The power of stories
I’ve been working since I was 15. Left home at 17 and still got all my A-levels. Shops and pubs I was pretty good in, and gained lifelong friends; waitressing not so much (I once dropped a plate laden with cream right down a lady’s back). This is what happened after all that (not straight after – a lot of apologising and a dry cleaning bill) …
Need it in a nutshell? That’s here
Hit the ground running
In July 2007, just after university, I landed a job as News and Features Writer for All at Sea newspaper (the UK’s most-read waterfront newspaper, with columnists including Dame Ellen MacArthur). I also wrote the news and new product pages for Sportsboat & RIB magazine and Jetskier magazine.
Did I know anything about these subjects before I started? Umm no. I thought I was interviewing for Editorial Assistant. Was I interviewed by a man wearing flip-flops, while I had assumed I should be dressed super smart for an interview? Yes. Did I think I’d got the job? No, absolutely not. They gave me a two-week unpaid trial, which I paid for with my part-time jobs that I’d had all the way through university. I worked my butt off, learned quickly and loved the buzz of it all.
I became the main editorial contact, reporting directly to the consultant editor, and renowned national journalist and editor.
Winning awards
In the global communications team for Cambridge University Press, I worked across all business streams internationally: Books, Journals, and English Language Teaching. I was promoted twice to become Senior Communications Executive.
I was also responsible for the Press’s corporate social responsibility PR working closely with the Wildlife Trust, BookAid, Britten Sinfonia, Romsey Mill, the Central Library, Cambridge Film Festival, Business in the Community, and local schools.
As part of the role, I managed the online news on the external and internal homepages: sourcing, editing, and drafting articles from all business streams across 53 offices around the world. The internal news service won Best Online News Service two years in a row, awarded by Communicators in Business (CiB).
I reached out to a key tech influencer (way before the word influencer was a thing) as part of promoting the new API for the Cambridge Dictionaries app, and he tweeted about it to his 2million+ followers, resulting in a huge surge of interest from a brand new audience.
“Vicky is a fantastic PR and communications professional; really passionate about her job and a pleasure to work with.”
Hannah Gregory
Head of Global Communications, Cambridge University Press
“Professional in all that she does, Vicky is an experienced communications expert, and an adaptable, confident writer.”
Communications Executive, Cambridge University Press
(Now Marketing Manager at Hodder Education)
Anything is possible
As Senior Press & PR Officer for the Royal Voluntary Service, I secured new celebrity support for campaigns, including Richard Branson, Joanna Lumley and Stephen Fry.
One of my campaigns, for the fundraiser Great Brew Break, achieved 196 pieces of media coverage, including every major national paper, breakfast TV and radio station on launch day, by using a creative story about the great British tea round being at risk of extinction in the workplace.
I led on the communications campaign for the charity’s own Baton Pass challenge with volunteers all over Scotland at the time of the Commonwealth Games; the HRH Duchess of Cornwall, volunteers, and media attended the final event in Edinburgh.
Big changes, special stories
I stepped up to the role of Head of Marketing Communications at Bell English, during challenging times and led the small (but mighty) marketing team.
I was responsible for developing and implementing a strategic international marketing plan for Bell across its Young Learners, Adult (16+), University Preparation, and Teacher Training, courses, for both B2C and B2B audiences.
I brought in new and consistent branding and key messaging, appealing to the audience for each business stream, and within an overall Bell brand: including a new website and new brochures, with a host of new features to showcase the selling points, including student stories.
I introduced and created a campaign calendar, with multiple direct marketing campaigns to different audiences, mapped to key booking times and interests. Email marketing was crucial to our success. We created a sales team toolkit, and a sell Bell toolkit for agents, with presentations, factsheets, photos, and videos.
Our marketing always put the customer first, always. In a short timeframe, we contributed to the turnaround of sales targets being exceeded week after week.
Oh, and we hosted a Royal visit from HRH Prince Edward and were tweeted about by The Royal Family too. A small but mighty team can achieve a lot.
“One of the best I have worked with in any industry. She is both strategic and hands on. Knows the industry really well and is totally customer focused.”
Greg Patton
Sales and Marketing Director at Bell (now Commercial Director for Oxford International)
“Vicky has a true talent for getting the desired message across in the most effective and creative way. Passionate about her work, she has a positive ‘can do’ attitude that inspires those around her. Vicky is the best manager I have ever had. During our time working together she has mentored me and always been so generous with sharing her expertise. I am now a more confident and skilled marketer and for that I am eternally grateful.”
