Emilie Lumineau
Marketing Manager @CODE Concepts
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WORK HISTORY
Marketing Manager @CODE Concepts
Edinburgh, GB
Appointed to establish and lead the group’s first central marketing function, shaping strategy and delivery across multiple brands - boutique hotels, visit attraction, venues, cafés, and affordable summer accommodation - to drive growth, brand consistency, and long-term positioning.• Delivered record-breaking performance for The Lost Close, leading a digital relaunch (website, social, PR, and B2B outreach), achieving 18% year-on-year visitor growth over the summer and a 21% increase in direct online bookings. Secured national media coverage for a unique historic discovery and elevated the venue’s profile through industry award recognition.• Led the launch marketing for John’s Coffee House & Tavern, developing brand identity, localpartnerships, and PR strategy that generated consumer and industry media coverage.• Overseeing a full rebrand and digital transformation for CODE Hotels (launching November 2025),collaborating with creative and digital agencies to deliver a new website and visual identity.• Leading the Marketing Strategy for Code Hotels. Results to date include 93% summer occupancyand 5% revenue above budget, alongside regional Thistle Award finalist recognition for Best HotelExperience and Innovation (2025).• Providing strategic marketing input for upcoming pipeline projects, including new boutique hotels in Edinburgh and London (opening 2027), ensuring brand alignment, commercial readiness, and marketpositioning from the outset.
EDUCATION
Edinburgh Napier University
Master of Science - MS, Creative Advertising
Hogeschool Odisee
Erasmus Programme, Business and Marketing
Abertay University
Bachelor of Arts (BA), Marketing & Business
Edinburgh Napier University
Destinational Development and Leadership Course
Université de Poitiers
DUT, Sales techniques
Edinburgh Napier University
Postgraduate Upskilling, Project Management
SKILLS
ABOUT EMILIE LUMINEAU
Strategic and results-driven Marketing Manager with 7 years’ experience in the tourism and hospitalitysectors, leading high-impact campaigns and brand transformations for some of Scotland’s mosticonic visitor experiences. Proven success in driving commercial growth, elevating brand visibility, anddeveloping integrated marketing strategies that deliver measurable results and long-term value.Recognised across the industry for innovation and leadership - ASVA Inspiring People AwardsTechnology Innovator Winner (2024), VisitScotland Thistle Awards Rising Star Finalist (2025), andScottish Excellence Awards Employee of the Year Finalist (2024)- I bring a deep understanding ofScotland’s visitor economy, audience engagement, and the power of collaboration between attractions,hospitality, and local communities.Passionate about advancing the sector’s excellence and innovation, I thrive on connecting strategicthinking with creative execution to deliver experiences that grow destinations, strengthen partnerships,and inspire
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