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TRACY ELWICK
Chartered Marketer, MCIM
343 Micklefield Road  High Wycombe, Buckinghamshire  HP13 7HX
07950988183  01494 526 925  [email protected]
SENIOR LEVEL MARKETING/COMMUNICATIONS MANAGEMENT
A Chartered Marketer & accomplished marketing consultant with experience in leading
marketing transformation programmes within both public and private sectors. Skilled
communicator with innovative approach and over 11 years of promoting powerful marketing
initiatives, communications strategies and media relations for diverse organisations. Known for
strong commercial acumen, crisis management, proven strategic planning creation and
implementation skills, strong E marketing proficiency and persuasive interpersonal abilities.
Areas of Expertise:
Internal & External Communications  Strategic Marketing Initiative Development & Launch 
New Product Development  E-Channel Marketing  Campaign Management  Rebranding  Brand
Management  Stakeholder Management  Marketing Change Management  Marketing
Transformation  Direct Marketing B2B, B2C & B2G  Affinity Marketing  Strong Commercial
Acumen  New Business Development  Above & Below the Line Marketing  Conferencing &
Events  Politically Astute  Media Coverage & Relations  Public Affairs  Contingency Planning 
Persuasive Interpersonal Skills  Exceptional Man Management skills 
PROFESSIONAL EXPERIENCE
CHARTERED INSTITUTE OF PUBLIC FINANCE & ACCOUNTANCY (CIPFA), London  July
2009 – present
CIPFA, a professional body for people in public finance. Globally, CIPFA shows the way in public
finance, standing up for sound public financial management and good governance around the
world to advance good professional practice and enable better public services.
Interim Assistant Director Marketing (Fixed Term)
Working within the charitable and commercial arms of CIPFA, supporting development and
delivery of group marketing strategy, implementing campaign planning and analysis, devising
strategic research projects for wide scale review and identification of new market penetration.
Carrying out full analysis on current Marketing and Database function, to establish fit for purpose
and taking relevant action to ensure delivery.
Organisational Highlights:
 Spearheaded full scale 'crisis management' review of marketing functions, activity and
capabilities within a failing department. Implemented wide scale change and
improvement.
 Managed £1.2 million budget and team of 12.
 Responsible for developing and implementing all CIPFA wide marketing related
business plans and strategies, across both charity and 15 professional and commercial
service businesses.
 Guided Database function though CRM integration and benefits realisation.
 Implemented campaign reporting and analysis, for future activity and 6 month
retrospective.
 Successfully implemented and executed marketing communications across product
development and product launch.
 Devised and presented cross business and product research proposal, to ascertain
customer needs and wants, along with monthly Market Intelligence reports.
 Identified new areas of profitability, worked with Business Development teams to
ensure fully integrated sales and marketing functions.
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TRACY ELWICK  Page 2  [email protected]
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Executed business planning sessions to devise, by product, stream and business area
marketing strategies.
Implemented Key Account Management for all internal and external clients.
Revised Customer Contact Strategy and streamlined communications by theme.
Revised and implemented new objectives and performance measures to the Marketing
and Database teams.
Successfully guided 3 Managers through performance management.
ASSOCIATION OF INDEPENDENT FINANCIAL ADVISERS (AIFA), London  October 2007March 2009 (gardening leave to June 2009)
Not-for-profit trade association for independent financial advisers, mortgage intermediaries and
finance brokers, representing the Intermediary profession to present a collective view to
regulators, policy makers, media and other key stakeholders.
Marketing Communications Director
Strategized methodologies for constructively effecting government and regulatory decision makers
and opinion formers in UK and European circles, launched manifesto for Parliamentary advice,
and ensured clear communication of AIFA policy and positions. Promoted positive media
coverage and attention as head of Press Office, liaised with both Labour and Conservative senior
front and backbenchers, and effectively engaged with key stakeholders. Managed membership
marketing and communications. Organised and executed all events and sponsorship agreements,
devised membership acquisition and retention strategies, ensured delivery of membership value,
and handled key accounts with large financial services institutions..
