Harriet McGuire Smith
Birmingham
Summary
I am a driven marketing professional with flair for strategic campaign planning, bringing strong analytical skills and exceptional communication abilities. Capable of managing projects and people to deliver innovative and creative campaigns and ready to drive impactful marketing initiatives that enhance brand visibility and growth.
Overview
7
7
years of professional experience
Work history
Marketing manager
Sampad South Asian Arts and Heritage
Birmingham
2021.12 - Current
- Lead the planning, delivery and reporting of marketing and communications campaigns for a nationally recognised South Asian arts and heritage charity.
- Define campaign objectives and KPIs and develop plans across paid and owned channels - including social media, email, content management, PPC, print and outdoor advertising.
- Plan and manage campaign budgets, ensuring cost‑effective media buying.
- Create clear briefs for designers, partners and suppliers, overseeing delivery and ensuring all activity is aligned to the organisation’s brand.
- Led a full brand transformation, redefining Sampad’s positioning, visual identity and tone of voice to reflect its contemporary cultural leadership and diverse audiences.
- Leading the development of an organisation-wide audience development plan, using market and audience insight to analyse our existing audiences, identify opportunities to engage new groups and develop targeted strategies to increase participation.
Marketing executive
Daisy Communiacations
Birmingham
2020.08 - 2021.12
- Led the marketing campaigns for Reward Mobile, the consumer brand of Daisy Communications, driving lead generation, acquisition and retention with digital campaigns and CRM management.
- Owned the planning and execution of paid campaigns across social, email and PPC, working in close collaboration with agencies to deliver against targets.
- Secured both paid and in-kind partnerships with affiliate organisations, expanding reach and driving cost-effective growth.
- Monitored and analysed campaign performance using key metrics, continuously evaluating targeting, creative and channel mix to improve ROI.
- Led on the implementation of HubSpot as the central CRM platform, overseeing data migration, system configuration and adoption across teams.
- Designed and built automated customer journeys, including lead generation and retention flows.
- Owned CRM campaign planning, using segmentation and behavioural data to deliver personalised, high-performing email and text campaigns.
- Partnered closely with sales teams to align marketing activity with commercial priorities, developing targeted offers and to support conversion.
Performance & Film Marketing Officer
Midlands Arts Centre
Birmingham
2019.10 - 2020.08
- Planned and executed marketing campaigns across digital and print, including social media, email, quarterly brochure, direct mail, digital and outdoor advertising - producing briefs and managing relationships with external designers, printers and distribution partners.
- Managed digital marketing activity across social media (organic and paid), cms management, blog posts and weekly email newsletters to a large database.
- Segmented and extracted audience data within the crm to deliver targeted emails, direct mail and telesales campaigns.
- Built audience development initiatives through partnerships, including collaborating with Girls on Tops to enhance engagement for the Directed By Womxn cinema season.
- Led work to improve digital accessibility by researching and implementing Recite Me accessibility tools and introducing more accessible email newsletter design, helping to create a more inclusive experience for audiences.
Education
Bachelor of Science - International Development
University of Leeds
Leeds 09/2013 - 07/2016
Skills
Line Management
Adobe Suite
Mailchimp
CRM management (Hubspot & Spectrix)
Microsoft Suite
Accomplishments
Nominated for Digital Culture Award in the category of Strategy.
Winner of Directors Award at Daisy Communications
References
References available upon request.
Timeline
Marketing manager
Sampad South Asian Arts and Heritage
2021.12 - Current
Marketing executive
Daisy Communiacations
2020.08 - 2021.12
Performance & Film Marketing Officer
Midlands Arts Centre
2019.10 - 2020.08
Bachelor of Science - International Development
University of Leeds
09/2013 - 07/2016