Lydia White

I love all things interiors, art, fashion, food and wine. You'll either find me with my head in a book, podcasting, thrifting or supporting local at any event I can find. I am an ambitious, passionate and creative Marketer with a blend of 6 years' experience within brand marketing, PR, influencer marketing, content creation, social, copywriting, and event management. Having moved to agency, I am now seeking an in-house role as this is where my skill set lies. I am keen to be a key part of a brand's story, to grow with and contribute to its success.

enior Account Manager - June 2022 - Present

Carousel PR - Lifestyle

Responsibilities

• Manage multiple client accounts - be the main point of contact and provide excellent client service

• Develop, plan and execute PR strategies ensuring brief is met and plans are in line with markeing plans and brand KPI's

• Manage junior members of the team - Provide leadership, guidance and feedback to junior team members

• Review and sign off weekly and monthly reports - Oversee reporting of key metrics for accounts and evaluate campaign results for clients

• Create, review and edit press releases, pitch emails, interview briefings, social media content and other campaign materials adapting style and tone according to the target audience and media platform

• Plan and execute events - including concept creation, supplier liaison, press outreach and running of event

• Maintain and manage relationships with an extensive and varied range of journalists, and influencers

• Lead influencer and celebrity partnerships - managing budget, deliverables and content approvals

• Create and lead on brand partnerships and influencer collaborations

Junior PR Manager - November 2021 - June 2022

The Hut Group - Beauty & Luxury - Christophe Robin, Grow Gorgeous, Coggles, All Sole, My Bag

Achievements

• Planned, managed and executed PR campaigns in line with wider marketing strategy

• Secured coverage in Vogue, Woman & Home, ELLE, Stylist, The Observer, Sheerluxe, Cosmopolitan, Who What Wear, The Times, The Guardian, Grazia, Glamour, Harper's Bazaar. Achieving 13 Billion OTS in circulation over 3 months

Responsibilities

• Established and implemented beauty & luxury Global PR strategy - ensuring alignment across all marketing channels

• Managed multiple projects - working on ambassador programme, international PR events and launches to support wider brand campaigns

• Confidently pitch, write and sell in stories to national press

• Sourced and managed celebrity influencer relationships and brand ambassador relationships

• Management of budgets for brand PR across campaigns and partnerships

• Managed and mentored junior members of the team

• Think global mindset – working with a global team and planning operations outside of the UK market to ensure strategy is aligned across territories

• Building relationships with key journalists and working with wider teams within the group to set strategic marketing plans

• Use Google Analytics, Ahrefs, SEM Rush, to analyse traffic and revenue uplifts caused by PR, and Google Trends to spot key trends in the market

• Sign off and oversee monthly reports

Senior PR and Outreach Executive - October 2019 - November 2021

Domu Brands (Homeware) - VonHaus,VonShef, BTFY, Spinningfield

Achievements

• Secured VonHaus/VonShef PR coverage resulting in £27k sales within a 6 month period - a record high for Domu Brands

• Created VonHaus' first brand lookbook and launched VonHaus Press Hub

• Reached 87 million OTS for VonHaus/VonShef across a 2 month campaign

• Ownership and management of brand partnerships - Led Craft Gin Club partnership (generating +6k revenue) Costa Coffee and Naked Wines

• Ran a PR campaign securing 17 pieces of coverage for picnic accessories, this resulted in ranking position 1 for 'picnic backpacks’ which has over 5000 searches a month

• Secured coverage in Good Housekeeping, The Independent, The Guardian, Evening Standard, The Telegraph, Stylist, BBC Good Food, Sheerluxe, House Beautiful, Cosmopolitan, GQ, Living Etc, Your Home, Real Homes

Responsibilities

• Implement omnichannel marketing campaigns - crafting strategies with wider team, including social, CRM, and PR to align marketing goals and plans across channels

• Planned and executed online events/workshops for influencers and press

• Planned and executed PR strategy in line with wider marketing campaigns

• Managed all BAU press activity-writing press releases, managing press and influencer relationships, selliing in stories to press, acting as brand ambassador and ensuring TOV was consistent across channels

• Secured coverage and links in credible publications - pitching to journalists and enhancing credibility, awareness and SEO performance through high quality backlinks

• Identify innovative ways of generating increased traffic to sites through collaborations, content creation, google trends, online/print coverage, partnerships, research, influencer outreach

• Key relationships with press and influencers across interiors and food industry

• Responsible for allocation of PR Budget and KPI's

Brand Marketing Officer - April 2019 - September 2019

De Montfort University

Achievements

• Confidently managed workload and client engagement of designers

• Co-ordinated and managed all degree design shows POS

Responsibilities

• Continuously developed brand through improving brand strategy and identifying new objectives

• Proofread all brand POS - ensuring TOV and copy was correct

• Efficiently managed all brand marketing/guidelines for the University

• Ensured smooth and efficient flow of information from client to designers

• High level of organisation through schedule creation and content calendars ensuring all deadlines were met

Marketing and Content Executive - December 2016-April 2019

Watches Of Switzerland Group Ltd-Watches Of Switzerland, Goldsmiths and Mappin & Webb

Achievements

• Managed, directed and delivered Goldsmiths campaign; reaching +2M YouTube views across 3 videos

• Directed and delivered Jamie Roberts Interview video series reaching 314k Facebook views

• Directed and delivered Mappin & Webb Lydia Millen campaign reaching 463K YouTube views

• Generated 112K YouTube views across 8 videos for a series of 'interview & gift guide watch series'

•Managed and delivered Watches Of Switzerland Influencer Event hosting David Gandy, Bill Prince, Jim Chapman and 9 influencers with potential reach of 800k from influencer content

Responsibilities

• Managed and executed multiple marketing, product campaigns and new store openings across social, PR, email, digital and print

• Managed multiple events - Efficiently planned and executed Mappin & Webb Lydia Millen campaign and influencer event, Watches Of Switzerland influencer campaign and event and Goldsmiths influencer event - responsible for all event planning admin and the running of events

• Managed the international 'Calibre' Content Hub website and project managed wider team. Responsibilities included leading the overall creative look, managing site maintenance, content strategy and editorial calendar

• Managed social media content, social calendar and reporting for Watches Of Switzerland - created content; wrote social and blog content, managed campaign photoshoots/videos, Instagram take-overs/product launches and photography selection

• Completed weekly trade, competitor reports and campaign wrap reports

• Raised PO’s and managed overall budget

Marketing Assistant - July 2016 - December 2016

Flannels

Achievements

• Assisted and styled AW16 photo shoot for Flannels Man, Pulp and USC

• Created numerous event concepts for new store launches-from social activity to event theme

• Created campaign concepts for Flannels and USC AW16

• Social coverage for store opening events

Responsibilities

• Managed social content and calendar

• Assisted on launch events and managed guest lists - produced event proposals for store openings

• Visual Merchandised all stores-created design ideas for seasonal window displays and POS

KLC

Certificate Residential Interior Design - Present

Fashion Retail Academy Styling

March 2019

London College of Fashion

Fashion Styling Short Course

December 2018

Anicca Digital Marketing Course

July 2018

Nottingham Trent University

BA (Hons) English Literature(2.1) 2013-2016