Amy Cassidy
Beckenham
Summary
Commercially focused PR and Communications leader with 20+ years' experience delivering brand strategy, high-impact campaigns, and business growth across B2B and B2C PR sectors including property, placemaking, retail, fashion, hospitality, lifestyle and construction.
Proven track record in strategic communications, stakeholder engagement, media relations, and team leadership, combining senior-level consultancy expertise with hands-on entrepreneurial experience. Founded, scaled an independent coffee brand within 12 months through strong brand positioning, community engagement, and commercial management.
Known for building trusted client relationships, leading high-performing teams, and driving innovative campaigns that deliver measurable commercial impact. Thrives on leading new project development and solving complex business challenges, bringing a proactive, solutions-focused approach that drives innovation and measurable business and commercial impact.
Overview
17
17
years of professional experience
Work History
Founder & Owner
Loki Coffee
02.2025 - 05.2026
- Successfully built and sold the business, driven by strong commercial performance and brand equity
- Delivered 44% revenue growth within the first 5 months, maintaining strong upward trajectory
- Conceptualised, launched, and scaled an independent coffee brand within a 3-month timeframe
- Established strategic partnerships with ethical and specialty suppliers, including Brighton-based roastery Small Batch Coffee, enhancing product quality and brand reputation
- Led brand creation, collaborating with designers to deliver a cohesive Scandi-inspired identity and customer experience
- Created and managed Loki Coffee's social media presence on Instagram, driving brand awareness and customer engagement
- Recruited, trained, and managed a full team ahead of launch
- Developed local community engagement through events and creative collaborations, fostering strong customer loyalty and brand visibility
Senior Public Relations Consultant (Freelance)
03.2024 - 02.2025
- Advised clients on strategic PR initiatives, enhancing brand positioning and communication effectiveness
- Facilitated campaign development, media engagement, and brand storytelling to strengthen client narratives
- Created press materials for news releases, newsletters and speeches to reflect clients' brand and key messages
Teaching Assistant (Part-Time)
Churchfields Primary School
03.2024 - 02.2025
- Led small-group learning sessions in Maths and reading, adapting communication styles to suit different learning needs and abilities
- Provided 1:1 support for SEN pupils, building patience, empathy, and tailored approaches to individual development
- Supported teachers across Reception (EYFS) and Year 1 (Key Stage 1) classes, helping to create an engaging and positive learning environment
- Supported delivery of classroom activities and resources, enhancing student engagement and facilitating progression
- Enhanced coaching, behavioural management, and interpersonal skills through hands-on educational support
- Pursued part-time Teaching Assistant role alongside freelance consultancy to explore education as a long-term career path and develop mentoring, communication, and leadership skills
Associate Director / Senior PR Consultant
Aver PR
London
04.2014 - 02.2024
- Led strategic communications for major clients across placemaking, property, retail, hospitality and construction sectors
- Drove new business growth, increasing retained clients and contributing to a 25% uplift in turnover
- Developed and executed high-impact campaigns, securing national media coverage, thought leadership opportunities, and speaking engagements
- Built and maintained relationships with leading property owners, developers, and asset managers across the UK and Ireland
- Managed and delivered successful events and launches for placemaking clients and retailers
- Played a key role in scaling an award-winning B2B PR consultancy over a 10-year period
- Directed team development and training initiatives, fostering collaboration and boosting team morale
- Streamlined internal processes to enhance output and collaboration, contributing to a more efficient work environment
- Attended networking events and raised profile through speaker opportunities and opinion pieces
- An award-winning B2B PR consultancy
PR & Communications Consultant (Freelance)
02.2012 - 07.2012
- Led integrated PR campaigns, enhancing brand visibility and engagement, including Summer 2012 campaign for Bluewater
- Managed cross-channel activities, ensuring cohesive messaging across social, digital, and traditional media platforms
- Built and maintained relationships with key stakeholders, including media, community leaders, and industry influencers
Account Director
Klein O'Rorke
London
09.2009 - 01.2012
- Delivered integrated campaigns encompassing events, media relations, and brand partnerships to maximise audience engagement
- Managed high-profile activations featuring celebrity appearances and broadcast media, increasing brand visibility
- Led consumer PR for Bluewater, enhancing brand perception as a premier retail and lifestyle destination
- Provided client support for all media and strategic PR initiatives
Education
HND Fashion Promotion & CAD - Fashion Promotion & CAD
Northbrook College
WorthingA-Levels - English Literature, Psychology, General Studies
Hove Park Sixth Form
Hove8 GCSEs - C and above
Hove Park School
HoveSkills
- Business growth strategies
- Strategic planning and decision-making
- Stakeholder and client management
- Campaign strategy and execution
- Public relations and communications leadership
- Brand partnerships and collaborations
- Event management and delivery
- Budget and P&L management
- Networking and industry engagement
- Team building and training
- Creative problem solving
Accomplishments
- Founded, scaled, and successfully exited a consumer brand within 12 months
- Delivered sustained revenue growth in both agency and entrepreneurial environments
- Instrumental in scaling a PR agency and increasing turnover by 25%
- Secured high-profile media coverage and brand partnerships across global campaigns
- Led major brand launches, events, and experiential activations
Custom Section
Shaftesbury Capital, Hammerson, Lendlease, CBRE Investment Management, The Mercers' Company, The Yards (Covent Garden), Seven Dials, Angel Central, Bullring & Grand Central, Victoria Square (Belfast), RED Construction, P- THREE (Leisure agents), Levi's, Converse, Calvin Klein, PUMA, adidas, GANT, Pepe Jeans London, Paul Costelloe, Quiksilver, Silhouette Eyewear, Sky, Mars
Websites, Portfolios and Profiles
https://www.linkedin.com/in/amy-cassidy-b369b514/
Projects
- Bluewater Christmas Campaigns & Fashion Campaigns
- Calvin Klein Campaigns (Underwear, Jeans, Eyewear)
- PUMA Global Campaigns & Collaborations
- Sky HD x Designer Collaborations (Preen, Giles Deacon, others)
- Sienna Miller / Pepe Jeans Campaign
Timeline
Founder & Owner
Loki Coffee
02.2025 - 05.2026
Senior Public Relations Consultant (Freelance)
03.2024 - 02.2025
Teaching Assistant (Part-Time)
Churchfields Primary School
03.2024 - 02.2025
Associate Director / Senior PR Consultant
Aver PR
04.2014 - 02.2024
PR & Communications Consultant (Freelance)
02.2012 - 07.2012
Account Director
Klein O'Rorke
09.2009 - 01.2012
HND Fashion Promotion & CAD - Fashion Promotion & CAD
Northbrook College
A-Levels - English Literature, Psychology, General Studies
Hove Park Sixth Form
8 GCSEs - C and above
Hove Park School