Royal Westmoreland

Industry Sector: ACCOMMODATION, PROPERTY & GOLF RESORT

About

Set in the Caribbean the five star Royal Westmoreland estate, sits perfectly in the rolling hillsides of St James on the prestigious west coast of Barbados. Properties range from luxurious one bedroom apartments, to stunning seven bedroom villas to own or hire. Scattered gently amongst 750 acres of landscaped grounds you will find Wayne Rooney amongst many other famous celebrities here. World-class beach, spa and golf estate boasts a par 72, 7045-yard championship course set in a tropical landscape and it is rated as one of the top courses in the Caribbean.

My Role

Whist working in-house for two years as head of marketing the challenge was to turn around this failing marketing department and introduce an international strategy, new website, CRM stems and build a marketing team whilst managing reservations teams and delivering leads to the property sales teams.

Deliverables

  • In just two years directly grew profits by £7.3m
  • Management of all external agencies such as Design, Web, Press, PR, Print Agencies and Mailing Houses
  • Lead generation for holiday home sales and holiday enquires
  • Overseeing the central reservations team and driving pricing and promotions to hit bookings targets
  • PPC, SEO, Onsite Content, Social Media, Blogs, Link Building, Content Marketing, Re-marketing, Article Writing, Banner Advertising, Affiliates, Third Party Listings and E-Shots
  • National and International Press Advertising, Direct Mail, PR, Brochures, Video Production, Photography, Design, Exhibitions, POS
  • Branding exercise and new modern look for Royal Westmoreland
  • Overhaul of press advertising programme and monitoring techniques implemented
  • International digital strategy put in place and responsive website built
  • Introduction of a bespoke CRM system
  • Budget setting for all core areas of the business and ROI monitoring from all marketing spend
  • Development and branding for international fractional ownership scheme launch for Royal Westmoreland
  • Appointment of Canadian PR Agency for Barbados and new UK PR agency
  • Personally hosted group press trips in Barbados and UK with Daily Mail, Times, FT, Telegraph and a number of high end glossy magazines
  • KPI monitoring for Traffic, Goals, Domain Authority, Unique Visitors, Site Conversion Rates, Bounce Rates, SEO Visibility, PPC (Cost per Click & Cost per Action) etc for effective ROI

Testimonial

Royal Westmoreland is a strange business with a number of different products from, villa sales, villa holidays, shared ownership and golf membership. These areas all call for a very individual approach and this is something that Caroline was able to achieve. During her time rentals and sales increased, shared ownership was successfully launched and communications with the membership improved.

This task can’t be underestimated especially when you take into account the different markets we strive to have a positive presence in. It can be North America one minute for one product and UK the next for another. This she managed to do with the assistance of the team she built around her. In 2014 we had our best year for sales in 10 years and this was greatly influenced by the systems Caroline introduced to better track interaction with sales prospects that made the sales agent much more accountable. She approached tasks with energy and achieved all goals that were set.

GREG SCHOFIELD – CEO AT ROYAL WESTMORELAND

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