Nicky Macfarlane (FCIM)
Director of Marketing and Product at Next Generation Travel- Claim this Profile
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Topline Score
Bio
Jeannette Linfoot
I first worked with Nicky during my time at First Choice. Nicky was such a key member of my team at the time and has continued to flourish as a business woman since then. Nicky has made the transition from corporate to the entrepreneurial world really well, which makes her an incredible asset to any business. Nicky has a lovely down to earth, fun yet professional style - the perfect combination.
Claire Biddle
Nicky is a strong leader who I'm fortunate to have had as a manager during my time spent at TUI. Nicky understood how to get the best out of individuals, allowing everyone creative space whilst developing individual performance. I respect Nicky for her strong grasp of all areas of the tour operator, especially her commercial experience and strategic marketing knowledge. Nicky's endless energy in successfully steering the business was inspirational.
Tim Williamson
Nicola is an extremely thorough and commercial manager but she manages to combine a tough business mind with a sense of humanity and is always well liked by her colleagues. I always really enjoyed working with Nicola and would be very happy to do so again.
Jeannette Linfoot
I first worked with Nicky during my time at First Choice. Nicky was such a key member of my team at the time and has continued to flourish as a business woman since then. Nicky has made the transition from corporate to the entrepreneurial world really well, which makes her an incredible asset to any business. Nicky has a lovely down to earth, fun yet professional style - the perfect combination.
Claire Biddle
Nicky is a strong leader who I'm fortunate to have had as a manager during my time spent at TUI. Nicky understood how to get the best out of individuals, allowing everyone creative space whilst developing individual performance. I respect Nicky for her strong grasp of all areas of the tour operator, especially her commercial experience and strategic marketing knowledge. Nicky's endless energy in successfully steering the business was inspirational.
Tim Williamson
Nicola is an extremely thorough and commercial manager but she manages to combine a tough business mind with a sense of humanity and is always well liked by her colleagues. I always really enjoyed working with Nicola and would be very happy to do so again.
Jeannette Linfoot
I first worked with Nicky during my time at First Choice. Nicky was such a key member of my team at the time and has continued to flourish as a business woman since then. Nicky has made the transition from corporate to the entrepreneurial world really well, which makes her an incredible asset to any business. Nicky has a lovely down to earth, fun yet professional style - the perfect combination.
Claire Biddle
Nicky is a strong leader who I'm fortunate to have had as a manager during my time spent at TUI. Nicky understood how to get the best out of individuals, allowing everyone creative space whilst developing individual performance. I respect Nicky for her strong grasp of all areas of the tour operator, especially her commercial experience and strategic marketing knowledge. Nicky's endless energy in successfully steering the business was inspirational.
Tim Williamson
Nicola is an extremely thorough and commercial manager but she manages to combine a tough business mind with a sense of humanity and is always well liked by her colleagues. I always really enjoyed working with Nicola and would be very happy to do so again.
Jeannette Linfoot
I first worked with Nicky during my time at First Choice. Nicky was such a key member of my team at the time and has continued to flourish as a business woman since then. Nicky has made the transition from corporate to the entrepreneurial world really well, which makes her an incredible asset to any business. Nicky has a lovely down to earth, fun yet professional style - the perfect combination.
Claire Biddle
Nicky is a strong leader who I'm fortunate to have had as a manager during my time spent at TUI. Nicky understood how to get the best out of individuals, allowing everyone creative space whilst developing individual performance. I respect Nicky for her strong grasp of all areas of the tour operator, especially her commercial experience and strategic marketing knowledge. Nicky's endless energy in successfully steering the business was inspirational.
Tim Williamson
Nicola is an extremely thorough and commercial manager but she manages to combine a tough business mind with a sense of humanity and is always well liked by her colleagues. I always really enjoyed working with Nicola and would be very happy to do so again.
