Tracy Mitchell (Was Fletcher). Email & Phone Number

Leeds, England, United Kingdom

Responsible for externally promoting the Group's mortgages, savings accounts and customer experience, while protecting and enhancing the organisation's reputation.

East Yorkshire

In April 2015, I set up my By Tracy Fletcher Limited communications consultancy because I wanted to share the power of PR with small businesses, to help them grow.Using the creative skills I had learned from almost three decades working in newspapers and corporate marketing teams, I have helped clients achieve phenomenal growth by working with them to answer the simple question 'what's your story' and then go tell theirs through the full range of content marketing channels, to get noticed.

Skipton

Retiresavvy is a fantastic example of what CSR and community relations can achieve when you take an 'outside the box' approach to what's possible and commit to a strategy rooted in your business's very essence.I spearheaded retiresavvy’s creation as a groundbreaking new online community focused on demystifying retirement. Content marketing in action, it is helping people plan the kinds of futures they want, through inspirational articles and comment from sources including its own editorial team, bloggers, journalists, industry figures and – most importantly of all – retirees themselves.The site is funded by Skipton, which was established 162 years ago to solve the major social issue of the time, by helping ordinary people to build their own homes. Now, it is breathing new life into that founding mutual ethos, through this resource which is helping to tackle arguably THE social issue of today – retirement – head on. From the original idea, I worked with an internal team and external PR, digital and creative agencies to shape and evolve the site into a unique resource which is making a difference to thousands. I co-lead this major project and investment, which involved more than 50 colleagues from every area of the business, including Business Change & Innovation, Compliance, Legal, IT, Customer Relations, Marketing and Digital, as well as Board directors. Strong communication was key as the project developed. We overcame many challenges to deliver something which is a first of its kind and the lessons learned paved the way for new ways of thinking across the Society.Now entering its successful second year, retiresavvy was shortlisted in the Corporate Social Responsibility category of the Financial Services Forum's 2015 Marketing Effectiveness Awards. Packed with a wealth of news and features, free guides, user comment and personal perspectives, it is helping Skipton to reach out to vast new audiences.Visit www.retiresavvy.co.uk for more information.

As a key member of Skipton’s Marketing team, I contributed to the creation of its new retirement-focused customer offering, conceiving some of its most significant promotional components. These included retiresavvy, an industry-first online community and CSR initiative designed to educate and inform people about retirement planning, build recognition and credibility for Skipton as a provider of retirement solutions, and reach new audiences and potential customers (more details above or visit www.retiresavvy.co.uk). Other achievements include:Creation and delivery of the multifaceted ‘DNA of Retirement’ campaign as a launch vehicle for Skipton's new retirement service. This centred on a high profile event at the Chelsea Pensioners’ Royal Hospital in London and unearthed people’s unique retirement ‘fingerprint’ through a cutting edge blend of quantitative, qualitative and physiological response-based research. 'DNA' attracted the attention of the media, influencers including MPs and over-50s campaigners, and customers. I established and led an award-winning corporate communications team to support the evolution of this highly respected mutual brand, which is also a ‘Times Top 100 Company’. I helped communicate this top 10 building society through the worst global financial crisis on record, and built recognition for it as an agenda-setting mutual. Through effective media relations, including creative campaigns, my team secured an average of 250 positive national and local media items per month with a value of c. £6 million per year.I also introduced an award-winning Community & Corporate Social Responsibility Strategy. In addition to retiresavvy, its Grassroots Giving community donations initiative (www.skiptongrg.co.uk) has won numerous industry awards. These include, in 2015, ‘Best Alignment of Brand Values during a CSR programme’, at the prestigious Corporate Engagement Awards – beating major brands like Ikea and Vision Express.

Hull

China

Dip Cipr, Mcipr, Cipr Accredited Pr Practitioner, Public Relations, Diploma

Nvq Level 4 (Degree Equivalent) In Newspaper Journalism, Journalism

Master Of Philosophy (M.Phil.), English Language And Literature/Letters

Bachelor'S Degree, English Language And Literature/Letters, 2:1