Experience

The Folio Society Ltd

• United Kingdom
• Book and Periodical Publishing
• 1 - 100 Employee

• Head of Digital and PR

  • Aug 2015 - Present

  Since establishing the Digital and PR department within Folio, the number of new customers acquired has increased 7 fold, turning a negative into a positive CPA, resulting in a 500% increase in acquisition revenue. These outstanding results were achieved by creating and implementing strategies to develop and raise the Folio brand and product profile worldwide. Digital activity includes PMax, paid search, paid social, Meta Advantage+, retargeted display advertising, TV advertising, organic social media and external partnerships. Segmented customer data was supplied to support and target all prospecting and retention programmes.The digital marketing strategy is closely aligned with UK and US PR activity and high profile events such as Comic Con, RHS Chelsea Flower Show, Bologna Book Fair and Bradford Literary Festival. For Folio’s 75th anniversary in 2022, I developed and launched the annual Folio Book Illustration Award.In 2018, I successfully managed and implemented a complete website redesign and migration to Magento Enterprise from an outdated bespoke platform creating a modern, B2C global ecommerce environment that received 4.6 million visits in the past year.Folio’s has been shortlisted for Independent Publisher of the Year at the British Book Awards for the past two years with ‘excellent digital marketing’ being singled out for mention by the 2022 judges. I am responsible my department’s multi-million pound annual spend and a team of three direct reports. I source and manage a range of external partners including the digital media agency, website development agencies, content creators along with US and UK based PR agencies. I set KPIs, brief creative and ensure all external partners work to achieve the company objectives. As part of the Senior Management Group, I report department results and contribute to company objectives. Show less

• Studio Manager

  • Oct 2011 - Aug 2015

  Ensured that all original artwork is delivered on schedule, to budget and correct technical specification. Represented artists and illustration in all areas of marketing and PR including all press releases and media credits, OOH campaigns and providing ideas and content for native digital campaigns, catalogues and other print material. Organised and publicised the annual Book Illustration Competition with House of Illustration.



Singapore

• Marketing Services

• Interior Designer

  • Feb 2004 - Jun 2010

  After receiving a Distinction in my Interior Design Diploma from Nanyang Academy of Fine Arts (NAFA) I was employed by Haier Living as an Interior Designer for 2 years. I was then headhunted by Esthetix Design to be a Senior Designer and remained there until leaving Singapore. I designed and project managed 8 design and build projects at Esthetix. All were delivered on time and within budget. I was responsible for overseeing content and development of a bilingual website and managed all PR activity. Show less