Lorraine Busuttil

Support in the delivery of strategic and commercially focused marketing campaigns that drive Virgin Atlantic and Virgin Atlantic Holidays objectives across Brand, Product, and Loyalty. Lead integrated trade marketing activity that aligns with company-wide goals, enhances brand visibility, and strengthens partner engagement. Manage end-to-end campaign execution, retail marketing delivery, and partner collaboration while overseeing the implementation of the trade agent incentive programme, Sky High Club

• Align trade marketing objectives with overall business goals to support Virgin Atlantic and Virgin Atlantic Holidays commercial performance.
• Plan, manage, and activate trade media campaigns, ensuring optimal placement, strong brand alignment, and impactful messaging that drives trade sales.
• Support the Leisure Trade Sales Team with the tools, collateral, and materials they need to effectively promote Virgin Atlantic across the trade.
• Represent the brand at large-scale trade events, conferences, and partner activations, supporting on-site execution and engagement..
• Work closely with senior stakeholders to gain approvals, align on strategy, and bring event and campaign concepts to life.
• Lead and evolve the Sky High Club trade incentive and training programme, driving agent engagement, product expertise, and performance across trade partners.
• Develop and execute monthly retail marketing campaigns in line with the brand calendar and brand guidelines.
• Improve brand visibility through creative in-store promotions, effective POS, and integrated retail marketing activity.
• Brief, manage, and approve artwork production for print and digital assets, collaborating with internal creative teams and external suppliers.
• Oversee POS design, proofing, production, and distribution across retail locations, ensuring timely execution and legal compliance.
• Partner with retail shopping centres to deliver campaign-driven and commercially focused initiatives that drive footfall and engagement.
• Support retail store refits, closures, and new fixture installations to enhance in-store customer experience.
• Respond to retail marketing queries, ensuring fast and effective resolutions within agreed SLAs.
• Manage budget forecasting, purchase orders, and invoicing with full financial accuracy and control.

Deliver strategic marketing campaigns and drive B&Q customer objectives for Brand, Category, Market Place and Loyalty. Supporting the promotional trading plans and commercial ambitions for B&Q.

• Responsible for the delivery of B&Q’s annual seasonal campaigns. From strategy, content creation and insight development. Writing concise briefs, working cross-functionally across the business to deliver a fully integrated campaign plan, and gaining stakeholder alignment. Measure success against KPIs.
• Work with commercial, insights, propositions and channels to develop communications and creative briefs, creative and launch plans.
• Regular communication with vendors to maintain strong relationships and collaborations on marketing activities. Share launch plans and identify future opportunities for growth.

Led and developed the Christmas gifting business of L’Oréal Consumer Product Division (Mass)

• Responsible for marketing strategy and execution of the gifting category with retail sales generating in excess of £30m. Overseeing a team of 5.
• Delivered a successful, complex Christmas programme driving brand awareness, and increasing sell-through by 10% through innovation.
• Improved efficiencies in the forecasting, supply chain and fulfilment process resulted in over £200k in savings for the division.
• Led innovation task force for conceptual and blue-sky development. Supported proposals with sales history, identifying opportunities for the business.

Responsible for developing global marketing programs and strategies for the Estee Lauder brand’s promotional business in the gifting, skincare and make-up categories.

• Developed the Small Sizes program with best-selling high-usage products in sample sizes, which achieved 124% sell-thru and increased forecasts of +300K units.
• Led and drove the development and execution of the marketing strategy for the Global promotional business for Estee Lauder’s luxury skincare line, Re-Nutriv, with Sets and GWPs that equated to $12.4M in net sales.
• Briefed Editorial Copy, Creative, and Design teams for all asset creation needs for program launches. Partnered with Digital, Creative, and Education teams to create 360 marketing strategies to drive consumer excitement around programs.
• Developed product mix, primary and secondary new packaging and product feasibilities, and side-by-side comparisons to ensure COG’s objectives met the business’s margin requirements. Presented to the senior management.
• Further Career history available upon request