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Fractional CMO: Oldwalls Collection
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Fractional CMO: Oldwalls Collection
Brand Strategy
Content Marketing
Influencer marketing
Fractional CMO
Lead Generation
Media & event production
Social media
Web design
PR
No items found.
The background
Oldwalls Collection is Wales’ leading luxury wedding group, home to the award-winning venues Fairyhill and Sant Ffraed House. Renowned for delivering unforgettable experiences in iconic locations, Oldwalls was entering a pivotal stage of growth. With the consolidation of its offering from three venues to two and ambitions to expand reach beyond Wales, the brand needed to elevate its storytelling across every channel.
However, there was a gap - no in-house marketing team to deliver on their ambitious growth targets. The business had been heavily reliant on costly agency support, and for the first time there was an urgency to build a sustainable in-house function. Timing was critical. They needed someone who could step in immediately, set the foundations for long-term success and deliver results from day one. Someone who could balance strategy with hands-on delivery, seamlessly embed within the team and create the platform from which their future in-house team could thrive.
The BIG solution
Slotting in as Fractional CMO, BIG little London’s Marketing Director Sophie Collins, acted as part of the Oldwalls team, working from their head office and wedding venues for three-months to:
- Support the recruitment and onboarding of a new full-time marketing manager and establish an in-house marketing function with junior executives.
- Create and manage content across channels.
- Plan content and optimise user experience for a new website.
- Write press releases and secure coverage in target publications.
- Launch a new monthly newsletter format.
- Plan and host their first ever influencer marketing event.
- Write and produce their first printed newspaper.
- Create a social media strategy and manage ongoing content.
- Launch creative campaigns for OOH advertising.
BIG Results
Shakira Obaid, Commercial Director, Oldwalls Collection commented, "Sophie slotted seamlessly into the team from day one. She got under the skin of the brand quickly, assessed all our existing marketing channels and built the foundations for an in-house marketing team. She had so much energy - bringing fresh ideas, invaluable experience and suggesting changes that made measurable impacts to the number of wedding enquiries received.”
750,000
Social visits
Fairyhill and Sant Ffraed House channels
56%
increase in enquiries
Best June on record
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