Alexandra Barltrop

Led the Group marketing and external communications across a multi-brand, pan-European lighting business. Defined the Group Marketing & Communications strategy, strengthened brand positioning, and drove commercial performance. Partnered with the CEO and senior leadership to shape market positioning and external narrative, ensuring consistency while maintaining local relevance. Owned external communications, messaging, content strategy, and executive positioning across all channels and markets. Delivered the annual marketing roadmap and led a multi-brand digital transformation including website redevelopment, customer journey optimisation, SEO and marketing automation (Salesforce Marketing Cloud) to generate demand and improve conversion.

Strategic marketing leader responsible for brand awareness, lead generation, marketing automation and digital growth. Developed an integrated UK marketing strategy aligned to sales targets and revenue growth. Managed Profishop (DTC eCom), CRO and lifecycle marketing across multiple channels to boost customer acquisition and lifetime value. Oversaw events and major trade shows, managed a £1m budget, and implemented data-driven reporting frameworks and executive dashboards. Led a sustainability campaign recognised as international best practice and delivered 20% YoY growth in inbound leads through channel optimisation and ABM initiatives.

Led brand growth and multi-channel marketing across 11 brands in EMEA, collaborating with international markets, distributors and direct sales channels. Drove customer acquisition and performance marketing across DTC, retail and marketplace channels; built lifecycle marketing to increase customer lifetime value and retention. Led the global rollout of a B2C eCommerce platform, boosting direct-to-consumer engagement and sales. Managed high-profile influencer and PR campaigns to elevate brand visibility.