Sarah Kirkpatrick - Founder, HOOTSK

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Work Background

HOOTSKBrand, Marketing and PR Consultant

Oct. 2023United Kingdom, LondonI help organisations bring ideas to life through visuals, storytelling, and experiences.

CRESTHead of Member Engagement

Nov. 2022 - Sep. 2023RemoteResponsible for developing the membership engagement strategy, raising CREST's global profile and promoting international services. Managed and guided a remote marketing and communications team to ensure consistent messaging across regions.

Institute of Masters of WineHead of Marketing, Communications and Membership

May. 2016 - Nov. 2022London · On-siteCreated and led a global branding strategy for the IMW, resulting in increased brand recognition and reputation. Implemented successful campaigns to attract talented students worldwide, raising awareness of the Masters of Wine study programme. Developed and executed comprehensive marketing strategies across various channels, safeguarding and promoting the IMW's image and identity. Enhanced membership communications and event planning processes, maintaining strong relationships with wine industry partners. Advised board members on marketing, communications, and risk assessment matters as a trusted deputy to the executive director. Implemented a new website (WordPress), including CRM integration (Microsoft Dynamics) and an online platform for the global wine industry, media and the public, enabling access to Master of Wine expertise worldwide. Managed all the IMW's content across print and digital to various stakeholders. Grew social media followers across major platforms. Responsible for major events such as the IMW symposium and the Masters of Wine Endowment Auction (marketing campaign plus a live auction event). Directly managed a team of marketing and events professionals, plus agencies and contractors.

The Law SocietyInterim Marketing Manager

Jan. 2016 - May. 2016London, United KingdomOn a temporary contract, led the marketing operating model change from an individual product focus to a segment-based approach. Managed campaigns to boost member engagement, collaborating closely with key stakeholders to craft targeted messaging.

The University of SheffieldMarketing Campaigns Manager

Jan. 2014 - Jan. 2016Sheffield, United KingdomThe university's brand owner and ambassador. Actively led the vision, planning and implementation of integrated marketing and communications campaigns aligned with student recruitment and retention targets. Managed relationships with external agencies, 50+ internal departments and critical senior figures, including the executive board. Responsible for producing all student experience marketing collateral, including all website content (WordPress). Led creative and inspiring copy across all campaigns. Controlled campaign and project budgets, ensuring sufficient funding and resources to achieve objectives. Reviewed the effectiveness of processes and implemented changes and improvements as needed. Communicated and reported on progress against the marketing and campaign plans, including producing briefs, presentations and reports. Led a team of marketing executives across all disciplines. In addition, developed and coached graduate trainees to enable progression to marketing executive roles.

The University of SheffieldCreative Manager

Nov. 2011 - Jan. 2014Sheffield, United KingdomLed the development and maintenance of the university's brand, overseeing a diverse creative team for in-house projects and ensuring consistency across all platforms. Managed the production of essential marketing materials such as annual reports and prospectuses, aligning them with corporate brand values to effectively communicate with target audiences. Planned and executed content for the university homepage, ensuring engaging and informative experiences for visitors. Successfully sourced and negotiated contracts with various suppliers, including designers, copywriters, photographers, merchandisers, usability experts, and consultants. Oversaw external contractors' work, ensuring agreed-upon deliverables, budgets, and timelines. Effectively allocated and monitored project-specific budgets.

Leeds Metropolitan UniversityPublications and Prospectus Manager

Nov. 2010 - Nov. 2011Leeds, United KingdomManaged the development of university-wide print and digital communications, ensuring on-brand imagery by commissioning agencies and producing photography briefs. Oversaw production schedules and agreements for publications, improving internal project management and financial planning. Successfully re-branded the online prospectus, collaborating with creative agencies and in-house design teams to meet specific market segment needs. Directed a team of copywriters and publication officers, ensuring high-quality copy and design that accurately conveyed key messages to target audiences. Maintained relationships with key stakeholders, including the vice-chancellor and faculty teams, to ensure the accuracy and validity of information. Controlled the tendering process, ensuring compliance with legal and financial requirements.