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jobs
Marketing specialist with a broad experience of brand marketing, strategy and multi channel campaigns
Lucy Robertson
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Strong communication and influence skills to a varying stakeholders.
Creativity and fresh ideas on every project.
Reliable, passionate and committed to everything I do.
Creativity and fresh ideas on every project.
Reliable, passionate and committed to everything I do.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2015 - ?
job
Food Marketing Manager
FULLER.
July 2015 - February 2020
Fuller, Smith and Turner own and operate over 380 pubs, inns and hotels across the south of England,
201 of which are managed.
Responsibilities
• Drive 'Fuller's Kitchen' brand proposition, guidelines • Manage and support the hotel marketing exec to develop
and strategy. and deliver a full hotel strategy for the business.
• Lead a cross-functional food strategy project group that • Manage and support the brand marketing manager for
determines all aspects of food at Fuller's. The Stable, The Bel and Dragon and Ale and Pie pubs to deliver a brand strategy for each.
• Lead all elements of Christmas companywide including
menus, incentives, staff training and marketing across • Lead food pricing for all managed houses.
all channels.
• Make Fuller's food more distinctive through "Only at
• Deliver seasonal marketing campaigns centrally and Fuller's" and "Signature dishes".
support locally to drive footfall and spend per head.
• Own consumer PR for all Fuller's pubs and create stand
• Manage the social media strategy media strategy for out 'PR-able' moments to attract new customers.
Fuller's Kitchen and provide support for pubs.
• Influence menus to make them more relevant and
• Provide the business with industry and consumer deliver innovation in line with customer needs.
insights and trends to influence the company strategy.
• Manage a budget of £400k
• Create engaging content for all marketing channels.
Key Achievements
• Successfully launched 'Fuller's Kitchen' brand across all • Launched "Fuller's Veggie Kitchen" (May 2018),
channels. Increased traffic to food web pages by 140%, a month-long campaign at The Fence Farringdon.
increased customer's perception of Fuller's having skilled We turned the pub fully vegetarian to celebrate National
chefs by 10% and grew customer willingness to spend by vegetarian month. The campaign achieved a total reach
£3 per head on the basis Fuller's are better quality. of 45 million, £35k worth of PR coverage, 8.7million
reach on social and 1,509 direct click through to our
• Provided operations team with meaningful pricing
websites. Sales at the Fence during May were over 30%
recommendations and a clear strategy which has had a
up on prior month and continue to maintain +10%. The
direct influence on price.
Fence is now and established destination for vegetarian
• Created and evolved social media strategy across three food with the majority of dishes vegetarian and the key platforms. In 9 months achieved 44% audience veggie burger outselling the regular burger!
growth an average of 15% engagement and 2.1m reach
• Launched a pop up called "The House of Ice Cream" at with a promotional spend of under £1,000.
The Conductor to celebrate National Ice cream month
• Delivered three years of Christmas sales growth across (July 2020). The campaign achieved a reach of circa
the managed estate. 300million with coverage in titles such as The Evening
Standard, Time Out and LadBible. The Conductor pub
• Created a new online local marketing toolkit where
had two record sales weeks during this time and has
managers can download menu templates, look at subsequently been in consistent growth.
marketing guides, order POS and share best practice.
• Driven growth in "Only at Fuller's" dishes sold; £1.8m
• Transformed the way Fuller's create and communicate
of sales (19.3% of total sales) and 193,000 dishes sold
food to our customers by introducing customer centric
(11% of total dishes sold).
concepts. Within 6 months of launching the new
concepts NPS scores increased across the board.
M: 07792572845 E: lucyrobertson2020@outlook.com
A committed, customer focused marketer with 10 years' experience and a proven track record in leadership,
brand management, strategy, communication planning and proposition development.
Experience
Fuller, Smith and Turner own and operate over 380 pubs, inns and hotels across the south of England,
201 of which are managed.
Responsibilities
• Drive 'Fuller's Kitchen' brand proposition, guidelines • Manage and support the hotel marketing exec to develop
and strategy. and deliver a full hotel strategy for the business.
• Lead a cross-functional food strategy project group that • Manage and support the brand marketing manager for
determines all aspects of food at Fuller's. The Stable, The Bel and Dragon and Ale and Pie pubs to deliver a brand strategy for each.
