Patricia Byott Email & Phone Number

Edinburgh, Gb

Hong Kong

Hong Kong

Working within the prestige brand marketing team, act as The Macallan advocate and educator in Hong Kong and Macau to drive awareness, brand advocacy and saliency for the Prestige portfolio. Through a platform of developed partnerships, brand activation and HNWI events determined by defined business strategies and annual marketing plan; it is my role to highlight and grow The Macallan as the most valued and prized Single Malt Whisky in the world. Additionally, I seek to build a loyal relationship network within our luxury and prestige on and off-trade outlets leveraging activation partnership opportunities to increase market share and revenue.Lead the company wide training and educational development on The Macallan and the wider whisky and spirits category through engaging and interactive workshops highlighting the brand story, competitor insights and unique selling points across whole portfolio.

Hong Kong

Act as the key spokesperson for Edrington’s super premium spirits portfolio- with a central focus on whisky brands- applying brand stories, industry education and product knowledge to engage with prospective and existing consumers by tailoring communication to encourage brand advocacy and drive market share. Supporting the concept creation and execution of in-market product launches, partnership activation and key on-trade account activities to facilitate annual marketing plan objectives and consumer targets.

Hong Kong

Led work-streams for new and existing business development activities through independently fostering unique relationships and orchestrating opportunities for partnership collaborations to drive business revenue. I worked closely with brands and corporates to execute local brand strategies in Hong Kong; with a view to positively drive brand metrics and increasing experiential awareness in line with assigned budget requirements. Key Achievements:• From concept creation to full execution, we introduced both the first Whisky Festival to Hong Kong in 2013 and World Whisky Day Event in 2016, collectively introducing 3,000 consumers to the world best whisky brands and educators. Working with numerous brands, vendors and suppliers to succinctly coordinate in to successful events that raised critical awareness to consumers but equally provided recruitment, commercial and experiential opportunities to brands looking to grow within the region.

Edinburgh, United Kingdom

A contract position chiefly to orchestrate and drive the online channel strategy within credit card acquisition, with a view to increasing incremental customer accounts through lean processes and customer journey reviews. Additionally, I contributed to concept creation and product architecture of two new credit card products in order to diversify revenue streams through offering customers a spectrum of life-stage products based on spending needs and risk profile.

Gogarburn, Edinburgh

In this role I was accountable for all existing credit card portfolio of 3 million customers; where I led, defined and executed the overall strategy and projects relating to customer engagement, marketing spend campaigns and account re-activation. I had a clear commercial direction and focus on driving loyal engagement and spend, through customer profiling and campaign segmentation designed via in-depth campaign analysis of historical customer spend behaviours.

Edinburgh, United Kingdom

A role focused on improving product profitability across all marketing and operational channels through strategic pricing, NPD process development and product launches. Utilising and manoeuvring pricing variables, market forecasting and NPV models to build profitable- yet competitive- products to maintain strategic market positioning and meet LTP objectives.Key Achievements:• Worked with the finance team to profile and build NPVs by marketing channel with an initial focus on offline vs online activation. As a result, we produced a strengthened understanding of our risk allocation through preferred channel of application; and for the first time we could articulate where to find our most profitable and loyal customers. Once implemented this initiative allowed us to streamline and focus strategic planning, reallocate marketing spend for maximum ROI and adjust our risk pool preemptively.• Following an external credit card platform migration, I identified obstacles concerning product development capabilities; which had the potential to impact both market competitiveness and the P&L. In order to mitigate possible risks (while infrastructural improvements were in pipeline) I actively researched, compiled and analysed competitor data, historical market movements across core activation channels highlighting discerning market trends and patterns. Consequently, I was able to effectively forecast and preemptively predict future market shifts thus informing correct strategic product builds within capabilities and manoeuvre NPV variables.

Edinburgh, United Kingdom

Define and implement commercial strategies through marketing and operational programmes in-line with P&L and LTP objectives for credit card account acquisition. A trade driven role with a strategic marketing focus, my responsibilities centred around overseeing off-line channel customer account acquisition and commercial improvements (BTL, Tesco Stores channels and Direct Mail Campaigns) ensuring optimal ROI and channel performance. Key achievements:• Direct Mail campaign optimisation- I initiated and leveraged new relationships from Tesco Store categories to offer an alternative incentive proposition to drive new accounts; favouring a holistic rather than segmented strategy approach. Through AB testing of DM segments, I reduced campaign incentive costs, encouraged incremental spend to Tesco stores, whilst maintaining a consistent response rate. Even if a customer did not apply for a credit card, they were still able to use their offered incentive thereby driving incremental spend to Tesco group.• Offline acquisition process improvements- Administered through previous AB testing, I was able to highlight the inefficiency of customer acquisition through Tesco stores channel. I demonstrated that by removing written and lengthy application forms and replacing instead with an online call to action; we significantly reduced overheads, supplier resource, application time-scales whilst increasing the volumes of applications, acceptance rate alongside widening the risk pool.

Edinburgh, United Kingdom

Working within the Group Marketing function, I executed projects and initiatives relating to customer experience journey across all life and insurance products. Analysing complex customer data and KPI's to profile customer insights and drive the customer strategy to improve customer metrics for the group.

Edinburgh, United Kingdom

Msc Marketing, Specialising In Luxury Brand And Marketing Strategies And Digital Marketing

Certificate In Marketing

Msc, Multi-Level And Regional Politics

Ba Hons, History And Politics

Activities and Societies: Class President in 3rd and 4th year

Master'S Degree, Multi-Level And Regional Politics