Credentials
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The Fundamentals of Digital Marketing
GoogleDec, 2019- Oct, 2024 -
CIM FCIM Member
CIM | The Chartered Institute of MarketingNov, 2020- Oct, 2024 -
Fellow (FCIM)
CIM | The Chartered Institute of MarketingOct, 2020- Oct, 2024
Experience
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Next Generation Travel
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United Kingdom
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Primary and Secondary Education
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1 - 100 Employee
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Director of Marketing and Product
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Jul 2022 - Present
Delivering inspiring products and marketing activity in support of the UK’s fastest growing educational travel brands; offering unique, immersive tours to young people from 10 -21 years, designed to open minds and empower learning Delivering inspiring products and marketing activity in support of the UK’s fastest growing educational travel brands; offering unique, immersive tours to young people from 10 -21 years, designed to open minds and empower learning
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The Marketing Centre
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Marketing Services
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1 - 100 Employee
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Marketing Director
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Nov 2021 - Present
Working with ambitious businesses on a flexible basis, helping to bring greater focus to their Marketing activity and driving business growth. Marketing Director | CMO | Marketing Consultant | Marketing Specialist | Director of Marketing | Sales & Marketing Director | Working with ambitious businesses on a flexible basis, helping to bring greater focus to their Marketing activity and driving business growth. Marketing Director | CMO | Marketing Consultant | Marketing Specialist | Director of Marketing | Sales & Marketing Director |
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Huntington and Langham Estate
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United Kingdom
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Hospitals and Health Care
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1 - 100 Employee
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Marketing Director
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Mar 2022 - Present
Providing Marketing support to the H&L Estate, communicating the superb care they provide as a family run Luxury Residential Care Home and Specialist Dementia Care Home. Providing Marketing support to the H&L Estate, communicating the superb care they provide as a family run Luxury Residential Care Home and Specialist Dementia Care Home.
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Nicky Macfarlane Consulting
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United Kingdom
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Business Consulting and Services
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Strategic Business Development & Marketing Specialist
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Jan 2020 - Present
With proven experience of growing businesses through strategic sales and marketing, I have a wide breadth of knowledge to draw on whilst helping you find creative solutions to developing and scaling up your business. With proven experience of growing businesses through strategic sales and marketing, I have a wide breadth of knowledge to draw on whilst helping you find creative solutions to developing and scaling up your business.
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The Sussex Collaborative
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United Kingdom
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Business Consulting and Services
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Founding member
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Mar 2020 - Present
The Sussex Collaborative offers specialist business advice and support for business leaders across the Sussex region and beyond. We are a group of consultants with proven hands on experience of leading and growing businesses using innovative and dynamic solutions to everyday challenges. The Sussex Collaborative offers specialist business advice and support for business leaders across the Sussex region and beyond. We are a group of consultants with proven hands on experience of leading and growing businesses using innovative and dynamic solutions to everyday challenges.
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Cognect
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Ireland
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Information Technology & Services
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1 - 100 Employee
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Co-Founder
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May 2019 - Dec 2020
Cognect is a connected platform, supporting people in their older years or those with memory loss, to live at home for longer. The Cognect app is a safe and simple way for all the family to send messages, reminders and photos to their loved ones Cognect screen. Cognect allows family to keep in touch and make them feel included in daily family life. Cognect is a connected platform, supporting people in their older years or those with memory loss, to live at home for longer. The Cognect app is a safe and simple way for all the family to send messages, reminders and photos to their loved ones Cognect screen. Cognect allows family to keep in touch and make them feel included in daily family life.
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COGO Travel - Group Travel Specialists
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United Kingdom
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Travel Arrangements
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1 - 100 Employee
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Managing Director
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May 2017 - Jul 2019
Leadership of COGO Travel UK & Ireland during a period of business transformation, through product innovation and strategic commercial and financial management. The role has direct responsibility for the strategic development, financial performance and effective operation, returning the business to profitability in 2019. Double digit topline revenue growth delivered in 2019. Achieved by implementing a clear strategic plan, tight control of the P&L, cost management and establishing clear commercial KPI’s and performance management standards for the team. Strategic market development with the addition of Performing Arts to the product portfolio. Traction gained through the creation of differentiated and exclusive events held at Disneyland Paris attracting sales growth within the first year. Accelerated the digital transformation of the business, creating an automated single customer view across all business functions, from marketing acquisition, lead management and conversion, operational management of the customer journey to driving up retention and repeat levels, via the development of an online customer account. Led the commercial and legal due diligence to the successful acquisition of the business in 2019.
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The Real Experience Group
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United States
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Real Estate
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1 - 100 Employee
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Business Development Specialist
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Oct 2016 - May 2017
Working across a variety of business development and IT system integration projects, for The English Studio language schools and COGO Travel brands in the UK and Ireland. Responsibility for managing and enhancing an integrated marketing planning and reporting structure, across The English Studio schools, ensuring a collaborative approach to all sales and marketing activity. Ownership and responsibility for the development and delivery of the primary schools residential programme under the COGO Travel brand, delivering gross profit growth in 2017.