• Lead all elements of Christmas companywide including
menus, incentives, staff training and marketing across • Lead food pricing for all managed houses.
all channels.
• Make Fuller's food more distinctive through "Only at
• Deliver seasonal marketing campaigns centrally and Fuller's" and "Signature dishes".
support locally to drive footfall and spend per head.
• Own consumer PR for all Fuller's pubs and create stand
• Manage the social media strategy media strategy for out 'PR-able' moments to attract new customers.
Fuller's Kitchen and provide support for pubs.
• Influence menus to make them more relevant and
• Provide the business with industry and consumer deliver innovation in line with customer needs.
insights and trends to influence the company strategy.
• Manage a budget of £400k
• Create engaging content for all marketing channels.
Key Achievements
• Successfully launched 'Fuller's Kitchen' brand across all • Launched "Fuller's Veggie Kitchen" (May 2018),
channels. Increased traffic to food web pages by 140%, a month-long campaign at The Fence Farringdon.
increased customer's perception of Fuller's having skilled We turned the pub fully vegetarian to celebrate National
chefs by 10% and grew customer willingness to spend by vegetarian month. The campaign achieved a total reach
£3 per head on the basis Fuller's are better quality. of 45 million, £35k worth of PR coverage, 8.7million
reach on social and 1,509 direct click through to our
• Provided operations team with meaningful pricing
websites. Sales at the Fence during May were over 30%
recommendations and a clear strategy which has had a
up on prior month and continue to maintain +10%. The
direct influence on price.
Fence is now and established destination for vegetarian
• Created and evolved social media strategy across three food with the majority of dishes vegetarian and the key platforms. In 9 months achieved 44% audience veggie burger outselling the regular burger!
growth an average of 15% engagement and 2.1m reach
• Launched a pop up called "The House of Ice Cream" at with a promotional spend of under £1,000.
The Conductor to celebrate National Ice cream month
• Delivered three years of Christmas sales growth across (July 2020). The campaign achieved a reach of circa
the managed estate. 300million with coverage in titles such as The Evening
Standard, Time Out and LadBible. The Conductor pub
• Created a new online local marketing toolkit where
had two record sales weeks during this time and has
managers can download menu templates, look at subsequently been in consistent growth.
marketing guides, order POS and share best practice.
• Driven growth in "Only at Fuller's" dishes sold; £1.8m
• Transformed the way Fuller's create and communicate
of sales (19.3% of total sales) and 193,000 dishes sold
food to our customers by introducing customer centric
(11% of total dishes sold).
concepts. Within 6 months of launching the new
concepts NPS scores increased across the board.
M: 07792572845 E: lucyrobertson2020@outlook.com
A committed, customer focused marketer with 10 years' experience and a proven track record in leadership,
brand management, strategy, communication planning and proposition development.
Experience
Content, Brand identity, UP, Social, Manager, Online, Campaign, Web, Development, Pos, Growth, Support, Social Media, Sales, Management, Pr, Leadership, Training, Budget, Innovation, Operations, Websites, Marketing
2014 - 2015
temp
Brand Manager
INTERCONTINENTAL HOTEL GROUP.
IHG is one of the world's leading hotel companies. IHG own well-known brands including Holiday Inn, Holiday Inn Express,
Staybridge Suites, Crowne Plaza, Intercontinental Hotels and Hotel Indigo.
Responsibilities
• Lead all food and beverage aspects of the Holiday Inn • Fully responsible for all seasonal menu refreshes
Open Lobby Programme. for Open Lobby hotels in Europe.
• Use consumer insights to develop brand positioning and • Deliver full toolkits (in local languages), support
strategy. implementation, delivery of the dishes and brand
standards.
• Create roll-out plans and visions for all of Europe.
• Lead and project manage the F&B programme
• Manage budgets of over £100,000.
for European markets with internal and external
stakeholders.
Key Achievements
• Delivered winter and spring menu refreshes for all Open • Supported the F&B implementation for Liverpool City
Lobby hotels and streamlined the process for 2015. Centre, Heathrow T5 and Hasselt.