Organisational Highlights:
 AIFA voted Outstanding Contribution to Financial Services 2008 by Money Marketing
 AIFA voted Trade Association of the Year 2009 by Public Affairs
 Earned recognition with pick up in over 187 articles welcomed by 3 main parties, for manifesto.
 Achieved regular comment pieces in high profile press as FT, Guardian, Mail
 Successfully achieved regular and consistent placed articles in trade journals and publications.
 Positioned AIFA as industry expert, receiving increased trade and national media attention.
 Successfully devised and implemented association wide marketing and public relations
strategy.
 Championed the “Value of Advice” consumer campaigns.
 Led new database implementation designed to streamline internal operations and member
services.
 Successfully implemented E Marketing activities including website refresh and implementation
of new online technologies.
 Implemented and delivered improved internal and external communications with targeted
topical content for newsletters, driving increased volumes of traffic to the group websites.
 Executed social networking, blogging and ‘Live Chat’ activities.
 Prepared white papers and industry viewpoints and oversaw circa 100 events per year.
 Managed Associate and Affiliate relationships.
PET PROTECT – DOMESTIC & GENERAL, Surrey  September 2006 - October 2007
Domestic & General (FSTE 250) is the UK's leading specialist provider of extended warranty
protection and specialist pet insurance provider.
Group Marketing Manager, Pets (Fixed Term)
Spearheaded and implemented all marketing, public relations and business development
strategies inline with overall group objectives, budget and expectations. Drove efforts to reposition
the business in preparation for sale. Coordinated and managed direct marketing, Affinity group
marketing, and veterinary marketing efforts whilst matrix managing 15 full-time and 12 part-time
staff members. Refocused practices on customer and client satisfaction while driving
implementation of best practices in marketing and pricing techniques. Maximised renewal and
new business premium income. Promoted new business opportunity and key account
management activities, led company through full rebrand including new websites, directed online
and e-marketing efforts, oversaw call centre operations and led communications on change of
business systems.
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TRACY ELWICK  Page 3  [email protected]
Organisational Highlights:
 Spearheaded efforts to integrate all systems including customer service, web, and underwriting
to streamline operations.
 Launched new consumer website and strategically reviewed all micro sites to include SEO,
PPC, partnerships (Affiliates) online advertising and implemented Email marketing strategy.
 Introduced new email and sms platforms
 Developed and launched consumer panel.
 Generated 4 new strategic business partnerships and removed affinity partners that proved
unprofitable despite additional investments.
 Introduced new direct to consumer product and new premium product in veterinary sector
whilst realigning current products through competitor and consumer analysis.
ADDITIONAL PROFESSIONAL EXPERIENCE (Details Available Upon Request)
RURAL PAYMENTS AGENCY (RPA), Reading  April 2006- September 2006
The Rural Payments Agency (RPA) is an Executive Agency of the Department of Environment,
Food, and Rural Affairs (DEFRA). It is a single paying agency responsible for CAP schemes in
England and for administering certain schemes throughout the UK.
Marketing Communications Consultant (5-month contract role)
Led internal Marketing & Communications team – 5, Improved employee communications and
enhanced Brand and Values awareness, undertook employee feedback and analysis managed
Communications Champion network and Change Programme communications, created and
implemented internal and external communications policies. Launched agency-wide briefing
processes, improved external websites, and streamlined intranet after full review of internal
electronic communications. Improved and Championed agency wide Stakeholder programmes.
TFL, Oyster, London  January 2006- April 2006
TfL is a functional body of the Greater London Authority (GLA), which implements the Mayor of
London's Transport Strategy and manages transport services across the Capital.
