Nicky S.

Experience

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  Comair Limited

  Jan 1994 - Jan 1996

  Airline Reservation & Ticketing Consultant
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  South African Express Airways

  Jan 1996 - Dec 1999

  Senior Flight Attendant
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  Noventiq Seven Seas Technology

  Jan 2000 - Dec 2001

  Sales Assistant & Receptionist
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  Stepping Stones Nursery

  Nov 2014 - Jul 2015

  Branch Manager

  Maintain and enhance enrolment procedures and processes through the development and implementation of strategies to cultivate new student enquiries and by providing an efficient, informative and client responsive service to prospective families. Administration of student records and class enrollment. Manage nursery staff and resources. Administration of student tuition fees and invoices. Design and implement marketing materials for internal events.

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  British Orchard Nursery

  Sept 2015 - Jun 2016

  Registrar

  British Orchard provides a safe nursery environment for young children. The nursery chain operates all over the UAE with 25+ convenient locations in Abu Dhabi, Sharjah, Dubai, and the UK. These include prestigious government partnerships with Dubai electricity and water authority, the Municipality, Dubai Central Laboratories (DCL), and The Government Federal Authority for Human Resources (FAHR), Dubai Women’s College, the Department of Finance, and Ministry of Knowledge and Cultural Development. - Administration of student records and class enrolment. - Manage and maintain the student administration database system. - Administration of student tuition fees and invoices. - Design and implement marketing materials for internal events. - Providing an efficient, informative and client-responsive service to prospective families, new students and their families. Show less

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  Kids Academy Nursery UAE

  Aug 2016 - Jul 2021

  Marketing and Information Technology Manager

  Led strategic end-to-end integrated marketing strategy covering digital channels, paid and print media and events, partnership development, and customer engagement for a group of five nursery settings (approx. 500 children), driving business growth and strengthening customer trust.🔹 Strategic Partnerships & Growth- Built and managed B2C partnerships with parents through open days and events—positioning the nursery as a trusted early years partner.- Launched a referral-based brand ambassador programme—offering discounts for sibling enrolments and referrals, increasing customer retention and acquisition.- Strengthened market positioning by involving prominent Emirati families in key events, leveraging their influence to build credibility.- Established a B2B network with schools to secure smooth nursery-to-school transitions—boosting parental confidence and future enrolments.🔹 Corporate & Government Partnerships- Managed the Etihad Airways partnership with the Operations Manager—ensuring contract compliance and enhancing employee engagement.- Secured partnerships with ADNOC, Department of Health, and the Supreme Council for National - Security—providing nursery contracts and employee discounts.- Partnered with Vogue Fitness to offer additional value through exclusive membership benefits.🔹 Digital Strategy & Technology- Designed and launched a new website to enhance customer experience and lead generation—boosting engagement and conversions.- Implemented an EdTech SaaS platform to streamline parent communication and improve operational efficiency.- Managed contracts with IT and CCTV suppliers, ensuring compliance and enhancing security.🔹 Business Impact- Increased customer retention and acquisition through targeted B2B and B2C strategies.- Strengthened brand credibility and customer trust through strategic positioning and ambassador engagement.- Enhanced operational efficiency and customer satisfaction through technology-driven solutions. Show less

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  Barking Gecko

  Jan 2017 - Sept 2021

  Founder | Marketing Strategy Expert

  Undertook short-term, high-impact marketing and digital strategy projects to broaden expertise in varied sectors while maintaining a full-time role.𝗦𝘁𝗲𝗽 𝗯𝘆 𝗦𝘁𝗲𝗽 𝗡𝘂𝗿𝘀𝗲𝗿𝘆, 𝗨𝗔𝗘 | 𝗢𝗰𝘁 𝟮𝟬𝟮𝟬 – 𝗝𝘂𝗹 𝟮𝟬𝟮𝟭Implemented a custom CRM, increasing lead capture by 80% and conversions by 30%. Boosted engagement on owned channels by 20% through targeted content and social campaigns.𝗣𝗮𝗿𝗲𝗻𝘁 𝗔𝗽𝘀 (𝗘𝗱𝗧𝗲𝗰𝗵 𝗦𝗮𝗮𝗦), 𝗨𝗔𝗘 | 𝗢𝗰𝘁 𝟮𝟬𝟮𝟬 – 𝗝𝗮𝗻 𝟮𝟬𝟮𝟭Provided market insights for SaaS childcare platform expansion in the UAE. Shaped product messaging and digital content strategies, enhancing brand awareness.𝗜𝟲𝟭 𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻, 𝗠𝗮𝘂𝗿𝗶𝘁𝗶𝘂𝘀, 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗩𝗼𝗹𝘂𝗻𝘁𝗲𝗲𝗿 | 𝗝𝗮𝗻 𝟮𝟬𝟮𝟬 – 𝗔𝘂𝗴 𝟮𝟬𝟮𝟬Established the brand and digital presence, building the NGO’s first website. Guided audience segmentation and set long-term strategic and digital marketing goals.𝗙𝗮𝗿𝗮𝗷 𝗕𝗶𝗻 𝗛𝗮𝗺𝗼𝗼𝗱𝗮𝗵, 𝗨𝗔𝗘 | 𝗙𝗲𝗯 𝟮𝟬𝟭𝟴 – 𝗝𝘂𝗹 𝟮𝟬𝟭𝟴Designed and launched a corporate website, collaborating with key stakeholders. Improved site navigation and content strategy to reflect the brand’s market position. Show less

