James Lakie

Experience

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  VisitScotland

  Aug 2002 - Aug 2003

  Work Experience - Assistant Press Officer
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  VisitScotland

  Jun 2005 - Nov 2013

  Enjoyed a decade of success within Scotland’s national tourism agency; acquired in-depth awareness of Scotland’s political, economic and social landscape while proactively and reactively fostering positive and timely media coverage.Key achievements• Led PR activity for the film, ‘Brave’ for premieres in Edinburgh and LA; PR activity was shortlisted for awards with the CIPR Pride Awards 2012 and Corp Comms 2012 award.• Developed and delivered an account management system for media contacts.• Account managed VisitScotland Business Tourism Unit and International Marketing teams by providing PR support and managing teams to deliver PR coverage.• Achieved over 300 pieces of coverage, including TV, radio, satellite, online and print as Consumer PR Executive. • Forged, maintained and nurtured key internal/external relationships globally, including influential Scottish media.• Seconded to ‘The Gathering’ PR team to deliver vital PR support for one of Homecoming Scotland’s flagship events.• Managed PR for industry’ “Oscars”, the Scottish Thistle Awards; secured considerable coverage nationally, regionally and with trade press.• Part of the team responsible for securing and promoting The Ryder Cup at Gleneagles. Show less

  • Senior National Corporate Press Officer

    Jan 2012 - Nov 2013

  • Consumer PR Executive

    Oct 2009 - Jan 2012

  • National Corporate Press Officer

    Oct 2006 - Oct 2009

  • External Relations Executive

    Jun 2005 - Oct 2006
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  Zed Communications

  Dec 2013 - May 2014

  Senior PR Manager

  Appointed as Senior PR Manager for the multi-awarded marketing communications agency, Zed Communications and was responsible for developing and delivering communications strategies for a raft of new clients.Key achievements• Developed and built a media database of contacts across the UAE and the Middle East.• Was responsible for launching Sohar Port & Freezone, a key development for the Omani economy.

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  Shamal Communications

  May 2014 - now

  Translated ambitious vision into strategic plans to deliver both short- and long-term growth, making a sizeable impact on profitability and the enhancement of operational standards while managing accounts across verticals including real estate, facilities management, security, technology, healthcare, tourism and hospitality, e-commerce, finance and trade event PR.Key achievementsð Initiated, developed and implemented innovative Omni-channel communications strategies for B2B and B2C clients in line with business objectives.ð Leveraged market insights and industry understanding to create compelling narratives and brand story.ð Provided strategic direction for C-suite level stakeholders, decision-makers and high-profile clients to achieve PR objectives.ð Implemented and designed digitally-led campaigns to strengthen results and increase brand visibility. ð Navigated complex cultural and socio-political sensitivities in a conservative landscape to maintain brand image.ð Established deep-rooted and mutual relationships with key media personalities in the MENA region.ð Offered direction and strategic advice on internal and crisis communications messaging for key clientsð Developed and executed PR strategy for a range of internationally recognised events including sporting fixtures, awards ceremonies and trade shows.ð Demonstrated in-depth analytical and strategic ability in support of operational and procedural planning.ð Monitored and minimised expenditure in line with client objectives and budgets.ð Led stakeholder media trainingð Utilised a motivational leadership style to engage and inspire a multifunctional team to promote a focus on organic growth.ð Reduced staff attrition through active employee engagement, training and performance management. Show less

  • General Manager

    Dec 2016 - now

  • Account Director

    Feb 2016 - Dec 2016

  • Senior Account Manager

    May 2014 - Feb 2016