Tina Liversidge

Appointed to establish the heritage preparatory day and boarding school’s in-house marketing function, transforming a legacy institution from passive word-of-mouth reliance into a high-performance, data-driven marketing operation within a highly competitive independent schools’ market. Operating in one of the UK’s most competitive independent education landscapes, I built a full-stack marketing operation, driving significant growth in visibility through enquiries and engagement, data-driven strategies and creative brand positioning. ____________________________________ Delivered Cargilfield’s first comprehensive marketing and communications strategy, directly transforming the school’s digital performance. Executed a full website overhaul that eliminated critical UX, security, and performance issues, and implemented PPC, GA4 conversion tracking, and SEO best practices, driving a 238% increase in new users and achieving a 26% PPC conversion rate. Reengineered the school's social media through a targeted editorial content strategy, resulting in a 497% surge in social conversions and stronger on-brand thematic consistency across all platforms. Launched ‘Cargilfield Chapel Talks’, a thought-leadership event and podcast series, to position the school as a forward-thinking voice in education. The first series featured inspiring alumni, including European Adventurer of the Year 2023 Mark Agnew; Scottish writer, horseman and charity founder Louis Hall, who created the first horse trail across the Ligurian Alps; and Leopold van Lynden, who journeyed to Svalbard from London by manpower. This narrative-driven initiative, supported by a dedicated alumni engagement strategy for the school’s 150th anniversary, strengthened brand equity, reinforced Cargilfield’s Outdoor Adventure programme, and showcased the school’s values in action. Operationally, introduced the school’s first Customer Experience Journey, optimising every touchpoint from awareness to enrolment to improve lead management and marketing operations.

Collaborated with the Founder and Creative Director of Atelier Verdi, a luxury leather goods and womenswear brand, to define and implement brand identity, optimise digital performance, and drive international market growth. ____________________________________ Directed a comprehensive brand and digital transformation, including renaming the brand to ensure market distinctiveness and search visibility. Redefined the brand architecture and tone of voice, oversaw a website redesign and built an SEO infrastructure to improve UX and support e-commerce performance, whilst strengthening overall digital presence, contributing to a 113% increase in digital engagement. Partnered with leading art and design school, Nuova Accademia di Belle Arti (NABA), Milan, supporting emerging talent through a mentorship programme, guiding students to create brand visuals reinforcing Atelier Verdi’s narrative and visual identity. As part of scaling the brand internationally, co-led international market entry across Japan (retail), Dubai (e-commerce) and the US (e-commerce), securing distribution channels and ensuring localisation, whilst protecting brand integrity.

Co-Founder of Eight Magpies, a boutique consultancy supporting emerging lifestyle brands, independent retailers, and private clients in engaging Millennial, Gen Z, and Gen Alpha audiences. ____________________________________ Advised on brand, customer, and commercial strategy, helping founders shape identity, refine customer experience, and build distinctive market presence. Collaborated with early-stage businesses to strengthen storytelling and create consistent, creative, and commercially effective experiences. Applying the same narrative-driven methodology, I delivered cohesive and meaningful private interior styling projects, translating brand storytelling principles into residential spaces. A long-term collaboration with Atelier Verdi evolved into a non-executive director role, supporting the Founder & Creative Director in steering brand, digital and international expansion.

As Marketing Director for Alfred Dunhill across Asia Pacific, I headed Marketing & Communications, Visual Merchandising, and Store Design & Planning, driving strategic initiatives that successfully repositioned the brand amidst rapid regional growth and expansion. The region represented the company’s most commercially critical market, generating £200 million in annual revenue and accounting for 80% of global sales. Held full P&L accountability for the marketing budget and led a high-performing, multi-functional team to deliver measurable business impact. ____________________________________ Directed the brand's transformation through my first major initiative, repositioning the brand from a traditional, older gentleman’s image to a contemporary luxury menswear brand appealing to 30–39-year-olds. Introduced structured CRM segmentation and launched a VIP programme that shifted our core customer demographic to a younger, more brand-loyal segment, driving a 32% increase in repeat purchase value. Orchestrated APAC’s integrated go-to-market marketing and communications strategy, spanning customer engagement and loyalty, digital, events, media, PR and influencer relations, whilst ensuring brand messaging was localised to capture cultural nuances without compromising global consistency. This strategic focus drove a 1,046% increase in Facebook engagement and a 228% growth in digital community size, alongside a 218% rise in e-commerce revenue. Played a leading role in launching the Homes of Alfred Dunhill in Shanghai (2008) and Hong Kong (2010) as part of a unique global retail concept. This complex and high-profile period involved close collaboration with Richemont, Vacheron Constantin, Berry Bros. & Rudd, KEE Club, and ShanghART, while maintaining the brand tone of voice and experiential flagship identity.

Over seven years at Diesel, I progressed through senior Communications roles, shaping the brand’s presence across Asia Pacific during a critical transition from distributor-led to fully owned operations. Played a central role in establishing Diesel’s voice in key markets, including China, Korea, Southeast Asia, Thailand and Australia, by combining creative storytelling with targeted marketing strategies to drive customer engagement and activation and positioning the brand as a premium casual wear leader in Asia. Reporting to the Head of Marketing, my work contributed to strategic regional growth, including high-impact initiatives that strengthened brand consistency and increased market visibility. ____________________________________ In my final role at Diesel, I was part of a six-person regional communications team, where I served as Communications Manager. Built and executed integrated brand and communications strategies that aligned with global values, driving high-impact media planning and activation, flagship store launches, digital initiatives, and creative brand activations with music, design, and fashion partners. Contributed to embedding consistency across markets whilst elevating brand equity, visibility, and experience at the retail level. As part of the team leading Diesel’s market entry into China, I helped shape a five-year market strategy grounded in in-depth retail analysis and the development of strong partnerships with agencies and key market stakeholders. Played a central role in delivering a full-scale integrated market launch campaign, including the opening of Diesel’s first flagship store in Shanghai and a high-profile fashion event at Plaza 66, one of the city’s most influential luxury destinations at the time. The launch was backed by a fully integrated go-to-market communications strategy that firmly established Diesel’s presence in China’s emerging luxury sector. Supported new market entries in Korea and Thailand, positioning both as high-potential growth regions within the brand’s global portfolio.

A team member of the Sales Department with a primary focus on B2B account sales and B2C specialist sales catering to wine enthusiasts at the preeminent Danish wine merchant Kjær & Sommerfeldt, which holds a Royal Warrant and has a trading history spanning more than 140 years.