Greater Glasgow Area
Marketing professional with over ten years’ international experience in online, offline and event marketing with a creative yet analytical mind. I’ve worn many different hats throughout my career and I have built my professional path in a variety of roles, industries and countries. All positions had in common that I easily adapt to new situations and tasks and that I always look for new ways to reach target audiences, improve procedures and find solutions for challenges. I was not just Digital Marketing Manager, Sales Specialist or Junior Project Manager I was also creative thinker, solution adviser, researcher, analyst, technology whizz, bookkeeper, graphic designer, video producer and creative marketing guru.
Lead and execute the marketing, eCommerce and communication strategy for Hilton Glasgow and advice and contribute to Hilton UK & Ireland’s overall marketing strategy. As part of the hotels senior leadership team develop overall business strategy, company culture and team motivation strategy. Manage, train, mentor and motivate on property social media team and marketing interns. Act as brand & sustainability ambassador to ensure all team members are aligned and follow the brand strategy. Collaborate with the department heads to unify hotel and departmental needs/targets, identify opportunities to increase revenue and generate demand and direct strategic initiatives to meet established goals and objectives. Lead global and local campaign planning and execution, exploring new ways to target specific demographics and maximise consumer engagement through digital activities, promotions, and events. Manage paid and organic social media activities, website content creation and optimisation, collateral creation, guest feedback reputation management, and sentiment analysis. Support UK & Ireland brand team to optimise PPC and TravelAd spend. Coordinate photography, outlet launches, promotions and 3rd party representation. Assess campaign performance during and post implementation and deliver insights to internal/external stakeholders; present wins and losses and apply/adapt strategies to support future marketing initiatives. - Lead repositioning of refurbished hotel after challenging 2 years of covid restrictions. - Research, produce and Introduce “all digital” collateral - Led rebranding and launch of new restaurant “tart & lobster” with media, social influencer and personalities. - Led strategic efforts to launch Dilmah’s first tea lounge in the UK. - Transitioned Christmas brochure into digital format (online flip brochure), creating features to allow for direct online booking.
Directed digital strategy, planning, and execution, overseeing paid and organic social media. Managed and updated various brand (Starwood/Luxury Collection, Trump Golf, Trump Hotel Collection) websites and microsites. Oversaw database management, e-shot creation, PPC campaigns, SEO, guest communications, and online guest satisfaction. Researched, documented, and dispensed detailed reports on digital performance to key stakeholders, supporting their planning and decision-making efforts. • Managed launch of refurbished hotel, promoting new features and quality craftsmanship. • Oversaw creation and launch of new website, turnberry.co.uk; ensured site contained comprehensive information about new ownership, resort’s refurbishment, and its events, activities, and amenities - as well as stunning photography - to engage consumer interest. • Ensured that all branding focused on resort’s location, features, and best-in-class services, successfully mitigating political association. • Utilized Starwood email marketing tool to drive incremental rooms and ancillary revenue with ad-hoc bounce backs, guest confirmations, and pre-stay messages). • Used Revinate CRM system to sustain positive online rapport.
Managed key accounts and prospects, developing and maintaining customer base. Identified untapped opportunities within northern Europe (primarily Germany and emerging markets), increasing brand awareness and strategically promoting resort’s features and services. Served as resort representative at various luxury trade fairs and Starwood Roadshows, emphasising resort’s unique selling points (USPs). • Cultivated strong partnerships within Russian and German markets
Oversaw social media, executing strategies to promote brand and drive revenue and occupancy. Developed, updated, and promoted local property webpage (LPS), ensuring engaging and informative content. Developed copy for monthly digital newsletter, distributing resort information and highlights; additionally, wrote marketing copy for e-shots. Supported associates with developing written correspondence that adhered to strict brand standards and reflected business’ core values. Coordinated creation of collateral and advertising material for both online and offline channels. Compiled monthly reports, providing analysis on production, trends, bookings, stay patterns, and clippings, and channel activity. Organized, attended, and assessed international press trips, identifying business opportunities worth pursuing. • Researched and identified relevant upcoming awards, driving brand awareness to secure a place on their shortlists. Agadir won “Best Fine Dining in Abu Dhabi” and Fairways’ Bubbalicious Brunch was recognised as “Recommended Best Brunch.” • Developed case study for Middle East market and utilised Facebook Offers to promote discounts, offers, and incentives, generating 100K+ AED. Case study won The Westin Abu Dhabi the Starwood’s regional social medial challenge Q4/2012 – Middle East. • Grew resort’s online reputation on OTAs, TripAdvisor, & Starwood reviews.