Guste Kelly

Leading the strategic and day-to-day marketing direction for the Marine Foundations business line at Acteon. Working closely with teams across Menck’s global markets to support business growth, strengthen market presence, and deliver integrated marketing activity aligned to commercial priorities. Responsible for marketing strategy, brand positioning, campaign delivery, stakeholder engagement, and budget management, while continuing to collaborate with the wider central marketing team across digital, events, content, and customer engagement. A hands-on and strategic role focused on building stronger market visibility, supporting growth opportunities, and working closely with the business to help shape what comes next.

Senior global marketing role within Acteon’s central commercial team, leading integrated, multi-channel campaigns. I own end-to-end campaign strategy and execution for Geo-services and Marine Foundations business lines, translating complex technical portfolios and commercial objectives into clear, compelling narratives that drive engagement, behavioural change, and measurable ROI. Key responsibilities include: -Defining campaign frameworks and value propositions across multiple business lines. -Developing and delivering integrated media, digital, PR, and communications strategies. -Leading ‘digital-first’ campaigns across the full buying cycle, from awareness through to qualified lead generation. -Partnering closely with various stakeholders within the business- technical authorities, service leads and senior stakeholders to align marketing activity with business priorities. -Owning campaign messaging, storytelling, and narrative development across global audiences. -Driving insight-led decision making through audience research, performance analysis, and optimisation. -Managing campaign budgets, evaluating ROI, and continuously improving effectiveness. -Overseeing agencies, copywriters, and designers to ensure brand consistency and high-quality execution.

Reporting straight into Executive Director of Global Marketing, I am responsible for overseeing and executing strategic marketing initiatives, product launches/milestones, and digital campaigns on a global scale. Improved NPS scores and introduced a better measurement framework. Worked closely with 9 different departments and led 2 new vehicle launches globally with limited resources. Ran high calibre marketing campaigns to hit company targets. Introduced detailed budget tracking, customer funnels and increased efficiency which resulted in millions of pounds savings in 2024. Responsible for £30M+ budget and allocation for various marketing projects.

Responsible for the development of content and campaigns that drive engagement and conversions. Analysis of the performance of content and campaigns using key metrics, generate insights and reports to optimise future strategies. Produced new car content for all global marketing needs. Launched Lotus Tik Tok account which became the fastest growing automotive account on the platform overtaking the biggest competitors. Delivered Lotus biggest partnerships so far - Norwich City FC; High Performance Podcast; British Cycling

Responsible for coordination and implementation of content across Lotus channels to support a number of key themes, product launches and events. Provided suppport on asset curation, review and implementation for OEP channels. Worked with the social media team to create and schedule engaging activities. Coordinated the marketing communications launch and asset calendar. Supported with coordination of creative agencies for launch requirements. Helped to manage our sponsorship and partnership activities, and help to develop engaging content for these partners.

Support for two C Suite directors and their teams- Sales and Marketing. Responsible for building and maintaining loyal, long-term customer relationships through effective account management. Monitoring and evaluating teams, identifying and targeting opportunities for improvement. Managed high-performing teams to deliver quality customer service and stable profits. Tracked KPIs to drive profitability and target delivery. Generated business, cost and employee reports to management. Developed and implemented budgetary and resource allocation plans. Researched business opportunities with new and existing customers, notifying sales team to follow up.