) focused on holistic integration of customer journey in line with corporate plan revenue objectives. Driving stakeholder and client engagement strategy through robust CRM framework and Social channels and leading on systems, process an internal structure integrations to deliver ROI, targeted and personalised communication to customers at all stages of their journey.Voicing customer needs, expectations and assessing satisfaction and effort indicators, leading to process improvements and organisation-wide transformations in order to improve ROI and increase revenue.Establishing and monitoring targets (both quantitative and income based) and qualitative (NSP, Customer Effort and loyalty) and reporting frameworks and informing key internal stakeholders of market trends, to influence new business development in response to customer demand.Monitoring customer insight, behaviours and emotional characteristics; government policies and competitor activities and government policies, in order to influence and shape end-to-end customer journey (via all marketing communication channels), whilst reinforcing brand and company values, and creating loyalty and brand ambassadorship, and loyalty management.

Education Liaison and Outreach Development Manager

• Aug 2010 - Sep 2011

Objective: Leading and shaping institutional stakeholder engagement and reputation building strategy aimed at maintaining core direct customer base and long-term market repositioning.Development, leadership and implementation of institution-wide stakeholder engagement strategy, focused on identifying best opportunities in terms of stabilising and expanding customer base, building reputation and attracting ‘highest-value’ customers.Responsible for developing and maintaining University relationships with key stakeholders, decision-makers and influencers in local authorities and relevant educational and professional partnerships.Establishing and executing institution-wide customer targeting framework aimed at focusing our efforts at partnerships with greatest customer acquisition potential and aiming to reposition and increase university market share.

Head of Professional Programmes Admissions

• May 2009 - Jul 2010

Objective: Shaping and transforming all customer-facing processes and transactional points, related to provision contracted by government agencies, increasing customer satisfaction and retention of ‘high-value’ customers.Managing institutional customer service function and all customer-facing processes related to a contracted provision for NHS London and Teaching Development Agency - TDA: active management of processes and resources aimed at achieving institutional revenue targets and objectives and ensuring that all standards set out by NHS London and TDA are adhered to.Transformation and reengineering of all customer-facing processes for the contracted provision (requiring involvement of contracting government body), leading to increased customer satisfaction.Active cooperation with the relevant stakeholders from government agencies to ensure quality and efficiency of cross-institutional customer processes and coherency with contract requirements.

Outreach Manager

• Aug 2007 - Oct 2009

Objective: Managing institutional Outreach provision for the Office for Fair Access (under Higher Education Funding Council for England – government funding agency) across London partnership boroughs and key partner institutions, leading on reputation building initiatives. Design, implementation, management and evaluation of Outreach projects aimed at driving government Widening Participation agenda.Supporting University senior management team and other teams across institution by providing advice and guidance in regards to government policies related to related Outreach, and government funding.

London Region Recruitment Coordinator

• Mar 2006 - Jul 2007

Managing relationships with key stakeholders for Middlesex University and positioning MU as key adviser on any matters related to Higher Education and key government policies. Managing recruitment events at MU campuses and in local schools and colleges. Maintaining presence at national and local educational fairs.

Non Executive Board Director

• Nov 2011 - Nov 2013

Determining the company’s strategic objectives, partnerships and policies. Monitoring progress towards achieving the objectives. Ensuring the availability of adequate financial resources and approving annual budgets. Determining the company’s strategic objectives, partnerships and policies. Monitoring progress towards achieving the objectives. Ensuring the availability of adequate financial resources and approving annual budgets.