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Strategy & Planning

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She leads all the marketing comms at CI Group, building full-funnel plans that map closely to the user journey, from first awareness to conversion. A big part of her role is creating audience journeys and bespoke frameworks, different stories, for her audience. She takes ownership of research, analysis, strategy, and planning to ensure campaigns are driven by real insight.

When she first joined CI Group, there was a clear gap between Business Development and Marketing. She set out to change that, starting with deep research into the agency’s core audience — C-suite executives and CEOs within the IT Channel and retail sectors.

To build a stronger connection, she collaborated closely with the CEO and Head of Sales, bringing internal teams together to align communication strategies. Through this, she helped develop targeted campaigns designed to generate real demand throughout the whole business (6 agencies).

Always-on funnel content strategies and pipeline

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Market Trend Analysis

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Account-Based Marketing strategies

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<p>She has spent the past two years honing her craft in Account-Based Marketing (ABM), specialising in building highly targeted strategies. Below is an overview of how she pitched her ABM strategies to the leadership and management team, securing buy-in to implement the approach in the following quarter.</p>
<p>The IT Channel is a complex sector to penetrate, with key audiences like Microsoft, HP, and Adobe — each presenting hundreds of different personas. Her task was to work closely with the sales team to define and create the ideal target personas.</p>
<p>She focused on reaching high-value prospects by building channel-specific journeys across organic social media, paid campaigns, email marketing, and web touchpoints.</p>

<p>Understanding that different personas require different engagement at various stages of the buyer journey, she carefully mapped out the types of content, messages, platforms, and touchpoints that would resonate most at each stage of the funnel.</p>
<p>To align everyone — from sales and account management to leadership — around a clear strategy, she developed a detailed marketing playbook. This annual plan ensured every team was working towards a common goal, using coordinated messaging and tactics to move prospects from awareness through to conversion.</p>

<h2 style="white-space:pre-line;text-align:right">Global localisation workflows across EMEA &amp; MERT markets for Apple.</h2>

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<h2 style="white-space:pre-line">Long-term Planning</h2>
<p>She builds long-term content plans shaped around business priorities, timed to deliver impact when it matters most, and organised into IP libraries that teams can activate, repurpose, and rely on.</p>
<p>At CI Group, where six specialist agencies work together to serve clients, she plays a lead role in aligning marketing efforts across all teams. Using the company's websites, social channels, sales networks, events, PR, and content platforms, she carefully plans and maps out the marketing calendar.</p>

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As CI Group's lead for creative and PR strategies, she is responsible for generating campaign ideas, content strategies, and briefs, which are then distributed across the different departments for activation.

A key part of her strategy is identifying and leveraging important "moments" — mapping out major trade shows, events, and industry opportunities where CI Group is either hosting, attending, or participating. She works with the creatives & developers, to create impactful content or digital activations. She also works closely with PR teams to secure speaker opportunities, ensuring that the CI Group brand is seen and heard in the places that matter most, right at the heart of where their target audience lives and engages.

MVG

Strategy & Planning

Account-Based Marketing strategies

Global localisation workflows across EMEA & MERT markets for Apple.

Long-term Planning