“Focusing on the user journey through understanding, empathy and creative storytelling…”
20 years experience in Marketing, Communications, Brand Management and Sales support
in B2B, B2C and non profit sectors
My career began in publishing. First working in local newspapers contracting space to small businesses direct and then moving to National magazines, working with high end clients and agencies. Working on titles including Cosmopolitan, Esquire, Good Housekeeping and Harpers and Queen. Over a period of eight years I progressed from a Sales Executive to a Group Advertisement Director responsible for a large team and a significant revenue target on You and Your Wedding Magazine. It was a fantastic time. Hard work but good fun, great people and amazing experiences in equal measure. Achievements included contracting significant incremental partnerships, achieving high yields, market share and solus business.
After nine years in Publishing, I decided to refocus my career. I wanted to add value to an organisation I had always been passionate about, the Scouts. I had been a Venture Scout since the age of 15 and was a young leader for a few years after my time with Venture Scouts concluded. I joined the The Scout Association to support their owned and managed Centres. Both Commercial Conference and Event Centres and more mission based Activity Centres. At that point, the Centres had no Marketing or Sales Strategy or support in any form, on or offline. This swiftly changed when I joined. The first project was to implement a booking system and move the Centre bookings from paper diaries. This followed with substantial Marketing and Sales input. From writing and implementing strategies to introducing websites, social media, print media, e-newsletters and just about everything else in between.
From 2015 to 2019, I was given the responsibility of leading a number of rebrand and website projects for the Commercial businesses of the Scout Association. Scout Adventures, Gilwell Park London, 65 Queen’s Gate and Unity Insurance. Committed to the continual improvement of guest experience across these businesses with a strong link to the Scout main brand, has ensured a much needed surplus contribution has been delivered back to Scouting.
Case Studies
I work with commercial businesses with a social enterprise, returning much needed funds supporting charitable aims. Leading the following rebrand, GDPR and fundraising projects over the past five years, I have led and improved communications, digital marketing and brand value. With extensive expertise in content creation (including websites, social media, print, email), editorial (including writing blogs and articles for magazines), website planning and creation, social advertising, communications strategies, campaign planning and more, including analysis and evaluation.
Scout Adventures
Website traffic + 158% since launch
Facebook + 160%
Instagram + 300%
Gilwell Park
Website traffic + 500% since launch
Facebook + 50%
Instagram + 80%
65 Queen’s Gate
Website traffic + 248% since launch
Facebook + 30%
Instagram + 60%
Digital Transformation
Commissioned by AD Charitable Trust to investigate the digital support needs of small Charities and Community Interest Companies in the London Borough of Waltham Forest during and after Covid-19 restrictions. Full report published October 2020.
A Christmas present
The Coronavirus pandemic, yielded unprecedented displays of care and concern within my local community. A network of local food banks rallied round, supported by the generosity of many local contributors, with an unwavering commitment to ensure that no one in Chingford and Highams Park was without help, support or food.
Building on all that was achieved together since March 2020, we launched a Crowdfunder on the 14 November. The campaign: to ensure that vulnerable children had access to what every single child deserves on Christmas morning: a present just for them. And with £20 vouchers to spend in participating shops in Chingford and Highams Park, and so also supporting businesses and our local economy who have been hit hard by the pandemic.
Unity Insurance
“You gave Unity a new lease of life, when it was looking very outdated. One of the best benefits I saw was the staff engagement after the branding, they all seemed to be a little bit more engaged and proud of where they work. You really did have a positive impact on all of us at Unity.”
Phil Johnson, Operations Manager
GDPR Champion
As a data champion for the Commercial areas of the Scouts., I drove 100% compliance quickly and efficiently for the Centres. As well as ensuring compliance, I drove change in processes to drive personalisation and increased engagement with regular customers and prospects.
Paul Saunders, Black Penny Consulting - Testimonial
Gilwell 100 - Centenary
Celebrating 100 years of the ‘Home of Scouting’, I drove the Gilwell 100 project to enjoy growth across a number of Events - Heritage Open Days, Fundays, Gilwell24, Scarefest, Gilwell Park Fireworks display and an Exhibition at the Epping Forest District Museum, ‘Scouts, Skills and a Century of Change’. I also increased social media engagement, website traffic and internal/external brand awareness and engagement.
“Lyndsey kindly volunteered her time and expertise to Action for Children during the COVID-19 crisis, where a project was being developed at pace to improve web content for parents in need of extra support at this difficult time. Lyndsey’s background in content design and marketing strategy, together with her knowledge of the charity sector and real-life experience as a parent, was invaluable – she worked quickly to assess a variety of content sources produced for parents, giving clear, actionable recommendations for how to create a more coherent and personable voice within this content, thereby improving the experience of parents assessing this content online. Her help at this time has been greatly appreciated.”
