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4 years ago
Robert Gordon University
The Director of Marketing approached me to support and lead on key time sensitive activities and tasks. Looking after requirements of Aberdeen Business School, The Law School, The Graduate School, The School of Creative and Cultural Business, The School of Health Sciences, The School of Nursing and Midwifery and The School of Pharmacy and Life Sciences. This has included a broad spectrum of activity including stakeholder engagement and management, managing the internal and external customer journey, managing and planning events in the Sir Ian Wood Building, social media campaigns, mainstream media campaigns for specific UG, PG and Research Degrees on Radio, in press and trade journals, press release distribution. I have also been involved in Senior Management Steering Group strategy meetings with regards to inputs on overarching objectives for Student Recruitment and International Student Recruitment. The target audience groups are geographically located in regions such as China, Japan, and the Far East, Azerbaijan, UAE, APAC, Africa, US and Canada, South America. All agents require tailored strategies to communicate with their target audience recruitment groups and cultural variances.
* Secured ad hoc freelance strategic marketing, PR and communications contracts. ; * Clients have included those from oil and gas E&P, public sector, local government, marine and shipping, subsea operations, decommissioning and renewables, leisure and hospitality. ; * https://www.pressandjournal.co.uk/fp/business/north-of-scotland/1110918/north-east-firm-collaborates-to-change-international-pollution-regulations/ ; * https://www.pressreader.com/ ; * In addition, nurturing existing media relationships, have secured front page exclusivity and double page editorial spread on behalf of clients. ; * Contracts have included internal communications pieces in change sensitive and classified/confidential operations, digital marketing, writing Press Releases for new product launch, sales and marketing strategy for Business Development and growth, external communications pieces for tender and lead generation, sales, marketing and communications plans, copy-writing and content management for digital media and event management. ; * Volunteering -Hope Floats Appeal for those affected by the devastating floods on Royal Deeside throughout 2016, raising over GBP 120,000 Whilst much of the above is confidential in nature, one project I was appointed to was in delivering * `The Elgin Ice Festival', which took place on the Plainstones in Elgin from 17th December - 7th January. https://vimeo.com/185202549 Bringing a real ice rink to Elgin and Moray for the first time. Only one of four outdoor real ice rinks in Scotland. * As Festival Brand and Communications Manager, I was appointed by Jon Behari (Olympian, global professional ice skater and coach) to undertake all aspects in relation to Communications, PR, Marketing, Media Relations and Sponsorship. ; * Elgin BID, Moray Council and Moray Chamber of Commerce, The City and Royal Burgh of Elgin Committee, Visit Scotland all supported the project as well as a number of nationa
Main Achievements in this role * Appointed to conceptualise and drive the rebrand and launch of an innovative new subsurface exploration software and create 3 year Global Marketing Strategy. ; * This transpired to be an outstanding success and the company has grown from 3 offices to 7 internationally in three years. ;
* Have had 54 articles published since 2011 in ten of the geoscience/E&P industry's most recognised global publications. Prior to my joining the company the average was one per year. * Lead all aspects of strategic integrated communications and business development objectives, marketing planning, commercialisation and communications globally in the E&P sphere of subsurface exploration. ; * Consultative Strategies conceptualisation and delivery Responsibilities: Reported into MD. 6 Direct Reports Strategic Marketing and Communications, Stakeholder Engagement and Management Brand integrity, Global Market Positioning Media Relations Sales and Marketing strategy Copywriting and Content Management Digital multi-channel marketing Global rebrand and re-launch Market and Target Audience Segmentation Business strategy Launch and management of blogs International Conference and Event management Marketing operations Media buying Reporting and insight analysis and competitor analysis Budget management and forecasts Corporate Communications Long established network of contacts with Industry Publications Editors and Media nationally and internationally. Due to Company restructure, this position was made redundant.
