Leading the development and execution of strategic multichannel marketing campaigns to enhance brand awareness and legacy engagement. Using data analytics to identify and target key prospects, setting and tracking KPIs, fostering collaborative relationships with internal teams and external donors, and refining supporter journeys to maximise engagement. Additionally, I enjoy overseeing the coordination of creative work to ensure all marketing efforts are aligned and effective.

Overseeing the Winter RoomSponsor acquisition campaign, I worked with creative, media and data agencies to produce all materials. I reviewed media and digital plans, tracked campaign performance, and adjusted strategies to meet CPA targets. Latterly, I oversaw the Legacy process, serving as the key point of contact, reporting on income, creating effective acquisition materials and advising Federation YMCAs on Legacy marketing strategies. My fresh perspective within the Fundraising team helped challenge established practices and provided strategic guidance helping to secure an extension to the initial contract from six weeks to several months.

The Helen O’Grady Drama Academy was acquired by Trafalgar Entertainment in 2021, I took the lead in building the brand and managing a comprehensive relaunch, developing a strategic marketing plan and overseeing the creation of all marketing materials. By defining a strong brand narrative and educating franchisees on the importance of marketing, I ensured consistent and impactful brand communications. Additionally, I managed the website and social media channels, sourcing and creating engaging content. Drama Kids! was successfully unveiled in the summer of 2023 continuing to serve 100,000 students across 30 countries worldwide.

Working across a portfolio of products, I delivered fully integrated marketing campaigns for local implementation across Europe, the Middle East, and Australasia, sometimes worldwide. I drove comprehensive through-the-line marketing campaigns, including TV advertising, digital, print, packaging design, merchandising, and point-of-sale material. I developed brand identity for European IPs and championed those brands within the global business. I appointed and managed creative agencies and led internal departments in creating marketing assets. I built strong collaborative relationships with internal stakeholders, regional marketing teams, and global colleagues. I negotiated joint promotions with European partners such as Disney and Philips, adhering to strict brand guidelines. Additionally, I commissioned market research to inform our strategies.

I managed strategic PR for over 100 software titles, including the Gran Turismo franchise, SingStar and Formula One. This involved shifting the PR focus from gaming press to lifestyle media. I devised European PR strategies for software titles from conception to launch and beyond, working closely with European territories to execute these plans and providing support as needed. I generated all support materials, composing press releases and sourcing or commissioning artwork, press kits and videos. Additionally, I planned and managed international press trips and PR events across Japan, Europe and the US, handling the journalists, territory managers and VIPs involved.