Karen Baynes
St Ives, Cambridgeshire
Summary
Dynamic professional driven by purpose and values, ensuring high standards throughout the organisation to deliver high quality school holiday childcare. Extensive expertise in sales and marketing strategy, brand management, and market share growth. Adept at developing niche strategies, executing digital marketing campaigns, and leveraging social media advertising. Skilled in pricing strategy formulation, lead generation techniques, and business development to achieve market penetration and revenue targets. Proficient in utilising marketing automation software to streamline processes and enhance performance monitoring. An approachable and sensitive individual demonstrating cross-department leadership capabilities with a proven track record in team development and continuous improvement. Committed to delivering high quality care and making a positive impact on children's lives with solid understanding of EYFS, Safeguarding and Health & Safety.
Overview
27
27
years of professional experience
3
3
years of post-secondary education
Work History
Sales & Marketing Director
Young World Leisure Group t/as Barracudas
Warboys, Cambridgeshire
09.2006 - Current
- Oversee planning and execution of targeted sales and marketing strategies.
- Regularly undertake competitor analysis for strategic positioning of services in the market.
- Continually improve visibility and brand awareness by developing creative, engaging advertising campaigns.
- Develop and direct strategic marketing campaigns, increasing new lead generation, expanding market share in new areas and conversions.
- Fostered a culture of innovation within teams leading to fresh marketing ideas and concepts.
- Create multi-channel advertising initiatives, enhancing reach to potential customers.
- Optimise budget allocation to maximise return on investment in marketing efforts.
- Implemented CRM system to improve sales leads and conversions and customer management processes significantly, including scalable capacity for managing children's sensitive medical and SEND information.
- Developed in-house booking system from brief to implementation. Continuous development and improvements ongoing.
- Created a parent app with unique QR codes for secure registration and collection of each child at camp.
- Prepare quarterly sales forecast reports for efficient occupancy levels and pricing.
- Develop pricing structures based on historical and current trends and competitor activities.
- Secure and implement HAF funded places for free school dinner children.
- Community based 'free places' campaigns demonstrating commitment to providing enriching experiences for all children during the holidays.
- Regularly report and update the Board on performance, new trends, initiatives and developments.
Good Practice Manager
Young World Leisure Group t/as Barracudas
St Ives, Cambridgeshire
10.2000 - 09.2006
- Developed comprehensive operational policies to ensure regulatory compliance.
- Built relationships with regulatory organisations including Ofsted Early Years and Local Authorities.
- Oversaw the DBS and Reference checking of all seasonal staff
- Coordinated and delivered staff training sessions to prepare staff for camps and enhance skills and knowledge. Areas including First Aid, Health & Safety and Safeguarding.
- Undertook accident monitoring, reporting to Ofsted and RIDDOR and investigation.
- Collaborated with local authorities on safeguarding referrals of vulnerable children.
- Implemented quality standards auditing for camps.
Schools Liaison Officer
Young World Leisure Group t/as Barracudas
St Ives, Cambridgeshire
10.1998 - 09.2000
- Acted as key point of contact with schools, building positive relationships with key personnel.
- Conducted successful negotiations for new and repeat contracts.
- Managed issues arising from camps effectively to maintain harmonious relationship with the schools.
- Coordinated meetings for improved communication and understanding.
- Built rapport quickly with new clients for positive first impressions.
- Streamlined communication processes to ensure clarity and efficiency.
- Worked with both state and private sectors schools.
- Attended sector conferences and events
Secondary School Teacher of Dance
Arthur Mellows Village College
Peterborough
01.1998 - 07.1998
- Comprehensive lesson planning and engaging teaching strategies.
- Nurtured an inclusive classroom environment by promoting respect and mutual understanding amongst students.
- Demonstrated exceptional subject knowledge during lessons, increasing student interest in topics.
- Assisted in the organisation of school events such as well-being days ensuring smooth execution and positive community involvement.
- Promoted healthy lifestyle choices among students through regular physical activity and guidance on self care.
- Managed parent-teacher meetings effectively.
Education
Certificate in Marketing - Marketing
Chartered Institute of Marketing
UK 09.2005 - 07.2006
PGCE - Secondary Education (Dance)
De Montfort University
Bedford 09.1996 - 07.1997
BA Dance - Dance
Northern School of Contemporary Dance
Leeds 09.1994 - 07.1996
Skills
- Sales and marketing strategic planning
- Brand management and development
- Market research and Competitor analysis
- Product and Business development
- Digital marketing expertise
- Social media advertising
- Email marketing skills
- Search engine optimisation
- Content creation and curation
- Pricing strategy formulation
- Sales forecasting and Budget management
- Marketing automation software
- Performance monitoring
- Crisis management
- EYFS knowledge
- Designated Safeguarding Lead
- IOSH Health & Safety
- Purpose and Values centred & a passion for learning through play
Affiliations
- Reading, Walking, Entertaining and Self Care
References
References available upon request.
Timeline
Sales & Marketing Director
Young World Leisure Group t/as Barracudas
09.2006 - Current
Certificate in Marketing - Marketing
Chartered Institute of Marketing
09.2005 - 07.2006
Good Practice Manager
Young World Leisure Group t/as Barracudas
10.2000 - 09.2006
Schools Liaison Officer
Young World Leisure Group t/as Barracudas
10.1998 - 09.2000
Secondary School Teacher of Dance
Arthur Mellows Village College
01.1998 - 07.1998
PGCE - Secondary Education (Dance)
De Montfort University
09.1996 - 07.1997
BA Dance - Dance
Northern School of Contemporary Dance
09.1994 - 07.1996
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