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Copywriter and marketer who connects with audiences
Francesca Baker
,
Ashford, United Kingdom
Experience
Other titles
Skills
I'm offering
My skillset and experience are varied - covering copywriting, journalism, marketing, social media, and PR - but always centred around communication and creating a connection. Ultimately, I work with messages - and creating the right messages to resonate with an audience.
I’ve been working in marketing for over twelve years, and have been a full time freelance communications consultant for the last three. I'm an NCTJ trained journalist, so know how to tell a good story that resonates with the reader, from idea through to research and publication. I'm familiar with analytics and SEO and know how to use them in the full marketing mix. I have a background in research and insight so put planning and measurement at the centre of communications strategies, optimising for success.
Here are a few successes –
• I'm currently working as Marketing, PR and Communications manager at The Lord Mayor's Appeal. I'm responsible for everything that goes out of the door, from brand collateral to newsletters, PR stunts to social media. I'm developing strategy, creating content, and delivering results.
• I'm was co Head of Communications for Heritage Open Days, a festival run by The National Trust, and work across national media, helping share the stories of the people, places and spaces involved in the festival. We achieved 200 pieces of coverage in a pandemic year, and the position also saw me have to take on social media when the team was furloughed - and achieve record engagement.
• Last year I spent three months with the National Lottery as a copywriter and communications manager, on their 25th Birthday campaign - a big job! There were 25 activations, 650 million people reached, 6,117 pieces of coverage and 365 million social media impressions. I was the copywriter, meaning my words gave shape to the campaign, communicated the message, and connected with the audience. Without my words, the campaign would not have been so successful. I worked with the campaign managers to distil messages, understand audiences, and consider what we wanted them to think, feel, and do - and made it happen.
•
• I was a journalist for European Heritage Days, telling stories of what people have been doing this year and previous years. That was eye opening and lots of exciting stuff has been having.
• I have just finished my role as outreach manager for Lapidus International, the writing for wellbeing organisation. I was responsible for networking and communications within the field of social prescribing. I often run my own workshops on this subject.
• I work with Literally PR on literature PR, which sees me reaching out to media with relevant releases, building profiles, and engaging with influencers on social media. Recent reviews have been in Elle, The Guardian, The Sunday Times and BBC radio.
• I’ve just finished up leading the marketing for Hestia’s new domestic abuse helpline, where we achieved coverage in Sky and The Guardian, hit the targets for calls as specified by the Home Office, and delivered vital services.
• I was Head of Communications & Marketing at Spread the Word, and achieved a doubling of social media followers, a sold out programme, and 100% increase in Prize entries. I looked after the website, planning and producing content that promoted their work and that of writers, and take care of outreach and liaising with the press.
• I look after marketing and press for Margate Bookie, a community literature festival, and have grown our profile from a small regional event to a nationally recognised festival.
My background is eclectic, but the main strand that runs through all my work is telling stories. There's some of my work here – http://*****.*** and I’m on LinkedIn here http://*****.***
I’ve been working in marketing for over twelve years, and have been a full time freelance communications consultant for the last three. I'm an NCTJ trained journalist, so know how to tell a good story that resonates with the reader, from idea through to research and publication. I'm familiar with analytics and SEO and know how to use them in the full marketing mix. I have a background in research and insight so put planning and measurement at the centre of communications strategies, optimising for success.
Here are a few successes –
• I'm currently working as Marketing, PR and Communications manager at The Lord Mayor's Appeal. I'm responsible for everything that goes out of the door, from brand collateral to newsletters, PR stunts to social media. I'm developing strategy, creating content, and delivering results.
• I'm was co Head of Communications for Heritage Open Days, a festival run by The National Trust, and work across national media, helping share the stories of the people, places and spaces involved in the festival. We achieved 200 pieces of coverage in a pandemic year, and the position also saw me have to take on social media when the team was furloughed - and achieve record engagement.
