Available to hire
I am a board-level senior marketing professional with extensive experience in international destinations and retail marketing. I specialize in creating data-driven, compelling brand-led campaigns that drive footfall, acquisition, and retention. I am a full-suite marketing expert, adept at leveraging data insights to optimize performance and align business objectives with marketing outputs.
I consider myself a strong commercial leader who works across multiple functions and key stakeholders to achieve measurable results. I thrive in multi-agency environments and enjoy leading teams to deliver impactful marketing strategies that make a difference.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
French
Intermediate
Work Experience
Head of Marketing at Westfield, URW
October 31, 2024 - July 14, 2025Responsible for annual UK marketing strategy and execution of Retail (Westfield London, Westfield Stratford City, Centrale + Whitgift), Development (Coppermaker Square) and mixed-use marketing (Croydon) strategies. Managing a team of 12 and successfully managing 15 external agencies through all stages from briefing to implementation, measurement, and PCA's. Key achievements include generating £360m revenue from £5m paid advertising, increasing brand awareness and consideration by 5%, launching data-insights with CACI, and leading major campaigns such as AMEX x Westfield with significant ROI. Led tourism strategy post-COVID and community enlivenment projects, worked inter-departmentally with leasing, tenant, and centre teams.
Marketing Consultant at Virgin Incentives
September 1, 2019 - PresentPropelled the B2B corporate gift division by identifying target audiences and developing marketing strategies and campaigns. Involved in PPC review, Amazon PPC review, and website audit. Past consultancy projects include business development for Blink management, retail development for EBay, and GTM strategy for SwimBazaar and Organa.
Marketing Director at ICON Outlet at The O2
August 31, 2019 - July 14, 2025Developed and articulated GTM and long-term commercial marketing strategy, including a compelling visitor programme. Delivered £50m revenue from £1.5m paid advertising in 2018-2019, launched campaigns like O2 Priority offers, and customer acquisition programmes with O2 Priority and third parties. Oversaw site-wide marketing communications, collaborated with asset management and leasing teams, and led creative design processes. Managed research programmes to ensure data-informed decisions.
Marketing Director at Value Retail
May 31, 2018 - July 14, 2025Led international marketing strategies, materials, and activities to support business development and retail teams. Managed brand relations with top brands including Gucci, Michael Kors, and Paul Smith, coordinated customer acquisition programs with platforms like CUP and WeChat, and led agency and team support for marketing collateral and presentations. Tracked deliverables progress, reporting KPIs, and ROI analyses.
Publisher at InStyle UK
April 30, 2013 - July 14, 2025Publisher role with responsibilities including editorial and content oversight.
Head of Communications at Diesel UK
December 31, 2010 - July 14, 2025Led communication strategies for Diesel UK.
Head of Marketing at Wallpaper* Magazine
April 30, 2008 - July 14, 2025Directed marketing efforts for Wallpaper* Magazine.
Client Services Director at Balance Marketing
February 28, 2006 - July 14, 2025Managed client services operations.
Senior PR Manager at L’Oreal Luxury Products Division
January 31, 2005 - July 14, 2025Senior PR management role for luxury products division.
Head of Marketing at Westfield, URW
October 31, 2024 - July 14, 2025Responsible for annual UK marketing strategy and execution for retail (Westfield London, Westfield Stratford City, Centrale + Whitgift), development (Coppermaker Square) and mixed-use marketing (Croydon). Managed a team of 12 and 15 external agencies, overseeing briefing, implementation, and measurement of performance. Led retail marketing vision with KPIs and benchmarking, including a £5m advertising budget generating £360m revenue and 9% footfall growth. Launched major campaigns such as AMEX x Westfield with £140K spend generating £19m revenue, increased average spend significantly, and enhanced brand awareness and consideration. Developed data-insights using CACI, Blis, and cultural navigation studies to target customer segments effectively. Led post-COVID tourism and activation strategies and community projects, supporting interdepartmental cooperation across teams including leasing and tenant management. Supported the marketing efforts for residential and town center developme
Marketing Consultant at Virgin Incentives
September 1, 2019 - PresentPropelled the B2B division by identifying corporate gift division audiences. Delivered marketing strategy, PPC and Amazon PPC reviews, and website audits. Provided consultancy for business development at Blink management, retail development for eBay, and Go-To-Market strategies for SwimBazaar and Organa.
Marketing Director at ICON Outlet at The O2
August 31, 2019 - July 14, 2025Developed GTM and long-term commercial marketing strategies for ICON Outlet, including a visitor program. Managed £1.5m paid advertising generating £50m revenue. Launched campaigns like O2 Priority offers and applied data insights via Coniq. Oversaw marketing and communications strategies to drive commercial revenue and tenant investment, maintained brand integrity, and led creative design and research programs to optimize performance.
Marketing Director at Value Retail
May 31, 2018 - July 14, 2025Provided leadership in building international marketing strategies to support business development. Managed brand meetings and delivered follow-ups with top brands including Gucci, Michael Kors, and Paul Smith. Led customer acquisition programs and supported the marketing agency team in preparing briefs and campaign execution. Delivered KPIs and ROI analysis to optimize performance.
