Karina Hicks (FCIM)

Experience

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  Wolf Garden Ltd

  Nov 2006 - Dec 2009

  Marketing Manager

  Responsibilities included:• Overseeing the development, design and execution of all UK marketing and communication activities for both B2B and DTC customers, including content development, online and face-to-face events, direct mail and Ecommerce.• Managing new product launches and go-to-market campaigns.• Managing a team of 6 product merchandisers and developing engaging retail point of sale solutions (including product packaging and display stands).• Quarterly presentations at different European destinations to senior management.• Carrying out all aspects of PR for the UK division (organising product testing, writing and distributing press releases, holding press days, organising events, entering awards).• Sourcing new channels of distribution and managing key B2B accounts, such as Homebase, Focus and Wyevale garden centres.• Developing key sales enablement collateral to help support prospects on their journey through the sales funnel. Show less

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  Educ8 Ltd

  Dec 2009 - Dec 2018

  Head of Sales & Marketing

  Responsibilities included:• Overseeing an entire re-brand, including redefining company vision, values and positioning, as well as customer segmentation, brand identity and tone of voice.• Managing the development of a new website which resulted in a 64% increase in web conversions.• Responsible for developing new business and partnership opportunities to support the achievement of business objectives.• Leading a team of 20+ marketing and business development colleagues.• Coordinating all digital and ATL marketing activities, reviewing performance and ensuring continuous improvement.• Creative and PR agency management.• Complete budget management and reporting. Show less

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  The Royal Mint

  Dec 2018 - Jun 2023

  Head of Marketing Precious Metals

  Responsible for building the entire marketing function for the Precious Metals business unit at The Royal Mint. Designed and implemented the divisional marketing strategy which resulted in record-breaking revenue achievement in FY 22/23. Responsibilities included:• Recruiting and retaining a team of digital and customer marketers from the ground up.• Establishing a marketing strategy to facilitate the growth of the business unit whilst ensuring alignment to the prestigious brand- the oldest brand in the UK.• Optimising Ecommerce to drive customer acquisition.• Overseeing the merchandising of precious metals product displays to increase footfall in key retail establishments.• Overseeing the customer insights, product and proposition functions.• Identifying and managing performance of key agencies.• Complete budget management and reporting. Show less

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  Cardiff Business School

  Jun 2021 - now

  LOM Advisory Board Member
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  Alcumus

  Jun 2023 - now

  Marketing Director

  Responsible for creating and implementing the organisation’s marketing strategy, ensuring content and campaigns are relevant for the company’s target audiences, and driving ambitious lead generation and revenue growth targets. Other responsibilities include:• Implementing a new Account Based Marketing (ABM) programme to target key B2B clients.• Spearheading a calendar of activity to support demand creation and lead generation, including; content development, webinars, roundtables, face-to-face events, email marketing and paid and organic social media strategies.• Leading a team of 10 marketing professionals and fostering a culture of motivation and accountability.• Collating and analysing market, competitor and customer insight and using it to inform activity.• Managing a calendar of content and campaigns and reviewing performance by channel to ensure continuous improvement.• Overseeing product and proposition development and go-to-market strategies.• Identifying, negotiating and managing strategic partnerships that align to organisational goals.• Total budget management and reporting on ROI. Show less