Susi Sinclair

As a brand consultant, designer and storyteller, I work with brands, agencies and like-minded creatives to create and launch brands throughout and beyond the UK, implementing strategic planning, design, content creation and ongoing marketing support.

Developing my network, I have converted connections into clients, managed relationships, pitched for work, presented concepts to clients, delivered and project-managed creative solutions including branding, print and digital design, directed photoshoots, supported clients, and sourced and managed freelance support.

Achievements:

• Developed a community of like-minded business owners through networking,

both face-to-face and online, leading to opportunities to work with brands

as prestigious as Glenmorangie and on-trend independents, including Bramble Bar, Seawolf Rum and Rapscallion Soda.

• Created and launched brands, including Cookie’s Dog Bakery, Basils Bar & Kitchen, Leonardo’s Italian Kitchen and Rapscallion Soda.

• During the pandemic, along with a friend and owner of StrEAT Events, we set up The Kind Kitchen, a community initiative to support the Scottish independent catering sector and to feed people in need during the first lockdown. Raising over £25,000 through corporate sponsorship, individual donations and an online raffle, we were able to pay local street food vendors to prepare fresh, healthy meals for people in need. In total, we delivered over 3,200 nutritious meals to foodbanks and charities throughout Scotland.

The key focus of my role was the delivery of branding, creative and marketing solutions for new and existing venues.

Understanding and delivering key trends within the industry, alongside customer profiling, was instrumental in the success of projects, as was the ability to work with different departments across the business including Marketing, Operations, Property and the Food & Drinks teams.

Achievements:

• Brand development and successful launch of West End venue The Gardener, a unique and intimate cocktail bar focusing on the industry trends of preminisation and sustainability. The project required close collaboration with the Drinks and Operations teams, identifying key audiences to develop a brand that would engage and inspire. Rolling out all collateral including menus, point of sale, signage, digital presence, and pre and post-launch marketing strategy and execution.

• Re-brand of The Scotsman Hotel, highlighting the up-market proposition, we focused on heritage and quality. Charged with managing the project as well as developing and rolling out the new brand, I managed weekly meetings, managing updates from the Operation, Food and Drink Directors reporting back to the COO and MD.

• Brand Development and project management of Spotlight cinema. Developed the over-arching brand strategy and look and feel for the venue, along with individual brands for each of the five screens, restaurant, cafe, bars and lobby area inline with the offer. Researched and compiled the successful planning application document. Project managed key stakeholders, reporting back to the COO and MD.

A wide-ranging and rewarding role, I was able to develop my leadership, collaborative and communication skills. Reporting directly to the CEO and Marketing & Sales Director, I was responsible with the overall creative strategy, and delivery, for the business.

Developing and pitching ideas to the CEO and Board of Directors based on business needs ensuring best practice, and preserving both Peter Vardy and manufacturer brand standards in all internal and external communications including B2B and B2C.

Achievements:

• Developed creative marketing and advertising responses to meet the long and short term strategic objectives of the business.

• Brought all creative work in-house, reducing agency spend.

• Managed all aspects of campaigns including ideation, briefing, scripting and creative direction spanning TV, radio, press advertising, customer and employee communications.

• Working with an external agency we successfully branded and launched the CarStore, Peter Vardy’s own used car dealership.

• Built and developed a team of print and digital creatives, encouraging collaboration within the team and the wider business.

• Implemented a training programme to help the team continue to deliver as the business transitioned to a more digital marketing focus.

• Contributed to strong team dynamic with creative and managerial excellence, demonstrating high integrity in the workplace.

• Advised and implemented legal requirements as specified by Trading Standards, RACC, Clearcast and FSA.