Helen Thomas
I am a calm, collaborative and commercially grounded leader who builds trust quickly and brings people with her through change. I combine emotional intelligence with quiet confidence, creating environments where people feel heard, supported and motivated to perform at their best. Naturally curious and highly adaptable, I listen deeply, challenge constructively, and help teams find clarity in complexity. Resilient and pragmatic, I balance empathy with pace and accountability. My leadership style is inclusive, thoughtful and action-oriented — inspiring confidence, encouraging growth and creating alignment across stakeholders, even in environments where change feels uncomfortable.
Led a multi-property brand repositioning across London, strengthening market differentiation, customer loyalty, and appeal within a highly competitive PBSA and co-living landscape, leading to 95% occupancy for September 2025. Directed a full brand refresh in partnership with a design agency and launched a new, UX-optimised website in May 2025 to support conversion and occupancy growth. Launched a student ambassador programme, collaborating directly with residents to create authentic social media content that showcases real life at The Stay Club and drives peer-to-peer engagement. Revitalised the partnerships programme to deliver improved student rewards while strengthening relationships with local businesses and community partners. Researched and recommended a new CRM/PMS system to enhance operational efficiency, sales tracking, and customer engagement across the portfolio. Onboarded and collaborated with a new SEO/PPC agency, reducing cost per click and increasing organic traffic and lead quality across all campaigns
Created and executed the School’s first integrated marketing strategy, aligning brand narrative with academic success, parent priorities, and long-term value KPIs. Managed the full tender process, creative direction, and successful launch of a new website and digital admissions platform, enhancing UX and brand coherence. Set up the admissions portal on iSAMS, integrating online registration and open day booking into the website, and collaborated closely with the Director of Admissions to improve communications with prospective families, leading to an increase in enrolments by over 20%. Launched a multi-channel PPC and social media campaign strategy, increasing open day attendance by 65% and directly contributing to enrolment growth. Initiated and delivered the School’s first Out-of-Home (OOH) brand awareness campaign, targeting high-footfall areas and key commuter routes to drive visibility and traffic. Directed new brand photography and video production, delivering fresh, high-quality visual content for use across digital, print, and OOH assets. Reduced agency reliance and improved efficiency by bringing content production in-house, shifting to digital-first formats, and minimising print waste.
Saturday role overseeing all office client and internal communications.
Partnered with the owner of Drylaw House to develop a commercial strategy covering pricing, operations, guest experience and revenue growth. By combining strategic thinking with practical delivery, I helped create a more sustainable and profitable business model while positioning the property for long-term success.
Founded and scaled a luxury D2C brand from zero, managing total product architecture, brand equity, and high-net-worth customer acquisition funnels to deliver cumulative revenues exceeding £1.5M+ annually across multiple properties through strategic brand positioning and market expansion. Developed a comprehensive go-to-market strategy covering ATL advertising, BTL direct marketing, and TTL digital campaigns to attract high-net-worth clients and owners. Created brand architecture supporting both heritage positioning and contemporary market appeal. Launched concierge offerings including private chefs, wine tastings, and spa services. Drove a 70% increase in direct bookings with a mobile-optimised website and e-commerce functionality. Secured media coverage in The Times, Guardian, and Condé Nast Traveller via PR partnerships. Built long-standing relationships with HNW clients and owners, delivering over £200k in annual property revenue.
-Grew a regional luxury rental business through strategic owner targeting, curated property selection, and high-touch customer service. - Developed scalable processes for pricing, customer care, and concierge services that increased guest satisfaction and occupancy year-round.
Executive Assistant to three company directors of Applewoods UK, a franchise business offering natural toiletries and cosmetics made in Devon.
Arranging accommodations and invitations for the company events hosted at all three political party conferences. Day-to-day organisation of travel arrangements for directors and clients of IGA.
Duty Manager at The Franklin Hotel, a boutique hotel in Egerton Gardens, Knightsbridge.
A Live-in position at Durley House in Sloane Street assisting in the kitchen, reception and housekeeping departments. A summer role before beginning University.