Publisher at InStyle UK
April 30, 2013 - July 14, 2025Head of Communications at Diesel UK
December 31, 2010 - July 14, 2025Head of Marketing at Wallpaper* Magazine
April 30, 2008 - July 14, 2025Client Services Director at Balance Marketing
February 28, 2006 - July 14, 2025Senior PR Manager at L’Oreal Luxury Products Division
January 31, 2005 - July 14, 2025Head of Marketing at Westfield, URW
October 31, 2024 - July 14, 2025Responsible for annual UK marketing strategy and execution of Retail (Westfield London, Westfield Stratford City, Centrale + Whitgift), Development (Coppermaker Square) and mixed-use marketing (Croydon) strategies. Managed a team of 12 and successfully managed 15 external agencies from briefing through to implementation, measurements and PCA’s. Delivered £360m revenue income from £5m paid advertising with 9% footfall increase. Launched campaigns such as AMEX x Westfield with £140K spend generating £19m revenue, increasing average spend from £115 to £458. Developed data-insights segmentation with CACI and layered in Blis for audience targeting. Led cultural navigation and tourism post-COVID strategies. Supported corporate planning, inter-departmental cooperation, and led development branding and community projects in Croydon.
Marketing Consultant at Virgin Incentives
September 1, 2019 - PresentConsulted on B2B marketing strategy and campaigns, including audience identification and PPC reviews. Delivered marketing strategy, website audit, and Amazon PPC reviews for the corporate gift division. Past consultancy includes business development for Blink Management, retail development for eBay, and GTM strategy for SwimBazaar and Organa.
Marketing Director at ICON Outlet at The O2
August 31, 2019 - July 14, 2025Created and articulated go-to-market and long-term commercial marketing strategies including the creation of a compelling visitor programme. Managed £1.5m in paid advertising generating £50m revenue. Delivered annual corporate and consumer marketing strategies, led data-driven customer acquisition programmes including O2 Priority offers using Coniq system. Managed creative design and delivered campaigns in partnership with asset managers and leasing teams to increase revenue and tenant investment. Ensured brand consistency and led all research programmes to provide performance data to stakeholders.
Marketing Director at Value Retail
May 31, 2018 - July 14, 2025Provided leadership in building international marketing strategies, materials, and activities supporting business development. Managed brand meetings and follow-up for leading brands including Gucci, Michael Kors, Calvin Klein, and others, responsible for customer acquisition programs with CUP, weChat, Red Scarf, tourism partners and credit cards. Led teams and agencies in developing marketing collateral and presentations to support retail teams and brand engagement. Tracked deliverables and analyzed ROI to meet KPIs.
Publisher at InStyle UK
April 30, 2013 - July 14, 2025Managed publishing operations and oversaw communications for the magazine.
Head of Communications at Diesel UK
December 31, 2010 - July 14, 2025Led communications efforts for Diesel UK to develop and maintain brand presence and messaging.
Head of Marketing at Wallpaper* Magazine
April 30, 2008 - July 14, 2025Managed marketing for Wallpaper* Magazine including strategy development and execution.
Client Services Director at Balance Marketing
February 28, 2006 - July 14, 2025Directed client services and managed account relationships.
Senior PR Manager at L’Oreal Luxury Products Division
January 31, 2005 - July 14, 2025Managed senior PR activities for L’Oreal’s luxury product division, overseeing communications and media relations.
Education
BSc Hons at Bournemouth University
January 1, 1997 - December 31, 2000Diploma at London School of Public Relations
January 1, 2000 - December 31, 2001BSc Hons at Bournemouth University
January 1, 1994 - December 31, 1997Diploma at London School of Public Relations
January 1, 1998 - December 31, 1998BSc Hons at Bournemouth University
January 1, 1996 - December 31, 1999Qualifications
Finance and budgetary control
January 11, 2030 - July 14, 2025Presentation skills
January 11, 2030 - July 14, 2025French speaking
January 11, 2030 - July 14, 2025PPA courses in Data Protection and Digital Marketing
January 11, 2030 - July 14, 2025General business programmes including legal and finance
January 11, 2030 - July 14, 2025Finance and budgetary control
January 11, 2030 - July 14, 2025Presentation skills
January 11, 2030 - July 14, 2025French speaking
January 11, 2030 - July 14, 2025PPA courses in Data Protection and Digital Marketing
January 11, 2030 - July 14, 2025General business programmes including legal and finance
January 11, 2030 - July 14, 2025Public Relations – Diploma
January 11, 2030 - July 14, 2025Finance and budgetary control training
January 11, 2030 - July 14, 2025Presentation skills training
January 11, 2030 - July 14, 2025French speaking training
January 11, 2030 - July 14, 2025PPA courses in Data Protection and Digital Marketing
January 11, 2030 - July 14, 2025General business programmes including legal and finance
January 11, 2030 - July 14, 2025Industry Experience
Retail, Real Estate & Construction, Travel & Hospitality, Media & Entertainment, Professional Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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