Head of Marketing and Partnerships
LOTUS
Total years of experience :15 years, 9 Months
LOTUS specialises in integrated communications and full trade and MICE representation for a diverse portfolio of travel, tourism, food and drink clients.
Responsible and fully accountable for the overall profitability, success and growth of my client portfolio and development of the team. I drive innovation in campaign creation, delivery and measurement for existing and new clients. I lead digital / social media marketing across the business, and act as the internal marketing director championing innovation and expertise in all campaigns.
Responsibilities also include:
• Creating marketing campaigns working across multiple teams and disciplines
• Creating innovative marketing campaigns for existing clients
• Working closely with Head of Business Development to lead marketing campaigns
• Seeking new brands for client partnerships across travel, food and drink
• Adding value across the business with digital campaign management
• Proactively participating in new business pitches
• Leading LOTUS social media team of 6
• Overseeing key accounts in order to deliver strategic digital, marketing & social media initiatives
• Offering both proactive and reactive strategic client counsel
• Being an internal specialist for marketing and social media
• Involvement in external recruitment and talent spotting
• Managing accounts, client relationships and large-scale cross-functional projects that consist of multiple work-streams and multiple clients
• Playing a key leadership role in shaping the future of LOTUS, it's growth and direction through internal organisational initiatives such as business development, thought leadership, strategic planning and training
• Internal promotion to a senior managerial role
• Lead all UK&I sales and marketing activities across a portfolio of internationally based tourist board clients
• Multi-channel marketing and strategic communications
• Deliver and integrate online and offline marketing strategies and analyse data to generate brand awareness for the clients within an agreed budget
• Drive strategy with creative agencies
• Manage a team of 2 account executives
• Organise, manage and execute trade events
• Lead familiarisation itineraries to client destinations
Accomplishments
• To grow Hills Balfour’s client portfolio, I identify new business opportunities and successfully win business.
• Successfully developed a complex multi-channel brand marketing campaign with an in-kind value worth £50, 000.
• Managed a destination client new to the UK market, therefore analysed UK target markets, using a combination of industry reports, market research, competitior and SWOT analysis. Thus faciilitating successful destination awareness campaigns and initiatives.
• Developed annual marketing plans and executed B2B and B2C marketing campaigns
• Worked with multiple agencies, media outlets and partners to maximise ROI
• Channel Marketing to attract tour operators to feature promoted destinations and drive revenue
Accomplishments
• Through implementing a targeted digital awareness campaign for The Palm Beaches, my strategy resulted in an average dwell time of 3 minutes and 33 seconds, which is 1 minute 33 seconds above the industry standard. Creating great opportunity for data driven retargeting campaigns.
• My ability to leverage strengths in cost-effective contracts and supplier negotiations meant the end of the financial year was 8% under-budget.
• Managed multiple events, sales and marketing projects for the tourist boards, New York State Division of Tourism and Hawaii Tourism Authority.
• Managing multiple partners on projects, direct marketing, campaign execution
• Negotiating and implementing exclusive tactical brand partnerships
• Successfully executed product launches resulting in record-high marketing campaign response rates
Accomplishment
• Having to be extremely organised, I used strong influencing skills to manage the Hawaii Tourism Authority project with National Geographic Traveller Magazine and a tour operator on a match fund contribution basis. This resulted in the destination being featured on posters across the Lon-don Underground and numerous full-page advertorials in the magazine. The B2B and B2C activities dramatically enhanced the visibility and passenger numbers to Hawaii, with an increase of 18% YOY.
• Supported on events, sales and marketing matters for The Grenada Tourism Authority and The Sharjah Commerce and Tourism Development Authority
• Marketed at roadshows and established partnerships with existing and new tour operators, partners and airlines
• Coordinated and led familiarisation trips to Grenada & Sharjah
Accomplishment
• I found a creative way to increase the number of UK visitors to Grenada in the 20-40 age group whilst working alongside British Airways in a joint promotion. The target was met by reducing flights to Grenada and using the popular Stylist magazine to promote the campaign. This was the first time augmented reality had been used for a tourism campaign in the UK. The promotion received huge PR interest and the results exceeded the targets set by Grenada Tourism and BA.
• With cultural versatility and keen to give customer satisfaction, I created tailor-made itineraries, with-in a dynamic luxury tour operator
• Knowledge of airline and hotel contracts
• Lead Emirates Holidays familiarization trips to Dubai and Australia
Here I worked for a luxury tour operator, where my responsibilities involved:
• Gaining knowledge on featured destinations, including the wonders of the world
• Selling a variety of river cruises, luxury long and short haul holidays
• Offering advice and suggestions to a discerning client base, using Galileo to book flights and services
Dissertation subject: Film Tourism Subjects studied: Business Management, Tourism Policy & Development, Digital Tourism, Tourism and Global Sustainability, E-tourism and Destination Marketing, International Tourism, The Tourist Experience
A level - Information, Communication & Technology course A level - Travel and Tourism course
with A-C in: English Literature, English Language, Maths, Business Studies, Science, Drama, Travel and Tourism
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