About my role
I lead a team of talented and passionate Marketing & Customer Experience people, who’s primary focus is to ensure that each and every guest has the best possible experience from learning about our lounges, booking their place, visiting one of our lounges and returning again in the future. My main role is to strategise and plan activity to ensure that this is the case and find improvements where we can. My team and I also support our Lounges Director with presentations and other things that sell our lounges to airports and airlines. I am also responsible for ensuring the brand is delivered in the correct way, that means I get involved with signage design and placement, work with partners and other Swissport departments to make sure that Aspire is always looking and feeling its best wherever it may be seen, and whichever one of our lounges a guest is in they know it is distinctly an Aspire Lounge.
A typical day
A typical day for me always starts the same way – with a cup of tea, a check of emails and a review of my notes (I am a prolific notetaker!). After that, no two days are the same! I work very closely with my team to deliver on priorities which could be a last-minute brochure document, evaluating sales and customer feedback data, planning a marketing campaign, checking in with our lounge managers, working with airports, meeting with partners, organising PR activity – sometimes the list feels endless! Since reopening after the first wave of the pandemic, we have had to balance reacting very quickly (to changes in legislation for example) with still planning for the future to ensure Aspire is in the best possible position in 2021 and beyond.
What I love about my team
With my direct Marketing and Customer Experience Team, the thing I love the most is just how small (though sometimes I do wish there was an extra person or two!) and mighty we are! What we achieve and how we work together to do it is what gets me into work each day. We have a huge amount of individual passion and talent, whilst having skills that complement each other. The same is also true of the wider Aspire Team, the differing personalities, years of experience and knowledge, and varying skills allow us all to work together towards a common goal – to ensure Aspire Lounges are the best they possibly can be.
Outside of work, I enjoy...
I have a 7 year old son who keeps me very busy! As a family, we enjoy walking, travelling (when we can) and playing board games together. During lockdown, I dug the Scalextric out of the loft so my son has enjoyed being part of Dad re-kindling his youth! I am also a big fan of Lego, though we have two very distinct sets – Dad’s Lego that no-one else can touch and my son’s! But sometimes, there is nothing better than curling up on the sofa with a glass of wine and a good film.
Random fact about me
Marketing wasn’t my first career choice! I have been a professional actor, retail manager, recruitment consultant, airport ticketing agent, airport tour operator representative and airport VIP operations supervisor. I am qualified counsellor and trainer. I joined the Marketing department at Aspire nearly 8 years ago and instantly fell in love with the creativity and every day draw on my previous job experience and training in a variety of ways.
I am lucky, there are a few. As a team, the launch event we did at Edinburgh this time last year was amazing – incredibly hard work, but really enjoyable and successful. I also love seeing the people in my team grow and achieve success. But, on a personal note, one of my top highlights is how we have handled the COVID pandemic and the decisions that I have made that have played their part in obtaining some of the best customer feedback we have ever had. As a collective, we have always had the customer at the forefront of our mind and were the first operator way back in March to remove the amendment and refund fees on our direct lounge bookings. We didn’t quibble when customers wanted a refund. We were the first lounge operator to reopen in July, and I worked closely with colleagues and lounge managers to build reassurance and confidence in both our lounge teams and our guests that our lounges were safe places to be. We reacted quickly to changes in legislation and always ensured that our guests had a fabulous time in our lounges. For me, the way in which we have handled 2020 is a huge achievement that I am incredibly proud of.