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  Faraj Bin Hamoodah

  Feb 2018 - Jul 2018

  Digital Marketing and Web Designer

  Established in 2010, Faraj Bin Hamoodah Holding is a family-owned private investment company headquartered in Abu Dhabi, and is a major stakeholder in the renowned conglomerate, Bin Hamoodah Group.- Designed, developed copy and content as well as launched their corporate website.- Met and collaborated with key corporate stakeholders during and after project launch.

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  I61 Foundation

  Jan 2020 - Aug 2020

  Strategic & Digital Marketing Volunteer

  𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝗮 𝗡𝗼𝗻-𝗣𝗿𝗼𝗳𝗶𝘁 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗜𝘁𝘀 𝗕𝗿𝗮𝗻𝗱, 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗿𝗲𝘀𝗲𝗻𝗰𝗲 & 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆Worked alongside the founder during the start-up phase to build the foundation for marketing, branding, and digital strategy, positioning the organisation effectively in the Mauritian NGO and funder market.𝗞𝗲𝘆 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻𝘀 & 𝗜𝗺𝗽𝗮𝗰𝘁:- 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗚𝗼𝗮𝗹 𝗦𝗲𝘁𝘁𝗶𝗻𝗴: Implemented a digital marketing strategy and guided the organisation in defining its long-term and medium-term marketing objectives.- 𝗧𝗮𝗿𝗴𝗲𝘁 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Identified and segmented funder and beneficiary profiles, increasing the match rate between NGOs and funders.- 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 & 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Designed and launched the organisation’s first website, ensuring credibility, visibility, and engagement.- 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻: Developed and optimised social media accounts, increasing brand awareness and engagement.- 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Helped position the foundation among Mauritian NGOs, funders, and community stakeholders.- 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸𝘀 & 𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴: Provided strategic guidance on structuring marketing efforts for long-term impact.💬 𝗙𝗼𝘂𝗻𝗱𝗲𝗿’𝘀 𝗧𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹:"𝘕𝘪𝘤𝘬𝘺’𝘴 𝘮𝘦𝘵𝘪𝘤𝘶𝘭𝘰𝘶𝘴 𝘢𝘵𝘵𝘦𝘯𝘵𝘪𝘰𝘯 𝘵𝘰 𝘥𝘦𝘵𝘢𝘪𝘭 𝘢𝘯𝘥 𝘴𝘰𝘶𝘯𝘥 𝘬𝘯𝘰𝘸𝘭𝘦𝘥𝘨𝘦 𝘰𝘧 𝘥𝘪𝘨𝘪𝘵𝘢𝘭 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘳𝘦𝘴𝘶𝘭𝘵𝘦𝘥 𝘪𝘯 𝘢𝘯 𝘦𝘧𝘧𝘦𝘤𝘵𝘪𝘷𝘦 𝘢𝘯𝘥 𝘳𝘦𝘴𝘶𝘭𝘵𝘴-𝘰𝘳𝘪𝘦𝘯𝘵𝘦𝘥 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺. 𝘏𝘦𝘳 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘢𝘯𝘥 𝘴𝘵𝘢𝘬𝘦𝘩𝘰𝘭𝘥𝘦𝘳-𝘧𝘰𝘤𝘶𝘴𝘦𝘥 𝘢𝘱𝘱𝘳𝘰𝘢𝘤𝘩 𝘦𝘯𝘴𝘶𝘳𝘦𝘥 𝘢 𝘴𝘶𝘤𝘤𝘦𝘴𝘴𝘧𝘶𝘭 𝘰𝘶𝘵𝘤𝘰𝘮𝘦. 𝘏𝘪𝘨𝘩 𝘦𝘯𝘦𝘳𝘨𝘺, 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘤, 𝘢𝘯𝘥 𝘥𝘳𝘪𝘷𝘦𝘯—𝘩𝘪𝘨𝘩𝘭𝘺 𝘳𝘦𝘤𝘰𝘮𝘮𝘦𝘯𝘥𝘦𝘥!" Show less

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  Parent

  Oct 2020 - Jan 2021

  Digital Marketing Specialist

  Parent, is a cloud-based SaaS platform service for the Early Years education sector. Parent childcare management software streamlines and improves childcare communication, administration, daily operations, staffing, HR and nursery finances, in a single, secure childcare management platform.• Provided expertise and insights into the childcare market in the UAE. • Curated product messaging used to market their SaaS platform and product development across digital channels.

