Celine Smyth
Senior Marketing Officer
18 Vale Street, Pentrechwyth,Swansea
Summary
PERSONAL SUMMARY
I am a highly motivated and confident individual with exceptional multi-tasking skills who can work equally well alone or as part of a team. I graduated from Dundalk Institute of Technology in 2015 with a Bachelor of Arts (Honours) in Public Relations obtaining a first-class honours and receiving the President’s Prize for Academic Excellence. Following this, I obtained a Master's degree in Communication, Media Practice and PR from Swansea University. I have since worked at Swansea University across a variety of schools and colleges, with responsibility for both marketing and recruitment activities, where I have built meaningful relationships with stakeholders such as the Hillary Rodham Clinton publicity team, Sky Global, The Conversation and BBC Radio Wales.
Overview
11
11
years of professional experience
5
5
years of post-secondary education
Work History
Senior Marketing Officer
Swansea University
04.2021 - Current
- Led the creation and implementation faculty-wide communicatin and marketing strategies, including email marketing, social media, press releases, digital ads, infographics, web design and video production.
- Conducted a social media audit and developed a social media strategy focused on real-time engagement, user generated content and visual storytelling.
- Produced comprehensive performance reports using measurement tools such as Google Analytics, Site Improve and social media analytics to strategise resource allocation, establish performance evaluation to calculate return on investment, and guide decision making for future campaigns.
- Shaped solutions and approaches by leveraging trends in customer marketplaces and industries.
- Oversaw faculty wide changes in operations to modernise procedures and improve efficiencies.
- Orchestrated the university's most successful organic social media campaign for the Hillary Rodham Clinton Global Challenges Summit, which engaged with participants from all over the globe, was shared to a collective audience of 42 million, saw a reach of 26 million, and generated over 100k video views.
- Project managed the faculty's marketing campaign for Clearing which saw our social media campaign exceed its KPI's by 30%, generating a total of 3,566 clicks from 909,382 impressions, resulting in a CTR of 0.39%, and obtaining over 139k video views, showing that the adverts resonated with th audience. 97.02% of sessions on our website from the campaign were new visitors to the site, proving increased brand awareness.
- Managed, mentored and developed several Marketing Officers, and the Marketing and Recruitment Support Administrator, using a collaborative transformative leadership style.
- Coordinated and implemented effective training for our marketing professionals to improve productivity and increase skill sets.
Marketing Officer/Marketing Recruitment Assistant
Swansea University
Swansea
11.2016 - 04.2021
- Coordinated with internal business divisions, and local vendors to guarantee on time, cost-effective delivery of all marketing communications materials.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
- Oversaw development of traditional and social media marketing campaigns to increase customer engagement.
- Supported marketing and public relations activities for University-wide events, such as, open days, visit days, graduation, conferences, specialist lectures, and student outreach activities, and the Hillary Rodham Clinton initiative.
- Project led on all video activities, including working with external companies, conducting Facebook Live events for activities such as Clearing, and full video creation including planning, storyboarding, filming, editing and dissemination for recruitment purposes such as virtual Open Day videos, student testimonials and course overview videos, and all videos for the Clinton initiative which have reached over 10 million people.
- Notable events that I have led on include the first Facebook Live broadcast with The Conversation for which I won the Effective Marketing Partnership Award at Swansea University’s 2017 Marketing Awards, an internal broadcast with BBC covering the Trump Inauguration, TASM (Terrorism and Social Media Conference) where I interviewed and created videos with external stakeholders such as Facebook and Tech Against Terrorism, and the Global Challenges Lecture Series where I edited videos with global leaders and advocates such as Secretary Madeline Albright, Judge Korner CMG QC, and the Children’s Commissioner for England, Anne Longfield.
Senior Retail Assistant
New Look Retail
09.2013 - 12.2016
- Responsible for managing and directing store employees, to ensure that the sales were being met monthly and annually.
- Took initiative in educating employees, pushing products, and collaborating with loss prevention to mitigate theft and risk.
- Led all aspects of retail operations such as merchandising, sales, customer service, inventory, personnel and payroll management.
- Approached browsing customers to initiate conversations to determine buying preferences.
- Coordinated restocking of sales floor with current merchandise and accurate signage for current promotions.
- Circulated assigned areas of sales floor to identify customer service opportunities and coordinate display maintenance.
Communications and Branding Intern
Ospreys Rugby
10.2015 - 07.2016
- Planned, project managed and executed student promotions during the Guinness Pro 12 season.
- Implementation of PR campaign and running of large scale events, specifically targeting Swansea University students, staff and alumni.
- Responsibility over a personal marketing budget for campaign, which included undertaking financial planning and analysis activities.
- Maintained the corporate relationship between Swansea University and Ospreys
- Co-running press office on match days, welcomed and checked in sports journalists, processed their security checks, created and distributed press packs and assisted with the post-match conferences
- Line managed and trained a team of five interns.
- Negotiated with local restaurant and bar owners in the city to secure food and beverages promotions pre-and post-match
- The campaign was successful, resulting in a 38% increase in ticket sales on the previous year which came directly from Swansea University staff, students and alumni.
Public Relations Assistant
SCOOP Foundation
09.2014 - 06.2015
- Pro bono volunteer for SCOOP (Supporting Children Out of Poverty), a struggling children’s charity located in Dublin
- I spent nine months creating and implementing a full PR campaign for SCOOP, the campaign secured radio interviews on both national and local radio along with extensive coverage and exposure from influential parenting bloggers and key members of the Irish press with no budget.
Public Relations and Social Media Intern
AMA Music Agency
09.2013 - 06.2014
- During my third-year studies at DKIT, I secured a nine-month placement with AMA Music Agency in Dublin. Duties included promoting and booking artists and bands for corporate events, weddings and music venues, event management, photography, client relations, brand and image management, creating campaign strategies and tactics, social media maintenance, writing press releases and blog entries and copy editing for multiple websites.
- Successfully secured bookings for original artists at music festivals such as Sligo Live, Longitude and Malahide Castle, and bookings for corporate and events increased by over 20% over a six month period.
Education
MA - Communication, Media Practice and Public Relations
Swansea University
01.2015 - 01.2016
Bachelor of Arts (Honours) - Public Relations
Dundalk Institute of Technology
01.2011 - 01.2015
Skills
Research and Trend Analysis
Branding and Identity
Business Planning
Budgeting
Training and Development
Marketing
Communucations
Digital Marketing
Public Relations
Project Management
Event Management
Professional and Promotional Writing
Graphic Design
Video Production
Social Media Management
Photography
Adobe Creative Suite
CMS
Copywriting
Referees
Saphia Akbari, Previous Line Manager and Markeitng Manager - s.m.akbari@swansea.ac.uk
Chris Marshall, Mentor and Head of Policy and Strategy - c.g.marshall@swansea.ac.uk
Timeline
Senior Marketing Officer
Swansea University
04.2021 - Current
Marketing Officer/Marketing Recruitment Assistant
Swansea University
11.2016 - 04.2021
Communications and Branding Intern
Ospreys Rugby
10.2015 - 07.2016
MA - Communication, Media Practice and Public Relations
Swansea University
01.2015 - 01.2016
Public Relations Assistant
SCOOP Foundation
09.2014 - 06.2015
Senior Retail Assistant
New Look Retail
09.2013 - 12.2016
Public Relations and Social Media Intern
AMA Music Agency
09.2013 - 06.2014
Bachelor of Arts (Honours) - Public Relations
Dundalk Institute of Technology
01.2011 - 01.2015