Back to directory
Su Button


Su Button

Open to work, Mums in Marketing

Su's professional bio / interests

Socially Mobile, certificate in Leadership Communication - Distinction. Graduated May 2022. A highly experienced, senior communication leader, possessing strategic change, internal and external communication skills. With drive and a passion for maximising organisational impact, perception outcomes and engagement outtakes, through creative communication campaigns. An avid consumer of current affairs, social and traditional media. Politically astute and intellectually curious. Values: Kindness Positivity Respect Gratitude • Championing Claire Ferreira - Mums in Marketing founder, in growing the professional community of high quality, peer expertise and knowledge. Purpose - to drive meaningful change to mums working in marketing, by sharing ethical best practice. • Embedding a purposeful and inclusive culture, with community values of kindness, support, gratitude and integrity. • Leading and overseeing the delivery and execution of integrated change, internal, external and digital communication strategies. • Amplifying Hempstead Valley’s brand purpose, trust and advocacy outcomes and community engagement outtakes. Aligning campaigns across strategy, objectives, activities and channels. • Research, to gain target audience insights and a greater understanding of organisational perceptions. • Evaluating and measuring reputational impact. Tracking insights including outcomes: trust levels, perception and attitude change. Outtakes: awareness and engagement. • Defining, classifying, creating personas and identifying pain points for targeted audiences. • Building new and nurturing existing media contacts. Managing proactive campaigns and reactive crisis communication. Risk management. • Developing and implementing, compelling content for targeted audiences, across paid, earned, shared and owned media. Writing and proofreading press releases. • Change communication, proactively engaging with employees and key stakeholders in culture change initiatives. Building and elevating brand reputation through purpose led, consistent, two way communication via multiple channels. Reviewing, refining and evaluating the ongoing, iterative change communication process. • Developing and implementing an employee recognition scheme. • Monthly and quarterly management reporting. •Trusted and collaborative leader, a key member of the senior leadership team • Monthly and quarterly management reporting. • Website content management. • Building and managing mutually beneficial partnerships with key stakeholders. • Briefing and managing third party agencies. Key achievements: • Developing and delivering Savills Gold Customer Service Award 2018–20. Brand audit, customer research, customer journey touchpoint mapping, creating personas and segmenting audiences. • Implementing and managing monthly, customer Mystery Shopper surveys, averaging 95% satisfaction ratings. • International Council of Shopping Centres’ - PR category - European gold winner • British Council of Shopping Centres’ - PR category - Purple Apple winner • Managing One Great Day charity fundraising events. Incorporating, project management of Hempstead Valley’s 40th birthday event. • Brand refresh to coincide with the launch of ‘The Venue’. Collaborating with creative and signage agencies to deliver a new logo and signage package

I’d like help with…

New opportunities. I am actively seeking my next senior PR/Comms role.

An interesting, or unusual fact(s) about me…

As a keen collector of vintage clothing, I love to dress up in my original 40s attire for events!

I live in


A career highlight

Winning the highest Shopping Centre PR/Media Relations marketing award in UK and Europe. Working in partnership with a regional lifestyle magazine, I became the publication’s fashion and stylist expert! My celebrity fashion features included commentary on the latest trends and where to buy a version of what the celeb was wearing at Hempstead Valley Shopping Centre. I researched the trends with the tenants, sourced all imagery, wrote the original copy, the punchy headlines and I was regularly credited with a byline! These features averaged bi-weekly during a period of a year. The budget, I hear you ask? Less than £100! Organisational impact - measuring the changing positive perceptions of the centre’s fashion offer. Research indicated that customers’ felt that the fashion offer had increased. Sales in stores featured increased by an average of 8% over 18 month period. Footfall increased by 5% y/o/y




Joined Guild

Feb 12, 2021