Strategy:• Creating and implementing strategic influencer activity across all of VisitScotland's core marketsAnalysis & Reporting:• Creation of new reporting systems to demonstrate campaign success• Identifying changes to marketing strategies based on data analysis and industry trends• Using data and key demographic research to determine the influencers utilised• Management of research and reporting softwareComms:• Working with the PR, Comms and Marketing teams and regional stakeholders to ensure all campaigns are executed inline with the wider strategy• Ensuring integrated approach to social media influencer and blogger engagement across campaignsManagement:• Talent management of influencers across all of VisitScotland's core markets, negotiating contracts, agreed deliverables and content outputs, managing relationships from end to end• Line management of one staff member and stakeholder management for internal and external parties across the business and partner organisations such as regional DMOs, Scottish Government, Scottish Enterprise and moreInvited to speak on a panel at Global Insights Influencer Marketing Conference 2019 in London, sharing insights on the future of the influencer marketing industry, and facilitated a lunch time learning on genuine reach vs fake followers.

In conjunction with our PR manager I wrote the Influencer Marketing strategy for VisitScotland. I also work with internal and external stakeholders to build influencer relationships, supercharge advocacy for Scotland as a tourist destination and extend our reach with micro, macro and mega influencers. I work closely with our Social Media Manager to turn influencer marketing activity into content for our channels and drive traffic to our website and increased positive sentiment on social media. Further to this, I also manage the iKnow Scotland Community on the VisitScotland website, with responsibilities including but not limited to:> Content planning and strategy, leading the distribution of timely, SEO friendly and relevant messaging> Inbound marketing strategy and link building for SEO> Project management> Data analysis, reporting and providing ROI> Design and usability testing> Managing multiple stakeholders, both internally and externally to ensure growth of the platform, key messaging and brand recognition

An integrated marketing role with a digital focus and strategic involvement in:> Delivery, development and management of the digital strategy adopted by the firm> Community and content management of social media (Facebook, LinkedIn, Twitter)> Executing campaigns across multiple digital touch points including social media, web, SEO and PPC> Email marketing and database management using Dotmailer> Website management using Drupal> Data analysis, reporting and providing ROI> Managing external stakeholder relationships and delivering multiple web refreshes to align with current branding and improved design, user journey, usability and mobile optimisation. > Editing and producing podcasts> Internal staff training and development

After 18 months at CS Company as Digital Marketing Assistant, I was promoted to Social Media & Influencer Manager, resulting in an increase in responsibility and creative control. Responsibilities included developing effective digital and/or integrated campaigns for prestige and mass market product launches, project management and strategy for multiple e-commerce websites, with a focus on usability and mobile, and managing and creating content for multiple Facebook and Instagram accounts. Brands worked with included: OPI, Fudge, St Tropez, Sally Hansen, Rimmel London, Covergirl, Max Factor, Givenchy, Jurlique, Adidas, Natio, celebrity fragrances including One Direction and more. Influencers worked with included: Shaaanxo, Sally Jo, Giovanna Belling Beauty, Kris Fox, Fletch - Vaughan & Megan and more. Accomplishments:- Year on year sales increase of over 170% for Ecomm revenue- Negotiated blogger partnership resulting in 54% increase in sales- Created viral Facebook campaigns at no cost across multiple brands- Launched branded Instagram accounts amongst some of the largest in NZ

Intermediate level role with primary responsibilities including social media content strategy and development, website maintenance, maintaining and building databases for both B2B and B2C customers including frequent email newsletter send outs, design work for homepage takeovers and digital advertising platforms, and tracking and pursuing e-commerce revenue. Brands worked with included: OPI, Fudge, St Tropez, Sally Hansen, Rimmel London, Covergirl, Max Factor, Givenchy, Jurlique, Adidas, Natio, celebrity fragrances including One Direction and more.

instagram.com/herecomesthesunblogDeveloping daily editorial articles to an audience of 1.5 million unique visitors. Maintaining complementary social media platforms to network site including Instagram, Facebook and Twitter. DSLR photography and picture editing in Adobe Photoshop, utilising HTML and CSS to design and manage website. Negotiating brand partnerships and affiliate advertising and tracking data via Google analytics.

Developing strategies to extend digital brand presence, maintaining and updating web content, B2B EDM send outs, developing daily blog content and maintaining social media platforms.