• Produced a 16pg Open Lobby image brochure as a sell- • Developed F&B philosophy and brand standards for the in tool to encourage owners and investors to buy into the Open Lobby programme in Turkey.
Open Lobby programme at the IHG annual conference in
• Hit bonus by achieving a "very good performance" score
Athens.
both personally and within the brand team and the whole
• Successfully developed a full set of Holiday Inn company publishing 5% growth.
European-wide 'Signature Dishes' in line with the Open
• Developed a brand new suite of menus for 7 markets
Lobby F&B philosophy to enhance quality and a toolkit
and significantly improved creative look and feel, tone of for each dish in 7 languages.
voice, customer journey and operational functionality.
Staybridge Suites, Crowne Plaza, Intercontinental Hotels and Hotel Indigo.
Responsibilities
• Lead all food and beverage aspects of the Holiday Inn • Fully responsible for all seasonal menu refreshes
Open Lobby Programme. for Open Lobby hotels in Europe.
• Use consumer insights to develop brand positioning and • Deliver full toolkits (in local languages), support
strategy. implementation, delivery of the dishes and brand
standards.
• Create roll-out plans and visions for all of Europe.
• Lead and project manage the F&B programme
• Manage budgets of over £100,000.
for European markets with internal and external
stakeholders.
Key Achievements
• Delivered winter and spring menu refreshes for all Open • Supported the F&B implementation for Liverpool City
Lobby hotels and streamlined the process for 2015. Centre, Heathrow T5 and Hasselt.
• Produced a 16pg Open Lobby image brochure as a sell- • Developed F&B philosophy and brand standards for the in tool to encourage owners and investors to buy into the Open Lobby programme in Turkey.
Open Lobby programme at the IHG annual conference in
• Hit bonus by achieving a "very good performance" score
Athens.
both personally and within the brand team and the whole
• Successfully developed a full set of Holiday Inn company publishing 5% growth.
European-wide 'Signature Dishes' in line with the Open
• Developed a brand new suite of menus for 7 markets
Lobby F&B philosophy to enhance quality and a toolkit
and significantly improved creative look and feel, tone of for each dish in 7 languages.
voice, customer journey and operational functionality.
Spring, Brochure, Support, Growth, Implementation, Express, Bonus, Manager
2010 - 2014
job
Head of Marketing
Nightlife & Tiger Tiger.
February 2014 --June 2014
Novus Leisure operates 43 bars and nightclubs located across the UK. Novus Leisure also own Late Night London;
a pre-book sales and event service.
Responsibilities
• Fully responsible for all aspects of marketing for 8 Tiger • Line manage, train, develop and mentor the 2 direct
Tiger venues throughout the UK and 15 Landmark reports (Digital Marketing Manager and Marketing
venues in central London including a variety of well- Executive) as well as others within the team as required.
known brands such as Zoo Bar, Piccadilly Institute and
• Budget management of over £500k, forecasting and Strawberry Moons.
allocation.
• Develop new innovative and market leading propositions
• Pioneer customer insight, digital plans, creative/
and brands within the segment.
brand direction, product and price development, public
• Oversee and align all departments to ensure the brand relations, media and communications plans.
guidelines and values are adhered to. • Formulate segment plans and strategy for all venues.
Key Achievements
• Created a full 'casual nightlife' proposition including • Created a full 'premium nightlife' proposition including
creative, brand guidelines, new product development, creative, brand guidelines, new product development,
service style, communications, launch, website design. service style, communications, launch, website design.
M: 07792572845 E: lucyrobertson2020@outlook.com
A committed, customer focused marketer with 10 years' experience and a proven track record in leadership,
brand management, strategy, communication planning and proposition development.
Experience
Novus Leisure operates 43 bars and nightclubs located across the UK. Novus Leisure also own Late Night London;
a pre-book sales and event service.
Responsibilities
• Fully responsible for all aspects of marketing for 8 Tiger • Line manage, train, develop and mentor the 2 direct
Tiger venues throughout the UK and 15 Landmark reports (Digital Marketing Manager and Marketing
venues in central London including a variety of well- Executive) as well as others within the team as required.
known brands such as Zoo Bar, Piccadilly Institute and
• Budget management of over £500k, forecasting and Strawberry Moons.
allocation.
