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mob: 07885 194188
A graduate calibre journalist, writer, social media specialist and marketing communications senior level practitioner with an excellent track record in writing and the strategic development and management of both agency, in-house and corporate international public relations campaigns for retail, sports sponsorship, brand management, IT & technology, marine, sustainability and consumer related accounts. An energetic, self motivated individual and tenacious team leader with a strategic mind and a disciplined, yet creative approach, to problem solving and campaign execution.
CAREER HISTORY –:
Current – Own company MACCOM – Freelance consultant
December 2013 – present
Freelance Copywriter for Rockford IT
May 2011 – present
Freelance journalist with Wiltshire Life magazine
June 2014 – present
Editor – A Local Life, Warminster
June 2013 – present
Drafting non-fiction manuscript ‘Looking For Mr Rabbit’
November 2012 – February 2013
I was one of three British journalists, employed on a freelance basis to write content for the website http://www.vendeeglobe.org The role includes writing a range of editorial content focusing on the Vendée Globe yacht race, a non stop solo circumnavigation starting a finishing in France. We work alongside a team of French editors and during the race, write, host and content produce a 15 minute live web tv broadcast called Vendée Globe LIVE.
August 2011 – November 2012
I was the ghostwriter on a confidential book project working with John Saddler Literary Agency.
Blogger – A Modern Military Mother
May 2010 – Present
I produced and directed my own 30 minute pilot TV show AMMMTV.
Blogger – A Modern Military Mother My blog A Modern Military Mother won the British Mummy Blogger’s Brilliance in Blogging award in the Make A Difference category. I was also a Toys R Us Toyologist, working in-conjunction with Toys R Us marketing team and digital media agency, I was instrumental in the execution and delivery of the Toys R Us Toyologist digital social engagement campaign integrating Facebook, Twitter, and You Tube to deliver a customer focused and brand engagement three month campaign from August to December working directly with the retailer to engage with the brands which they sell.
I am a regular speaker at WI’s, conferences and seminars about the role of blogging and my life as a military spouse.
Jan 2010 – July 2011
I completed a three month freelance contract with the service charity Help for Heroes, supporting sick injured and wounded soldiers and delivered the media campaigns for the launch of the Royal Naval Haslar recovery centre, the Big Battlefield Bike Ride culminating in the achievement of raising £100 million pounds and the unofficial opening of personnel recovery centre, Tedworth House. In the week of the campaign for the £100 million the charity received, in one week, an unprecedented £750,000 in donations.
Previously, I worked with PR agency CC Group on a technology retail client Unipower Solutions, e-commerce software solutions supplier in the retail, hospitality and leisure markets. Activities include strategic account management, marketing communications planning and execution, copywriting article, press releases and case studies.
January 2009 – January 2010
As a freelance consultant I worked with Rockley Watersports and developed and implemented a strategic communications campaign to evolve them into a boutique brand.
September 2010 – August 2012
I was the incumbent PR freelance person for the Army Rumour Service. I manage the section PR_Totty’s media ops on all digital social media forums and advise the umbrella company Olivenet ltd on all marketing and communications matters. We were one of two digital forums that worked closely with Conservative Party in the 2009 election campaign using an innovative, ground breaking digital social engagement platform, Yoosk, to create a dialogue between the Conservative party and the online military community. I also worked with the Ministry of Defence to analyse the digital impact of the recent strategic defence review with regards to forum activity, time and impression rates.
September 2008 – September 2009
September 09 I ghost-wrote a book, called ‘Immediate Response’ in-conjunction with a serving Royal marine Major which was published by Penguin in September 09 and in the second week of sales was number 9 in The Sunday Times hardback non-fiction top 10 bestseller list. In September 2010 Immediate Response was awarded the Gold Medal by The Military Writers Society of America in the Military Marines catergory. It was also added to the Royal Air Force Chief of the Air Staff’s recommended reading list for 2010 as an honest a genuine depiction of the conflict in Afghanistan.
March 2009 – July 2009
Previously I supported the strategic development of the communications plan for hedge fund, Artemis Investment Management’s sponsorship campaign of Artemis Ocean Racing’s Open 60 grand prix yachts with British skipper, Jonny Malbon and also, the finish of the Artemis sponsored, Scottish cyclist, Mark Beaumont’s solo cycle circumnavigation of the world which resulted in extensive national broadcast and print media coverage. I worked on the strategic PR delivery of Artemis Investment Management’s Vendee Globe campaign, which completed in March 09.
