Nicola Mccabe Email & Phone Number

United Kingdom

London, England, United Kingdom

Award-winning Ethos Farm provides customer experience (CX) and employee experience (EX) consultancy, learning & development, staffing solutions and experiential to an impressive range of global clients including Westfield Shopping Centres, Heathrow Airport, London Luton Airport, Battersea Power Station and Legal & General Investment Management. With a belief that ‘people are at the heart of every great experience’, we support to drive organisational culture through employee experience, and as a result customer experience and engagement. Responsibilities include brand marketing, CX and EX strategy, client account management, pitches, proposals and project mobilisation. A member of the Ethos Farm Senior Leadership Team.

Promoted and responsible for developing and delivering CBRE Property Management’s Customer Experience proposition and go to market materials for all Global markets (UK&I, Europe, USA, APAC). Host brings together People (concierge), Placemaking (campaigns, events & activations) and Digital Technology (Host proptech app) to deliver value to investors and an improved experience to occupiers. UK based working remotely and between offices in Manchester and London.

Promoted and responsible for driving the expansion and implementation of CBRE Host (Property Management’s Customer Experience Services) in the UK.A strategic approach to marketing, place and experience is becoming increasingly important to investors, landlords and occupiers - Host supports communication, engagement and safety across clients’ assets acting as an enabler to bring community management and customer experience to life.

I delivered strategic marketing, placemaking consultancy and activations, supporting clients to drive experience, secure funding and achieve their business goals. Projects included Town Centre Activation and Meanwhile Use Strategies, Welcome Back (post Covid) and Levelling-Up Funding Recommendations, Devising Frameworks, running Stakeholder Workshops and Communications.

I was promoted to a National role to take a senior lead with the development and delivery of intu’s national marketing strategy as well as to provide mentoring support to marketing managers (and their teams - 50+ people) across all 14 UK centres. I supported marketing teams to use insight as part of their business planning, including audience segmentation, catchment tracking and brand measurement. Media strategy was optimised and planned in line with econometric modelling. I used my operational experience and centre based knowledge to improve the relationships between national and centre marketing, customer services, operations and communications.With the support of the team, I re-established ways of working across multiple sites and functions, bringing marketing/comms/ops closer together. I made recommendations to deliver the National 2021 business plan within a reduced budget whilst delivering to key objectives and KPIs. I took a lead role to drive the marketing comms strategy pre, during and post Covid-19 including all in centre and digital marketing requirements. I managed the performance evaluations of all group-wide agencies and partners (design, print, media).Based between head office in St James (London), in Nottingham and at our shopping centre locations across the UK.* intu went into administration in June 2020. Asked to remain in role until Nov 2020 to support KPMG with the sale of shopping centre assets.

Nottingham, England, United Kingdom

intu purchased Westfield Derby on 1 May 2014 - this opened up a new opportunity for a bigger role which I secured in July 2014.As marketing and communications manager for intu Victoria Centre and intu Broadmarsh in Nottingham (total 1.5m sq ft, 180 brands, 40m footfall p.a.) I was responsible for leading the marketing business plan to drive footfall and sales. A member of the senior leadership team my role was instrumental in supporting the centre director to achieve the new vision (that we created). I amalgamated two teams and two plans (in Nottingham) into one city strategy and one marketing and retailer liaison team of 5 people.I managed the marketing department as intu Victoria Centre went through a £42m remodelling programme (whilst stores remained open) as well as the public consultation for the £250m redevelopment of intu Broadmarsh. We delivered this (and more) over a period of two years, relaunching intu Victoria Centre to attract new audiences and managing the internal and external communications on the long awaited intu Broadmarsh development (which commenced on site in January 2019). Leading the marketing business plan, we used audience segmentation, catchment tracking, econometrics and brand tracking. Brand awareness grew by 31% in two years. The events programme was radicalised to deliver true ‘events with a difference’ that we became famous for. Attendance numbers reached over 20k and net promoter score (NPS) grew by over 100%.I contributed to and supported the implementation of multiple placemaking programmes including the £1m redesign of Clocktower dining (food area), £5m car parks improvement and the £250m plans for the redevelopment of intu Broadmarsh. I managed agency partners including design, print, PR, media, research and insight and supported the national marketing team on the group social media agency tender.

Derby, United Kingdom

[intu purchased Westfield Derby on 1 May 2014]I was responsible for leading the marketing and concierge teams to deliver the marketing strategy and customer service initiatives to drive footfall, spend, repeat visits and increasing market share for the centre in Derby (1m sq ft and 180 brands).A member of the senior leadership team I supported the general management and operation of the shopping centre (20m footfall p.a.)I led the team to deliver exciting events (driving footfall and sales), engaging content for web, social, emails and PR, strong ROI on campaigns and worked closely with 180 retailers on plans to support them to drive sales.

East Midlands Airport

I was promoted to and successfully embedded a new role in the senior leadership team, where I bought an insight led, customer centric approach to operations. This included the terminal experience including security and the information desk along with all 7 on site car parks and ground transport. I had 10 direct reports and a team of over 200 people who worked hard to achieve what we did. I led the customer experience strategy and working closely with the MD and FD we secured approval for a £20m terminal redevelopment (the largest investment in over 20 years). I in-sourced 280 security staff from our external provider to improve service standards and achieved the highest customer satisfaction scores in 5 years, winning ‘Best Regional UK Airport for Customer Service 2013’ (British Travel Awards).Sponsor of the ‘Fix the Basics’ programme identified through customer journey mapping and insights, to continuously improve the customer experience. Also responsible for managing 3rd party service level agreements for all terminal services, ensuring the highest possible standards at all times.

East Midlands Airport

Leading a team of 12 we devised and delivered the commercial marketing strategy to deliver passenger numbers (4.5 million), retail and car park income to budget.I introduced a bigger focus on the customer to put them at the heart of what we do - we improved the web user experience, launched the first airport app and a valuable customer insights programme. We innovated and introduced new products such as fast track through security.I led on the rebrand for new guidelines and tone of voice and rebranded all on site car parks to help with product differentiation and income growth. Despite a 30% budget spend reduction, we saw database growth of 78% and email income +138%. I built great relationships with all airline and retail partners to deliver collaborative B2B (travel trade) and B2C (direct to customer) marketing plans with results.

Commercial marketing manager for 3 airports - East Midlands, Bournemouth and Humberside Airport. Responsible for driving, implementing and delivering marketing plans to exceed aviation, car park and retail income budgets.

Agency-side role and experience as an account manager at design agency The One Off (studios in Derbyshire and London) working across various client projects.

Marketing assistant for low cost airline bmibaby, managing the full marketing mix for East Midlands and Durham TeesValley Airports.

Administration manager in the cabin services management team. Responsible for the full administrative function, processes and employee relations for 300 cabin crew. Completed the 6 week cabin crew training programme and took to the skies for 6 months, to gain first hand operational experience from the teams I’d be managing.

Mini Mba, Brand Management

Marketing, A With Distinction

Marketing