Joanna Lorente-Chapman

I’m Jo, a results-driven professional with an outstanding record of success delivering impactful strategies that drive revenue growth and increase brand value. Growth-focussed marketing leader with hands-on experience implementing marketing, sales, and promotional programmes to maximise revenue and market share.

Adept at establishing, maintaining, and improving sales and company’s presence within highly-competitive international markets. Demonstrated ability in multitasking and dealing with tight deadlines to achieve positive outcomes for all stakeholders.

Proficient in capitalising on new business opportunities, building strong work relations with stakeholders, developing top-performing teams, and administering operations. Instrumental in articulating intricate information into a concise and simple language for improving service awareness and ensuring productive communication.

Apart from my native English, I speak fluent Spanish (bilingual) and have a good understanding of Portuguese, Italian and French.

1Spatial - Cambridge, UK: Geospatial data ,management company Marketing Manager (October 2022 to present - maternity cover)
Create, plan and manage targeted B2B marketing activity and campaigns for improved lead-generation and maximum ROI.
Manage a team of two people and cover the Marketing Manager’s role whilst on maternity including all budgeting, planning, campaigns and online marketing to generate B2B leads. Implement improved strategies and processes for better returns.
Charla Marketing: A small consultancy offering marketing solutions for solopreneurs and SME’s
Company Owner and Director (November 2020 to present)
Research, plan and manage marketing for a variety of businesses helping them to improve their overall returns.
Created, planned and implemented marketing strategies for a variety of businesses. Managed marketing plans and campaigns to improve overall sales and marketing efforts including organic and paid social.
Institute of the Motor Industry - Hertford, UK: The professional body for the automotive industry Senior Sales and Marketing Manager (May 2019 to June 2020)
Build and develop a team, plan and execute a strategic marketing plan and implement sound processes to better support the business.
Research, plan and implement a new marketing strategy to support all areas of the business, more aligned to core objectives. Improve business approach to marketing, tracking and processes. Help, support and lead on key areas of work. Grow and service the membership network whilst supporting the motor industry.
  
Scape – London, UK: A premium purpose-built student accommodation provider, offering luxury housing to students Head of Marketing (2017 to 2019)
Direct a wide-range of functions, including strategic decision making, business development, financial planning, relationship building, and stakeholder management.
Improve company’s image in a highly-competitive environment by optimising overall marketing processes with a keen focus on web and online strategies, including SEO, PPC, web management, and user experience. Spearhead a high-potential team of four dedicated marketing professionals and provided expert advice to produce excellent work. Deliver remarkable leadership for strategic marketing planning, key account management, process improvement, stakeholder management, and lead brand engagement to ensure consistent business growth. Develop best-in-class strategies to increase revenue, profitability, margin growth, market share, and customer retention. Gather market intelligence and secured new business opportunities within competitive market environment.
Selected Contributions:
● Enabled better visibility and more detailed insight into user behaviour, product popularity, and revenue generation by rolling out improved tracking and e-commerce across the Scape.com site and scapeliving.cn.
● Played an integral role in launching a VR experience, new Chinese website, and improved collateral.
● Introduced detailed strategy and budget based on sound analysis of previous activity, stats, and market
insights to ensure maximum impact at the most relevant time.
● Built and maintained collaborative relations with the sales team to ensure sufficient leads coming through to support the conversion ratio 1:3 tours and 1:8 enquiries.
● Identified areas of improvement and performed corrective actions that resulted in the achievement of 23% bookings that originate from word-of-mouth / referral basis.
Head of Sales and Marketing (2015 to 2017)
Enhanced online presence and traffic up to 150% by launching a user-friendly website with integrated booking
functionality.
Directed a multi-disciplinary team of creative and channel management and provided expert advice for timely completion of innovative marketing and communication projects aimed at improving Scape’s image within key audience groups. Oversaw all B2B and B2C sales and marketing initiatives including design, print, online (web, digital, social media) and email targeting UK and international students. Partnered with the senior leadership team for strategic planning, process improvement, and business development.
Selected Contributions:
● Improved leads conversion rate by redesigning existing processes and implementing supporting systems, including a CRM database.
● Increased rates up to 3.5% yearly and successfully hit 97% occupancy target across the portfolio for 4 consecutive academic years.
● Developed and deployed new sales and marketing strategies with a keen focus on targeting audience groups at the most relevant times throughout the year.
● Worked closely with the senior leadership team to generate revenue in excess of £14m per annum.
Additional experience as Interim Marketing Director for Campus Living Villages, Marketing Manager for Nido Student Living, Sales & Marketing Transition Manager for Campus Living Villages, as Creative Services Executive for Wunderman, as Marketing Coordinator for Pcubed, as Media Relations Executive for PR Newswire, as Client Sales and Marketing Coordinator for Viacom Outdoor

Postgraduate Diploma in Digital Marketing, Digital Marketing Institute, Online certification – UK Google Analytics and Online Marketing, Reed Training – London
  
Web design course covering: HTML, Java, CSS, Photoshop and Dreamweaver, London School of Computer Education
City & Guilds Level 2 Photography, City & Islington College, London
BA (HONS) Spanish & Communication Studies - Second Class Honours, Anglia Ruskin University of
Cambridge
A-levels: Spanish, Communication Studies, French, Peterborough College