Claire Boston Smithson Email & Phone Number

United Kingdom

Developed Company Vision with CSuite transforming Fera from a public sector enterprise to a commercial model focussed on growth. Championed thought leadership, VPs & an ABM approach to shape & drive pos cus exp, delivering retention, acquisition and ensuring profitable ROI. Led the marketing team deliver the marketing plan using segmentation, clear messaging & targeting. Developed/delivered Fera’s ‘Living The Brand’ campaign, achieving +ve eNPS in 2 years. Secured Board approval on GTM plans and gained engagement from Group Sales, Operations and IT teams, and our external agencies to deliver with new interactive website and B2B portals). Introduced and utilised a suite of MI tools and reporting to optimise and assess performance across all channels including budgetary management. Continually maximising success and effectiveness by creating a motivational work environment, nurturing career development and identifying and recruiting highly talented commercial marketers to upskill my department. Reduced the annual marketing budget from approx. £1m. to circa £750k. due not only to 2016 and 2017 major projects set up costs, but also through efficiencies driven by the increasing shift from traditional to digital marketing. Covid-19 Seamlessly transitioned office-based marketing team to remote team in two weeks. Successfully proposed a strategic ‘pan-business’ client value proposition approach to account based marketing (ABM) to support delivery of 2021 BP growth projections. Defined and developed tailored digital sales enablement tools (virtual, immersive client site visits incorporating ‘live-lab’ streaming multi-room scientist consultations) to protect and drive growth with virtual key account management.

Darlington, County Durham

Developed our 5-year marketing strategy and influenced product development that not only delivered the clients (DforE) & Capita’s vision & achieved growth/efficiency plans by rapidly increasing the engagement levels of 1.6m members and 6,000 employers.Translated our overarching total company strategy into localised plans that increased the value of the members’ pension scheme by improving & creating differentiated “moments of truth”. Instrumental in the delivery of a cultural change program transforming the proposition from a solely transactional service to an integrated B2B and B2C customer-focussed relationship model that placed the 1.6m members (B2C) and 6000 employers (B2B) at the heart of our business.Instrumental in the extension of 3rd contractual iteration of the Teachers’ Pensions contract to ‘21 plus rolling out of model across other clients (USS, Env Ag & PO).Developed and implemented a clear vision and roadmap bringing the brand proposition and customer needs to life for all employees at Teachers’ Pensions.Responsible for all customer relationship management involving significant levels of partnership with key client-side contacts, scheme stakeholders and external agencies.Introduced a suite of MI tools and engaged all teams in utilising them to assess and maximise our performance across all channels by driving all strategic, tactical and operational activities.Responsible for nurturing career development, training and motivation for my team.Reduced the annual marketing budget from circa £1.5m. to approx. £1m. due to cost efficiencies of online communication e.g. from annual statements and valuations via direct mail to online interactions via the Teachers’ Pensions website.

Newcastle Upon Tyne, United Kingdom

Developed a national marketing and commercial communications strategy to identify markets and segments and incorporated planning, proposal and evaluation tools.Designed and launched innovative products for B2B encouraging channel shift from the traditional go-to-market methods.Developed and implemented a Corporate Communications Strategy.

Developed, launched and executed an ambitious three year destination strategy & business plan creating a culture change that achieved a dynamic end-user focussed organisation delivering growth in economic impact, visitor numbers and consumer expenditure. Designed & delivered a Corporate Communications Strategy for B2B and B2C markets. Generated consensus and support for the organisation and its activities by building effective relationships, and by engaging and influencing a wide external network of stakeholders.Transformed and coordinated delivery of a national marketing and communications strategy and plan tailored to identify segments and markets incorporating business performance assessment and evaluation tools and processes.As Deputy CEO I was responsible for the leadership, motivation and management of the marketing and communications, e-commerce, finance and administration departments.Responsible for authorising annual investments from a budget exceeding £2.1million.

Devised and implemented a Destination Marketing and Communications Strategy and marketing plan for the B2C market.Achieved an all-time high Darlington Visitor Economy value of £60m. in 2007 (+2.8% YOY) – compared to latest figure of £52.5m (source: VisitEngland 2015) driving overall Tees Valley +1.4% growth (to £563m. in 2008).Raised £2m. in external funding and project managed the redevelopment of Darlington Railway Centre and Museum creating a visitor attraction with over 50,000 visitors p.a.Developed and launched a brand strategy for the museum covering all aspects of the marketing mix including identifying key markets and developing marketing proposals.Raised £250k. and project managed delivery of a Regional Railway Heritage Project.Identified & implemented revenue generating targets for the Tourist Information Centre. Introduced and embedded e-functionality into the department’s activities.Managed a team of 17 including the Museum Manager and TIC manager, 11 based at the museum and 6 based both at the Town Hall and Tourist Information Centre, and also liaised with the Museum trustees and their volunteers (approx 10).

Developed a brand strategy for a new £8m visitor attraction Wrote, implemented and delivered the marketing plans for 4 Leisure Centres and the Leisure Services DepartmentDeveloped, implemented and embedded a Market Research Strategy and Customer Insight Programme utilising the results in product developmentManaged a budget of £200,000 and a team of 5Developed and coordinated customer and staff loyalty campaignsResponsible for developing and introducing a sponsorship department generating £150k Built effective relations and strategic partnerships with various bodies internally and externally

Develop and implement tailored sales and marketing strategies for current, new and niche markets Develop, co ordinate and deliver a Marketing and Communications plans Line manage a team of 6 within the Events department and the Reservations departmentDevelop and maintain strong relationships with strategic partners, the local business community, Government offices and development organisations and the local communityResponsible for co coordinating production of promotional literature, advertising, brochure production and website

Develop and implement a strategic Sales Strategy and Marketing Plan tailored to identified segments to raise the brand awareness and identify new markets Develop and nurture effective client relations Build effective relationships with the local media, central PR department and PR agency to ensure optimum media coverage is achieved and capitalise on any additional PR opportunities

Develop and implement Group Travel Sales Strategy to achieve national group sales targets of £5m Build effective relationships with Coach Operators, Tour Operators, Wholesalers, Ground handlers, etcIdentify and co ordinate product development and implement best practice processes within the group to maintain a competitive edgeCo-ordinate all promotional activities, advertising, events, etc

Develop a Business Plan for all departments including accommodation, conference and banqueting, F & B and the Leisure Club.Implement and co ordinate the delivery of a Sales Plan Developing effective relationships with key accounts and stakeholdersIntroducing a yield management and conference and banqueting systems to ensure the correct sales mix is achieved in line with the sales plan Responsible for budgets for accommodation and conference and banquetingCo-ordination of hotel advertising, production of brochures and promotional literature

Research, develop and co ordinate a comprehensive B2B seminar program meeting the requirements of Chamber membersBuilding and maintaining effective relationships with key B2B accounts to identify and meet their training and development needsIdentifying potential new clients for the North East Chamber Seminar and Training programmeCo-ordination of a new corporate identity for Teesside ChamberCo-editor of the Chamber News & coordination of the production of promotional literature

Liaison with design agencies and print firms for the production of leaflets, price guides and media advertising, including the management of special projectsReport and forecast marketing expenditure monitoring and gathering marketing support allowances from suppliersAdministration Office

Day to day management of the main office, maintaining databases, promotional activity.Liaise with the local media for advertising and printers for all promotional material

Certificate In Management Studies

Hnd Business Studies Spec Marketing

Kirby College of FE OND Business Studies 1983 - 1985