• Last year I spent three months with the National Lottery as a copywriter and communications manager, on their 25th Birthday campaign - a big job! There were 25 activations, 650 million people reached, 6,117 pieces of coverage and 365 million social media impressions. I was the copywriter, meaning my words gave shape to the campaign, communicated the message, and connected with the audience. Without my words, the campaign would not have been so successful. I worked with the campaign managers to distil messages, understand audiences, and consider what we wanted them to think, feel, and do - and made it happen.
•
• I was a journalist for European Heritage Days, telling stories of what people have been doing this year and previous years. That was eye opening and lots of exciting stuff has been having.
• I have just finished my role as outreach manager for Lapidus International, the writing for wellbeing organisation. I was responsible for networking and communications within the field of social prescribing. I often run my own workshops on this subject.
• I work with Literally PR on literature PR, which sees me reaching out to media with relevant releases, building profiles, and engaging with influencers on social media. Recent reviews have been in Elle, The Guardian, The Sunday Times and BBC radio.
• I’ve just finished up leading the marketing for Hestia’s new domestic abuse helpline, where we achieved coverage in Sky and The Guardian, hit the targets for calls as specified by the Home Office, and delivered vital services.
• I was Head of Communications & Marketing at Spread the Word, and achieved a doubling of social media followers, a sold out programme, and 100% increase in Prize entries. I looked after the website, planning and producing content that promoted their work and that of writers, and take care of outreach and liaising with the press.
• I look after marketing and press for Margate Bookie, a community literature festival, and have grown our profile from a small regional event to a nationally recognised festival.
My background is eclectic, but the main strand that runs through all my work is telling stories. There's some of my work here – http://*****.*** and I’m on LinkedIn here http://*****.***
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Ongoing relation / part-time
Available
My experience
2015 - ?
freelance
FREELANCE COMMUNICATIONS CONSULTANT
National Lottery Promotions Unit.
Roles include Marketing for Hestia, Marketing & Communications Manager at The Lord Mayor's Appeal, Head of Communications at Heritage Open Days, Copy and Content Manager at National Lottery Promotions Unit,
Marketing & Communications Manager at Association for Coaching, Communications Director at Spread the Word, Communications Associate at OpenOwnership, Communications Manager at Initiatives of Change,
Marketing Manager for Hannah and Hanna in Dreamland, copywriting for clients such as EY, Mistubishi, Tiga and RA, PR for pharmaceutical and technology brands, and other ad hoc work.
• Development of brand communications including brand guidelines, marketing collateral, long and short
form copy, SEO optimised web content, product descriptions, newsletters and social media.
• Produce creative and engaging communications plans and strategy that have resulted in significant
success.
• Familiar with monitoring and analytics tools across media, integrating information and insight to provide
actionable and strategic advice on both ad hoc and regular tracking basis.
• Design of visual collateral.
• Editorial role - responsible for sourcing content and managing production process, updating CMS
systems, ensuring quality.
• Identify opportunities to improve marketing effectiveness through better audience segmentation,
marketing techniques, and processes
• Press and publicity for various organisations - research and analysis into audiences and expectations, led
community engagement, delivered comprehensive publicity plans, produced marketing material,
resulting in record event attendances and membership applications exceeding targets.
• Ownership of social media accounts, with proven success of growing reach and engagement.
Development of strategy as well as implementation.
Marketing & Communications Manager at Association for Coaching, Communications Director at Spread the Word, Communications Associate at OpenOwnership, Communications Manager at Initiatives of Change,
Marketing Manager for Hannah and Hanna in Dreamland, copywriting for clients such as EY, Mistubishi, Tiga and RA, PR for pharmaceutical and technology brands, and other ad hoc work.
• Development of brand communications including brand guidelines, marketing collateral, long and short
form copy, SEO optimised web content, product descriptions, newsletters and social media.
• Produce creative and engaging communications plans and strategy that have resulted in significant
success.
• Familiar with monitoring and analytics tools across media, integrating information and insight to provide
actionable and strategic advice on both ad hoc and regular tracking basis.
