Rebecca Johnson
Wakefield
Summary
Results-oriented Senior Marketing Manager experienced in driving strategic marketing initiatives and commercial growth within UK hospitality sector. Achieved revenue increases and enhanced brand awareness through integrated marketing campaigns, venue openings, and community initiatives while fostering strong relationships with leadership teams and creative agencies. Focused on delivering innovative marketing solutions that support business growth and elevate customer experiences.
Overview
16
16
years of professional experience
Work History
Retail Marketing Manager
Robinsons Brewery
02.2025 - 06.2026
- Developed and delivered strategic marketing activity across Robinsons Brewery's pub estate, supporting commercial performance through integrated campaigns, digital marketing and operational collaboration.
- Planned and delivered integrated seasonal marketing campaigns including Christmas, food and drink launches, summer promotions and pub relaunches.
- Developed local marketing strategies with General Managers, enhancing customer footfall, sales and community engagement.
- Worked closely with Food Development, Operations and Senior Leadership teams to deliver marketing initiatives aligned with wider business objectives.
- Managed website content, digital platforms and promotional activity.
- Produced point of sale materials for seasonal campaigns, events and promotions, driving customer engagement and awareness.
- Managed menu development, creative design, production and photography, ensuring cohesive branding across multiple venues.
- Coordinated venue photography and brand assets to ensure consistency across all customer touchpoints.
- Used HDI Business Intelligence and Toggle to analyse customer behaviour, sales performance and commercial data, helping shape marketing decisions.
- Monitored customer feedback and guest satisfaction using Reputation to identify trends and improve the customer experience.
- Supported the implementation and promotion of TipJar and online booking platforms to enhance operational efficiency and guest satisfaction.
- Regularly travelled across the Robinsons estate to build strong relationships with General Managers and support successful campaign delivery.
- Managed relationships with external agencies, designers, photographers and print suppliers.
- Supported weddings, private functions and venue events through bespoke marketing campaigns.
Marketing Manager
Marston's PLC
09.2021 - 01.2025
- Developed and delivered national marketing strategies across the Community division, supporting commercial growth across a large multi-site pub estate.
- Developed strategic marketing campaigns supporting sales growth across community pubs.
- Managed marketing activity for major capital investment projects from planning through to launch.
- Led partnership marketing initiatives including national Christmas campaigns.
- Managed partnership marketing budgets, delivering effective return on investment.
- Secured supplier partnerships, creating commercial opportunities and enhancing customer engagement.
- Presented marketing updates at weekly operational meetings and quarterly leadership events.
- Produced creative campaigns, point of sale, artwork and promotional materials in partnership with the internal design team.
- Managed partnership communications including monthly business updates.
- Developed self-service local marketing tools to streamline operations and empower teams.
- Supported tenancy and leased pub operations with tailored marketing initiatives.
- Used Reputation Insight to monitor guest satisfaction and identify opportunities for continuous improvement.
Sales & Marketing Manager
Ei Group PLC - Craft Union Pub Company
02.2019 - 06.2021
- Developed and implemented national marketing strategies that drove commercial growth.
- Delivered the national marketing strategy across more than 450 community pubs throughout the UK.
- Led digital marketing campaigns and social media activity.
- Planned and delivered seasonal campaigns, charity initiatives, and community events to enhance brand engagement.
- Developed competitor analysis and customer segmentation strategies.
- Managed and developed Assistant Marketing Managers.
- Produced marketing support for refurbishment projects and new pub openings.
- Led marketing support during Covid, launching the Order and Pay App and pizza offer to adapt to changing consumer needs.
- Produced operational guidance, compliance point of sale and reopening communications during the pandemic.
- Produced weekly communications across the wider business.
Operations Manager
Ei Group PLC - Craft Union Pub Company
05.2016 - 02.2019
- Responsible for leading operational performance across a portfolio of community pubs with full commercial accountability.
- Managed profit and loss performance across multiple sites.
- Delivered sustainable sales growth through strategic commercial planning and operational leadership initiatives.
- Recruited, trained and developed self-employed operators to enhance operational effectiveness across community pubs.
- Played a key role in growing the Greater London portfolio from launch to 48 pubs.
- Supported new pub openings and capital investment projects by collaborating with marketing and external agencies to ensure successful launches.
- Managed gaming income and retail standards across the estate.
- Ensured compliance with licensing legislation and company standards.
- Developed community engagement initiatives that positioned pubs at the heart of their local communities.
- Completed a three-year secondment that involved supporting the launch and expansion of Craft Union across London and the South West.
- Recruited and developed Area Managers for the London and South East region.
- Worked closely with the Senior Leadership Team to support the long term growth of the Craft Union brand.
General Manager
Ei Group PLC
11.2010 - 05.2016
- Managed a high volume city centre venue, which delivered strong commercial performance, maintained operational standards and cultivated team development.
- Oversaw daily business operations to optimise efficiency and ensure seamless service delivery.
- Managed financial controls, including payroll, banking and weekly reporting, to maintain fiscal accountability.
- Managed stock control and cellar management to maintain product availability.
- Coordinated community events in partnership with local businesses and charities to strengthen community engagement.
- Worked closely with licensing authorities ensuring full compliance.
- Delivered Personal Licence training for future managers.
Education
Advanced GNVQ - Business
St John Fisher Catholic High School
Dewsbury NVQ - Business Administration
National Business College
HuddersfieldNVQ - Contact Centre
Wakefield College
WakefieldSkills
- Digital marketing
- Campaign planning and delivery
- Brand management
- Hospitality marketing
- Community engagement
- Multi-site marketing
- Commercial planning
- Customer data analysis
- Marketing analytics
- Marketing systems expertise
- Content management systems proficiency
- Business intelligence tools
- Budget management
- Project management
- Stakeholder management
- Supplier management
- Team leadership
- Events and promotions
- Meta Business Suite knowledge
- Office 365 proficiency
Additional Information
Linked In: http://www.linkedin.com/in/rebecca-johnson-4228b017b
Timeline
Retail Marketing Manager
Robinsons Brewery
02.2025 - 06.2026
Marketing Manager
Marston's PLC
09.2021 - 01.2025
Sales & Marketing Manager
Ei Group PLC - Craft Union Pub Company
02.2019 - 06.2021
Operations Manager
Ei Group PLC - Craft Union Pub Company
05.2016 - 02.2019
General Manager
Ei Group PLC
11.2010 - 05.2016
Advanced GNVQ - Business
St John Fisher Catholic High School
NVQ - Business Administration
National Business College
NVQ - Contact Centre
Wakefield College