I’m a strategic marketing leader with 18+ years of experience across hospitality, FMCG, retail and leisure. I design data-driven campaigns that boost revenue, strengthen brands, and grow customer loyalty, working with cross-functional teams to drive digital transformation and multi-channel impact. From launching CRM programs and multi-market campaigns to building global partnerships and launching export channels, I fuse creativity with commercial focus to deliver measurable growth for UK and international brands.…

Abigail Sherlock

I’m a strategic marketing leader with 18+ years of experience across hospitality, FMCG, retail and leisure. I design data-driven campaigns that boost revenue, strengthen brands, and grow customer loyalty, working with cross-functional teams to drive digital transformation and multi-channel impact. From launching CRM programs and multi-market campaigns to building global partnerships and launching export channels, I fuse creativity with commercial focus to deliver measurable growth for UK and international brands.…

Available to hire

I’m a strategic marketing leader with 18+ years of experience across hospitality, FMCG, retail and leisure. I design data-driven campaigns that boost revenue, strengthen brands, and grow customer loyalty, working with cross-functional teams to drive digital transformation and multi-channel impact.

From launching CRM programs and multi-market campaigns to building global partnerships and launching export channels, I fuse creativity with commercial focus to deliver measurable growth for UK and international brands.

See more

Skills

Experience Level

Language

English
Fluent

Work Experience

Group Head of Marketing at Andrew Brownsword Hotels
February 1, 2023 - Present
Lead marketing for 12 luxury hotels across the UK, driving brand growth, digital engagement, and direct booking conversion. Implemented new CRM across the £30m group, enabling guest segmentation and targeted campaigns. Directed new group website project, increasing online revenue by 15%. Delivered social media transformation by launching 12 hotel Instagram accounts and training teams, growing followers to 40k and boosting social revenue from 1% to 4% per hotel. Carried out print procurement project reducing annual costs by 10%. Increased gift card revenue by 10% through targeted campaigns. Built partnerships with Laurent-Perrier, Nyetimber and local artisans to enhance brand reach and local engagement.
Marketing Director at Wickwar Wessex Pub Company
April 1, 2022 - February 1, 2023
Directed marketing strategy during expansion, leading a central team and rebranding the pub portfolio. Strengthened loyalty via pub app, driving a 4% lift in sales. Delivered national PR campaigns, including ITV News features.
Head of Sales & Marketing at Wickwar Wessex Pub Company
May 1, 2017 - April 1, 2022
Increased off-trade revenue by +173.5% YoY with new retail wins. Launched an exclusive bottled IPA for B&M, achieving +67% incremental revenue YoY. Secured Wickwar’s first export win by developing international brand plan with the Department for International Trade. Delivered local pub campaigns contributing to EBITDA targets. Secured £50k+ third-party investment to fund marketing.
Account Director, Woolworths Media Hub at Woolworths Group
August 1, 2015 - February 1, 2017
Established and led Woolworths’ first Media Hub for Fuel & Impulse categories. Secured $5m in new business; delivered $25m+ sales and +51% profit in year one. Led integrated marketing campaigns for Coca-Cola, Mondelez, PepsiCo, and Schweppes.
Customer Marketing Manager (On Trade) at SHS Drinks
August 1, 2014 - August 1, 2015
Managed Bottlegreen and Shloer brands in on-trade and foodservice. Delivered £1m+ in new product launch sales (Bottlegreen Tonics & Elderflower cans). Secured distribution gains with Slug & Lettuce, Café Rouge, and Pizza Express.
Marketing Campaign Manager at Wm Morrison Supermarkets Plc
November 1, 2012 - April 1, 2014
Delivered £3m incremental revenue via integrated multi-channel campaigns. Managed FMCG accounts including P&G, Diageo, Unilever, Coca-Cola, Heinz, Mars and Mondelez. Won Diageo “Marketing Brilliance” award for ATL campaign execution.
Media Services Account Manager at Wm Morrison Supermarkets Plc
October 1, 2011 - November 1, 2012
Drove supplier investment into themed promotional campaigns, delivering multi-million revenue streams.
Local Marketing Account Manager at ASDA (CPM UK)
January 1, 2007 - December 31, 2011
Managed local marketing accounts and executed regional campaigns to drive store performance.
Marketing Manager at Carnegie Weight Management (Leeds Met University)
January 1, 2007 - January 1, 2007
Marketing Manager supporting weight management initiatives and student engagement.
Junior Marketing Executive at Harris Associates Ltd
January 1, 2004 - January 1, 2005
Early marketing role supporting campaign activities and client communications.
Roles during University at Safeway Supermarkets
January 1, 2001 - January 1, 2004
Various marketing/retail roles during studies.

Education

BA (Hons) English at Leeds Beckett University
January 1, 2000 - December 31, 2003

Qualifications

Help to Grow Programme – YouGov Bus
January 1, 2022 - February 4, 2026

Industry Experience

Travel & Hospitality, Retail, Consumer Goods, Media & Entertainment, Professional Services

Skills

Experience Level