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Work Background
OSENSOFounder & CEO
May. 2024London Area, United KingdomI founded Osenso to help businesses harness AI for smarter growth, cutting through the hype and focusing on practical ways to work smarter, not harder. I specialise in empowering teams to embed AI where it matters most, transforming how they attract, engage, and convert high-value leads while driving real business results. We don’t just optimise - we help you reimagine what’s possible.
YugoGlobal Brand and Marketing Director
Jan. 2020 - Dec. 2023Bristol, England, United Kingdom and DubaiAs Global Brand & Marketing Director at Yugo, I led the creation and global launch of the Yugo brand during a period of rapid growth and strategic M&A activity. By integrating four global businesses into a unified digital powerhouse, I built a high-performing marketing function that drove high-quality lead generation and ensured occupancy growth across Europe, Asia, Australia, and the USA. My efforts delivered a scalable platform for marketing student accommodation across four continents, achieving measurable results and supporting Yugo’s expansion. Key achievements include: • Developed and executed Yugo’s global marketing and brand strategy, driving market expansion and high-quality lead generation across four continents. • Designed and implemented targeted marketing campaigns, ensuring team alignment and delivering measurable KPI success. • Led a full digital transformation, including a new website launch, reducing CPA and increasing lead conversion. • Built and empowered a high-performing marketing team, exceeding benchmarks and delivering scalable lead generation initiatives. • Established a global in-house media hub with 40,000+ students, creating real-time insights and unique content to enhance brand positioning and attract prospective leads. • Integrated and optimised teams post-M&A in the USA, reducing costs, improving marketing efficiency, and driving sales leads. • Launched an influencer-driven social media strategy, increasing brand engagement and lead acquisition across key platforms. • Created the “Yugo Movement” to champion sustainability and strengthen global student engagement, enhancing brand loyalty. • Renegotiated the BAFTA partnership to ensure it was commercially beneficial and aligned with strategic KPIs, driving brand awareness and marketing ROI.
Wild Frontiers Adventure TravelStrategic Marketing Consultant
Jun. 2019 - Dec. 2019London/ DubaiAt Wild Frontiers, I implemented a comprehensive marketing strategy and processes for their newly acquired US business. Key achievements include:
Introducing and presenting a working strategy to the main board, enhancing their understanding of campaign ROI calculations.
Establishing a relationship with a PPC agency, which led to a reduction in CPC and an increase in conversions.
Orchestrating digital campaigns and setting a new working ethos and standards to strengthen the brand.
Leading the company’s rebranding efforts in the USA.
Providing mentoring and coaching to the existing team to elevate their skills and performance. These efforts collectively contributed to a more efficient and effective marketing operation, driving better results and reinforcing brand presence in the US market.
TravelopiaHead of Marketing, Sovereign Luxury Travel and Citalia
Sep. 2017 - Jun. 2019London, United KingdomAt Sovereign Luxury Travel, I oversaw the launch and rebranding efforts while orchestrating the ongoing commercial marketing plans for both Sovereign and Citalia. Key achievements include:
Evaluated the impact of marketing initiatives by tracking and analysing performance data.
Launched successful print and digital campaigns, and implementing a marketing automation system that reduced expenditures and increase email booking sales.
Identified growth opportunities in new market segments and expanded market share.
Analysed customer insights and trends to develop marketing strategies that drove revenue growth.
Oversaw the development and execution of multi-channel marketing campaigns to drive business growth.
Simpson TravelMarketing Director
Jun. 2016 - Sep. 2017London, United KingdomAt Simpson Travel, I formulated a commercial marketing plan and successfully launched their new website, whilst collaborating closely with finance on CAPEX spending to demonstrate increased ROI. Key achievements include:
Led and coached a highly talented team to achieve KPI targets. Overhauled and redesigned the website, which enhanced customer interaction and delivered a significant increase in online revenue in the first two years.
Defined the brand voice and image, aligning values with the mission to drive brand success.
Increased brand awareness through trending and engaging social media campaigns, extending reach and growing the target audience.
Liaised with board members and stakeholders to discuss budgetary and operational needs and goals. These initiatives collectively strengthened the brand and increased revenue.
TUI GROUPGlobal Head of Marketing, Le Boat
Jan. 2014 - Jun. 2016London Area, United KingdomWhilst at Le Boat, I transformed the brand, encouraging sales for a younger audience, whilst streamlined, upgraded and digitised the marketing campaigns and processes. Core achievements improving online sales over two consecutive years, launched consumer app in seven languages utilised by high percentage of consumers, grew younger age demographic, developed strategic partnerships with Great Canal Journeys, and leveraged SEO best practices to optimise website content, resulting in increased organic traffic and rise in keyword rankings.
Telegraph Media GroupDigital Marketing Manager
Mar. 2012 - Jan. 2014London, United KingdomResponsible for strategic development of existing digital partners (Expedia, Cruise118, Hoseasons, TravelMoney) to maximise revenue and expand with new commercial partnerships.
Telegraph Media GroupCommercial Account Executive
Jun. 2010 - Mar. 2012London, United Kingdom
Bauer MediaCommercial Marketing Manager
Jun. 2009 - Jun. 2010London, United Kingdom
TIMSCRIS READER OFFERS LIMITEDAccount Manager
May. 2008 - Jun. 2009London Area, United Kingdom
TIMSCRIS READER OFFERS LIMITEDOnline Marketing Executive
Dec. 2007 - May. 2008London Area, United Kingdom
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