REAL BUSINESSES. REAL RESULTS.
A selection of the work I’ve been involved in.
Case Studies
Every business I’ve worked with has been different – different size, different sector, different challenges, different starting point. What’s consistent is the approach: understand the business properly, work from data, think commercially, and focus on outcomes that actually matter.
The case studies below represent some of the work I’m most proud of because they demonstrate what’s possible when marketing is taken seriously and given proper strategic direction.
The role: Internal Marketing Manager
The context: Kents Cavern is one of Devon’s most significant visitor attractions, a prehistoric cave system with a rich history and a growing events programme. I spent years in the internal marketing manager seat, responsible for the full marketing function including social media, analytics, traditional advertising, email campaigns, website management, partnerships, events marketing and agency oversight.
What I worked on:
Driving general public visitation: The tourism, leisure and visitor attraction market is not an easy one at the moment. The cost of living crisis presented a real problem in that consumers are having to choose cheap or free leisure activities. However, in most months we were able to increase visitor numbers and/or revenue YOY by increased marketing and strategic pricing and promotion strategies in off-peak times.
Events marketing and seasonal campaigns: Kents Cavern’s events programme (including Santa in the Caves, Cave Cinema, and Carols in the Cave) became a significant revenue driver during my time there. Santa in the Caves consistently sold out. Cave Cinema attendance improved dramatically, reaching 80% capacity across a six-week run. Carols in the Cave showed meaningful year-on-year growth.
New revenue stream development: One of the most commercially significant projects I was involved in was developing a dedicated coach company sales channel for Santa in the Caves. By Spring 2025 this new channel had already accounted for 30% of total ticket sales – a significant head start that forecasts a complete sell-out well in advance when combined with general public sales. This was a genuine business development initiative (identifying an untapped audience, developing the proposition, and executing the outreach) not just a marketing campaign.
Tripadvisor performance: During my time at Kents Cavern the attraction achieved the number one ranking for things to do in Devon on Tripadvisor – a reflection of sustained reputation management, review generation strategy and the quality of the visitor experience we were promoting.
Industry recognition: Kents Cavern won the Best Group Friendly Attraction award at the Group Travel World awards – an accolade that reflects both the quality of the product and the effectiveness of the group travel marketing activity.
Partnership development: I developed and managed partnerships with accommodation providers, complementary attractions, and local businesses, building referral relationships and collaborative promotional opportunities that extended reach beyond what paid advertising alone could achieve.
Full marketing function management: Day to day this involved managing social media channels, monitoring and acting on analytics, coordinating with external agencies, maintaining brand consistency across all channels, writing website content and blog posts, managing email campaigns and handling traditional advertising including print and outdoor.
The headline results:
- Santa in the Caves – consistently sold out
- Cave Cinema – 80% capacity across six-week run
- Coach company channel – 30% of Santa ticket sales by Spring 2025, forecasting complete sell-out
- #1 thing to do in Devon on Tripadvisor
- Best Group Friendly Attraction – Group Travel World Awards
The role: Campaign Marketing Support
The context: National Conveyancing Week is an annual awareness and celebration campaign for the conveyancing profession. I supported the 2024 campaign which ran from December 2023 through to the official campaign week in March 2024.
What I worked on:
Social media management: I managed the National Conveyancing Week social media channels for the duration of the campaign – planning and publishing content to build awareness, drive engagement and grow the campaign’s reach within the conveyancing community. This involved creating a content calendar, sourcing and creating content, and managing the channels consistently across the full campaign period.
Promotional supporter boxes: I sourced and arranged the campaign’s promotional supporter boxes, the physical branded packages sent to participating firms and sponsors. This involved supplier research, procurement, logistics coordination and ensuring everything arrived correctly and on time. A behind-the-scenes but commercially important element of making the campaign feel premium and well-organised.
Sponsor and supporter administration: I assisted with the administration of sponsors and supporters from managing communications, coordinating commitments and making sure all parties had what they needed to participate effectively in the campaign.
Website management: I managed the campaign website throughout updating it to promote webinars, events, and campaign activity as the programme developed. Keeping the website current and accurate across a multi-month campaign with multiple moving parts requires organised, consistent attention.
The role: Annual Conference Marketing Support — since 2022
The context: Bold Legal Group is a membership organisation for conveyancing professionals. I have supported their annual conference for five consecutive years, providing social media coverage on the day and, from this year, paid advertising support to drive ticket sales.
What I worked on:
Live social media coverage: On conference day I manage Bold Legal Group’s social media channels in real time, capturing and sharing key moments from sessions, speakers and networking throughout the day. The goal is twofold: creating a sense of energy and community for those attending, and generating genuine FOMO for those who didn’t come – making next year’s event feel unmissable.
This kind of live event social media requires quick thinking, good editorial judgement, and an understanding of what an audience finds compelling versus what’s just noise. After many years I know the Bold Legal Group audience well and understand what resonates with them.
Paid advertising: 2025-26 marked the first year of running paid advertising to support conference ticket sales. The results have been apparent – ticket sales are currently running a month ahead of the same point last year, representing a meaningful improvement in the commercial performance of the event.
This is a particularly encouraging early result given it’s the first year of paid ads for this event, the data gathered this year will inform increasingly effective campaigns in future years.
The headline results:
- Years of consistent conference support
- Ticket sales running one month ahead of prior year – first year of paid advertising
The role: Sales & Marketing Manager (among several roles over a decade-long tenure)
The context: I spent over a decade at the Riviera International Centre across a variety of roles — with a dedicated period in sales and marketing following a head office takeover that brought new commercial focus to the membership operation. The centre is a significant leisure, fitness, and events facility serving the Torbay area.
What I worked on:
Membership growth: My primary commercial focus in the sales and marketing role was growing the leisure membership base. This involved identifying and developing lead generation opportunities, managing leads through a CRM portal, conducting sales meetings and membership consultations, and converting enquiries into members.
Campaign management: I executed marketing campaigns created by head office, adapting them for the local market and bringing them to life through internal marketing, point of sale materials, banners, posters, and in-venue displays. Getting the physical environment to work as a marketing channel, so that every member and visitor encountered consistent, compelling messaging, was an important part of the role.
Sales process development: Beyond the marketing activity I was actively involved in the sales conversation – meeting prospective members, understanding their needs and presenting the membership proposition. This gave me a perspective on the full customer journey from awareness through to conversion that purely marketing-side experience doesn’t provide.
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