Laura Frain
Chester,Cheshire
Summary
Results-driven, commercially astute marketing professional and a strategic and compassionate team leader. Marketing Degree qualified with over 20 years experience across high profile, fast paced award winning businesses in Early Years, Children's Services, Saas, Retail, Media and Hospitality. I'm customer driven, with a wealth of experience in senior marketing leadership roles. Proud leader of happy, high performing teams. Dedicated and collaborative team player committed to achieving business goals. Extensive experience of owning and optimising multi million pound Marcomms budgets to drive awareness engagement and commercial performance through the full marketing mix, including national TV and radio. Proven track record in driving customer loyalty and growth through promotions and brand partnerships. Strong background in media planning, buying and agency management. Committed to fostering brilliant working relationships to drive collaboration, innovation and business impact.
I intent to continue to develop my career in Children's Services or in any business that supports, educates or cares for children and young people.
Overview
5
5
Industries
21
21
years of professional experience
Work history
Head of Commercial Operations
Mentor Software UK Ltd
Leicester, Leicestershire
2025.03 - Current
- Supporting Co Founders of scale up Children's Services Software company leading Sales, Marketing and Customer Success Teams to drive commercial growth.
- Championed change management initiatives to drive a culture of continuous improvement and efficiencies.
- Embedded full HubSpot CRM platform to enable data informed decisions.
- Facilitated cross-functional team meetings for improved organisational effectiveness.
- Directed the introduction and creation of monthly commercial reports to give the owners better oversight of their business and commercial performance.
- Restructured Customer Success Team to drive customer onboarding improvements and increase retention rates through proactive customer support.
- Optimised sales operations by introducing innovative marketing strategies.
- Developed strategic business plans to enhance profitability and efficiency.
- Enhanced customer experience through implementing quality service standards.
- Designed and implemented training to further develop staff based on business goals.
- Represented company brand at seminars, conferences and business events.
Senior Brand Manager
Kids Planet Day Nurseries
Lymm, Cheshire
2024.02 - 2025.02
- Fast growing private equity backed business.
- Reporting into Marketing Director.
- Responsible for leading and developing brand strategy, driving brand awareness, national occupancy of over 200 nurseries, acquisitions (growing by 48 nurseries in 12 months alone and named High Growth 50 business in October 2024.) Leading campaign planning and delivery across full marketing mix including radio, outdoor advertising and digital display.
- Member of Leadership Committee driving business strategy.
- Developed and delivered new brand campaign in first 6 months in role, including recruiting and onboarding brand new creative agency.
- Driving social media growth strategy and content plan.
- Managing annual marketing plan.
- Conducted comprehensive market research for improved understanding of target audience.
- Managing budget across multiple projects ensuring optimised use of resources.
- Reporting on campaign performance using a variety of tools such as Meta Business Suite, GA4, Google Trends, Hootsuite and HubSpot.
Senior Marketing Planning and Communications Manager
Iceland Foods
Deeside, Flintshire
2021.04 - 2024.02
- Reporting into the Marketing Director then Chief Customer and Digital Officer as part of the senior leadership team within Marketing.
- Leading and presenting customer first Brand and Trade Marketing plans and performance updates in weekly Board meetings.
- Managed all promotional Marketing activity which contributed to some of the companies most profitable years. Including over 60's discount making Tuesday's 2nd highest sales day after Saturday.
- Led a high performing team of 8 responsible for the planning and implementation of the marketing & communications plan to drive in store and online sales and transactions.
- Managed high impact national advertising campaigns including Christmas TV campaigns optimising owned and earned media channels and a substantial annual advertising budget.
- Led several joint advertising partnerships with high profile brands such as McCain, Slimming World and Birdseye optimising Marketing budgets to drive maximum sales.
- Owned the customer proposition and promotions plan for Bonus Card loyalty scheme including promotional partnerships with Blue Light Card, Day Out With The Kids, Greggs and many more.
- Led internal Marketing communications, engaging and inspiring the wider Marketing team to collaborate, drive ideas and ensure consistency and relevancy across all communication channels.
- Managed external agency relationships, ensuring alignment with company objectives.
- Optimised research to guide data-driven communications approach and product innovation.
Marketing Communications Manager
Iceland Foods
2015.10 - 2021.04
- Responsible for all brand communications and planning and delivering of above the line advertising activity for Iceland Foods on a national, regional, tactical, and local level across full marketing mix.
- Managed high profile TV campaigns and several value led 10" and 20” in house produced TV adverts.
- Bringing media production in house drove cost efficiencies and agility, turning around TV advertising campaigns within less than 2 weeks allowing us to react to changes in market and new campaign opportunities
- Managed annual media budget as well as external media agency driving maximum media value and return on investment.
- Managed promotional media and brand partnerships.
North West Commercial Marketing Manager
Reach PLC
2012.10 - 2015.10
- Responsible for leading the Commercial Marketing team in the provision of strategic and tactical marketing support driving audience and commercial growth for Trinity Mirror North West and North Wales's product portfolio.
- Reported to the Regional Managing Director and built a new team structure and progression plans.
- Secured several high value commercial agreements with advertisers such as Everton Football Club and Liverpool University driving substantial advertising revenue growth.
- Negotiated regular brand partnerships and sponsorship agreements.
Senior consumer marketing executive
Reach PLC
Liverpool, Merseyside
2007.01 - 2012.10
- Responsible for multichannel media campaigns and promotions to drive circulation and readership growth and digital audiences for the North West media portfolio.
- Collaborated with design team in creating impactful promotional campaigns.
- Led the creation of digital campaigns, resulting in significant audience engagement.
Sales & Marketing Manager
Holt Lodge Hotel
2005.09 - 2007.01
- Responsible for all Marketing (B2B & B2C) and selling of events, Business conferences and Weddings and promoting the hotel facilities to drive business revenue and awareness.
Education
2:1 BA Hons - Marketing
2002.09 - 2005.06
Skills
- Commercial insight and strategy
- Marketing & brand communications (B2B and B2C)
- Strategic brand partnerships
- ATL advertising including national TV and radio advertising
- Digital & social media marketing
- Customer & market insight
- Brand health monitoring - YouGov
- Agency management
- Multi-million pound budget management
- Driving customer loyalty & growth
- NPD & Product Innovation
- Leadership - ILM qualification
- Media buying
Timeline
Head of Commercial Operations - Mentor Software UK Ltd
2025.03 - Current
Senior Brand Manager - Kids Planet Day Nurseries
2024.02 - 2025.02
Senior Marketing Planning and Communications Manager - Iceland Foods
2021.04 - 2024.02
Marketing Communications Manager - Iceland Foods
2015.10 - 2021.04
North West Commercial Marketing Manager - Reach PLC
2012.10 - 2015.10
Senior consumer marketing executive - Reach PLC
2007.01 - 2012.10
Sales & Marketing Manager - Holt Lodge Hotel
2005.09 - 2007.01
Wrexham Glyndwr University - 2:1 BA Hons, Marketing
2002.09 - 2005.06