Louise de Groot
Senior Brand Marketing Manager @Hf Holidays
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WORK HISTORY
Senior Brand Marketing Manager @Hf Holidays
Borehamwood, GB
As the Senior Brand Marketing Manager and Head of the Marketing Department at HF Holidays, I am responsible for leading and creating the brand and marketing strategy for a portfolio worth over £35 million. This portfolio includes more than 260 walking and activity holidays in over 40 countries across the UK, Europe, and worldwide. I successfully rebuilt the department following the pandemic, restructuring it to create a multi-skilled team of nine. After two years of gathering insights, re-establishing brand foundations and processes, and reintroducing our brand to the world, we are seeing tangible results, including a 10% growth in customers in 2024 and 21% more customers choosing to take a second or third holiday.We recognise the importance of staying dynamic in a rapidly changing competitive environment and responding to the evolving needs of our audience. As a result, we continuously analyse and optimise our marketing campaigns and embrace new technologies to ensure that we are proactively driving growth.
EDUCATION
University of Leeds
BA Management with Marketing, Management, Marketing , Business
Joesph Wright Sixth Form Centre
English literature, Dance, Psychology, Sociology
ABOUT LOUISE DE GROOT
With over 14 years of experience spearheading marketing for travel and lifestyle brands, I am now the Senior Brand Marketing Manager at HF Holidays, leading a team of nine. Leveraging my background as a seasoned Marketing Strategist, I create insight-driven initiatives and brand stories tailored for our target audience, ultimately delivering measurable results. The team at HF Holidays benefits from my entrepreneurial mindset, which consistently motivates us to think outside the box and innovate. By promoting a culture of collaboration and forward-thinking, we have successfully redefined our brand identity and improved brand awareness. My leadership style, influenced by ICF coaching credentials, focuses on fostering a solutions-focused environment, empowering our team to deliver inspiring and purposeful campaigns that help establish and maintain our customers’ trust. I thrive in collaborative settings and am unafraid to challenge the status quo by introducing fresh ideas. I am looking to connect with professionals who share a passion for strategic brand development, effective marketing leadership, and the great outdoors.
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