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Asale Kalake

Asale Kalake

Darlington,United Kingdom

Summary

Experienced professional with a Master of Arts in Creative Writing, strong background in content strategy, creative copywriting, and campaign planning. Proficient in Adobe Creative Suite, and various content management systems to drive effective internal and external communications. Skilled in social media management tools, data analysis & reporting, search engine optimisation, and HTML.

Overview

12
12
years of professional experience

Work history

Head of Office – Economic Crime

His Majesty’s Revenue and Customs
Newcastle upon Tyne, UK
10.2024 - 03.2025
  • Drafting press releases and external announcements, providing editorial guidance and ensuring clear, persuasive communication
  • Partnering with the Deputy Director and senior leadership to shape strategic messaging that supports key priorities and builds awareness of business goals
  • Crafting content for internal newsletters, intranet articles, executive announcements, and social media posts
  • Providing media relations counsel to senior leadership, ensuring messaging supports with both regional and global objectives
  • Collaborating with external PR agencies to coordinate campaigns and ensure messaging is consistent with HMRC’s objectives
  • Leading integrated marketing initiatives to drive visibility and trust, ensuring alignment with corporate objectives
  • Overseeing content strategy and digital media presence to promote transparency and accountability in corporate operations
  • Preparing high-impact reports and briefings for executive leadership and government bodies to support decision-making and the communications strategy

Policy Adviser – Corporate Tax

His Majesty’s Treasury
Darlington, UK
01.2024 - 10.2024
  • Managed content creation for high-profile events such as the National Budget Speech, ensuring all messaging aligned with corporate and ministerial
  • Edited communications for diverse audiences, including speeches, and policy briefings for senior civil servants and Ministers
  • Developed a strategic communications plan to enhance internal and external engagement and brand awareness
  • Developed content strategies for social media, designed to enhance awareness and understanding of corporate tax policies
  • Worked collaboratively with policy teams, press offices, and senior leaders to ensure consistent and effective communication across all channels
  • Prepared media briefings and talking points for senior officials, supporting their engagement with press and external audiences
  • Provided editorial oversight for corporate tax policy materials, ensuring they were both technically accurate and accessible to non-specialist audiences
  • Developed actionable steps for portfolio diversification, bringing about healthier investments.
  • Conducted detailed market research, resulting in well-informed investment strategies.

Higher Executive Officer – Caseworker

Disclosure and Barring Service
Darlington, UK
05.2021 - 05.2023
  • Collaborated with creative teams and external agencies to deliver content for flagship campaigns, ensuring that this supports the organisational strategy
  • Tracked media performance and provided regular analysis to senior leadership, using insights to inform future strategy
  • Supported major internal communication initiatives by drafting engaging content for intranet updates, presentations, and employee bulletins
  • Advocated for customer-centric communication, ensuring content enhanced customer understanding, improved accessibility and engagement
  • Provided editorial guidance to colleagues, ensuring high standards of clarity, inclusivity, and readability across all media

Marketing Manager

Sainsbury’s
London, UK
01.2018 - 05.2020
  • Developed and implemented integrated marketing strategies to drive sales, increase brand visibility, and enhance customer experience
  • Led multi-channel content creation, overseeing social media campaigns, digital advertising, and brand storytelling initiatives
  • Conducted market research and data analysis to drive business decisions and tailor marketing strategies to consumer behaviour
  • Collaborated with cross-functional teams to ensure seamless execution of branding efforts across all touchpoints
  • Bolstered customer base through targeted direct email marketing campaigns.
  • Optimised ad spend through strategic pay-per-click campaign management.
  • Streamlined internal processes to enhance efficiency in the marketing department.

Communications & Community Development Manager

Travel for Impact
Maun
02.2017 - 10.2017
  • Led corporate social responsibility initiatives to support broader organisational objectives to enhance community engagement and increase brand visibility.
  • Developed and executed comprehensive media relations strategies to increase visibility of programmes and initiatives across the tourism industry
  • Developed content strategies for internal and external audiences across web, social media, newsletters, and press releases
  • Wrote and edited creative content that told compelling stories, aligned with brand voice, and supported overall marketing strategy
  • Created multimedia content, including infographics and videos to enhance storytelling and audience engagement
  • Built and maintained relationships with regional and international media, securing coverage in mainstream and specialist outlets
  • Drafted press releases, by-lined articles, and content for digital platforms, ensuring messaging aligned with organisational priorities
  • Monitored media coverage and compiled media activity reports for internal stakeholders and donor reporting
  • Responded to reactive media inquiries, protecting and enhancing the organisation’s reputation while ensuring compliance with regulatory and donor requirements

Human Resources Manager

Lead Masters Holdings
Kazungula
01.2015 - 11.2015
  • Representing the company during labour hearings and industrial court
  • Training staff, conducting performance reviews that include KPI’s and targets
  • Implementation of best labour practices and managing staff welfare issues
  • Supervising staff within the HR department
  • Developed company culture with regular staff engagement activities.
  • Communicated HR updates to staff, keeping employees operating under consistent framework across organisation.
  • Served as liaison between business divisions to facilitate communications.