Main Achievement in this role: * Was appointed to strategically build the brand and profile of the company in a 3 year period. ; * Grew from 3 sites to nine at a time when the industry was in economic crisis ; * Created an award-winning media campaign and secured all KPI and ROI objectives. ; * Introduced commercial initiatives that have continued to be implemented ; * Delivered internal and external communications processes that had never previously existed ; * Responsible for all aspects of PR and digital marketing Responsibilities: Reporting directly to the MD and Board of Directors with 7 Direct Reports: I thrived in generating optimum market share and sales revenue ahead of and exceeding forecast; despite the challenging and volatile economic climate in an already highly competitive industry Drove all areas of Group Business Development strategies across integrated Digital channels Introduced a marketing communications ROI initiative, which resulted in enhanced brand and market positioning and record breaking revenues Cost control QC Market insight analysis Introduced a Competitor Insight Analysis protocol Product and Brand presentation and management Exhibition and Event management Web site redesign, management E-commerce and Search Engine Optimisation Press Releases (all published) Iinitiated customer solutions procedures and attained 100% customer satisfaction/client experience Budget management, Sales Targets and Forecasts Training and Mentoring Teams Conceptualising and delivering engaging Internal and External Corporate Communications material Liaised with external media and creative agencies Creative concepts and direction in relation to targeted direct mail and integrated communications across press, radio and digital media ATL and BTL marketing and advertising Control media budgets and media buying across all media Copywriting Event planning and
Oil And Gas
Main Achievements in this role: * I was appointed by a Board of commercial, non-government and government officials to be instrumental in creating international consultative strategic marketing and marketing communications initiatives, stakeholder engagement and B2B and B2C solutions between Aberdeen based Oil and Gas companies diversifying and expanding into emerging markets internationally. ; * Diligence and diplomacy was required in the interface and communication methods in B2B and B2C negotiations and managing change sensitive projects. ; * I championed a high profile delegation panel of captains of industry and government to deliver international oil and gas conferences and networking opportunities between the emerging markets of the CIS and the UK. Responsibilities: Reported to International Committee with 4 Direct Reports. Strategic marketing, communications and branding campaigns Integrated ICT solutions Multi-channel campaign and budget management on behalf of a number of clients Creating Corporate Communications strategies for International Brand Management Writing and Editing Print management Business planning and development Risk Assessment Market Research Sales forecast and budget reports Creative concepts Copywriting Media buying Production of reports and presentations Media relations across the media mix Database management During this time I was also appointed as a feature writer in a global book on Oil and Gas in emerging markets. I had 12 articles published.
Communications Bon Accord Glass and Bon Accord Properties, Main Achievement in this role: * My remit was to building the brand and profile of this company in a highly competitive market and notoriously aggressive industry with the commercial objective to grow sales, retain customer loyalty in the marketplace to build the brand and grow the business. ; * I initiated the first private and public sector alliance in Scotland with Grampian Police to raise awareness on security and crime prevention. Responsibilities: Reported into MD with 4 Direct Reports. Multi-channel strategic marketing planning and implementation Worked with ongoing awareness campaigns by direct marketing vi post codes, press, outdoor media, TV and radio Initiating and implementing a corporate communications policy Budget and sales planning and forecasts Business Development strategies PR strategy creation and implementation Media Relations Media planning and media buying Creation of corporate literature and web site Copywriting Staff training - which included my identifying staff training requirements throughout a number of departments which employed over 100 members of staff Database management Creation and implementation of a Customer Care and Communications policy Market insight research and analysis Competitor analysis.
Covey Mccormick Advertising
* I successfully delivered highly creative and strategic marketing, communications and advertising campaigns for one of Scotland's longest established agencies, on behalf of all its clients whose accounts I managed and directed. ; * Assisted MD pitch and win a number of key accounts such as First Group and RGU ; * Launched Recruitment division for agency and channelled media buying to launch recruitment campaigns on behalf of clients across alternative media - TV, radio, press and online. ; * Forged excellent consultative relationships with all media and being directly involved in the production elements to ensure a high standard of profitable revenue delivery for the client and the agency. Managed targeted regionalised direct mail campaigns, integrated with TV, press, radio and outdoor media. Responsibilities: Reported into MD with one Direct Report. I was responsible for the handling and management of the agency key accounts of a number of blue chip clients including First Group, Robert Gordon University, Grampian Police, Bon Accord Glass, Baker Hughes and Nautronix. Strategic and tactical sales, marketing and multi-channel integrated communications International Conference and Exhibition management Maintaining excellent client relationships Creative campaign conceptualisation Copywriting Print management Editing Advertising planning and execution Sales and Marketing budget planning Market research Business development Media relations Media buying and campaign management Reporting and analysis
Responsibilities: Reported into Department Manager. Identifying and securing a range of advertising campaigns on behalf of a diverse range of residential and commercial property clients in the Region's most popular daily newspapers, the Press & Journal and Evening Express. Initiation and introduction of a newspaper for schools.
Craigendarroch Time Ownership Resort
Craigendarroch Time Ownership Resort, Ballater and Cameron House Hotel and Time Ownership Resort, Loch Lomond Responsibilities: Reporting to the Marketing Director, and appointed as part of the Project Management and Launch Team, I was responsible for assisting with all aspects relating to direct marketing, business development, market insight analysis, sales forecasts, sales targets, direct mail management, advertising and planning implementation