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Commercial Director - Adventure Central
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May 2016 - Oct 2016
Full P&L accountability and responsibility for the delivery of 2016 primary school residential stays operation, including the management of the sales, marketing and operations teams. Operational delivery of the summer residential programme across 5 activity centres within the UK.
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TUI Group
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Germany
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Travel Arrangements
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1 - 100 Employee
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Commercial Director - TUI Education & Real Travel
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Aug 2014 - Apr 2016
Providing commercial leadership to ensure the continued global development & growth of the Experience Education Schools brands with continued general management of the Real Travel business.Leadership of a Marketing team of 7, focused on the digital development of multiple brand websites, both B2B and B2C, with a focus on improving SEO performance and lead conversions. Strategic direction of the use of the social media channels, developing an approach to increasing engagement and brand advocacy, through partnership marketing and the use of campaigns to attract new audiences. Customer acquisition utilising paid search via Google and social media advertising. Employed offline marketing activity for schools via direct mail and brochures.Responsibility for the sales team delivery against quarterly and annual targets, utilising the CRM system to qualify and manage the segmentation of leads into the business and drive individual sales performances. Implementing sales strategies to address any shortfalls or take advantage of opportunities for growth.Commercial accountability for the Travelbound, Skibound and JCA brands, including contract negotiations of the primary school residential centres, setting of budgets and reporting against the revenue and margin targets.Worked with the Managing Director and Financial Director on setting the 5 year plans and annual budget reviews.
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General Manager - Real Travel LTD
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Oct 2012 - Aug 2014
Accountability for the day to day running of the business, driving commercial growth and taking innovative action to effectively manage the global financial performance. Leading the digital transformation with accountability for the strategic direction of the marketing planning and budget. Project management of the redevelopment of the websites. Introduction of lead management capability and reporting via maximiser.Placed the customer at the heart of the business and all decision making to deliver outstanding customer service, improving product quality via service level agreements to ultimately drive retention.Created cultural change delivering a positive and motivated team, empowering the senior management team and increasing collective engagement towards a shared team goal.Implemented business improvement and restructuring driving operational efficiencies and leveraging revenue growth across the global sales team.Operational control of the delivery of the Gap Year and Volunteer products, included incident management ensuring business risks were identified and mitigated by effective contractual controls, safety management systems and incident management planning.
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Product & Commercial Director - Real Travel LTD
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Jan 2011 - Sep 2012
Broad responsibility for the strategic planning and development of the Gap Year and Volunteering product under the Real Gap Experience and I-to-I volunteering brands. Directed and shaped the product portfolio strategy integrating it within the business planning process as part of the managing for value and 5 year plans. Responsibility for managing the operational delivery of the product overseas including negotiation with destination suppliers, field operations, quality delivery and risk/ incident management.
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Product & Commercial Director - The Adventure Company
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Oct 2007 - Dec 2010
Responsibility for the management and operation of the brands product portfolio, including accountability for the creation and delivery of the worldwide and family adventure product strategy.The role encompassed a broad commercial remit including contract negotiations with international ground and air suppliers, yield and pricing management, new product development, strategic planning and analysis of performance against financial KPI and 5 year plan goals. Operational delivery encompassed the introduction of a robust and tested safety management system, incident management planning and gaining accreditation via BS8848 of the customer experience.
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Head Of Product - First Choice Holidays
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Sep 2001 - Oct 2007
Product ownership for the First Choice Holidays Summer Sun products including commercial management, new product development and marketing.
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Marketing Manager - Unijet Holidays
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May 1999 - Sep 2001
Marketing and Product Management of the Summer holiday products including pricing, brochure production and content management, new product development.
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Inspirations Holidays
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United Kingdom
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Travel Arrangements
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Product Manager
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Nov 1994 - Apr 1999
Product and commercial management of the Turkey, Morocco and Summer Sun products including product selection, pricing and marketing. Product and commercial management of the Turkey, Morocco and Summer Sun products including product selection, pricing and marketing.
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Education
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1990 - 1994
Northumbria University
BA (Hons), Travel & Tourism Business Management -
1998 - 1998
CIM | The Chartered Institute of Marketing
Diploma in Marketing -
Sunderland High School
Community
