Portfolio Group
Marketing Manager
2018-2021
In 2018, I transitioned from the role of Graphic Designer to Marketing Manager while continuing to fulfill my Graphic Designer responsibilities. As Marketing Manager, I assumed responsibility for directing and producing artwork for all marketing materials produced by the company. This encompassed an array of materials, including web banners, social media artwork, catalogues, leaflets, flyers, and various other promotional content.
Portfolio Group originated as Portfolio Stationery many years ago before expanding its offerings to include Portfolio Souvenirs, Portfolio Licensed & Portfolio Promotional.
During my tenure, my primary responsibility was to maintain brand consistency across all these diverse departments while also catering to the distinct requirements of each department head. I ensured that the brand's identity remained cohesive yet adaptable to various product lines and customer needs.
Moreover, I focused on enhancing the user experience for our customers, ensuring that they could readily locate the appropriate department when visiting our website and social media platforms. This facilitated their engagement with our varied product offerings and services.
Portfolio Souvenirs
Portfolio Souvenirs specialised in the creation of customised souvenirs tailored to represent a company's unique brand identity.
The challenge we faced was marketing something that didn't yet physically exist, as we were selling a range of products to potential clients that they couldn't hold in their hands. To address this, we adopted a strategic approach. We showcased group shots featuring complete ranges of products that we had designed for both current and past clients. This emphasis on quality and our proven track record served as an effective means of illustrating our capabilities and demonstrating what we could accomplish for our clients.
Portfolio Licensed
Portfolio Licensed, on the other hand, specialised in selling souvenirs with full licensing, ready to be stocked on store shelves. These pre-designed ranges have gained significant popularity in the UK market.
The launch of a new collection from Portfolio Licensed typically followed a pattern, starting with a mini catalogue and social media promotion, followed by a comprehensive catalogue at the beginning of each year, consolidating the entire range.
Due to the need for a higher quantity of catalogues, the budget was spread more thinly. As a result, we adopted a more streamlined styling approach compared to the souvenir catalogue.
Portfolio Promotional
Portfolio Promotional deals with the distribution of branded merchandise tailored for company events and promotions.
Similar to the other departments, they required a catalogue each year, with the only recurring design change being the cover. Each year, we aligned our cover design with the slogan "Fresh Creative Ideas."
Like Souvenirs, we often found ourselves marketing products that didn't yet physically exist, although these were typically more straightforward items such as pens, t-shirts, mugs, and the like. Clients could readily receive samples of these products for consideration.
