Caroline Adams

Specialist independent marketing consultancy working with ambitious businesses to lead and drive key marketing transformation projects. Ultimately helping businesses see improved results and increased outputs from their marketing investment and efforts. Bloom in Marketing works with businesses of all sizes and across industry and sector where the common aim is to assess, understand and ultimately change the process and plans which drive the impact of their marketing efforts. The purpose of our work is the same regardless of the client, size or current marketing set up....we work to help clients understand and deliver plans to get more out of their marketing. Current Clients include: Twycross Zoo, Halfords Retail, Toiletry Sales LTD, Circus Starr Services include: -Marketing Audits and Transformation Reports -Marketing Strategy and Planning -Marketing Transformation Leadership and Change Management -Marketing Procurement Services -Marketing Capability, Skills and Resourcing Reviews -Marketing Operations Reviews

Appointed and engaged by the COO and Executive Board to review and transform the marketing strategy and plan, with a view to supporting and driving the growth of visitor numbers to a million visitors over the next few years. Key outputs and responsibilities include: - conducting and presenting a full market audit highlighting opportunities and threats - creation of a new marketing strategy and plan aligned to the organisations vision - review of the marketing capability, skills gap and resources with full 3 year plan resourcing and recruitment provided - leading and guiding the ongoing delivery of marketing plans and adapting accordingly to ensure the commercial objectives are always hit without compromising vision or values. 2018 Visitor Numbers +15% YOY, 2019 on track for double digit growth

Part of the BCU Visiting Lecturer Talent Pool and delivering teaching in various modules including marketing principles and strategy, digital marketing, content strategy and communications planning.

Flagship attraction in the global Merlin Entertainment Group. Alton Towers Resort includes the iconic Theme Park, 4 Hotels, the Waterpark and various secondary attractions. • Led and managed the Consumer Marketing Team of 12 people, including the Brand Team, Digital Team and Revenue Team • Developed and led a fully integrated campaign, including large TV spend, for the launch of the extended CBeebies Land and the new CBeebies Land Hotel for 2017 season opening • Ownership of 3 - 5 year marketing strategy, driving research and producing proposals and board papers for new large scale CAPEX • Complete ownership and management of A&P budget • Developing marketing activity to aid consumer reassurance and speed up recovery of brand metrics and visitor numbers – being implemented through 2017 season • Worked to successfully secure the Resort’s biggest on pack promotion with Carex for summer 2017 including ATL investment. Responsible for nurturing and developing all other strategic partners including the BBC

Easyfundraising.org.uk is a fast growing, profit making, tech business using affiliate marketing to turn retailer commissions into donations for over 1 millions users and their chosen good causes across the UK. • Lead marketer across the business, reporting directly into the board. • Directed and managed all marketing functions including: Marketing Planning and Insight, Content Planning and Production, CRM, Search Engine Marketing, Social Media, Brand Development, Mobile Strategy, Paid Media and Conversion/Ux. • Created a marketing department from scratch. From 1 FTE in 2012 to 13 FTE in 2015 plus agencies. Led all recruitment, change management and agency relationships. • Led a full brand review resulting in revised brand values, new visual identity (including pattern portfolio for build of new responsive site) and realignment of marketing activity and content strategy • Developed a clear mobile strategy to protect revenue including leading marketing efforts for development of iOS and Android apps.

• Reporting directly to the Marketing Director and leading the campaign team to deliver all major integrated campaigns and tactical ATL activity across; TV, digital channels, printed media, radio, PR, direct mail, in store activity • Extensive experience managing broadcast media and TV production. Including creative concept briefing, script development, adherence to BCAP code and approvals, all stages of production and media planning, buying and auditing. •Budget responsibility of £10 million per annum and management of substantial campaign and cross functional teams. •Reviewing market and customer insight to help inform, shape and challenge the development of propositions for services and retail. Creating and developing a customer centric annual campaign plan that will deliver both communication and commercial • Developing award winning campaigns: Winner of Direct Marketing Gold Award 2011 for ‘Cheeky Hats’ campaign for erectile dysfunction, and winner of Marketing Week Direct Marketing award 2012 for ‘Turn back your risk of diabetes’ campaign. • Owner of marketing agency relationships, including agency reviews, pitches, contract negotiations and development, inter agency relationships.

* Led a full review of the Lloydspharmacy brand, resulting in a repositioning 'Lloydspharmacy - Your Local Health Authority' to 'Lloydspharmacy - Healthcare for Life', new visual identity and marketing launch activity. *Developing and owning the annual marketing communications plan for healthcare business to ensure it supported the company vision, objectives and brand ambitions. *Agency management and conducting agency reviews and repitching for media buying, creative and production.

Working solely and directly with Marks & Spencer to understand the marketing needs of 20 specially selected stores each year and to develop and implement bespoke marketing plans. Liaison with Marks & Spencer in house marketing teams and agencies to deliver ontime and on budget activity Reviewing marketing plans periodically against KPI's and proposing changes as required Managing a team of Local Marketing Executives

Selected through University milkround for one of 12 places on their graduate scheme from over 2500 applicants. Completed a series of 6 months placements across the business from customer marketing team to e commerce team.

Study of the application of scientific and mathematical principles across all management disciplines as well as providing a thorough grounding in all management functions including marketing management, HR, corporate law and accounting.