Action For Children
Employment
Leading and developing College-wide marketing and member engagement and recruitment strategies.
Design, co-planning and delivery of strategic and transformational campaign launches.
Monitoring and assessment of ROI to ensure activity results in meeting strategic objectives, value for money and continual improvement.
Successfully leading, motivating and developing a team of six FTE across Marketing, Digital and Communication disciplines.
Head of Marketing and Digital.
The Royal College of Surgeons of England
Responsible for the development of the brand and marketing strategy for new and existing products across the Commercial businesses. Committed to the continual improvement of guest experience across Scout Adventure Centres and Event Venues and ensuring surplus contributions delivered back to Scouting.
Managing a team of six Marketing Managers and Commercial Administrators.
Head of Sales and Marketing (Commercial).
The Scouts
Responsible for reaching monthly, quarterly and annual sales targets for magazine portfolio (19 titles). Identifying, prioritising and closing new and repeat business, via clients and agencies. Maximising opportunities to facilitate the achievement of current and long-term sales profit and revenue plans.
Responsible for managing a team of 12 Sales Executives.
Group Advertisement Manager. Hearst Magazines
Key skills
Strategic Thinking: Formulating and delivering Marketing strategies to enhance UX, ideation, new product launch and engagement. Managing mutilple produces and audiences
Digital First: Social Media Strategy and Delivery and managing paid media agencies. Website Management (optimisation including mobile). Omnichannel Marketing Platform Management and audience segmentation. Marketing Platform Management , Procurement and implementation of Digital Solutions including booking systems. Sound Tech and Future Trends Knowledge. Surveys (Tools and Design) and Market Research
Campaign management: Design and implementation of strategic organisational launches, internally and externally
Media/Public Relations: Ambassadorial and Influencer management
Communication: Developer and leader of communication strategies. Consultation and on-boarding with key stakeholders across operations, volunteer and staff teams. Supplier management and excellent agency relationships. Internal and external
Recruitment & Leadership: Extensive Recruitment Experience. People, Change and Performance Management. Leading, retaining and growing teams/knwoledge. Managing remote teams
Content: Copy, tender and brief writing, on and offline (web, blog, print) including photography and video. Proofreading.
Brand: Brand Creation/Guidelines, Analysis and Management
Project Management and Measurement: Project Manager and Smartsheet Planning Tools. Financial, Customer and Learning and Development and measures
Volunteering: Fully contributing to Charity mission and Programmes of work as a Volunteer. A champion/ambassadorial role raising awareness, generating funds and changing perceptions
Budgets: Building reporting and management. Forecasting £5 million +
Governance: GDPR Champion
Research: Critical thinking, planning, scheduling and interviewing. Data collection and report writing
Sales: Sales Strategy. Sales Planning and Execution. Consultative and values based approach. Sales Capability Building. Sales KPIs. Lead Generation. Customer and Account Management. Relationship Building. Negotiation. AIDA and DIPADA trained.
Professional Training and Education
Professional Training
CIM Level 6 Diploma - Strategic Marketing (Distinction), Mastering Metrics (Merit) and The Digital Customer Experience (Distinction).
ILM 5 Award in Leadership and Management. Finance for the Non-Financial Manager. Introduction to Sales. Advanced Selling Skills. Presentation Skills. Negotiation Skills.
Recruitment and Selection Training. Extensive CMS. Data Marketing Tools and Booking systems. Safeguarding. Performance Management. GDPR. Super Scouts Leadership Programme. Staff Wood Badge Training - The Scouts. CIM -Member of the leading professional body for Marketers.
Education
BA Hons Media Studies 2:1. University of Westminster
3 x A Levels (Media Studies, English Literature, Government and Politics, Richmond-Upon-Thames College
9 x GCSEs Burlington Danes School
Membership
CIM - MCIM, Chartered Marketer
The Scouts
West Essex Cricket Team
Awards
Nominated by colleagues and received an Exceptional Award for Venues rebrand project 2017 - The Scouts
Chief Scout’s Commendation for Good Service - 2015
Award for Merit - 12 years service to Scouting - 2019
Runner-up for ‘Best Adventure Experience’ and ‘Best Residential Experience’ 2016/17, 2017/18, 2018.19 at School Travel Awards - Scout Adventures
Team Winner in the Natmags (Hearst) Eagle Awards 2002. ‘Sales Team of the Year’
Eagle Awards Winner - Individual runner up in the ‘New Business Category’ for sponsorship of classified pages