AMY CASSIDY
Kent
Summary
Innovative professional with extensive PR and Communications experience in creating strategic campaigns and communicating with all media. Expert in identifying and managing PR opportunities. Seeking to leverage strategies to build awareness and thought leadership.
Experience across B2C lifestyle, fashion and B2B sectors encompassing placemaking, property, retail, leisure and hospitality. Strong client relations experience and new business expertise.
Extensive experience in all aspects of team management, development and internal communications. Introduction of new internal processes to streamline outputs and increase productivity.
Highly motivated, results-driven and always thriving on a challenge.
Overview
24
24
years of professional experience
Work history
Senior Public Relations Consultant
Aver PR
London, United Kingdom
2023.01 - Current
Associate Director/Consultant
Aver PR
London, United Kingdom
2014.04 - 2024.01
- Worked for over a decade to help build a strong team within an award-winning B2B PR and Communications Strategy Consultancy
- Specialised in placemaking, property, retail, residential, leisure and hospitality sectors, instrumental in securing new business for the company over the years and developed established relationships with leading property owners and asset managers in London and across the UK and Northern Ireland
- Developed successful strategic campaigns for new retail developments, whilst ensuring clients were at the forefront of the news with in-depth opinion pieces, editorial and panel/podcast appearances
- Promoted continuous improvement by problem-solving and sharing suggestions to optimise team operations
- Led on training and development for the growing team and led on HR and internal comms for the business
- Improved efficiency and productivity by acquiring new skills
Freelance/Maternity Leave
Freelance
2012.08 - 2014.03
PR and Communications Consultant
Freelance
2012.02 - 2012.07
- Account Director on Bluewater consumer PR team
- Planning and implementing Summer 2012 campaign at Bluewater and Glow events venue
- Liaised with the Social media agency and in-house marketing team to create an integrated campaign to maximise opportunities within local, national and online media
Account Director
Klein O'Rorke
London
2009.09 - 2012.01
- Role included leading on all aspects of the consumer PR for Bluewater, Kent, and being instrumental in the launch of Glow, Bluewater, a brand new events venue
- Highlighting Bluewater as a fashion, leisure and events destination
- Working directly with individual retailers and exhibitors (Glow) to promote Bluewater's wider offer within consumer, national and local media
- Developing and implementing brand and social media strategy, managing and organizing launch events, celebrity book signings/appearances and hosting broadcast media
- Working on trade PR stories for the retail assets, including Bluewater, Meadowhall and Liverpool ONE.
Freelance
BelieveEve
Brighton, United Kingdom
2009.08 - 2009.09
- Launched a brand new social networking website dedicated to fashion, trade and consumer press, increasing awareness and the number of members joining the network ‘Storesociety.com' (retail and consumer)
- Secured feature opportunities within consumer, national and broadcast media
Account Director
Modus Publicity
London, United Kingdom
2007.10 - 2009.07
- Led a team for all PUMA sportswear UK press including lifestyle and designer collaborations of the label
- Additional clients included Calvin Klein Eyewear, Calvin Klein Swimwear and Underwear and Earnest Sewn Jeans; developed brand strategies for each season to encompass both niche and international events whilst managing budgets and expenses allocated; negotiating exclusive features with target press
- Managed and organised events for all brands; grew and maintained strong client relationships; managed and developed two teams comprising of six people across different accounts.
Freelance
Ketchum
London, United Kingdom
2007.08 - 2007.10
- Worked with Adidas to launch their new collection ‘Techfit Off-Field
- Generated news stories, features and product placement with key lifestyle and national media; supporting the exclusive release of Sky HD Designer Box range
- Negotiated interviews with the designers and product placement across trade, specialist, fashion and national titles
Account Director
Chase PR
London
2004.05 - 2007.08
- Successfully grew and developed within the busy fashion PR Agency from Account Manager to Account Director managing a team of twelve people
- Responsibilities included: team building and individual support whilst encouraging brand awareness and highlighting opportunities within key titles
- Management, development and promotion of all clients
- Working on and attending new business pitches.
