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Work Background
Broomgrove Junior SchoolSchool Governor
Jan. 2023 - Aug. 2024Wivenhoe, England, United KingdomAppointed as a school governor as a personal passion project to support educational outcomes and community development. I worked closely with school leadership to help shape strategy, ensure sound governance, and support effective delivery of education. Key responsibilities and contributions: Contributed to the strategic direction of the school, supporting senior leaders on key areas such as vision-setting, budgeting, staffing, and policy development. Attend and contribute to governing body meetings focused on mitigating financial risk, monitoring performance, and improving educational outcomes for all pupils. Provided external perspective and challenges, drawing on my professional experience in marketing, communications, and stakeholder management. Collaborated with fellow governors and leadership to ensure the school operates effectively and sustainably, and that staff are supported to deliver high-quality education. This role allowed me to give back meaningfully to the community and apply my strategic and operational expertise in a completely different sector.
BarclaysHead of Channel Engagement
Aug. 2017London, United KingdomIn this leadership role, I’ve reshaped Barclays approach to intermediary marketing, advertising, and events by establishing a new, agile multi-channel marketing function that has driven both commercial and reputational impact. My campaigns have contributed to a 10% year-on-year increase in sales and a 60-point uplift in intermediary awareness and NPS. My focus is always on delivering marketing that makes a difference by creating tools, content, and experiences that help brokers and clients succeed. One standout initiative was the launch of Mortgage Insider, a podcast designed to inform and engage the broker community, which won Marketing Campaign of the Year at the Mortgage Introducer Awards just three months post-launch and has since peaked at #12 in Apple Podcasts - a significant feat for such a niche audience. I’ve built a reputation for strong cross-functional collaboration, blending strategic thinking with a deep understanding of stakeholder needs to deliver marketing that resonates and performs. This ability to connect vision to execution has helped Barclays Intermediaries consistently stand out in a competitive market. Recognised achievements include: Elite Woman of the Year (2022–2025) – Mortgage Introducer Marketing Team of the Year (2024) – Mortgage Intermediary Marketing Awards Marketer of the Year (2021 & 2024) – Women’s Recognition Awards (only dual winner) Marketer of the Year (2023) – Mortgage Intermediary Marketing Awards Best Marketing Campaign (2020) – Mortgage Introducer Awards What sets me apart is my ability to turn insight into action by listening deeply to audiences needs, nurturing collaborative stakeholder relationships, and crafting innovative solutions that deliver measurable value for Barclays and the mortgage market as a whole.
BarclaysMarketing Communications Manager
Feb. 2016 - Aug. 2017London, United KingdomLed marketing communications for Barclays first-time buyer mortgage segment, delivering strategic, insight-driven campaigns that drove exceptional results and industry recognition. Key achievements include: Achieved 23% market share for the launch year of London Help to Buy, which was well above Barclays usual share for first-time buyer products at the time. Developed and executed a cross-channel strategy using customer insight to create engaging, educational content tailored to first-time buyers. Produced and managed over 35 videos, which was a market first, helping customers navigate the mortgage process. One video alone gained 60,000+ views. The series was highly commended for Most Innovative Marketing at the First Time Buyer Magazine Awards. Led Barclays media sponsorship with The Sunday Times, including the setup of a reactive newsroom model. Created relevant editorial and advertorial content on timely topics such as fraud prevention, while managing multiple stakeholder relationships to maintain brand integrity. Transformed the internal colleague mortgage offer, delivering a full internal campaign (leaflets, Z-cards, video, emails, and speeches) across global teams, on time, with minimal cost, and high engagement. Represented Barclays on the Cheque, Credit and Clearing Committee, advising on a national multi-bank campaign to raise awareness about faster cheque clearing, including agency pitch support and messaging strategy. This role showcased my ability to lead innovative, insight-led campaigns that drive growth, shift perceptions, and influence stakeholder behaviour.