• Develop new innovative and market leading propositions
• Pioneer customer insight, digital plans, creative/
and brands within the segment.
brand direction, product and price development, public
• Oversee and align all departments to ensure the brand relations, media and communications plans.
guidelines and values are adhered to. • Formulate segment plans and strategy for all venues.
Key Achievements
• Created a full 'casual nightlife' proposition including • Created a full 'premium nightlife' proposition including
creative, brand guidelines, new product development, creative, brand guidelines, new product development,
service style, communications, launch, website design. service style, communications, launch, website design.
M: 07792572845 E: lucyrobertson2020@outlook.com
A committed, customer focused marketer with 10 years' experience and a proven track record in leadership,
brand management, strategy, communication planning and proposition development.
Experience
Digital Marketing, Marketing, Design, Product development, Budget, Forecasting, Event, Mentor, Leadership, Management, Sales, Service, Website, Development, Direction, Manager
2009 - 2010
job
Media Assistant
TOTAL MEDIA.
Total Media is a media planning and buying company that specialise in Arts and Publisher clients.
Responsibilities
• Plan and buy media across all platforms including • Use both qualitative and quantitative research to outdoor, online, press, radio and TV for arts and understand target audiences and identify opportunities
publisher clients including the British Museum, the to engage with audiences through a campaign.
National Portrait Gallery, the Southbank Centre, Penguin • Manage the companies' outdoor poster holdings.
Books and Faber and Faber Books.
• Provide the most effective media solutions for clients
• Manage the companies' outdoor poster holdings. and ensure they are provided with the best possible value
• Work to time scales, target audiences and strategic and quality media plans.
marketing objectives assigned by clients. • Work with yearly budgets on a client by client basis
(approx. £500k each per year).
Key Achievements
• Supported the 'Arts Pitch'; we successfully pitched for a • Managed all poster holdings for Total Media on London
consolidated account of several Arts clients including the Underground; £600k+ worth of media space.
Tate, the British Museum, the Natural History Museum, • Consistently delivered a high standard of media plan to clients.
the National Portrait Gallery, the National Gallery, the
• Consistently delivered great value for money on media by
Victoria Albert and the Science Museum. Their combined
negotiating rates on every single advert booked.
media spend is estimated at £20m over four years.
Other
I am experienced in using power point, excel, word, outlook and Google mail. I have the ability to carry out in depth research on the Internet and using a variety of programs and reports such as Mintel.
I have achieved an IPA foundation certificate. I also hold a full U.K driving license.
Responsibilities
• Plan and buy media across all platforms including • Use both qualitative and quantitative research to outdoor, online, press, radio and TV for arts and understand target audiences and identify opportunities
publisher clients including the British Museum, the to engage with audiences through a campaign.
National Portrait Gallery, the Southbank Centre, Penguin • Manage the companies' outdoor poster holdings.
Books and Faber and Faber Books.
• Provide the most effective media solutions for clients
• Manage the companies' outdoor poster holdings. and ensure they are provided with the best possible value
• Work to time scales, target audiences and strategic and quality media plans.
marketing objectives assigned by clients. • Work with yearly budgets on a client by client basis
(approx. £500k each per year).
Key Achievements
• Supported the 'Arts Pitch'; we successfully pitched for a • Managed all poster holdings for Total Media on London
consolidated account of several Arts clients including the Underground; £600k+ worth of media space.
Tate, the British Museum, the Natural History Museum, • Consistently delivered a high standard of media plan to clients.
the National Portrait Gallery, the National Gallery, the
• Consistently delivered great value for money on media by
Victoria Albert and the Science Museum. Their combined
negotiating rates on every single advert booked.
media spend is estimated at £20m over four years.
Other
I am experienced in using power point, excel, word, outlook and Google mail. I have the ability to carry out in depth research on the Internet and using a variety of programs and reports such as Mintel.
I have achieved an IPA foundation certificate. I also hold a full U.K driving license.
Marketing, Excel, Research, Word, Quantitative research, Radio, TV, Natural, Media planning, Poster, Science, Internet, Google, Campaign, Power, Online
My education
2005
-
2009
Bournemouth University
Bachelors, Marketing
Bachelors, Marketing
1998
-
2005
Cheam High School
Secondary, N/a
Secondary, N/a
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