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  Step By Step Nursery UAE

  Oct 2020 - Jul 2021

  Marketing Manager

  A childcare provider in Dubai, United Arab Emirates, providing early years education to children under 4 years of age, across 3 childcare centers.- Developed and implemented a marketing strategy and provided solutions for improving business processes and lead generation tactics.- Increased owned media engagement by 20%. - Designed and implemented a custom-made CRM to capture all leads from multiple channels, increasing lead capture rate by 80% and conversion rates by 30%.- Provided CRM analytics and insights into lead quality, quantity and lifecycle stage.- Implemented custom. designed lead generation forms for the website, increasing CTR by 60%. Show less

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  Blossom Educational

  Sept 2021 - Nov 2022

  Head Of Marketing (EdTech SaaS)

  Led end-to-end strategic marketing for a SaaS company in the Early Years sector, driving growth, lead generation, and brand engagement.🔹 Strategic Partnerships & Brand Positioning • Managed partnerships with industry organisations, strengthening brand credibility through joint collaborations. • Led tailored outreach and secured partnerships with large nursery groups, negotiating discount rates for multi-site contracts and driving customer retention. • Launched a brand ambassador programme with large nursery groups, positioning Blossom as a trusted industry leader through targeted interviews and joint content campaigns.🔹 Multi-Channel Growth & Lead Generation • Developed and executed a multi-channel lead generation strategy—driving a 20% increase in qualified leads through SEO, paid media, email nurturing, and events. • Implemented an SEO-driven content strategy that increased inbound traffic by 20% and improved search visibility. • Mapped and built customer journey touchpoints, launching email nurture campaigns to improve engagement and conversion rates. • Spearheaded the company’s expansion into the UAE—securing two major nursery group contracts (22 and 9 locations) within four weeks.🔹 Trade Shows & Event Marketing • Managed 12+ trade shows and digital events, generating high-quality leads and increasing brand awareness within the Early Years sector.🔹 CRM & Automation • Integrated HubSpot and CRM workflows to improve lead tracking, customer engagement, and follow-up efficiency. • Managed a £20K monthly marketing budget, optimising spending across digital channels to maximise ROI.🔹 Business Impact • Strengthened brand credibility and customer trust through strategic partnerships and thought leadership. • Increased market share and customer acquisition through targeted content and event-based engagement. • Enhanced customer retention and satisfaction through personalised outreach and improved lead management. Show less

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  South African Chamber of Commerce UK

  Nov 2022 - Jul 2024

  Digital Marketing Specialist

  𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 & 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗖𝗵𝗮𝗺𝗯𝗲𝗿Worked directly with the Chamber Chairman to enhance digital marketing, content strategy, and audience engagement. Led initiatives to increase visibility, strengthen community engagement, and position the Chamber as a thought leader within the UK–South Africa business network.𝗞𝗲𝘆 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀:- 𝗘𝗱𝗶𝘁𝗼𝗿 & 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗖𝗵𝗮𝗺𝗯𝗲𝗿’𝘀 𝗙𝗶𝗿𝘀𝘁 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 – Launched and grew subscriber base from 0 to 800 in two weeks, with a 37% annual increase.- 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗚𝗿𝗼𝘄𝘁𝗵 & 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – Developed and executed a content strategy, leading to a 48% increase in engagement.- 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿 & 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻 – Worked directly with the Chamber Chairman, aligning digital marketing efforts with strategic objectives. Show less

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  Genius Boards

  Dec 2022 - now

  Head of Marketing

  Genius Boards, part of the Constançon Group, provides governance and board evaluation solutions to help corporate leadership teams enhance governance effectiveness.Led strategic marketing, digital engagement, and product positioning initiatives, driving brand growth and industry visibility. Spearheading the transition of the board evaluation software into a freemium-to-premium SaaS platform to expand accessibility and increase user adoption. Key achievements:- Developed and implemented a digital marketing strategy, repositioning Genius Boards as a thought leader in governance and board evaluations.- Designed and launched a new website, improving UX and SEO, leading to a 30% increase in traffic and stronger engagement with governance professionals.- Built and executed LinkedIn content strategies, growing engagement by 70% and increasing newsletter subscribers by 80%.- Launched digital webinars and content marketing initiatives, strengthening industry awareness and brand credibility.- Developed strategic partnerships with governance professionals, industry leaders and governance software providers, driving collaborative opportunities.- Refined Genius Boards’ messaging, ensuring it resonates with company secretaries, board directors, and governance teams.Currently focussing on further developing strategic partnerships as a key driver of growth. This includes expanding collaborative opportunities with governance software providers and industry leaders to enhance market positioning and drive customer acquisition. 💡 The content below was developed as part of Genius Boards’ SEO and thought leadership strategy to:◾ Position Genius Boards as a leader in governance tools & board evaluations.◾ Increase brand recognition among company secretaries & governance professionals.◾ Grow website traffic, social media engagement & brand reach.◾ Educate prospects on governance challenges & the value of board evaluations. Show less

