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Hello, I’m Joanna Kelly. I’m a commercially astute Marketing Director (FCIM) with extensive senior management experience across B2B and B2C markets in the UK, Europe and internationally. I specialise in leading brand, product and multi-channel marketing strategies that drive growth, market expansion and long-term value. In my current role as Marketing Director at Victor Stationery, I oversee brands RHINO and Aisling, manage white-label partnerships with major retailers, and drive new product development and multi-channel sales including eCommerce, wholesale, retail and D2C. I work with board stakeholders on budgeting, margins, ROI and business strategy, and I’m passionate about sustainability and corporate responsibility, including partnerships with Save the Rhino International and The Tree Council of Ireland.…Hello, I’m Joanna Kelly. I’m a commercially astute Marketing Director (FCIM) with extensive senior management experience across B2B and B2C markets in the UK, Europe and internationally. I specialise in leading brand, product and multi-channel marketing strategies that drive growth, market expansion and long-term value. In my current role as Marketing Director at Victor Stationery, I oversee brands RHINO and Aisling, manage white-label partnerships with major retailers, and drive new product development and multi-channel sales including eCommerce, wholesale, retail and D2C. I work with board stakeholders on budgeting, margins, ROI and business strategy, and I’m passionate about sustainability and corporate responsibility, including partnerships with Save the Rhino International and The Tree Council of Ireland.

Joanna Kelly

Brand Strategist, Marketing Strategist, Content Strategist, +2

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Hello, I’m Joanna Kelly. I’m a commercially astute Marketing Director (FCIM) with extensive senior management experience across B2B and B2C markets in the UK, Europe and internationally. I specialise in leading brand, product and multi-channel marketing strategies that drive growth, market expansion and long-term value. In my current role as Marketing Director at Victor Stationery, I oversee brands RHINO and Aisling, manage white-label partnerships with major retailers, and drive new product development and multi-channel sales including eCommerce, wholesale, retail and D2C. I work with board stakeholders on budgeting, margins, ROI and business strategy, and I’m passionate about sustainability and corporate responsibility, including partnerships with Save the Rhino International and The Tree Council of Ireland.…Hello, I’m Joanna Kelly. I’m a commercially astute Marketing Director (FCIM) with extensive senior management experience across B2B and B2C markets in the UK, Europe and internationally. I specialise in leading brand, product and multi-channel marketing strategies that drive growth, market expansion and long-term value. In my current role as Marketing Director at Victor Stationery, I oversee brands RHINO and Aisling, manage white-label partnerships with major retailers, and drive new product development and multi-channel sales including eCommerce, wholesale, retail and D2C. I work with board stakeholders on budgeting, margins, ROI and business strategy, and I’m passionate about sustainability and corporate responsibility, including partnerships with Save the Rhino International and The Tree Council of Ireland.

Available to hire

Hello, I’m Joanna Kelly. I’m a commercially astute Marketing Director (FCIM) with extensive senior management experience across B2B and B2C markets in the UK, Europe and internationally. I specialise in leading brand, product and multi-channel marketing strategies that drive growth, market expansion and long-term value.

In my current role as Marketing Director at Victor Stationery, I oversee brands RHINO and Aisling, manage white-label partnerships with major retailers, and drive new product development and multi-channel sales including eCommerce, wholesale, retail and D2C. I work with board stakeholders on budgeting, margins, ROI and business strategy, and I’m passionate about sustainability and corporate responsibility, including partnerships with Save the Rhino International and The Tree Council of Ireland.

Skills

Experience Level

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Marketing Director at Victor Stationery

October 1, 2023 - Present

Lead the overall marketing and brand strategy for Victor Stationery and its RHINO and Aisling brands, ensuring consistency, growth, and competitive positioning. Oversee multi-channel marketing across wholesale, reseller networks, trade partners, direct-to-school sales, and eCommerce (Amazon, eBay, TikTok, company websites). Drive new product development (NPD) bringing education-focused products to market; collaborate on white-label and innovative stationery solutions. Support CSR partnerships with Save the Rhino International, Save the Children and The Tree Council of Ireland, aligning values with brand. Report to board-level stakeholders on budgeting, margins, and ROI; shape long-term direction and coordinate cross-functional campaigns with teams in the UK and Estonia.

Head of Marketing at Ashtons Estate Agents

December 1, 2015 - October 1, 2023

Spearheaded marketing strategy, established a premium brand, and expanded market share across a larger geographic network. Led multiple rebranding initiatives, redesigned the website to improve UX and achieved a YoY increase in organic traffic. Built and mentored a six-strong marketing team and collaborated with senior stakeholders to align marketing with business goals.

Head of Marketing & Communications at Beyond Philosophy

April 1, 2012 - November 30, 2015

Developed and executed strategic marketing campaigns, increasing lead generation and brand visibility; managed social media and content; ran product launches and events; conducted market research and customer insights to inform messaging; supported website redesign and CRM initiatives; ensured brand consistency across channels and KPIs.

Lead Decisioning Manager at Experian Integrated Marketing

September 1, 2007 - April 1, 2012

Oversaw client/agency relationships and managed data-driven campaigns for financial and insurance clients. Leveraged Customer Intelligence for segmentation and profiling to drive high-quality campaigns across direct, digital, and online channels. Managed budgets and performance tracking; led a team of Decisioning Executives to meet KPIs.

Telemarketing Manager at Beyond Philosophy

December 1, 2002 - September 1, 2007

Led internal telesales and telemarketing teams; developed activity schedules, maintained reporting and MI; analysed performance trends to optimise campaigns; collaborated with field sales to convert warm leads into sales appointments.

Marketing & Communications Manager at Beyond Philosophy

December 1, 2002 - September 1, 2007

Managed push and pull enquiries, led marketing communications programs, PR activities, events, and collateral; oversaw exhibitions and campaigns; ensured alignment with strategic targets and budgets.