Senior Account Executive
Brandnation PR
London, United Kingdom
2002.04 - 2004.05
- Worked with the fashion department to promote men's, women's and children's fashion brands
- Wrote seasonal/additional press releases; using digital photography and Adobe Photoshop to create press materials
- Created content for a seasonal magazine and managed the photoshoot
- Budget management
Deputy Showroom Manager
Exposure PR
London, United Kingdom
2000.04 - 2002.03
- Strong organisational skills enabled the smooth running of the department carrying over ten leading brands
- Daily press appointments led to a strong contact base covering all publications, working with freelance journalists and celebrity stylists
- Weekly and monthly administration and reports for individual account teams and close monitoring of press samples
- Strong communication skills
Education
HND Fashion promotion and CAD -
Northbrook College
Worthing, West Sussex 09/1997 - 07/1999
Gap Year – A Level - Psychology
Brighton Technical College
Brighton, Brighton and Hove3 A' Levels English Lit, Psychology, General Studies - undefined
Hove Park Sixth Form
8 GCSE's at Grade C and above -
Hove Park School
Brighton, Brighton and HoveGNVQ Intermediate - People in Business -
Hove Park Sixth Form
Brighton, Brighton and HoveSkills
- Strategic planning
- PR Specialist
- Established media contacts
- Strong client relations
- Executive team leadership
- Stakeholder engagement
- Thought leadership
- Strategic corporate guidance
- New Business
- Budget management
- Social media content creation
- Website management
- Event management
- Collaborative working
Accomplishments
- Alongside the founder, was instrumental in building Aver PR into the award-winning business that recently celebrated its 11th anniversary
- Supported and developed the team and successfully promoted from within
- Secured new business and increased retained clients and company turnover by 25%
- Developing internal processes to streamline the business _ Expenses,Holiday etc
Custom
Key Projects:
- Opening of Glow, Bluewater (April 2010 - December 2011)
- Bluewater Christmas Light Switch On Events (November 2009 - 2011)
- Bluewater AW11 Fashion Campaign (September 2011)
- AW09 Calvin Klein Underwear and Jeans campaign (June 2009)
- 'Classics' collection Sunglasses launch by Calvin Klein Eyewear (April 2009)
- PUMA Central Saint Martins Ducati Launch /Catwalk show (Feb 2009)
- PUMA Reality Bag 2 Launch/PUMAVision (December 2008) – Secured attendance of key editors from Wallpaper, 10 Magazine and Dazed and Confused and pre-negotiated features for the Miami launch and brand. Syndicated features to sister publications in Europe
- PUMA Sergio Rossi Collaboration (June 2008) - Launched the new collaboration in Milan to key press and generated news stories and product placement in a controlled and targeted strategy
- Luke Wilson/Puma Golf Autumn/Winter 2008 Collection, LA (February 2008)
- PUMA/ Volvo Ocean Race – FHM photoshoot and press trip to Boston, syndicated globally within FHM titles in Germany, Croatia, India and Lithuania generating a total editorial value of £600,000 (May 2008)
- Sky HD collaboration with designers Giles Deacon, Preen, Jonathan Saunders, Gareth Pugh and Basso & Brooke- securing an interiors feature in the Saturday Times for Preen and Sky HD box (Sept 2007)
- Jean-Michel Cousteau / GANT( January 2006)
- NME Awards Product Placement and Big Brother 7 for Dunlop Green Flash (2006)
- Sienna Miller / Pepe Jeans London campaign launch (Spring/Summer 2006)
- Silhouette sponsorship of Julien Macdonald catwalk show (April 2005)
Timeline
Senior Public Relations Consultant
Aver PR
2023.01 - Current
Associate Director/Consultant
Aver PR
2014.04 - 2024.01
Freelance/Maternity Leave
Freelance
2012.08 - 2014.03
PR and Communications Consultant
Freelance
2012.02 - 2012.07
Account Director
Klein O'Rorke
2009.09 - 2012.01
Freelance
BelieveEve
2009.08 - 2009.09
Account Director
Modus Publicity
2007.10 - 2009.07
Freelance
Ketchum
2007.08 - 2007.10
Account Director
Chase PR
2004.05 - 2007.08
Senior Account Executive
Brandnation PR
2002.04 - 2004.05
Deputy Showroom Manager
Exposure PR
2000.04 - 2002.03
HND Fashion promotion and CAD -
Northbrook College
09/1997 - 07/1999
Gap Year – A Level - Psychology
Brighton Technical College
3 A' Levels English Lit, Psychology, General Studies - undefined
Hove Park Sixth Form
8 GCSE's at Grade C and above -
Hove Park School
GNVQ Intermediate - People in Business -
Hove Park Sixth Form