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  Valufin Limited

  Dec 2022 - now

  Head of Marketing

  Valufin, part of the Constançon Group, provides in-house forex treasury management solutions to help businesses mitigate currency risk.Collaborated directly with the CEO and Sales Teams to drive brand growth, digital strategy, and lead generation, with a focus on building strategic partnerships to extend market reach and drive customer acquisition. Key Achievements:- Redefined Valufin’s positioning, transforming its messaging from a service-based consultancy to a data-driven treasury partner.- Developed and executed a full-scale digital marketing strategy, integrating SEO, content marketing, and LinkedIn engagement to attract high-value prospects.- Designed and launched a new website, optimising UX, increasing site traffic by 50%, and improving lead conversion paths.- Led thought leadership initiatives, publishing SEO-driven industry insights that strengthened credibility among CFOs and finance leaders.- Implemented CRM workflows, streamlining lead tracking and improving engagement.- Executed targeted digital campaigns, increasing brand visibility, client acquisition, and inbound engagement.Currently focusing on nurturing strategic partnerships as a key driver of growth, strengthening relationships with industry leaders and financial platforms. Expanding collaborative opportunities to enhance market positioning, increase customer acquisition, and drive long-term value through joint initiatives and targeted outreach.💡 The content below was developed as part of Valufin’s SEO and thought leadership strategy to:◾Position Valufin as an industry leader in forex risk & treasury solutions.◾Increase brand visibility through SEO, social media, PR & partnerships.◾Engage CFOs, finance directors & treasury professionals with high-value content.◾Drive website traffic, social media engagement & brand awareness.◾Educate prospects on forex risk & in-house treasury solutions. Show less

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  Ninety Days Ltd

  Apr 2023 - Aug 2024

  Digital Marketing Consultant

  𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝗮 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 & 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗮𝗻𝗰𝘆 𝗕𝘂𝗶𝗹𝗱 𝗜𝘁𝘀 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻Worked directly with the founders to establish essential marketing frameworks and infrastructure to support brand growth and lead generation. Focused on strategy, execution, and digital transformation to enhance visibility and positioning.𝗞𝗲𝘆 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻𝘀 & 𝗜𝗺𝗽𝗮𝗰𝘁:- 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗜𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 & 𝗖𝗥𝗠 𝗜𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Set up Pipedrive CRM, streamlining lead tracking and client management.- 𝗦𝗘𝗢 & 𝗟𝗲𝗮𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Laid the groundwork for an SEO-driven content strategy, ensuring long-term discoverability and inbound lead generation.- 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 & 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Led brand positioning efforts and managed the website strategy to align with the company's transformation-focused mission.- 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴: Defined key touchpoints and engagement strategies, optimising the client experience from awareness to conversion.- 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗘𝘃𝗲𝗻𝘁𝘀 & 𝗔𝘀𝘀𝗲𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Designed brochures, digital assets, and event materials, enhancing brand credibility and engagement. Show less

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  The WI (National Federation of Women's Institutes)

  Mar 2024 - now

  Marketing Volunteer

  𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝗮 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗚𝗿𝗼𝘂𝗽 𝗘𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵 𝗜𝘁𝘀 𝗕𝗿𝗮𝗻𝗱 & 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗣𝗿𝗲𝘀𝗲𝗻𝗰𝗲Volunteered to design and develop the branding, website, and digital assets for The Women’s Institute (Anchor Group WI), a community hub supporting women across Nuneaton, Bedworth, Bulkington, Ansty, Shilton, and Fillongley.𝗞𝗲𝘆 𝗖𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻𝘀 & 𝗜𝗺𝗽𝗮𝗰𝘁:- Brand Identity & Logo Design: Created a distinctive and community-focused brand identity, including logo design and visual assets.- Website Development & Content Creation: Designed and built the official website, ensuring a user-friendly experience while crafting engaging, community-driven content.- Graphic Design & Digital Assets: Developed custom graphics and marketing materials to enhance brand visibility across social media and promotional channels.💡 Empowering local women’s communities by creating a strong brand presence and digital identity. Show less