Marketing Communications Consultant – London (3 month contract role)
Rolled out “Everyone’s London” campaign to promote tourism after 7/7 bombings, directed high
volumes of above and below the line marketing campaigns to promote utilisation of Oyster card,
and drove campaign to promote awareness of Oyster card in outer London regions. Lead role on
Quantitative and Qualitative research within the Oyster brand. Devised teen program with
16/17Oyster photo card, and launched television and radio campaigns to dispel ‘Oyster myths’.
Worked closely with Visit London and Visit Britain to encourage usage of Oyster by tourists to
London. Ensured all activity met with strict Government objectives and mandates.
GEORGICA PLC- RILEY’S LTD, Milton Keynes  September 1999- January 2006
Georgica was the parent company of Riley’s Ltd., Europe’s largest operator of private
membership entertainment establishments with 163 American Pool and Snooker clubs.
Marketing Data Base Manager
Devised and implemented strategic marketing plans to maximise potential and visualisation whilst
maintaining budgetary and time restrictions for national regional (12) and individual site
(163) activities. Managed and developed all Media and Public Relations Handling. Reviewed and
analysed sales targets and direct response, launched and maintained 3 websites as well as
company intranet, and served as data protection officer. Led communications project on systems
change and implementation. Optimised SEO and Natural Search. Generated sales and leads via
cold calling, telesales and Direct Mail activities, innovated radio campaigns, and managed rollout
of national campaigns and initiatives. Grew membership from .5M to 1.2M. Innovated customer
reward/ loyalty programmes and managed customer service area with customised database. Led
launch and/or relaunch of 84 business sites nationwide and increased per site profitability £420K
average for each refurbished site. Undertook all company research & analysis along with
responsibility for training all site managers/ support staff in promotional techniques and best
practice. Management of 2 direct reports. Organised and attended all site launch programmes,
conferences, events & exhibitions. Project managed relationships with World Snooker / BBC.
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TRACY ELWICK  Page 4  [email protected]
VOULANTARY / CHARITIABLE WORKS
High Wycombe Rugby Union Football Club, June 2009 - Present
Press & Media Relations Chairperson
HWRUFC, formed in November 1891 is registered both as an Industrial and Provident Society
and a Community Amateur Sports Club. They attained Seal of Approval accreditation in
September 2006. The club runs four senior teams on Saturday and caters for 300 children ranging
in age from five through to seventeen in the Mini, Junior and Colts XV.
Micklefield Matters, Marketing & PR Advisor December 2007 – March 2008
Micklefield Community Library had its funding from the County Council and was subsequently
closed. A group of local people came together & reopened the library, which was wholly funded by
the people of Micklefield through a registered charity Micklefield Matters Ltd.
EDUCATION
Chartered Marketer & MCIM
Chartered Institute of Marketing, UK
Chartered Institute of Marketing CPD Programme
Chartered Institute of Marketing, UK
CIM Professional Diploma in Marketing MCIM
CIM UK, Buckinghamshire
University of Sunderland International Business School
Completed two years of International Business Degree
(left to pursue head office promotion (Riley’s))
4 “A” Levels and 11 GCSE’s
Saint Anthony’s Secondary & 6th Form, Sunderland
ADDITIONAL PROFESSIONAL TRAINING
Creating and Empowering High Performing Teams  Managing People Through Change 
Making Change Succeed  The Role of the Leader (personal effectiveness and impact)
 Leading Across the Organisation  FSA Compliance & Financial Promotions  Financial
Services Marketing  Managing Projects & Multiple Deadlines 
Measuring Public Relations Strategy  Media Handling & Response 
Public Affairs & Ethics  Understanding Parliament & Modern Government
 Pension Reform  Age Discrimination  Health & Safety  Data Protection & Electronic
Communications  Presentation Skills  Public Speaking  Personal Selling & Understanding
Customers  Successful Online Marketing  Organising & Executing Successful Events  Digital
Marketing and Social Media  Winning customers through digital marketing (CIM)  Social Media
Marketing (CIM) 
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