Caroline Hendrix

SKILLS

 

• CMS (Wordpress)

• CRM (Tessitura)

• Email marketing (Constant Contact, MailChimp)

• PR & media analysis (Cision, Meltwater, TrendKite)

• Project management (Trello, Wrike)

• Social media ads & analytics (Facebook, Twitter, HootSuite, LinkedIn, Instagram)

• Conversational in Spanish

EXPERIENCE

 

UK Department for International Trade, New York, NY

Marketing Campaign Manager USA, November 2015-Present

great.gov.uk

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G2B integrated marketing lead for the Technology, Cybersecurity, Automotive, Manufacturing, Aerospace and Space industries in the USA, the UK’s #1 priority business market.

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• Lead on strategic campaign planning, working with business development and trade policy teams on target audience analysis and segmentation, messaging development and implementation.

• Execute and oversee brand management, art direction, media analysis & PR pitching, paid media partnerships, digital advertising, content marketing, event marketing, and internal communications.

• Conceptualized Designing Our Future campaign, promoting the UK as a leader in technology, research and innovation. Developed strategy to counteract negative Brexit-related perceptions.

• Deliver UK presence and marketing for events including CES, SXSW, AutoMobility LA, Formula One, AI Summit, Social Media Week, MWC Americas, and RSA Cybersecurity.

• Advise colleagues in 15 cities on marketing, brand, and evaluation.

• Highlights/successes:

  • Designing Our Future - Led $1M initial phase of campaign. NYC kick-off event drew 700 guests. Integrated marketing generated 140 new leads and expected to generate $35-55M in export wins. PR outreach generated 173 top-tier placements with 215M+ estimated audience.

  • CES 2019 - Secured funding for and managed autonomous vehicle activation, the only one at CES to offer public demos. 1,325 people experienced UK driverless vehicle from Aurrigo integrated with IBM Watson AI technology. Immediate global sales leads generated.

  • AI Sector Deal Announcement - Spearheaded media strategy for announcement of $1.4B UK investment into national AI strategy. PR coverage in Bloomberg, Fortune, Forbes, Axios, Quartz, Wall Street Journal, TechCrunch and The New York Times.

  • #UKatSXSW - Worked with 20+ partners to deliver Great Britain House and trade show stand at SXSW Interactive. 23 events over three days attracted 3,000 attendees. Potential PR readership of 558M and 2.6M social impressions.

  • Formula One - Promoted the UK as the home of F1 and a leader in motorsport innovation. Activated global McLaren partnership through events, advertorials and organic social content that earned 8.7M impressions.

  • Love is GREAT Britain - Coordinated six years of Pride activity to highlight the UK as an LGBTQ equality champion and gay-friendly tourism destination. In 2018, activated in 27 cities in the USA, Canada, Mexico, Brazil, Chile & Uruguay.

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UK Department for International Trade, Mexico City

Marketing Director, Latin America, October 2017-January 2018 (maternity cover)

great.gov.uk

 

Oversaw marketing/brand strategy, budget allocation and internal communications for 17 markets. Managed four full-time staff, on-boarding one into a campaign management role. Offered full-time role at the end of the cover period following a competitive recruitment process.

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British Consulate-General New York, New York, NY

Press & Public Affairs Special Projects Coordinator, April 2012-November 2015

www.gov.uk

 

Led on strategic planning for events, projects and partnerships on behalf of the UK government in NY, NJ, PA and Fairfield County, CT.

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• Generated 450 new leads over three years, promoted the UK’s tech industry to US tech companies and worked with industry influencers like Pete Cashmore of Mashable and David Karp of Tumblr through The GREAT Tech Awards.

• Planned 20-30 events annually and managed projects to achieve business, communications and public affairs objectives, notably NYC Pride, a Magna Carta exhibition at the New-York Historical Society, and a Shakespeare’s Globe production of Hamlet at the UN.

• Managed C-level and VIP involvement in Consulate initiatives, including for The Duke & Duchess of Cambridge, The Duke of Sussex, the Prime Minister and the UK Foreign Secretary.

• Maintained partnerships with BAFTA, London Philharmonic Orchestra, the National Theatre, Royal Shakespeare Company, Premier League football teams, and others.

• Managed full-time department assistant.

 

The Amoralists Theatre Company, New York, NY

Managing Director, May 2011-June 2014

www.theamoralists.com

 

Responsible for marketing, PR, events and fundraising for Off-Broadway theater The New York Times called “the most promising, crowd-pleasing ensemble to emerge downtown.”

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• Oversaw re-brand and logo re-design. Doubled followings on Facebook, Twitter, Instagram, YouTube, Tumblr, and Pinterest.

• Earned regular coverage in The New York Times, Time Out New York, The New Yorker, New York Magazine, Village Voice, Daily News and Variety.

• Raised $165K over 3 seasons, doubling income and increasing donors by 400%.

• Produced 6 shows and 2 festivals at venues like Playwrights Horizons and Cherry Lane.

• Managed 50-member team of board members, executive team and arts ensemble.

 

The New 42nd Street, New York, NY

Development Associate, August 2007-April 2012

www.new42.org / www.newvictory.org

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Helped raise $2.25M annually for The New Victory Theater and New 42nd Street Studios by leading on strategic marketing and events.

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• Directed a new online marketing strategy for fundraising, integrating email marketing, digital and social content, and retargeting tactics.

• Conceived and implemented “14 Seasons, 14 Reasons to Support the New Vic,” the first online giving campaign which resulted in over 100 new donors.

• Planned 10-15 events annually, including galas, receptions, dinners and behind-the-scenes donor experiences. Managed $75K budgets, contracts, staffing, CRM data and donor tracking.

2010 - present

2010 - present