Managing the sales team to drive growth across all channels for Fine Cell Work, a unique social enterprise that creates beautiful handmade products in UK prisons in collaboration with British designers such as Cath Kidston, Pentreath & Hall, Neisha Crosland, Kit Kemp and Cressida Bell, encouraging prisoners to lead independent, crime-free lives. This last year has seen the charity reach some incredible places - from an exhibition at Sotheby's with contemporary artists including Ai Weiwei and Wolfgang Tillmans to pop-up shops at Pimlico Road, Peter Jones and South Molton Street. Recently, you may also have seen our designs showcased in The Conran Shop, Pentreath & Hall, Charleston, Ham Yard Hotel and even in the UK Antarctic Heritage Trust shop at Port Lockroy. As Sales and eCommerce Manager, my key priorities are the continued growth of online revenue, sessions and engagement in addition to sales through shops and events. Through the Shopify platform, from 2017 to 2020, an excellent 250% increase in sessions and a 80% increase in returning customers has been achieved. Also, in a challenging 2020, a 60% increase in eCommerce revenue against 2019 was achieved and an excellent 70% increase for website sessions. In addition to implementing major website improvements including a full redesign, optimisations and integrations, my role includes planning and delivering an engaging and unique marketing strategy in close coordination with the design, production and events teams to successfully achieve ambitious sales targets using Mailchimp, social media, Google Ads, reciprocal partnerships and press promotion. Accurate and detailed reporting including Google Analytics is also essential, with close monitoring of KPIs and thorough analysis across all sales channels enabling the charity to work responsively and constantly build on successes.

Coordinating the online shop for the RA to ensure it engages with and converts a wide range of customers, both by creating inspiring photography, designs and animations using the Adobe Creative Cloud and by rapidly resolving site performance or structure issues, including the recent update to Magento 2 and site re-design. By working responsively and imaginatively, coordinating press and photoshoots, crafting concise yet captivating copy and designing promotional digital assets for affiliates, I contribute to opening up new opportunities for the RA Shop, as it continues to celebrate a successful 250th anniversary year.

Transitioning this internationally renowned modern vintage clothing company to an efficiently marketed, current fashion brand, involving extensive creative work using InDesign and Photoshop on the design and coordination of attractive, engaging online and print promotions. This included the design and copywriting of weekly Constant Contact e-newsletters, delivering excellent open and conversion rates, and detailed report compilation through Google Analytics.

Managing the museum’s website, social media, weekly MailChimp e-newsletters and mailing lists using extensive organisational and administrative skills to ensure the constant delivery of inspiring visual and verbal museum and arts related content. My role also involved the compilation of marketing reports for analysis and working through the museum’s transition to Charitable Trust status required me to assistin developing the future promotional and branding strategy for the organisation, in addition to producing all print and digital marketing assets- from billboard motion graphics and animated website banners to promotional print designs.