Name

Aileen

Position

Board Advisor

Location

Midlothian

Big Business Experience

SSE

Visa

Small Business Experience

Origo

Janet

Summary

Aileen is a senior commercial and entrepreneurial leader and branding, communications & engagement strategist, expert in developing and delivering marketing transformations to drive growth through insight, engagement & leadership.

With extensive multi-sector experience, including: education; energy; financial & professional services; fintech; government; membership; publishing; technology and third sector – across both B2B and B2C environments, she offers a wealth of expertise. A seasoned CIM qualified Chartered Marketer she’s worked in enterprises from challengers to global blue-chips (RBS, Visa Europe, Barclays, BNY Mellon) encompassing a rainbow of corporate cultures.

Aileen thrives in collaborative and innovative environments which balance commercial imperatives and positive societal impacts.

Qualifications

• Chartered Marketer
• Fellow, Chartered Institute of Marketing (FCIM)
• Professional Postgraduate Diploma in Marketing (DipM), 2017 – CIM Level 7, Oxford College of Marketing
• 1 of 361 people who hold all three professional accreditations in UK – FCIM DipM Chartered Marketers (CIM figures 28/05/2025)
• BA Honours (2.1) in English Studies, University of Stirling

Key Areas of Expertise

• Strategic marketing leadership
• Insight & analysis: competitor, customer, market
• Identifying commercial/brand opportunities
• Brand strategy: planning & development
• Digital marketing (strategy & content)
• Customer journeys/brand experience/events
• Go-to-market strategy development
• Value/service proposition development
• Product/service & brand campaigns
• Stakeholder & employee engagement
• Thought Leadership/Influencing
• Team design, leadership/development
• Budgetary ownership & supplier management

Experience

• Created strategic marketing, brand and communications consultancy to formulate and deliver marketing strategies and plans to drive marketing performance, brand impact, commercial growth, reputation, and customer experience.
• Business challenges solved through strategic brand, marketing and communications, organisational redesigns, brand identity & positioning using insights, research and analysis.
• Created integrated strategies targeting growth, requiring four pillars of investment – people, brand, technology and insight.
• Developed and delivered marketing and brand transformation to drive competitive advantage in an increasingly commercial landscape for provider of ultra-fast broadband private network.
• Created reputation management communications strategy and crisis comms protocol to mitigate risk of outsourcing of ICT division.
• Created product launch strategy and toolkit for new Healthcare IT application to support sales teams following acquisition of UK start-up.
• Identified strategic brand positioning (vision, mission, values, competitive advantage and value proposition) to drive growth.
• Led strategic development and direction of communications and marketing priorities at tail end of digital transformation (CRM implementation).
• Established a new membership and engagement division to grow commercial income and memberships.
• Identified additional revenue streams to commercialise loss-making projects and services.