Francesca Baker , Ashford, United Kingdom

My skillset and experience are varied - covering copywriting, journalism, marketing, social media, and PR - but always centred around communication and creating a connection. Ultimately, I work with messages - and creating the right messages to resonate with an audience.

I’ve been working in marketing for over twelve years, and have been a full time freelance communications consultant for the last three. I'm an NCTJ trained journalist, so know how to tell a good story that resonates with the reader, from idea through to research and publication. I'm familiar with analytics and SEO and know how to use them in the full marketing mix. I have a background in research and insight so put planning and measurement at the centre of communications strategies, optimising for success.

Here are a few successes –

• I'm currently working as Marketing, PR and Communications manager at The Lord Mayor's Appeal. I'm responsible for everything that goes out of the door, from brand collateral to newsletters, PR stunts to social media. I'm developing strategy, creating content, and delivering results.

• I'm was co Head of Communications for Heritage Open Days, a festival run by The National Trust, and work across national media, helping share the stories of the people, places and spaces involved in the festival. We achieved 200 pieces of coverage in a pandemic year, and the position also saw me have to take on social media when the team was furloughed - and achieve record engagement.

• Last year I spent three months with the National Lottery as a copywriter and communications manager, on their 25th Birthday campaign - a big job! There were 25 activations, 650 million people reached, 6,117 pieces of coverage and 365 million social media impressions. I was the copywriter, meaning my words gave shape to the campaign, communicated the message, and connected with the audience. Without my words, the campaign would not have been so successful. I worked with the campaign managers to distil messages, understand audiences, and consider what we wanted them to think, feel, and do - and made it happen.
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• I was a journalist for European Heritage Days, telling stories of what people have been doing this year and previous years. That was eye opening and lots of exciting stuff has been having.

• I have just finished my role as outreach manager for Lapidus International, the writing for wellbeing organisation. I was responsible for networking and communications within the field of social prescribing. I often run my own workshops on this subject.

• I work with Literally PR on literature PR, which sees me reaching out to media with relevant releases, building profiles, and engaging with influencers on social media. Recent reviews have been in Elle, The Guardian, The Sunday Times and BBC radio.

• I’ve just finished up leading the marketing for Hestia’s new domestic abuse helpline, where we achieved coverage in Sky and The Guardian, hit the targets for calls as specified by the Home Office, and delivered vital services.

• I was Head of Communications & Marketing at Spread the Word, and achieved a doubling of social media followers, a sold out programme, and 100% increase in Prize entries. I looked after the website, planning and producing content that promoted their work and that of writers, and take care of outreach and liaising with the press.

• I look after marketing and press for Margate Bookie, a community literature festival, and have grown our profile from a small regional event to a nationally recognised festival.


My background is eclectic, but the main strand that runs through all my work is telling stories. There's some of my work here – http://*****.*** and I’m on LinkedIn here http://*****.***