Available to hire
I am a classically trained Marketing Professional with almost 20 years’ experience in Marketing and E-Commerce, working across Travel, Retail, Hospitality, Tech, Pharma and Financial Services for small, medium and large-scale organisations – B2B and B2C, client-side and agency. I have led digital marketing initiatives across diverse sectors and built data-driven strategies that improve ROI while shaping brand narrative and customer experience.
I currently lead the digital marketing function as Digital Marketing Manager (Maternity Cover) at Johnston Carmichael LLP, focusing on Paid Media, SEO, Social, Analytics & Insights and Email Marketing. I enjoy turning insight into action, setting and executing online marketing strategy, and collaborating with leadership to align marketing with business goals. I am also helping drive AI-enabled service delivery and streamlined internal processes as part of the executive team.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Digital Marketing Manager (Maternity Cover) at Johnston Carmichael LLP
January 1, 2025 - PresentProvides expert advisory and comprehensive accounting services to a wide range of businesses and private clients; leads the Digital Marketing team (Paid Media, SEO, Social, Analytics & Insights and Email Marketing) and sets online marketing strategy, tactics and execution to align with the company’s overall plan. Part of the executive team transforming the business by leveraging AI for service delivery and internal processes.
Digital Marketing Consultant at Cognito Media
January 1, 2025 - October 8, 2025Specialist in delivering marketing and communications for financial services clients. Manage Paid Media and SEO strategy and execution; lead a small team; achieved year-on-year improvements in SEO and PPC KPIs; oversaw two global website migrations for asset management clients.
Marketing Manager at Online Property Auctions Scotland
January 1, 2022 - October 8, 2025Part of a three-person founding team; grew the business from start-up to profitability. Led marketing activity and brand development through sponsorship, radio and out-of-home advertising; drove direct response via email, SMS and paid media channels.
Head of Paid Media at Jacobs & Turner
January 1, 2020 - October 8, 2025Head of Paid Media for multiple retail brands; managed a small team and a five-figure monthly ad budget across Google, Facebook, YouTube and digital out-of-home. Re-focused activity from sales-led to marketing-led, improved reporting and analytics, and contributed to a 25% ROI uplift for paid media and affiliate channels.
Search Marketing Manager / Insights & Analytics Manager at Dog Digital
January 1, 2017 - October 8, 2025Initially managed Search Marketing for clients; later moved into Insights & Analytics to educate clients and marketing teams on data interpretation, and to improve reporting and data-driven decision making.
Head of Paid Media at Houseology
January 1, 2015 - October 8, 2025Managed the paid search channel with a monthly budget around £40,000 across Google, Bing, Twitter, LinkedIn and display networks. Built affiliate network and grew revenue; supported cross-channel attribution and ROI.
Search Marketing Manager at Bite DA
January 1, 2015 - October 8, 2025Led Pay-Per-Click Advertising and SEO for a B2B client portfolio; formed part of Insights & Analytics offering; achieved solid ROI improvements.
UK Digital Marketing Manager at TravelHorizon
January 1, 2012 - October 8, 2025Managed PPC, SEO, Social Media, Email and Out of Home campaigns; drove growth in the UK market and increased site traffic and profitability.
Digital Marketing Manager at Trodat
January 1, 2010 - October 8, 2025Managed digital marketing and e-commerce for the UK division; created and distributed promotional emails; launched eBay and Amazon stores for direct-to-consumer offers; built a strong online presence and feedback.
Search Marketing Analyst at Schuh
January 1, 2008 - October 8, 2025Managed Search Marketing operations; optimized ad spend and site performance to increase organic and paid search ROI.
Digital Marketing Consultant at Cognito Media
January 1, 2022 - January 1, 2025Specialist in providing marketing and communications for financial services clients; manages Paid Media and SEO activities, guiding strategy and execution. Leads a small team and delivers year-on-year improvements in SEO and technical site KPIs, including successful website migrations for two global asset management companies.
Marketing Manager at Online Property Auctions Scotland
January 1, 2020 - January 1, 2022Part of a three-person team that grew the startup into a thriving business. Responsible for end-to-end marketing activity, including brand awareness via sponsorships, radio, and out-of-home advertising; key channels were email, SMS and paid media.
Head of Paid Media at Jacobs & Turner
January 1, 2017 - January 1, 2020Managed paid media and affiliate marketing for the company’s retail brands. Led a small team and a five-figure monthly ad budget across Google, Facebook, YouTube and other online channels; implemented analytics-driven shifts from sales- to market-oriented strategies, driving ROI improvements.
Search Marketing Manager / Insights & Analytics Manager at Dog Digital
January 1, 2015 - January 1, 2017Educated and guided the marketing department and agency on analytics; improved client reporting and analytics setup; supported data-driven decision making and client-facing insights.
Search Marketing Manager at Bite DA
January 1, 2011 - January 1, 2015Responsible for PPC and SEO for clients; contributed to the Insights & Analytics offering to better interpret data for client results.
UK Digital Marketing Manager at TravelHorizon
January 1, 2010 - January 1, 2012Led UK digital marketing for a ski holiday operator, driving online performance and establishing the flagship SkiHorizon brand in the UK market. Managed PPC, SEO, Social Media, Email and OOH campaigns; generated substantial first-year profits and significantly increased UK site traffic.
Digital Marketing & E-Commerce at Trodat
January 1, 2008 - January 1, 2010Led digital marketing and e-commerce for the UK division of a global printer and stamp manufacturer. Created and distributed promotional emails, built eBay and Amazon storefronts, and launched consumer-facing online stores that generated strong product ratings and feedback.
Search Marketing Analyst at Schuh
January 1, 2007 - January 1, 2008Managed search marketing for the flagship Schuh store and its sister brands, optimizing ad spend and organic search performance to maximize ROI.
Education
BA (Hons) Business Studies with Marketing at University of Abertay, Dundee
January 1, 2002 - January 1, 2006Mini MBA in Marketing at Online, CPD accredited
January 1, 2018 - October 8, 2025Mini MBA in Brand Management at Online, CPD accredited
January 1, 2020 - October 8, 2025BA (Hons) Business Studies with Marketing at University of Abertay, Dundee
January 1, 2002 - January 1, 2006Mini MBA in Marketing at Online, CPD accredited
January 1, 2018 - January 1, 2018Mini MBA in Brand Management at Online, CPD accredited
January 1, 2020 - January 1, 2020Qualifications
Mini MBA in Brand Management
January 1, 2020 - October 8, 2025Mini MBA in Marketing
January 1, 2018 - October 8, 2025Mini MBA in Brand Management
January 1, 2020 - January 1, 2020Mini MBA in Marketing
January 1, 2018 - January 1, 2018Industry Experience
Travel & Hospitality, Retail, Software & Internet, Professional Services, Financial Services, Life Sciences, Media & Entertainment
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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