Communications Director (Project consultant since Feb 06 project June 07)
VELUX 5 OCEANS, Clipper Ventures, Gosport
(Yacht racing solo circumnavigation event)
Successfully directed the international communications strategy managing multi-million pound budgets for the yacht racing event, the VELUX 5 OCEANS, a solo circumnavigation with stopovers, delivering around 70 million euro of global media coverage, which won the 2008 Hollis International Sponsorship of the Year Award. Oversaw the six figure publishing deal for Sir Robin Knox Johnston’s “Force of Nature”, published by Penguin.
Responsible for devising, implementing, executing and evaluating of the VELUX 5 OCEANS race global tri-lingual communications strategy (core territories – UK, Spain, USA, Australia, France and Scandinavia). Incorporating the strategic development, budgetary and day-to-day management of tri-lingual website and broadband television channel, PR agency, photographic agency and TV production company, producing one hour documentary and twelve part, twenty six minute series to be distributed across 20 countries. Working with event title and host port sponsors to support them in the strategic development, implementation and execution of brand and communication strategies across core territories.
Working in-conjunction with International Swedish brand guru, Goran Lagerstrom, and Velux Corporate Management team I developed from scratch a new brand philosophy and strategic marketing strategy to blend the ethos and legacy of the historic solo circumnavigation the Around Alone and Velux to create a unique stand alone brand called the Velux 5 Oceans. This was then rolled out internationally across the entire Velux group and delivered via an multi-million pound sponsorship campaign. I was individually targeted to deliver £60 million of independently audited Advertising Equivalent Value media coverage using a combination of broadcast media, web, and an international PR campaign. The burden of the success of the entire campaign rested solely on my shoulders as there was a significant business critical success bonus to be paid to the event organisers Clipper Ventures Plc.
The big win: Generated €70 million AEV (Advertising Equivalent Value) of media coverage over the entire race (sponsor capital investment less than €6 million overall).
Event: Winner of the 2008 Hollis International Sponsorship of the Year Award
Various Freelance Projects May 05 – Feb 06
Freelance PR Consultant
The HUGO BOSS Open 60 European Tour – Managed the PR programme for Open 60 skipper Alex Thomson in-conjunction with his sponsor Hugo Boss co-ordinating PR activities at key yachting events such as Monaco Grand Prix, Kiel Week, The Gotland Runt, The Open at Cowes Week and The Fastnet.
Cowes Combined Cup – Launched the concept of a corporate sponsored regatta to take place on the Solent in the Sept 06.
IMS Plc – Account Director Level Environmental Sustainability PR – Drafted case studies for various utility based clients and ran a seasonal article lead campaign called The Big Chill for Andrew Sykes Pumps. Mentored a team of Account Executives in PR best practice skills and helped introduce agency account strategy concepts to the account team, such as time management, account management, telephone sell-in techniques and coverage generation.
Communications & Media Manager (Interim contract Sept 04 – May 05)
Mike Golding Yacht Racing, Southampton,
(60 ft yacht solo sailed racing campaign)
Created, managed and implemented Vendee Globe yacht race campaign onboard Open 60 Ecover strategy across three key international territories, UK, France & Belgium. Negotiated all budgetary requirements with the sponsor and supported Ecover brand communication messaging, creating synergies with MGYR message. Managed the communications team, consisting of one core member, a copywriting agency, a TV broadcast agency, PR agency, photographers, a radio broadcast agency. Managed the daily output of 100 days of reporting in the build up, during and in the aftermath of the Vendee Globe yacht race campaign to media, friends, supporters and the website. Managed and collated the coverage for the media evaluation of the campaign.
The big win: Generated over £9 million AEV (advertising equivalent value) of media coverage over 6 month campaign (sponsor capital investment at time approx. £750,000 p.a)
UK Communications Manager (Permanent contract Sept 01 – May 03)
Telindus, Odiham, Hants
(Pan-European Network Integrator – IT TELCO)
Drafted and implemented UK 2001/2/3/4 PR strategies. Manage, briefed and appointed UK PR agency GCI. Managed and advised on implementation of internal communications strategy. Created advertising material, advertising strategy and brief and manage media buying agency. Oversee web content of intranet and Internet. Manage and implemented sponsorship strategy. Advise international marketing team on PR implementation across Europe. Produced PR Handbook for use across 16 countries as a support tool. Produce, edit and oversee production of 16 page, full colour quarterly newsletter. Managed International Press Conference with press attending from 7 countries at corporate symposium. Managed and conceived an independent PR research project, which resulted in increased high level coverage across tier one targeted press. Manage direct mail campaigns and brochure production.