Roseanna Whitelegg
Senior Marketing Executive at Bell (now Marketing Manager at Redgate)
Freelancing
Just a couple of highlights . . .
The Head of Communications for Cambridge University Library brought me in to help launch the ‘Tall Tales: Secrets of the Tower’ public exhibition at the Library.
I successfully pitched the story into BBC Breakfast. Tim Muffett was live from the tower with Dr. Jessica Gardner, University Librarian, all morning on launch day with three live interviews and showing the pre-record they filmed the day before. The story was also featured on BBC News 24, Sky News, ITV News, The Independent, The Guardian, Metro, Daily Mail, Cambridge News, BBC Look East, BBC News at One, BBC Radio Cambridgeshire, and The Herald in Scotland.
I created a social media content plan with engaging content connected to the exhibition for the Library to use on its channels, which got great engagement. BBC Breakfast posted on Twitter and Facebook about the story and retweeted the Library’s posts.
I have also created their Annual Reports. Interviewing people from across the organisation, who have absolutely fascinating stories, and working to key messages from their strategy, to create an engaging report for all their stakeholders. I also interviewed Friends of the Library and created a separate printed booklet to inform, honour, and thank this special community.
“Vicky brought boundless energy, enthusiasm and ideas to our communications planning around the Tall Tales exhibition at Cambridge University Library – and demonstrated her expertise not only in storytelling but also in social media planning and marketing around the launch.
Working with a smaller agency provided a real personal touch to proceedings and Vicky went above and beyond what was expected of her at every point to ensure the launch of Tall Tales got the attention it deserved.”
Stuart Roberts, Head of Communications, Cambridge University Library
“Vicky brought a huge amount of professional knowledge and enthusiasm to the University Library’s Tall Tales project, and without her input around publicity, and attention to detail, our exhibition would not have reached so many people.”
Liam Simms, Curator of the Tall Tales exhibition, Cambridge University Library
“Fabulous supplier status. Vicky went above and beyond, during lockdown, to deliver the Friends' Bulletin. Lovely quality and I was also so impressed that they were packaged in sustainable materials ....another thank you!”
Jennifer Broadway, Friends Coordinator,
Cambridge University Library
Freelancing
I provided strategic marketing communications, email marketing, and copywriting to the Head of Marketing to promote International House London, the no.1 language school in central London, based on British Council inspections.
This included creating a suite of new course brochures, which were clear and engaging, with a host of new features, working with the internal team for information, and a freelance designer. I also helped create their new website, working with multiple agencies and teams, writing content, and building the pages.
I created a range of email campaigns (copy and design) for different audiences, promoting IH London and its courses, and supporting the sales team. I contributed to their best year on record.
We all know what happened in 2020! I helped them with crisis communications to their students, and agents, promotion of new online courses, and FAQs. They still outperformed the market, in a very difficult time.
“Vicky is one of the best marketing professionals that I have worked with in all my time. Some people get it, but lots don’t – so she stands out. Like a star."
Greg Patton, Sales & Marketing Director, IH London
“With Vicky it's so much more than content. It's about the big picture and an external perspective. She is always the customer champion and a very valuable sense check. Her level of attention to detail is insane. Content and communications are a specialised area that helps marketing achieve so much.”
Eva Uddin, Head of Marketing, IH London
Qualifications
CIM Diploma in Marketing Communications (2009-2010)
(Public Relations A, Integrated Media B, Marketing & Consumer Behaviour B, Direct Marketing & Sales Promotion B, Advertising B)
BA Hons English degree, 2:1 (2007)
A-levels, English Language A, English Literature B, Psychology C, History C (2000)
GCSEs, Science AA, Drama A, German A, HistoryA, Maths B, Design & Technology B,English Language B, English Literature C (1998)
I am an Accredited PR Practitioner, and full member of the CIPR since 2012 (Chartered Institute of Public Relations), and follow their code of conduct and continuous professional development (CPD) programme.
I am a professional member of The Professional Copywriters’ Network, at Senior Copywriter level since 2017.
I regularly attend webinars, take courses, and I’m always reading and listening. There is always something new to learn.
