Sabrina Egerton - Founder & CEO, Athena Marketing Consultancy

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Work Background

Athena Marketing Consultancy Founder and CEO

Nov. 2023Belfast, Northern Ireland, United KingdomAthena Marketing Consultancy is the embodiment of strategic brilliance and creative innovation in the realm of luxury marketing. In Greek mythology, Athena was the goddess of strategy and so the name ‘Athena’ was chosen to symbolise wisdom, strategy and creativity. We embrace these qualities in our approach to marketing; we believe in the seamless integration of strategy and creativity, crafting distinctive brand identities, enhancing online presence, and telling captivating stories that resonate with audiences. Our commitment to excellence, coupled with a keen understanding of the luxury market, positions us as the premier choice for brands seeking visionary marketing solutions. Our unique approach involves working exclusively with a select number of clients each year, ensuring unparalleled access, undivided attention, and category exclusivity. Welcome to Athena, where every project is a strategic masterpiece, and every brand narrative is an unforgettable journey.

Corporate.ieDirector of Marketing and Communications

Mar. 2020 - Aug. 2023Dublin, Ireland

Corporate.ieMarketing Manager

Oct. 2015 - Mar. 2020Dublin, IrelandAt Corporate.ie we have the capability to deliver on all marketing aspects to help your brand or business grow from full-service event marketing to social media management. We integrate all of our marketing efforts, traditional and digital, to provide you with a fully-rounded solution that hits your audience in all the relevant touchpoints.

Sunday World Newspaper - Fundudzi MediaFreelance Journalist

Jun. 2013 - Oct. 2015Northern IrelandPresenter for NVTV Columnist for Sunday World Fashion Correspondent at www.belfasttimes.com • Generating ideas for stories and features and following leads • Identify and anticipate key events in the social and showbiz calendar. • Identifying potential interviewees, briefing them, preparing interview questions and conducting both live and recorded interviews. • Build up a network of contacts to maintain a flow of news. • Working closely with the news team, photographers and editors. • Adhere to strict deadlines. • Producing concise and accurate copy according to the Sunday World or Belfast Times house style. • Writing both short 'fillers' to entertain as well researching and writing longer feature articles. • 'Live' online reporting or real-time blogging when covering important events. • Creating and uploading news content for Belfast Times. • Preparing timings for each NVTV interview, show or news piece and monitoring these during broadcast. • Introducing and hosting programmes, reading the news, interviewing people and reporting on issues and events.

Bachus GroupHead of Events & Marketing

Dec. 2012 - Oct. 2015Belfast• Creating a brand identity for each individual venue and managing the brand for the group as a whole. • Develop an annual marketing plan in conjunction with the accounts department to meet budget parameters. • Create innovative marketing campaigns, using traditional and digital methods, to include outdoor, direct, online and in-house advertising. • Online advertising including PPC, Ad words, Twitter, Facebook Ads and Websites & Blogs. • Ensure all marketing strategies meet agreed company objectives. • Developed coordinated multi-platform marketing campaigns that can be personalised and optimized for each individual online channel. • Using cross platform analytics to consider optimum times of the day to share content on specific platforms to ensure maximal engagement. • Using analytics to identify insightful data and trends and acting upon this data to drive optimisation. • Website Optimisation using SEO, Meta tags and Keywords as well as monitoring information via Goggle analytics. • Manage and develop several campaigns at one time ensuring maximum exposure while adhering to individual campaign budget restrictions. • Content Management of all properties; Nottingham, London, Newcastle and Belfast. • Email Marketing using a/b testing to ensure maximum impact of all campaigns. • Translate company objectives into clear and comprehensive directives for team. • Achieve frequent and positive media coverage • Organising a number of bespoke events to help increase turn over, generate greater awareness of the venues and to expand our customer base. These include a Fresher’s Fun Fair, Oktoberfest and Christmas Market. • Creation and implementation of a brand new outdoor festival in the heart of Belfast: ‘The Filthy Series’ which included 2ManyDJs, Wretch 32 and Hercules and the love affair which successfully attracted 2,500 attendees. • Completing Event Safety Plans and management plans for outdoor events to submit to Belfast City Council.

