Tasha Mcnaught Email & Phone Number

United Kingdom

York, England, United Kingdom

In 2024 I dipped my toe back into the commercial sector, taking on a brand new Senior Leadership role at a hospitality and community venue in York city centre. I was tasked with using events and communications to drive footfall, generate income and build brand reputation. I managed a team of emerging talent to deliver a range of projects and tactical activations.- Refreshed venue signage to improve wayfinding, venue aesthetics and branding- Pride Month content and events programming- Ticketing, promotion and delivery of screenings for Euros and Wimbledon- Improvements to website UX, accessibility, copy and compliance with professional standards.I deeply enjoyed working at a senior strategic level, analysing the biggest challenges and opportunities facing the venue and identifying effective and practical ways forward.- Analysed two years of footfall data, identified key factors affecting performance and agreed targets for 2024/25- Developed a full-venue communications strategy and accompanying marketing plan- Commissioned an events and venue hire strategy from the Events Coordinator- Oversaw the development of a social media strategy with the Marketing Coordinator.In a short period of time I diagnosed a number of challenges with the way the team worked. This greatly improved forward planning, coordination, quality of work and team satisfaction. - Clarified and improved standard workflows - Delivered a suite of planning documents and templates- Produced guidance documents including a style guide, updated brand guidelines, and RACI matrix- Introduced a weekly KPI tracker with targets against flagship activity.

United Kingdom

I led marketing for the Library’s capital projects in Yorkshire; a new home in Leeds and expansion of their Boston Spa site. - Contributed audience insight and marketing expertise to capital programme strategies, including our audience roadmap to reach 500K visitors per year in Leeds - Commissioned audience research to inform service development.I managed regional campaigns for the Library’s live programme for the public, community groups and schools in Leeds. - Led the strategic and tactical marketing for the live programme, driving over 400K footfall between 2021-2024 - Co-developed marketing strategies for partnership programming, including our Becoming the Brontës exhibition with the University of Leeds - Built lasting relationships with major stakeholders in the city, including LEEDS 2023: Year of Culture, Leeds Light Night and Leeds Museums and Galleries - Championed multi-site branding and digital solutions.In 2023 I also adopted the marketing of the Library’s onsite (London) and digital schools’ programme. - Led strategic and tactical marketing to drive schools bookings and millions of users to our digital resources - Managed process changes with multiple stakeholders.And project managed an initiative to create an organisation-wide audience map for the Library. - Worked with the agency More in Common to harvest institutional knowledge and establish cross-organisational support for the project.

United Kingdom

In my first year at the Library I also managed press for the Library’s northern capital projects. - Wrote and issued press releases about project milestones and responded to press enquiries - Facilitated media visits, including by BBC and The Times.At the end of my contract, my role was revised to Marketing Manager, in-line with central departmental structures.

National Railway Museum, York

Through strategically layered campaigns and marketing activity I drove visitation, revenue and awareness for National Railway Museum - York's most visited museum and second most visited attraction.I enjoyed collaborating with colleagues, creative agencies, our media buying agency and digital search specialists to strategise, develop, execute and evaluate a range of campaigns. Working with the Science Museum Group's comprehensive audience segmentation was extremely rewarding, resulting in highly effective, targeted campaigns informed by audience insight. I worked on a variety of projects, from virtual Climate Talks to family events that inspire more children into Science, Technology, Engineering and Maths.I led data-driven decision making and reporting across the Science Museum Group, empowering colleagues at all levels of the organisation to collect, share and understand data from our CRM system. My skill at crafting cohesive and accessible narratives from multiple data sources - including but not limited to our CRM database, email marketing system, Google Analytics, industry reports and post-visit surveys - provided tangible benefits to my team, our museum and the whole Science Museum Group.The start of my role was marked by a substantial restructure of the Communications team. During this time I supported the arrival of three new members through training and guidance while adapting to my new role. My work included: responding to COVID-19 and the multiple closures of the museum, adapting our brand campaign and developing our digital output; delivering a 12 week CRM training course for my team to broaden our shared expertise and increase resilience; and researching a proposed social media policy in response to increasingly difficult conversations and extreme responses to current social issues.

York, United Kingdom

During my time as Marketing and Digital Executive, I found that developing meaningful engagement over digital platforms to be a real motivational driver. I developed content for a broad range of audience across multiple formats including web, social media, print media, and blogs to name just a few. I was creative in adapting my style to for the media platform, measuring audience engagement to experiment with content, eventually restrategising the museum’s owned digital channels.I led the implementation and development of National Railway Museum's CRM system, Tessitura, and email marketing system, Wordfly. I worked with colleagues to develop ticketing initiatives, membership proposals, communications, and stakeholder relationships. I also supported this work at the other museums in the Science Museum Group (SMG), by sharing findings, contributing to group-wide strategy, and training colleagues.I also managed multi-region campaigns (including the national tour of Tim Peake's Spacecraft), and acted as a brand ambassador.I managed multi-region campaigns including the family STEM event Future Engineers and the national tour of Tim Peake’s Spacecraft. Throughout my time at National Railway Museum, I acted as a brand ambassador and supported its 2018 rebrand.

York, United Kingdom

I managed the marketing of the University of York’s commercial fitness and retail ventures, targeted students, staff and the general public. My work was largely campaign-based and consisted of onsite, digital, direct and local print advertising. I made huge increases in the ROMI for multiple campaigns, averaging 1840%. My single highest campaign ROMI exceeded 5000%. My introduction of an annual survey that prioritised the customer experience lead to a decrease in marketing and operational costs and increased Net Promoter Score by 30 percentage points.I supported this work with long-term strategic planning, ongoing retention-focused activity, social media content, website management and constant analysis and evaluation. Additionally I also lead the delivery of larger projects and events, including the press launch of a regional athletics facility with Dame Kelly Holmes. This project involved working with multiple stakeholders, including the University of York and the Student Union, and City of York Council.

York, England, United Kingdom

I organised and marketed a revenue-driving open day for the general public at one of the University of York’s fitness facilities. I liaise with local businesses to create lasting partnerships, increased customer engagement online and coordinated various departments and colleagues effectively. This resulted in an immediate ROMI of 190%, with the promise of continued returns through memberships.