Work History

Work History
Jan 2010 - Present

Marketing Strategy planner - all markets


Promoted from Senior Advertising manager UK

May 2007 - Feb 2009

Marketing Manager

Orbitz Worldwide (

 Reporting to the Managing Director during Head of Marketing’s maternity leave

Key Accountabilities

  • Developed annual offline marketing strategy, in conjunction with senior management.

  • Delivered ebookers’ brand advertising campaign across all media, with full responsibility of each campaign’s P&L.

  • Developed promotional concepts and ensured full integration across all areas of the business incl. CRM, customer experience and merchandising team.

  • Briefed and delivered media plans and creative with agency network MEDIACOM and CHI.

  • Drove all PR activity with agency PLEON, delivering core press office and larger consumer and corporate campaigns.

  • Brand guardian, cascading all brand values and visual identity across all activity.

  • Evaluation and monitoring of brand campaign via Brand tracking and commercial data.

  • Accountable for offline budget, responsible for internal forecasts, reporting and analysis.

Main Achievements

  • Doubled spontaneous brand awareness scores within 6 months

  • Contributed to a 69% Year on Year increase in Brand term NSEO

  • Pitched for and set up continuous brand tracking to maximise each campaign’s effectiveness

  • Built new rigorous tracking, encompassing both brand and tactical measurements

  • Instigated innovation in media planning to achieve better frequency within budget limitation

  • Secured a TV sponsorship contra-deal with newly launched UKTV channel

Nov 2006 - May 2007

Senior Brand Manager

Sainsburys Supermarkets Ltd

Key Accountabilities

  • Delivered Sainsbury’s “Try something new today” brand advertising plan.

  • Managed multi-million pound brand advertising budget, ensuring most effective ROI.

  • Briefed and delivered media plans and creative with agency network PHD and AMV BBDO.

  • Developed TV and press brand campaigns in line with customer plan and store events (Big 5 Drive, Wheel of Health, Active Kids, Comic Relief, Easter, Get Set for Summer …)

  • Managed relationship with Seven Publishing for Sainsbury’s magazine, delivering year on year growth in retained profit.

  • Monitored campaign effectiveness with marketing consultancies Ohal and IPSOS.

  • Managed a team of 3 brand managers.

Main Achievements

  • Delivered an integrated Jamie Oliver health campaign across TV, press and instore collateral, achieving pole position on TV recall during the campaign period (Marketing Week, Feb 07).

  • Rolled out a Comic Relief campaign across TV and press, generating sales of 250.000 Red noses within the first week of the campaign airing - a 12% increase Year on Year.

  • Developed new “Taste the difference” creative for the ITV’s Drama Premiere sponsorship, aiming to increase quality perceptions scores.

Jul 2004 - Sep 2006

Advertising Manager - Europe

Tourism Australia

Key accountabilities

  • Developed brand communication strategies in line with Tourism Australia’s global marketing proposition.

  • Managed all elements of multi-million pounds brand campaigns, briefing ATL/BTL/online creative and media to agency networks (Grey/Mediacom and M&C Saatchi/Carat).

  • Built strong relationships with airline partners (Qantas, Singapore Airlines), negotiating joint tactical activity across european markets.

  • Designed new reporting templates with the Insights department to monitor effectiveness of activity and highlight findings for future campaigns.

  • Drove consistency of brand messages throughout all marketing programmes.

  • Championed internal departmental integration within Tourism Australia.

  • Managed a team of 2 marketing co-ordinators.

Main achievements

  • Managed a 4.6M GBP budget, delivering all brand and partnership campaigns on target.

  • Rolled out new global campaign effectively across key European markets.

  • Achieved 100% satisfaction from airlines partners’ survey on Tourism Australia’s activity.

  • Developed the most successful TA youth campaign to date, increasing working holiday visa requests by 20% year on year and achieving an increase of 300% in website visitation throughout the campaign.

  • Pitched proposal to senior management and developed a pan-European promotion with MTV.

Aug 2002 - Jul 2004

Brand & Retail advertising co-ordinator


Key accountabilities

  • Implemented the advertising plans for the Debenhams brand and its exclusive designer Fashion and Home ranges (J by Jasper Conran, Rocha by John Rocha, Butterfly by Matthew Williamson, etc…).

  • Briefed creative & media plans (ATL and BTL) to agency network (WCRS/CARAT).

  • Drove integration with all business units including direct marketing, E-marketing, merchandising and PR.

  • Organised all aspects of seasonal photo shoots (from castings, negotiation with photographers & models agencies, retouching and supply).

  • Liaised with agencies on TV creative process (from story board to post-production and supply).

  • Sole responsibility for the retail services marketing plans (Wedding & Personal shopper), producing the wedding catalogue, advertorials and direct marketing plans with GE Capital.

  • Undertook consumer research to ascertain campaign effectiveness and monitor sales and footfall data against targets.

  • Assisted with budget management and general financial administration and media audits (Billets).

Main achievements

  • Instrumental in increasing integration with buying & merchandising teams, leading to up to 15% uplift on sales on selected product category.

  • Developed 13 advertorials within one season, building relationships with key media house and generating up to 45% uplift on sales on key featured items.

  • Contributed to break the 180GBP average transaction value target by year 1 with the Personal shopper marketing plan.