JOANNA WELCH

1 Park Street, Cirencester, Gloucestershire GL7 2BX | H: 01285 671 628 | M: 07767 416 092 | jo.welch@decoltd.com

Visionary Marketing & Brand Director who is a high-energy, results-oriented leader with a proven industry track record working across a diverse portfolio of brands in the luxury lifestyle, medical, B2B, retail, heritage, fashion and art industries.  An articulate communications professional with over 20 years’ experience, who excels in forming strategic alliances with synergistic brands and the media to effectively align with and deliver key business objectives.  A keen business strategist with strong commercial knowledge who delivers excellent results in an increasingly competitive and ever-evolving marketplace.  An infectiously positive and confident person who is passionate about delivering excellence through strong team leadership and stakeholder relations.

EXPERIENCE:

06/2016 to present

Head of Cotswold Airport Events Ltd – Cotswold Airport – Cirencester, Glos

Brief to take over the running of this company, one of three in the group, and representing the only growth potential for the overall business.  Took it from a year-on-year loss to impressive profit in year 1.  Positive growth and development continues.  At first tasks included development of new website, showreel, brochure and marketing materials; reactive management of incoming queries from potential clients.  Phase two was proactively marketing the business, generating new revenue and managing large events as a result, including major international car launches and TV film crews.  Also created key new business initiatives including obtaining a wedding licence and marketing weddings at Cotswold Airport; and the creation of one of the area’s largest festivals, the Cotswold Airport Revival Festival.  Overall successfully raising the profile of the whole group of companies through a strong B2B and B2C PR strategy. 

05/2009 to 05/2016

Director – Deco Living Media – Cirencester, Glos

Six years spent running own small lifestyle PR agency with clients including Cotswold Airport, Cirencester Park Polo Club, The British Museum Co; Pippa Paton Design; Ashleigh & Burwood; the British Equestrian Federation in the run up to the 2012 Olympics; Mylands Paints; Broadleaf Timber; Digitex; Jo Jo Glass; artist Mark Humphrey; Rapture & Wright; Flintstone Bespoke Kitchens; Parlour Farm; The Arabian Tent Co; choreographer Reuben P Joseph; singer songwriter Haula.

07/2008 to 04/2009

Temporary Consultant Head of PR – Rigby & Peller – London

Temporary contract to advise on PR strategy and devise a strategic plan of activity following appointment of new Marketing Director and company re-shuffle. Worked with David and June Kenton (founder owners).  Coordinated press fashion show, worked with managers of retail outlets for regional PR programmes, and liaison with national press for all PR activity.

02/2003 to 06/2008

Freelance Healthcare Account Director – 2020PR – Longcot, Oxon

Management of healthcare clients including Health Perception; DJO Orthopaedics; and Allimax.  Projects included consumer market research surveys of drugs; designing, writing, coordinating and marketing of consumer health magazine; medical press event with leading orthopaedic surgeon at BMA; consumer and B2B PR; designing strategy.

12/2001 to 01/2003

Account Director – Halpern Associates – London

Management of home interest and lifestyle brands including Lalique, Liberty, Andrew Martin and the Interior Designer of the Year Awards, Roundhouse, Soane and Thorp Design. Intensive press liaison and reporting; design of press event themes; work on events such as the first International Interior Designer of the Year Awards at the V&A Museum.

08/2000 to 11/2001

Senior B2B & Healthcare Account Manager – Charlton Communications – Wantage, Oxon

B2B PR management of clients including Logistix Kids Worldwide, Bishops Move removals firm, and Solvay Healthcare.  Work included Board level marketing strategy for Logistix Kids; market research and press reporting; press events; exhibition stand management; PR strategy design for Bishop’s Move, national, trade and regional; consumer healthcare case studies in the national newspapers for Solvay.

07/1999 to 07/2000

Corporate PR Executive – Safeway Stores – Hayes, Middlesex

Writing and issuing company statements regarding live news issues, and crisis PR; dealing with high turnover of daily media calls; organising filming in-store; liaison with national, trade and regional press, print and broadcast.

06/1998 to 06/1999

Marketing Communications Manager – Arthur Sanderson & Sons Ltd – Uxbridge, Middlesex

Management and development the PR and advertising function within the marketing department following a company restructure.  Responsibilities: Work with the Board on company strategy and communication; design and implement promotional calendars for all business areas including retail, trade and export; manage roll out of concessions within Homebase; recruit in-house PR team to handle reactive PR and press product & photography loans; appointment and management of advertising agency for seasonal campaigns; design pro-active PR strategy; all exhibition work, including Decorex; media and market research; organisation of sessonal AW and SS press launches; internal PR; crisis PR.  Major project undertaken with Price Waterhouse Coopers to re-align the

brand and prepare for sale of the business.

01/1998 to 05/1998

Account Manager – Camron PR – London

Accounts included Kelly Hoppen, The Source, The Pier, John Wilman Fabrics & Wallpapers, and BBC Good Homes Show.

Responsibilities: Input to annual client strategies and PR calendar of activity; management of ‘high profile’ client; input to new business pitches; intensive media liaison; leading client meetings.

