Rebecca Hofstede
Banbury,,Oxfordshire
Summary
Highly skilled Senior Marketing & Advertising Manager with extensive experience leading multimillion-pound campaigns. Mark Ritson Marketing MiniMBA. 13+ years knowledge of producing quality food and drink content. Working in collaboration with award winning advertising and media agencies. Focus on both media planning and buying and creative production across TV, stills photography and audio. Quick to grasp new ideas and concepts, shaping innovative and creative strategies. Strong interpersonal and account management skills with an ability to communicate at all levels. Exceptional stakeholder management. Demonstrating the highest levels of self-motivation, initiative and organisation required to meet deadlines within a fast paced retail environment. Exceptional stakeholder management. Enthusiastic and collaborative team player.
Overview
22
22
years of professional experience
4
4
years of post-secondary education
Work history
Senior Advertising Manager
WAITROSE, The John Lewis Partnership
2015.01 - Current
- 11+ years experience within a business critical role for a leading national retailer, making a substantial contribution to business growth by producing high calibre and industry award winning multi-channel advertising campaigns with proven positive return on investment.
- Campaign lead for integrated brand, product, Ethics & Sustainability and value campaigns, from briefing stage through to deliver, managing multiple projects simultaneously whilst delivering an exceptional standard of work and meeting time critical deadlines.
- Most recently owning the Waitrose brand refresh, contributing to the upfront strategy and leading the production of all TV and OOH assets - including a 3d anamorphic creative at Piccadilly Lights - as well as working with Content & Design and our branding agency to manage the redesign of all advertising assets within the new brand guidelines.
- Managing the identity and relationship of the brand voice artist and giving direction at recordings with this talent.
- Highly experienced in leading TV and photography shoots within a client role.
- Working independently with our commercial team, external suppliers, commercial and creative agency to influence and shape seasonal product campaigns by scoping out and determining product claims for commercial products. .
- Extensive understanding of the paid media landscape through briefing and developing multi-channel media plans alongside our media agency and trialing new and innovative media opportunities.
- Management of all brand TV, audio and print sponsorships. Creating and negotiating the business case for the multi-million pound sponsorship of The Great British Bake Off, working with Channel 4 and the production company to produce a series of compliant sponsorship idents from concept to completion within a six week turnaround. Managing the three year sponsorship of the Graham Norton Virgin Radio show, working weekly with Graham and his producer to determine the show content. Production of bespoke idents with ITV Studios for the sponsorship of The Voice UK to align with the overarching brand campaign.
- Thorough post campaign analysis with internal and external insight team and agency, MMM reporting to understand channel ROIs and building specific campaign results into future briefs and spend allocation.
- Budget management for each campaign, including multi-million pound media and production budgets, negotiating production costs and working with media agency on budget allocation for each channel.
- Legal and trading law knowledge through ensuring all campaigns are legally and ethically compliant, negotiating multiple legal contracts, for sponsorships, image usage and talent, with the relevant legal teams.
- Experienced in internal and external senior stakeholder management and relationship building with the Waitrose leadership team and across the business (Marketing, Commercial, Legal, Content & Design, stores) external agencies, film directors, producers, photographers, food stylists and media owners (TV channels, newspaper brands, podcast owners, etc).
- Onboarding and mentoring of new team members, grad placements and agency partners joining our client account.
Campaign Manager
WAITROSE, The John Lewis Partnership
2014.08 - 2015.08
- Support in the shaping of the Christmas customer plan, providing campaign guidance for internal channels and updating on key activities and developments.
- Individually developed, managed and executed multiple initiatives within tight time frames, including the first of its kind biscuit decorating activity in all core Waitrose stores to coincide with the launch of the Christmas brand AV advert, as well as two key customer events for loyalty customers and multiple in store customer tastings.
- Continually showcasing strong campaign management and organisational skills, as well as the tenacity, and ability to work under pressure and network with key stakeholders across the business.
Local Marketing Manager
WAITROSE, The John Lewis Partnership
2013.06 - 2014.08
- Planning and execution of multi-channel annual marketing plans for 14 national retail operational groups based on local objectives, ensuring all campaigns were delivered on brand, on time and within budget.
- Developed customer shopping events in over 100 Waitrose stores, including the production of store specific customer facing comms and working with buyers and the supply chain to deliver customer tastings.
Assistant Marketing Manager (FMCG & Retail) FTC
DELOITTE
2012.03 - 2013.05
- Owned and delivered the Consumer Products FY14, aligning with overall Consumer Business growth plan and firm-wide Deloitte strategy, targeting Consumer Products clients within the FTSE 100 and FTSE 250. Engagement with senior stakeholders.
- Support of key retail marketing campaigns and events including the Post Christmas Retail briefing attended by 50 leading retail clients.
- Led the production of the bi-annual Consumer Products M&A Survey with lead Partner and increased the response rates of the client survey by 50% to achieve the greatest number of responses to date.
Previous Employment
Various
2004.09 - 2012.03
- Assistant Marketing Manager, (Technology, Media and Telecommunications), DELOITTE
- International Brand & Group Marketing Executive, AUSTIN REED
- Marketing Manager, DWA MEDIA
- Advertising Sales, Marie Claire, IPC MEDIA
Education
Bachelor of Science - Marketing
Lancasster University
2000.09 - 2003.06
A-Levels -
Luckley Oakfield School
1998.09 - 2000.06
Skills
Brand Building
Media Planning
TV Production
Linear TV
BVOD & OLV
Sponsorships & Partnerships
Out of Home
Radio
Podcasts
Social
Digital
Timeline
Senior Advertising Manager
WAITROSE, The John Lewis Partnership
2015.01 - Current
Campaign Manager
WAITROSE, The John Lewis Partnership
2014.08 - 2015.08
Local Marketing Manager
WAITROSE, The John Lewis Partnership
2013.06 - 2014.08
Assistant Marketing Manager (FMCG & Retail) FTC
DELOITTE
2012.03 - 2013.05
Previous Employment
Various
2004.09 - 2012.03
Bachelor of Science - Marketing
Lancasster University
2000.09 - 2003.06
A-Levels -
Luckley Oakfield School
1998.09 - 2000.06