BarclaysSocial Media Manager incl. Head of YouTube
Apr. 2013 - Feb. 2016LondonLed the social media strategy for Barclays UK, Barclays Business, and LifeSkills driving engagement, brand impact, and digital innovation across platforms. Recognised with Best Social Media Strategy (Drum Social Buzz Awards, 2015) for the Barclays LifeSkills vlogger collaboration and YouTube scheduling strategy. Key achievements: Owned and led Barclays UK’s YouTube strategy, creating processes for timely, insight-led content delivery. Recognised by the Internet Advertising Bureau (IAB) as a best-in-class case study and invited to present at their national Video Conference. Grew LifeSkills engagement to 1 million users a full year ahead of target through platform-optimised content, influencer partnerships, and strategic scheduling. Increased Twitter followers by 900% through live engagement strategies and event-based content. Launched ‘Your Bank’: the first social-led CEO and exec Q&A series in UK retail banking, earning commendations from the Financial Services Forum and setting a new precedent for transparency in the sector. Drove a 30% increase in student account acquisition through a first-of-its-kind collaboration between social media and physical branches. Formed and led the LifeSkills Youth Team, delivering highly engaging, influencer-led content tailored to younger audiences. Partnered closely with legal, brand, and web relations teams to build agile governance models that enabled real-time, customer-centric communication in a regulated environment. This role cemented my ability to lead cross-platform strategies, pioneer new formats, and deliver measurable impact, laying a strong foundation for senior leadership in digital and brand marketing.
Lloyds Banking GroupAssistant Digital Manager
Jul. 2011 - Apr. 2013London, United KingdomLed social media strategy and content optimisation across key platforms including YouTube, Facebook, and Twitter, playing a central role in driving engagement, SEO visibility, and brand protection during a major period of digital growth and London 2012 Olympic sponsorship. Key achievements: Optimised YouTube content across the Group, resulting in a 15% uplift in organic video views and a 40% increase in SEO-driven traffic, helping embed YouTube as a key customer engagement channel. Managed the Lloyds TSB Facebook strategy for the London 2012 Olympics sponsorship legacy, delivering the most-tagged photo in Facebook history at the time which was a standout moment in brand engagement. Monitored and mitigated fraudulent activity across social platforms, establishing best-practice playbooks and response templates now used across the business to safeguard brand integrity and customer trust. Delivered regular campaign insight and performance analysis across Facebook, Twitter, and YouTube, enabling key stakeholders to optimise campaign content and strategy based on real-time social performance data. This role deepened my expertise in social media governance, brand engagement, and content performance analytics which are all foundational to the multi-channel leadership I bring to marketing today.
SA Law LLPMarketing Assistant
Jun. 2010 - Jul. 2011London Area, United KingdomJoined the firm as a graduate and quickly took ownership of key digital and communications initiatives, demonstrating a proactive, results-driven approach that positioned SA Law as an early adopter of social media in the legal sector. Key achievements: Implemented and managed the firm’s first social media strategy, increasing Twitter followers by 200% within six months and establishing the brand’s presence across key platforms. Pioneered social media training for both staff and clients, making SA Law the first law firm outside of London to gain new clients via social media—improving marketing cost efficiency and brand reach. Led marketing campaigns from concept to delivery, including analysis of performance and recommendations for future improvements—enhancing the effectiveness of ongoing brand activity. Created and managed email marketing campaigns, improving design and targeting to achieve a 40% increase in click-through rates within six months. Redesigned the SA Law blog, provided accessible, expert insights on legal topics, helping potential clients stay informed and build trust in the firm’s expertise as well as integrating social channels and ensuring consistency with the main corporate website, enhancing usability and engagement. Conducted competitor analysis and supported communications planning for each legal department, reporting directly to the Director of Marketing. This role laid the foundation for my career in strategic marketing, honing my skills in digital execution, stakeholder engagement, and campaign analysis from day one.
General MotorsDirect Marketing Specialist (Placement Year)
Jul. 2008 - Jul. 2009London Area, United KingdomIndustrial Placement – Year 3 of Degree Completed a year-long industrial placement within General Motors’ marketing team, supporting national campaigns across all six UK GM brands, gaining hands-on experience in campaign leadership, budget management, and customer communications during a highly dynamic period for the automotive sector. Key achievements: Led a digital advertising campaign for Saab that resulted in the model selling out within a single quarter, which was an unprecedented outcome at the time given market uncertainty and brand volatility. Supported and delivered national direct marketing campaigns across GM brands including Vauxhall and Chevrolet, using a range of data-driven and creative approaches to engage target audiences. Managed a £1 million budget for Saab’s below-the-line advertising, ensuring cost-effective media planning and strong ROI during a period of reduced consumer confidence. Oversaw the communication call centre operations for all GM brands, regularly analysing performance reports and providing insights and recommendations to the broader marketing team. This role laid a strong foundation in cross-functional campaign management, budget accountability, and customer engagement strategy which are skills that have underpinned my marketing career ever since.
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