UKs Most Trusted Adviser of Marketing Strategy to Premium Beauty, Digital and Luxury Lifestyle Brands
“For as long as I can remember I’ve had a passion for luxury lifestyle brands and the people behind the brand that make them what they are.”
SpaSource is a highly acclaimed direct marketing business that specialises in delivering measurable sales growth through product launch, new business development, relationship marketing and CRM via integrated marketing campaigns. Unique in their skill and approach, they are the sales growth experts for the UK premium beauty, digital and luxury lifestyle brands.
Background & Early Career
Having a very strong work ethic meant working full-time since leaving school at 16 and paying my way. What I also grasped very early-on in life is that working hard is the sure fire way to get to where you want to go fast and help you stay there. Joining an apprenticeship scheme in 1984, I learned my craft for three years, working 5-days a week, and attending college one full day and two nights. It was a tough workload for any 16-year old, but having worked part-time since 13, I was already used to the responsibility of a professional working environment. Within a year I would be running my first business.
Studying the sciences of chemistry, physics, information technology, business law, communications and anatomy & physiology, along with art & design, practical skills and applied science for 3-years. I graduated with what is now known as a foundation degree in Communications, as well as a credentialed practitioner of hairdressing, beauty, nail technician, theatrical wigmaking, barbering and design, plus a Diploma in English. From night school I improved my school leaver grades to include 5 O-levels in biology, human biology, English language, English literature and IT.
My first three years of scientific study sparked an interest in science that would last a lifetime…
The first three-years of scientific study sparked an interest in science that would last a lifetime and fuelled a desire to deepen my knowledge. In the next academic year, I was accepted for a degree in International Health and Beauty Therapy, which I studied alongside exercise & nutrition, plus more A-levels at night school to improve my grades, as a condition of acceptance.
It was at this time I also left a paid job and set myself up in business, providing a freelance service covering my home area of Gloucestershire, Herefordshire, Worcestershire and Oxfordshire. Like all smart country kids, it was essential to gain independence and mobility through car ownership, so I made getting my driving licence a priority and took out a loan from the bank to buy my first car. I was 19, running my own business and making my way in life. Things were going great but it wasn’t enough to satisfy the relentless drive I have felt my whole life.
From Champneys came the opportunity to deepen my knowledge in advanced body work, clinical aromatherapy, spa therapy, balneotherapy, hydrotherapy and yet more A-levels. I was extremely fortunate at the time to be taught clinical aromatherapy by Geraldine Howard, the late CEO of Aromatherapy Associates, who mentored me during my IFA Diploma at Champneys International CIDESCO College. Champneys was still an independent health spa at the time and popular amongst the great and the good of that era; I regularly worked on royalty, celebrity and the A-List.
Several years later I was invited to manage luxury health spas at sea by Coiffeur Transocean, and later by Steiner Leisure. Within 5-years of graduating my first foundation degree, I had gone from small-town girl to international Spa Director of on-board spa, health and leisure operations, generating over $1.2 million dollars a month, sailing the high seas and waking up each morning in a different port. What a charmed life! It would seem so from the outside looking in but maintaining this was a 24/7 operation, 12-hour days with few days off during a 9-month operational contract! It’s a young persons’ gig for sure.[/text_block]
As any fitness, medical, spa, beauty, hairdresser or manager of on-board concessions will tell you, it is survival of the fitness. Pitted against each other as well as being up against other on-board departments to compete for category spend; failure to perform in your role meant immediate relegation or dismissal, often at your expense.[/text_block]
I became so effective at this type of marketing, that I was asked to immediately disembark the vessel in Spain, fly back to London, and train others how to do the same. Based at the Steiner Leisure headquarters in north-west London, I delivered management training and professional development programmes. These were the kind of professionals who were very focused, who meant business and for whom a 6-figure income was expected. Cruise ships were their domain because high-earning opportunities in the health and spa market were completely non-existent. Today you will find those same accomplished professionals running the best hotels, spas and resorts around the globe, such is the demand for high calibre Spa Director candidates, and every ex-Steiner manager who ever completed several years at sea is on that list.[/text_block]
Now a mentor for the Chartered Institute of Marketing, as well as a business coach and leading industry consultant for the past 15 years, I have worked with Aveda, The Refinery, Starwood Resorts, Emaar, Jumeirah Group, Beauty Lab, Ritz Carlton Middle East, CACI, Strip, Aesthetic Business Transformations, My Lake Como Wedding and uFit Urban Gyms to develop their businesses, help them connect with their target audience and generate 6-figures and beyond.[/text_block]
Optimum Health was sneered at by the medical profession and just about everybody else at the time. Now, almost 30-years later, it is making news headlines on a daily basis and almost every skincare, vitamin, food and health product has jumped on the marketing bandwagon with a market offering that promises to make you younger, happier, thinner, sexier, more successful and attractive.[/text_block]
Finishing up my education in Dubai, where I founded a strategic marketing and business advisory, I studied Master of Business at Liverpool and Master of Real Estate Development and Investment after work for 3 years. I also completed a Post-Graduate Cert Education & Training (Wales) and innumerable post-graduate diplomas and short courses in Marketing, Strategy, Digital Marketing and Competitive Advantage from 1990 – 2016.
A lifelong commitment to continuing professional development, formal education and a deep desire to see just how far I could go in this life; in addition to working 50+ hours a week as a business owner, consultant, coach and mentor, you could say I know a thing or two about success. My relentless hunger to live an extraordinary life, intellectual curiosity and thirst for knowledge has helped me to realise three multi-million-dollar businesses. My knowledge of the industry, expertise, authority on the subject and track record of success means I am more in demand than ever.[/text_block]
I know what works, what doesn’t, which is the best way to do something and what shortcuts are worth taking for short term results versus things you must do to ensure long-term results. It is a formula that has been well tried and tested within 6-years in Silicon Valley tech, 7 years in Dubai corporate business, several years in China, Hong Kong, Singapore, Milan, London, California and Italy; and has ensured I have a phenomenal range of experience, a library full of case studies and unsurpassed expertise in business within the luxury lifestyle sector.
Now well established in the premium hair, beauty, skincare, spa, health, fitness and luxury lifestyle sector, with over 32 years of active senior management and marketing results, I am the preeminent expert and most trusted advisor of marketing and brand strategy in the UK to this niche market[/text_block]
I wish you great and continued success, in business and in life