• Design of visual collateral.
• Editorial role - responsible for sourcing content and managing production process, updating CMS
systems, ensuring quality.
• Identify opportunities to improve marketing effectiveness through better audience segmentation,
marketing techniques, and processes
• Press and publicity for various organisations - research and analysis into audiences and expectations, led
community engagement, delivered comprehensive publicity plans, produced marketing material,
resulting in record event attendances and membership applications exceeding targets.
• Ownership of social media accounts, with proven success of growing reach and engagement.
Development of strategy as well as implementation.
Technology, Manager, LED, RAW, Processes, Social, Production, Web, Development, Community, Monitoring, Implementation, Content, Pharmaceutical, Marketing, Sourcing, Analytics, Event, Pr, Word, Research, CMS, Coaching, Web content, Seo, Design, Copywriting, Social Media
2006 - ?
freelance
FREELANCE JOURNALIST & EDITOR
Marketing Week, The Countryman.
SEPT 2006 - PRESENT
• Published journalist in consumer and business titles, online and print. Bylines include Balance, Breathe,
Marketing Week, The Countryman, Little London, Establishment, Mental Movement, The London
Magazine, Positive News, Blue & Green Tomorrow, Om Magazine, Australia Times, Muftah and TNT
Magazine.
• Produced and published magazines; planned and presented weekly radio show; edited two psychology
books for publication.
• Published journalist in consumer and business titles, online and print. Bylines include Balance, Breathe,
Marketing Week, The Countryman, Little London, Establishment, Mental Movement, The London
Magazine, Positive News, Blue & Green Tomorrow, Om Magazine, Australia Times, Muftah and TNT
Magazine.
• Produced and published magazines; planned and presented weekly radio show; edited two psychology
books for publication.
Marketing, Print, Radio, Journalist, Online
2016 - 2016
job
INSIGHT PROJECT DIRECTOR
ADDED VALUE.
• Manage design, set up, process and delivery of ad hoc research for cross sector clients.
• Quantitative focus, collaborating with qualitative and cultural teams.
• Quantitative focus, collaborating with qualitative and cultural teams.
Design, Research, UP
2015 - 2015
freelance
COMMUNICATIONS CONSULTANT
VANILLA VENTURES.
Responsible for Identifying and communicating stories of positive social leadership and impact; advising
on marketing and communications; research on media use and relationships.
• Produced and developed brand and communications strategy to support brand relaunch.
on marketing and communications; research on media use and relationships.
• Produced and developed brand and communications strategy to support brand relaunch.
Marketing, Research, Leadership, Support, Social
2013 - 2015
job
INSIGHTS MANAGER, EMEA
EXPONENTIAL INC.
Responsible for creating and delivering analysis on media and brand strategy to influence consumer
behaviour; providing evaluation on performance and impact.
• Provided evaluation on campaign performance and impact against KPIS in order to refine marketing plans
and increase revenue.
behaviour; providing evaluation on performance and impact.
• Provided evaluation on campaign performance and impact against KPIS in order to refine marketing plans
and increase revenue.
Marketing, Campaign, Manager
2011 - 2012
job
BRAND COMMUNICATIONS DIRECTOR
DUNNHUMBY.
• Evaluating effect of media on consumer behaviour and quantifying ROI through analytics and measurement.
• Develop and inform optimum communications plans to drive behavioural change - reduced newspaper
advertising budget by 10%; segmented newsletter communications for leading manufacturer and increased engagement rate; developed personalised store reports for focused marketing.
• Develop and inform optimum communications plans to drive behavioural change - reduced newspaper
advertising budget by 10%; segmented newsletter communications for leading manufacturer and increased engagement rate; developed personalised store reports for focused marketing.
Marketing, Advertising, Budget, ROI, Analytics, Consumer behaviour
My education
2005
-
2008
University of Durham
Bachelors, History
Bachelors, History
?
-
2015
School of Storytelling
Unspecified, Journalism
Unspecified, Journalism
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