The big win: Consistently generated positive media coverage despite business posting quarterly losses every quarter over 2 years
Corporate Marketing and Communications Manager (Europe)
(Based in Belgium Jan-Apr 03 – Secondment to Telindus Corporate HQ)
Developed concept and collateral for International Symposium, Brussels, co-ordinated corporate attendance and theme for exhibitions including, CeBIT and Passenger Terminal World. Managed official opening of new International Service Centre, co-ordinated International Case Study programme, managed production of 24 page corporate magazine, all corporate marketing collateral, including white papers in-conjunction with partners. Implemented good working practices, such as briefing documents, managed a team of three.
The big win: Rolled out ‘think local, act global’ PR across 16 countries
Account Manager (Permanent Contract June 00 – June 01)
Bluegrass, Andover, Hants
*Integra, Siemens Business Services, OpenConnect, Info2Clear, Welch Allyn, MediaMine
General day to day account management, which includes fielding press calls, writing press releases, drafting copy for product feature articles, and when necessary managing the press office at events. Organise/draft all material for product/company launches, liaise with journalists to arrange interviews and manage entire event. Attend general client liaison and draft proposals for new business pitches. Prepare and present PowerPoint presentation pitches to potential new clients.
The Big Win: Ghost wrote 1500 word article and was published unedited in Internet Age magazine.
Account Manager (Interim contract Feb 99 – June 00)
Magnum Public Relations, Southampton, Hants
*Henri Lloyd, Millennium Round the World Yacht Race, Europa Yacht Challenge, Team Group 4 Open 60 Campaign
General day to day account management, which includes fielding press calls, writing press releases, drafting copy for product feature articles, and when necessary managing the press office at events. Attend general client liaison and draft proposals for new business pitches.
The Big Win: Managed to publicise start of Millennium race by persuading six local radio stations to announce the event on the hour every hour from 6.00am. Ultimately attracting over 6000 people to watch the start.
Account Executive (Interim contract Feb 98 – June 98)
Lawton Communications Ltd, Southampton, Hants,
* Horticultural Association of Retail Traders (HART), Calor Gas, Eldridge Pope, Portsmouth Commercial Port
Managed excessive workload generated by initial introduction of new account. Supplied copy for ‘The LPG Installer’ and drafted press releases. Set up databases and coordinated a complex merge system for HART.
The Big Win: Established a merge system to easily distribute 108 press releases for fifteen different garden centres to fifteen different regions and eight individual papers per region. Account executive time management became more effective and therefore executive could achieve more.
Account Executive (Interim 3 contract Oct 98 – Jan 99)
Profile PR, Alresford, Hants,
* Walcon Marine Ltd, RYA, Ribtec, Boat Sales International, Ocean Youth Club (OYC)
Drafted RYA editorial for Boat Show Programme; devised drafted and edited annual newsletter for Walcon Marine; organised press calls for OYC; drafted and distributed press releases; organised product launches for London Boat Show.
Account Executive July 97 – Sept 97
Marlin Boats, Southampton, Hants,
* Marlin RIBS, Marinepool Clothing
Devised and co-ordinated press and public relation programmes of RIB importer and clothing agent
The Big Win: Secured the charter contract to drive for photographer of Whitbread British Entry ‘Silk Cut’ for whole of Cowes Week, providing product exposure on terrestrial and satellite channels.
(Obliged to leave due to a boating accident, which resulted in severe injury.)
Account Executive (Project based – short term contract May 97 – July 97
Magnum Public Relations, Southampton, Hants
* Henri Lloyd, Time & Tide Trust (Disabled crew entry into the BT Global Challenge)
Assisted in organisation of press calls, conferences and other media liaison. Wrote press releases and coordinated crew media diary with national, local and marine broadcast and print media.
The Big Win: Convinced Downing Street Press Office to invite Time & Tide disabled crew to ‘Cool Britannia’ drinks party in recognition of their feat of circumnavigating the globe.