Poverty Eradication Project Officer (Temporary)

Ministry of Local Government and Rural Development
Maun
01.2014 - 06.2014


  • Managed communications and advocacy campaigns for community development projects.
  • Writing detailed reports that formed part of the Botswana Cabinet meetings
  • Conducted stakeholder engagement initiatives to align projects with government priorities and community needs.
  • Implementated and evaluated poverty eradication projects within Ngamiland
  • Improved project efficiency by monitoring progress and making necessary adjustments.
  • Monitored financial expenditures of the project, ensured budget adherence.
  • Identified potential risks, mitigating impact on project timeline.
  • Conducted stakeholder meetings such as community Kgotla meetings, improved understanding of project requirements.

Communications & Brand Coordinator

National Express
Birmingham, UK
02.2007 - 12.2013
  • Spearheaded branding initiatives and corporate communication strategies to reinforce the organisation’s positioning
  • Managed internal communications to foster a cohesive corporate culture and enhance employee engagement
  • Oversaw content creation and brand consistency across digital and print media platforms.
  • Monitored competitor activities; adjusted branding strategy to maintain competitive edge.
  • Assisted in budget planning; ensured cost-effective allocation of resources towards branding efforts.
  • Ensured adherence to legal guidelines during promotion and advertising activities, safeguarding company reputation.

Journalist

University of Botswana, UB Magazine
Gaborone
04.2005 - 05.2006


  • Wrote feature articles, enriched the magazine's variety of content.
  • Developed captivating headlines to attract readership.
  • Crafted compelling narratives from raw data, stimulated reader interest.
  • Documented proceedings at council meetings for transparency in governance.
  • Pitched innovative story ideas regularly, contributed to editorial planning.
  • Edited and proofread written content to maintain high editorial standards.

Health Promotion Assistant

University of Botswana, Health and Wellness Centre
Gaborone
02.2005 - 05.2006
  • Organising weekly health talks for the university community
  • Topics covered issues such as HIV/AIDS, alcohol abuse, poverty and domestic abuse
  • Developed innovative promotional materials for effective public outreach.
  • Conducted market research to understand consumer preferences and trends.
  • Mobilising and training schools in the region on social and health matters
  • Boosted brand awareness by organising promotional events and campaigns.

Education

Master of Arts (with Merit) - Creative Writing

Teesside University
Middlesbrough

Bachelor of Arts (Honours) - Sociology

University of Birmingham
Birmingham

Skills

  • Microsoft Office Suite
  • Adobe Creative Suite
  • Content Management Systems
  • Social Media Management Tools
  • Data Analysis & Reporting
  • Search Engine Optimisation
  • Basic HTML Knowledge
  • Internal Comms Platforms
  • Creative Copywriting
  • Content Strategy
  • Internal Communications
  • External Communications
  • Campaign Planning

Personal Information

Date of birth: 02/03/86

Work availability

Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
morning
afternoon
evening
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Languages

English
Fluent
Setswana
Fluent
French
Intermediate

Quote

Innovation distinguishes between a leader and a follower.
Steve Jobs

Timeline

Head of Office – Economic Crime

His Majesty’s Revenue and Customs
10.2024 - 03.2025

Policy Adviser – Corporate Tax

His Majesty’s Treasury
01.2024 - 10.2024

Higher Executive Officer – Caseworker

Disclosure and Barring Service
05.2021 - 05.2023

Marketing Manager

Sainsbury’s
01.2018 - 05.2020

Communications & Community Development Manager

Travel for Impact
02.2017 - 10.2017

Human Resources Manager

Lead Masters Holdings
01.2015 - 11.2015

Poverty Eradication Project Officer (Temporary)

Ministry of Local Government and Rural Development
01.2014 - 06.2014

Communications & Brand Coordinator

National Express
02.2007 - 12.2013

Journalist

University of Botswana, UB Magazine
04.2005 - 05.2006

Health Promotion Assistant

University of Botswana, Health and Wellness Centre
02.2005 - 05.2006

Master of Arts (with Merit) - Creative Writing

Teesside University

Bachelor of Arts (Honours) - Sociology

University of Birmingham

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Asale Kalake