Susan Hewlett
Brand & Marketing Director @St James Quarter
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WORK HISTORY
Brand & Marketing Director @St James Quarter
Edinburgh City, GB
Lead the marketing strategy, brand development, placemaking, and digitisation for Scotland\'s most significant mixed-use destination along with the evolution of marketing capabilities, guest engagement, and commercial outcomes.Achieved 2024 footfall target of 20M in Year 3, two years ahead of forecastDelivered high-performing digital touchpoints including new web presence and loyalty-driving App (30K+ downloads)Conceptualised and implemented award-nominated experiential campaigns including:Edinburgh Style in partnership with Grazia (+7% YoY weekend footfall)Edinburgh Seafood Festival with Delicious Magazine (+29% YoY footfall)St James Quarter Sessions live music series (1.9M monthly footfall,+9% vs target)Implemented advanced targeting through StackAdapt, Adara, Locala, and Blis to drive high-quality visitationDelivered full annual marketing plan aligned with CACI guest data and Acorn demographicsRecruited and structured in-house multichannel team to build brand partnerships and content strategyRepresent retail on the Edinburgh Visitor Economy Partnership Strategic Marketing Group
EDUCATION
University of East London
Bachelor of Arts (B.A.)(Hons), Fashion & Retail Marketing
SKILLS
ABOUT SUSAN HEWLETT
2024 Marketing Society Nominee – Inspirational Marketing Leader of the YearA commercially astute, purpose-driven global marketing leader with extensive international experience across the premium retail, fashion, lifestyle, hospitality, and e-commerce sectors. Recognised for delivering transformative brand strategies, omnichannel growth, and high-impact consumer engagement, combining strategic vision with creative execution to drive brand love, digital innovation, and commercial success. A proven track record in developing and scaling global brands including Victoria’s Secret, Levi Strauss, Godiva, Holm House, Avenue32, Swarovski, Jack Daniel’s and St James Quarter. Extensive expertise in marketing leadership, brand development, performance marketing, CRM, digital transformation, and stakeholder alignment across diverse markets. Skilled in building world-class teams and capabilities, leading change, and embedding purpose at the heart of the consumer journey.
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