Sophie Robinson

Word of Mouth is an independent creative agency launched by myself in January 2025. As an experienced freelancer, I specialise in supporting agencies with their public relations and communications strategies. I also support businesses ready to take their creative communications efforts to the next level. www.wordofmouthcomms.com

I am responsible for executing engaging social media content, strategic communications and events plan for the British overseas military community based in the Netherlands and Germany. Working closely with military charities and the European Joint Support Unit in Belgium, I make sure the UK spouse and community network are fully supported during their overseas deployment. I manage the creative content and all social media activity & channels for all UK-led official WhatsApp and Facebook groups, using Canva and Hootsuite to design and schedule posts. I'm also incorporating my marketing management experience into the role by introducing a communications strategy, editing a new Community Newsletter, event plan in conjunction with the Senior British Officer (DCOS Plans Maj General Mark Pullan) and introducing new funding opportunities for groups with the support of MWA & forces charities such as BFBS, SSAFA, Royal British Legion and NAAFI to enhance the lived experience overseas.

Working for a retail destination in County Durham with an annual turnover of £65m, I was responsible for the development and delivery of a fully integrated marketing, public affairs and social media strategy for the North East's largest outlet. I was responsible for the company's social media channels and mentored the in-house Social Media Assistant. I managed the six-figure annual marketing budgets for the business, negotiating and agreeing contracts with core suppliers to maximise return on spend. I led a team of agencies to deliver effective marketing activity which aligned to the company's brand values. I worked in partnership with global brand marketing teams including Levi's, M&S, McDonalds, Radley and Adidas, to support their commercial marketing and brand objectives in-centre.

I upheld the events strategy across the centre, with full responsibility for the events programme and delivery of over 40 events per year. I devised an award-winning sustainability and CSR strategy for the centre and had overall responsibility for the on-site placemaking and decoration installations.

ACHIEVEMENTS The 2022 marketing strategy devised resulted in record sales and footfall for the business, with like for-like sales increased by 14.5% on pre-pandemic levels. I grew the consumer email database by 23% and social media engagement by 36% across Facebook and Instagram during my time in post. Introduced an award-winning sustainability strategy and launched Dalton Park's Charity of the Year (County Durham & Sunderland Foodbank and Great North Air Ambulance Service), with supplementary support and activity to raise funds and donations.