Prior to starting out independently, I spent five years as communications manager at Norwich Heritage Economic and Regeneration Trust (HEART). This diverse role involved developing and implementing communications strategies for HEART and its suite of brands, and managing communications activities across a wide range of platforms.
I also spent several years at award-winning PR agency Tribe, creating and delivering PR strategies for clients, predominantly in the leisure sector (e.g. Empire Cinemas) and public sector (e.g. the Learning and Skills Council).
I have worked in international marketing, on product launches and a Europe-wide re-brand for a global skincare brand at Beiersdorf in Germany.
I have a first class degree in Management Studies with German, specialising in Marketing; a MA in Contemporary European Studies; and a Diploma in Public Relations from the Chartered Institute of Public Relations.
Past experience includes:
Colman’s Mustard Shop & Museum
Created and rolled out an annual marketing programme on a limited budget for one of Norwich’s most popular visitor attractions. Developed a re-brand and visual identity along with a graphic designer.
Culture Matters conference
Project-managed a new three-day international conference for cultural heritage professionals, attracting 180 delegates from 12 countries and 91 organisations.
Created a practical PR and marketing toolkit to empower each cinema to take control of its own local marketing and PR activity. Toolkit included templates, checklists, activity ideas, media lists, planning and evaluation documents. Delivered a two-day training workshop with the cinema managers to support the toolkit which included crisis management scenarios and role play.
Heritage Open Days
Promoted Heritage Open Days in Norwich for five years, broadened the reach of marketing to expand and diversify the visitor base. I introduced online booking and social media, greatly expanded distribution of marketing collateral, attracted sponsorship and advertising income and secured four other Norfolk local authority areas’ participation and contribution to joint marketing.
I managed the development of a brand for 12 of Norwich’s most iconic heritage buildings to form a collection, working in partnership with all building owners. I also project managed a series of award-winning merchandise.
Norwich Dragon Festival
Created marketing campaigns for these 2009 and 2011 family festivals, co-ordinating 60 events from 30 partner organisations. Campaigns included leaflets, posters, press releases, website, social media, a brochure and a toolkit for event organisers. 2009 Festival won Best Marketing Initiative in the EDP Tourism Awards 2009.
I was communications lead on this EU ERDF-funded project with Belgian city of Ghent and created a comms strategy and oversaw marketing of all initiatives including: the Norwich Ambassador Scheme training programme, guided walking tours, Museum at Night, a lecture series, a mobile App, digital education game and more. The project won the Education, Training and Awareness-Raising category of the European Union Prize for Cultural Heritage / Europa Nostra Awards 2014.