MICHELLE BARRY
London
Summary
Accomplished professional with expertise in campaign planning, creative development, and project management. Demonstrates strong skills in media planning, stakeholder management, and data analysis. Proven track record in budget management and mentoring, driving successful outcomes through strategic initiatives. Committed to leveraging skills to achieve organisational goals and foster team growth.
Overview
16
16
years of professional experience
Work history
Senior Marketing Manager
ITSU
London
08.2024 - 11.2025
- Lead integrated marketing campaigns to enhance brand awareness and drive 2% LFL transaction growth.
- Oversee product launches and seasonal initiatives for optimal market impact.
- Analyse customer and market data to optimise campaign performance and spending.
- Manage £500k+ budget forecasting and tracking, ensuring alignment with performance metrics.
- Mentor and develop marketing team members to enhance skill sets and productivity.
- Collaborate with commercial, operations, food development teams, and senior stakeholders to align marketing strategy with business objectives.
- Lead local marketing campaigns to promote store openings, refurbishments, events, promotions, and seasonal activities.
Senior Advertising Manager
John Lewis & Partners
London
07.2021 - 12.2023
- Developed and executed robust advertising campaigns for improved brand metrics (~94% brand recognition, ~38% purchase intent, x6 ROI).
- Led creative and media briefs for external agencies, utilising customer and market insights to inform marketing strategy.
- Measured and assessed campaign performance, identifying optimisations for future planning.
- Managed cross-functional projects involving internal stakeholders and external partners to support key business targets and initiatives.
- Controlled £5million+ annual advertising expenditure to maximise investment and brand exposure.
- Mentored Senior Marketing Executives, fostering personal and professional growth.
Marketing manager (Home, Beauty & Trade)
John Lewis & Partners
London
03.2016 - 06.2021
- Executed integrated marketing campaigns for Home, Beauty & Trade categories to hit category growth targets (Home +8%, Beauty +16%, Trade +11%).
- Collaborated with internal teams (buying, merchandising, retail operations, e-commerce, digital) & and external agencies to deliver impactful campaigns.
- Optimised campaign performance through analysis, testing, and insight-driven decision making.
- Leveraged customer insights to enhance targeting and personalisation of campaigns.
- Adapted national marketing campaigns to suit regional markets, customer needs and demographics.
- Managed £1 million+ budgets to ensure tracked expenditure and maximised value.
Offline Acquisition Marketing Manager
John Lewis & Partners Finance
London
10.2012 - 02.2016
- Developed and delivered end-to-end offline marketing plans for John Lewis Insurance, including award-winning 'Tiny Dancer' campaign.
- Collaborated with Insights and Product teams to maximise customer insights for effective targeting, acquiring av. +8% YoY new policies.
- Managed stakeholders across internal and external teams, ensuring timely and budget-compliant campaign delivery.
- Oversaw approval processes to guarantee compliance with Legal and FCA regulations.
- Implemented weekly strategic competitive analysis, evaluating strengths and weaknesses of key competitors.
Assistant Marketing Manager
Santander
London
05.2010 - 10.2012
- Assisted Retail Product team in developing and implementing strategic marketing plans to deliver customer growth.
- Delivered customer-centric direct marketing campaigns for brands such as Topshop, Wallis, and Evans.
- Managed £100k-£250k budgeting and forecasting for each retail partner effectively.
- Collaborated with Insight and Analysis teams to create robust segmentation strategies.
- Conducted post-campaign analyses to enhance future marketing initiatives.
Education
JAEC Professional Diploma - Advertising
Dublin Institute of Technology
DMI Pro Certification - Digital Marketing
Digital Marketing Institute
LondonMaster of Science - Marketing
Dublin Institute of Technology
Bachelor of Arts - Economics & Geography
University College Dublin
Skills
- Campaign Planning
- Creative Development
- Project Management
- Media Planning
- Stakeholder Management
- Data Analysis
- Budget Management
- Mentor
Timeline
Senior Marketing Manager
ITSU
08.2024 - 11.2025
Senior Advertising Manager
John Lewis & Partners
07.2021 - 12.2023
Marketing manager (Home, Beauty & Trade)
John Lewis & Partners
03.2016 - 06.2021
Offline Acquisition Marketing Manager
John Lewis & Partners Finance
10.2012 - 02.2016
Assistant Marketing Manager
Santander
05.2010 - 10.2012
JAEC Professional Diploma - Advertising
Dublin Institute of Technology
DMI Pro Certification - Digital Marketing
Digital Marketing Institute
Master of Science - Marketing
Dublin Institute of Technology
Bachelor of Arts - Economics & Geography
University College Dublin