The Bridal LoungeWedding Stylist

Jun. 2012 - Nov. 2012IrelandIn advance of the wedding • Inspiration Consultation Service; where we create a bride and grooms own personal inspiration board which will help guide them through the rest of their wedding planning. • Supplier recommendations. • A meeting at the chosen wedding venue to discuss the full styling of the ceremony room, dining room, reception areas and entrance ways. • Creation of a fully personalised venue plan with detailed design sketches of the ceremony room, dining room layout, the top table, the guest tables, the cake table and all reception areas. • A fully detailed timeline for the day to ensure everything runs smoothly. On the day management • Set up of the ceremony room, dining room and reception areas. • Arrangement of centre pieces, flowers, table numbers and favours. • Set up of the table plan, photo booth, guest book, cake table etc. • Full liaison with caterers, florists, photographers and other key suppliers.

Temple Bar Hotel DublinSales & Marketing Executive

Jun. 2011 - Dec. 2012Dublin, Ireland• Overall control of all marketing channels relevant to both business units and update daily. • Create, implement and review monthly marketing strategies. • Manage the cost, design and execution of all marketing activities; measure and report the effectiveness of all marketing activity. • Creating a brand image for both units to increase awareness, sales and relevance to our target audience. • Management of all promotional activities and performance review. Network with the various media including radio stations and print media. Optimise effectiveness of Sales and Marketing expenditure, as per budget parameters and business requirements. • Development of new business in relation to Buskers & Alchemy, promoting the bar and nightclub to corporate clients and business employees in Dublin City Centre, highlighting Alchemy’s suitability as a venue for media events, product launches and private hire.

NintendoBrand Ambassador

Apr. 2008 - Aug. 2010United Kingdom and Ireland• Oversee various product launches in Ireland and Britain including ‘Britain’s Best Brain Hunt’ TV show. • Communicate Nintendo’s brand values during all activity. • Knowledge of Nintendo’s ‘Key Fact’s’ as a company and for individual products. • Increase user expansion, increase the number of active members and break out of the normal product market. • Complete product knowledge of the console and games being promoted so as to engage with the current consumer market. • Ensure the correct marketing distribution methods were in place during all activity. • Adapting product launches to various unique environments while sustaining brand identity.

CDC Leisure - The Limelight ComplexPress Relations Officer and Event Coordinator

Sep. 2007 - Jun. 2011Belfast, Northern Ireland.• Responsible for all advertising, marketing and event coordination for all live shows, events and club nights. • Plan, develop and implement public relation strategies. • Liaise with media, individuals and other key organisations to ensure event success. • Prepare and supervise the production of publicity brochures, hand-outs, direct mail leaflets, promotional videos, photographs, films and multimedia programmes. • Organize and manage both street teams to promote shows when necessary and staff during events • Maintain and update information on company website using CMS. • Pivotal role in expanding the teams’ digital and online coverage by developing contacts across a variety of websites and placing clips, pictures and news pieces. • Market research, segmentation and targeting of marketing campaigns to maximise show potential.

N2O LimitedBrand Ambassador

Aug. 2007 - Jun. 2011United Kingdom• Adaptability was a key personality trait due to the wide range of brands and products I had to represent. • Field Marketing was one of the main strategies used to communicate each brands message to the consumer, this would involve me implementing the following: o Merchandising: I had to maximise sales by physical presentation of products and displays. o Leafleting: Distributing promotional material in a specifically targeted area to advertise or promote a brand, event or product to a mass market. o Data Capturing: Gathering valuable information from the consumer and ensuring this was reverted back to the client with immediate effect after each campaign. o Demonstrating: Showing the target audience how a product worked while ensuring I complemented the brands values and give a positive brand experience to the consumer. • Full understanding of the brand and marketing method chosen to ensure the brand message was clear was extremely important.