A graduate of Business Economics and Marketing I started at Tennent Caledonian Breweries in brand management and moved to HQ at Bass (now Coors). I then managed a Bells whisky brand at Diageo and worked on NPD projects.
This grounding in brand management emphasised the importance of building loyal customers by positive brand associations, good creative and high awareness. I gained experience across a range of media and production including TV, cinema, press, outdoor, radio, sales promotion, sponsorship and event management.
At RBS I was responsible the high net worth market and developed a plan to retain profitable customers and worked with McKinseys, the top management consultants, on personal banking strategy.
As Head of Brand and Advertising at Scottish Widows I developed B2B as well as B2C strategy and worked with The Boston Consulting Group developing an econometric model to prove advertising effectiveness
I learned regardless of company size, strategic plans must have a comprehensive understanding of the brand, its target market and the company's vision.
As a consultant and a marketing employee I have worked across many sectors and all forms of marketing communications. This experience is important as I understand the value of integrated communications. From traditional advertising to brochures and online marketing 'the whole is greater than the sum of its parts'.
I have set up two businesses; a specialist marketing recruitment agency and an ecommerce health and beauty business. I understand the challenges of building a business and I've taken advantage of emerging technology to enable growth. I learned my digital marketing skills from project managing website builds of my own and ensuring value for money from online media.
Developing digital marketing for my own businesses lead to consultancy work with other companies. From 2010-2013 I worked exclusively for Tesco Bank as a Senior Digital Marketing Consultant launching a new online service Tesco Gold Exchange and then on various digital marketing projects covering customer acquisition and retention.
I help start ups at the Entrepreneurial Spark and Edinburgh Chamber of Commerce on their marketing strategy and digital marketing plans. I launched The Marketing Mentor to work with more businesses to improve their marketing and so they can have access to the network of specialists I have worked with.
As a self-confessed LinkedIn addict, I decided to delve deeper into the social media site for professionals and through research and surveys have broadened my knowledge of what LinkedIn can do for you and your business. I have collated all that I’ve learned and found myself in a position to run a course to help others get the most of this valuable resource.
Photograph by Daria Stanek