02/1995 to 12/1997

PR & Marketing Manager – Fired Earth – Banbury, Oxon

Work directly with the founder and CEO, Nicholas Kneale to develop the PR function and raise awareness of the brand and its diversification into new product lines.  Projects included monthly reporting to the Board; international press trips; London press launches; photography styling and brochure design; writing releases; designing new systems and management of new IT systems; daily reactive press liaison; events sponsorship; recruitment of new PR team; and management of advertising agency.

CORE ACCOMPLISHMENTS:

Cotswold Airport Events Business Growth:

Took on the running of one of the three groups in the Cotswold Airport Company, ‘Cotswold Airport Events Ltd’, and turned it round from a loss-making business to significant profit in just year 1.  Achieved this by developing a brand identity; all marketing materials and showreel;  worked on building client database and relationships; created one huge new annual festival, ‘The Cotswold Airport Revival Festival’; and organised a civil ceremony licence for the venue and launched wedding services.

British Museum Co Charity PR Campaign:

Designed and launched the first ever PR campaign for the British Museum Company, the commercial retail arm of the British Museum, which is a charity. The campaign has resulted in continually increasing UK and international media awareness amongst key Editors, print and broadcast; and press coverage, from product placement PR through to strategic press features and major events and launches.

Agent and advisor to WWI Centenary Artist with Royal British Legion:

Artist Mark Humphrey was commissioned by the Royal British Legion to create a series of WWI Centenary art installations. These included the headline giant Centenary Soldier in perspex obilisk in Trafalgar Square. The role included designing and leading the PR campaign, intensive advisory meetings with the Artist and his makers on the development of the works, management of the Artist himself, hosting meetings with wealthy collectors, dealing with international suppliers, and the delivery of press materials.

Spearheaded new consumer division of an established trade brand:

Mylands is 3rd generation family-run, royal warrant holding, paint manufacturing business, and is famous amongst the trade supplying paints for film and TV sets including James Bond, Harry Potter and Downton Abbey.  Mylands is also the oldest British paint manufacturer and its paints are of a superior quality to any others on the market. The role was to launch a new consumer paint range by Mylands, called ‘Colours of London’. This involved every aspect of the launch, from organising location photography and doing the art direction / styling; designing and booking a national advertising campaign; design and roll out of the whole PR strategy, including a series of key Editor one-on-one’s; and professional advice on all product and marketing developments. The press campaign achieved £1,641,349.00 worth of editorial coverage in the first year.

Creation of first ever National Trust licensed kitchen collection:

Existing client, bespoke kitchen manufacturer Parlour Farm, delivered a brief to position the brand as market leader, raising the profile above the more household known brands. The solution to the brief was delivered through the proposal of an alliance with the National Trust, as a synergistic, famous brand with a vast customer base, by the design of a licensed National Trust Kitchen Collection. The exclusive rights to design and retail this concept were signed and sealed, with an launch campaign for press with celebrities.  The role included work on the inspiration and design of the actual range itself, all the PR strategy and marketing materials.

The Deco Affair:

Conceive and launch the new concept event The Deco Affair – a fusion of fashion and interiors. A unique and highly impressive styled press event, which was a free press launch for hand-picked brands and ran entirely off sponsorship. Brands were invited to bring their products to launch to the press – press were invited to come and view more than 50 brands’ launches under one roof at a glittering event. The event ran for two years and partnered with Quintessentially, who sponsored the venue space. Key highlights included Patrizia Gucci using the event to unveil her brand new interiors collection; over 150 journalists in attendance; and celebrity endorsement.

British Museum Fashion shows:

Design and management of the first ever jewellery fashion shows to be held on behalf of the British Museum Company in the galleries of the Museum.  One hosted with celebrity jeweller Nicky Butler and fashion icon Barbara Hulanicki; and the other with Carol Woolton, Jewellery Editor of Vogue. Both events very well attended by both press and celebrities. Co-ordination of every aspect of each event and generation of sponsorship for champagne, fashion stylists, models and invitations were part of the role.

Freelance journalism for the national glossy homes & interiors magazines:

Frequently published freelance journalist, who has written for most of the glossy homes magazines, featuring house case studies. This involved styling each photo-shoot, interviewing home owners, research and copy writing of 3 to 6 page features.

KEY SKILLS:

Social media strategy; budget management; competitor market analysis; staff management; commercial opportunity identification; business development; public presentations; event management; communication on all levels.

EDUCATION:

1989 – 1991 West Oxfordshire Technical College, Witney

A’ levels: English, Biology, and Mathematics

1987 – 1989 Burford School, Burford

GCSE’s: Mathematics, English Literature, English Language, French, German, Biology, Human Biology, Chemistry, Physics, Drama and History (all ‘A’s and B’s).

1985 -1987 Our Lady’s Convent, Abingdon

1983 – 1985 St. Gabriel’s Secondary School for Girls, Newbury

INTERESTS:

Animals and countryside, learning to fly, psychology, law, science, medicine, music, organisation of events, photography styling, interior design, history, words and language.

PERSONAL INFORMATION:

Date of Birth: 06 March 1972

Marital Status: Single, 2 children aged 12 and 15

Driving License: Full clean

Health: Good

REFERENCES:

(References Are Available On Request – also see testimonials: http://www.decoltd.com/testimonials.html)