March 1st, 2018
Vikki helps organisations find their story and align it across channels and stakeholders, so they speak with one voice and grow. At the heart of her work is a consistently told narrative which enhances reputational and cultural alignment, improving sales, influence and value for clients. Vikki is expert at mitigating the risk of reputational damage having diverted several crisis situations from impacting shareholder value or reputation. She has a track record of success, leading campaigns that cross departmental boundaries.
A classically trained marketer, her experience comes from senior roles and with clients in sectors as diverse as retail, oil, automotive, education, logistics, financial services and travel within the UK and across international markets. Click here for LinkedIn profile.
Strategic Storytelling: Author of narrative for Argos’ Transformation, shifting perception from catalogue to digital retail leader and attracting Sainsbury’s to buy the business. Coached and media trained leaders up to MD level in Argos and Homebase to connect strategy to audience via narrative.
Crisis Management: Mitigated several crises, involving cyber security threats, product safety, legal challenges, and including personal injury and death, by managing communications and guiding businesses strategically and tactically in their response.
Reputation Building: Measureable success in creating and implementing strategies to grow advocacy and reputation.
Integrated Communications: Led marketing campaigns which helped re-position and grow the Vauxhall Corsa brand. Built newsworthy campaigns with partners including eBay, Macmillan, Barnardos, dot.everyone and ukActive across departments including IT.
Chelsea Flower Show: Initiated strategic plans over 5 consecutive years for Homebase. Generated >£1m of coverage and helped increased sales of the product range to over £3m.
Argos: Launched Fast Track same day delivery campaign, moving consumer awareness from 22% to 33%; managed events including Christmas in July 2016 which trended on Twitter ahead of Theresa May on the day she became PM.
Project Management: Global segmentation lead in the market integration project for BP following the purchase of Castrol. Led the re-branding project for Beyond Petroleum within lubricants and the re-launch of BP Visco internally and externally across 15 European markets following the de-merger from Mobil Oil.
2018-Current Consultant, The Consultancy Company
2017-Current Governor, The Buckingham School
2017-2018 Director of Storytelling, Vibrato Consulting
2017-2017 Interim Head of Communications, XPO Logistics
2006-2016 Head of Communications, Home Retail Group
2000-2005 Brand Lead; Special Projects (various), BP Castrol
1998-2000 European Brand Manager, Mobil Oil
1991-1997 Brand Communications Manager, Corporate Sales Manager, Vauxhall Motors
Home Retail Group. Leading with Values [programme]
MA Marketing & European Law, Middlesex University Business School
Postgraduate Diploma in Marketing, CIM
University of Leeds BA (Hons) Human Geography (2:1)