Aisha Edwards

Played a key role in Public Relations, working closely with Club Med's PR agency on a weekly basis to execute media strategies, curate promotional deals, and coordinate press outreach. Managed and hosted media and influencer visits, curated itineraries, delivered press materials, and ensured alignment across all journalist communications.
• Assisted with PR gifting campaigns, helping source, prepare, and distribute bespoke gift packages to media and influencer contacts to support campaign launches and brand awareness.
• Attended marketing events and press gatherings, representing the brand and building strong relationships with industry professionals—demonstrating excellent networking and interpersonal skills.
• Oversaw the development, review, and approval of all PR content and collateral, ensuring consistency with brand messaging and global guidelines.
• Collaborated with the social media team to write and approve Facebook content, and recommended creative assets and taglines for campaigns to align with brand tone and marketing goals.
• Actively contributed to the planning and execution of a new marketing campaign, collaborating across departments to deliver creative and impactful communications.
• Worked across both B2B and B2C channels, adapting strategies and messaging for travel agents, partners, and direct consumers.
• Headed the complete redesign and relaunch of Club Med's B2B travel agent website, managing a cross-functional team to enhance user experience, design, and functionality. Maintained the Travel Agents portal, ensuring accurate and engaging content tailored to the UK and Nordic markets.
• Learned and operated the back-end booking system, gaining valuable insight into the customer journey and reservation process.
• Took initiative in building a sustainability portfolio for the UK market, aligning communications with Club Med's global CSR strategy.
• Supported the launch of new resorts and opening weeks by reviewing complex Excel trackers to ensure pricing, package information, and offers were accurately aligned across systems.
• Handled customer complaints and assisted with professional, brand-aligned responses, gaining direct experience in customer service and reputation management.
• Gained in-depth knowledge of DerbySoft, managing integrations for key partners such as Thomas Cook and British Airways, and trained internal staff on platform use.
• Conducted a full competitor analysis of Club Med's European resorts and competitors to support strategic planning.
• Assisted in the planning and coordination of resort launch events, supporting logistics and guest experience.
• Organised and conducted interviews for my successor, leading the recruitment and selection process.

Key Achievements:
• Developed excellent communication skills across internal teams, external partners, PR agencies, and customers—adapting tone, style, and message depending on audience.
• Strengthened media relations and PR capabilities by working directly with a top-tier PR agency, managing visits, content, weekly campaign planning, and gifting strategies.

Played a central role in coordinating press coverage, including securing a feature in the Financial Times, and supporting media outreach that led to high-quality editorial exposure.

• Worked with a wide range of influencers across TikTok and Instagram, helping develop content concepts, gifting strategies, and campaign briefs to align with brand messaging and reach targeted audiences.

• Built strong relationships with journalists and creators, ensuring tailored experiences that translated into authentic, on-brand content and positive press coverage.
• Demonstrated leadership and project management by heading the B2B website redevelopment, training teams on new systems, and leading sustainability and DerbySoft initiatives.
• Played a key role in customer satisfaction and product alignment during launch periods through detailed Excel analysis and operational oversight.
• Contributed to the brand's online presence through copywriting, social media content management, and strategic asset and tagline recommendations.
• Represented the brand at marketing events, building strong industry relationships and showcasing excellent networking skills.
• Awarded Employee of the Month for proactively learning and mastering DerbySoft and a newly implemented booking system ahead of a major sales launch—ensuring the platform operated smoothly and customers experienced a seamless booking process during a high-pressure, time-sensitive period.

Pioneered and designed social media marketing through the platform TikTok to increase

online presence for the company. The TikTok now has a following of 14.4k followers and

344.3k likes since September 2021. In addition, developing, creating and editing videos to

increase exposure as well as gain more clientele from the UK.

• Attending a client sales meeting across a multi-cultural group. Allowing me to expand my

understanding and values of various cultures, whilst breaking down language barriers.

Attended several client meetings. I was asked to listen and contribute my ideas which added

value to both current upcoming projects by offering a different perspective to the client

(Board Meeting funded by a Government Agency).

● I attended a meeting with a representative of a client's legal department, where I gained a

great insight into the importance of achieving all the client's needs. However, as I was

subject to an NDA I am unable to discuss the outcomes in any detail.

● I conducted research to collate content for a social media client. I gathered information from

several sources, including the client to understand their aims, objectives and target market

for their social media page enabling me to put forward specific ideas for their business to

grow their online presence.

● I participated in a mini workshop to scope out and establish a brand for a new potential

business venture. Partaking in this workshop gave me an understanding of the importance of

branding, marketing and risk taking in order to achieve profitability. The key to identifying

the major unique selling points (USP) along with the direction the business wanted to take to

achieve success was communication.

Trusted with key responsibilities including opening and closing the store, managing till operations, and ensuring accurate end-of-day cashing up
• Built strong and lasting relationships with customers, consistently delivering high-quality, attentive service in line with the brand's premium image
• Operated booking, ordering, and payment systems with accuracy and efficiency to ensure a smooth guest experience
• Recognised for leadership potential and offered a supervisor role within three months, reflecting strong performance and trust from management
• Proactively supported both management and the wider team during peak periods, helping to maintain seamless service and resolve issues quickly

Working as part of a team on large Club events such as Christmas lunches, Socials and

Society events exposed me to the importance of organisation between staff ensuring a

seamless service. This was achieved through effective communication between my

colleagues and myself, which was vital to the success of these operations. I believe this

experience has enhanced my social skills and taught me to be patient and persistent when

working with challenging and difficult clientele