Interconnected skills


I have built up many skills sets, any of which I might draw on for the benefit of you and your project. However, you might be looking for a consultant for a particular type of work, and I can group my experience in the following ways:


Audience research

Communications campaigns


Funding applications

Project management

Strategic planning

Training and mentoring


Visit the All Projects page and select the skills area you are interested in from the list at the top, to see relevant case studies with clients.

At a more granular level, skills sets include:

Strategy and Project Management

  • Work with organisations to unpick the vision and mission and what this implies from the audience perspective
  • Help develop 5–10-year target positioning; primary and subsequent target audience segments, plus an understanding of how those relationships need to build to that point
  • Reveal interconnections in the organisation’s activities that impact on audience relationships
  • Promote an empathetic, audience-relevant approach to business planning and strategy
  • Analyse the offering and its audiences to produce communications strategies
  • Create audience development strategies
  • Create tourism development strategies
  • Manage multi-disciplinary teams of staff
  • Oversee websites and advise design
  • Project-manage the scoping and commissioning of content databases
  • Customer data ownership issues
  • Data Protection issues
  • Customer service functions
  • Representation on partnership bodies
  • Collaborative work with partners in private, public and voluntary spheres
  • Management of large scale and small events


Organisation and Administration

  • Budget management
  • Research and monitoring including RoI
  • Office management and administration
  • Electronic and hard copy image management
  • Staff interviewing and selection according to equal opportunities criteria
  • Line management


Print and Media

  • Work from insights into the target audiences, including their motivating messages and key relevant channels, to design effective communications campaigns
  • Commission and manage media agencies, design agencies and web-builds to deliver elements of the campaign in audience-relevant ways
  • Manage and implement communications campaigns – direct mail, print and online advertising, press integration, social media, outdoor etc
  • Production of promotional literature, including copy-writing, design brief, editing and proofing, liaising with design and print agencies
  • Manage mailing house contracts
  • Print media buying
  • Brief photographer, select promotional images



  • Audience-focused funding bids and advice


Social Media

  • Advice on integrating social media activity


Public Relations

  • Create integrated press and PR strategies including digital and traditional
  • Copywriting skills adaptable to all channels
  • Write press releases and editorial
  • Edit and subedit newsletters
  • Radio and TV interview skills


Research and evaluation

  • Triangulate from a range of audience research sources (desk research, demographic data, behavioural and box office data, qualitative feedback, observational insights etc) to create a rounded picture of the different audience segments – their ‘outer’ characteristics and their inner motivations, wishes and barriers
  • Design, commission and analysis of primary quantitative research
  • Design, conducting and interpreting qualitative research including surveys, focus groups, activity-based conversations and observational methods
  • Aid organisations to understand their evaluation needs and purpose, and to agree a range of ‘proofs’ or evidences against a framework
  • Promotes early consideration of evaluation and a formative rather than summative role – focusing on what improvements the organisation can implement as a result of insights
  • Participative evaluation techniques
  • Project evaluation
  • Social media and website evaluation


Training and Advice

  • Coaching, mentoring and training in marketing skills and planning, audience development, business start-up and the tourism industry
  • Experienced trainer in placing the audience member at the centre of decision-making, and in resulting communications actions
  • Provide user support to database users
  • Mentor clients and others to build skills with on-going support
  • Advice to small tourism businesses



  • Microsoft Word, Excel, PowerPoint, Access
  • ENTA and other database systems
  • Rhythmyx Content Management System
  • HTML basic, Dreamweaver, WordPress
  • Google Analytics