Overview
Hello - I’m Minty. I'm a creative marketer with 10 years experience in publishing, media and art. I've worked for publishers including Penguin Random House and Thames & Hudson, building experience to Head of Marketing level, and in marketing roles at Sotheby's and media start up Tortoise.
I specialise in adult literary fiction and non-fiction, and have experience working on children’s titles. I've worked on a range of multi-channel campaigns that have delivered commercial success, from brand authors such as Helen Fielding and Haruki Murakami, to David Hockney's bestselling 'Spring Cannot be Cancelled' and breakout debuts like 'H is for Hawk' by Helen Macdonald.
I'm passionate about all things digital and enjoy developing unique campaigns to ensure that I reach as many readers as possible. I am happy to consult on a wide range of marketing services including:
- Full-service campaign strategy and planning
- Advertising
- Digital strategy - newsletter list building, social media growth etc.
- Partnership outreach & management
- Influencer outreach & management
- Content marketing
- Competitor research & analysis
Please get in touch if you have a project that you want to discuss!
Services
Non-Fiction
Fiction
Work experience
Tortoise Media
Responsible for leading on membership acquisition, marketing written content and audio, and leading a team of marketers.
Thames & Hudson
In this senior leadership role, I was responsible for overseeing all marketing activity including campaigns, brand, partnerships/influencers, growth and digital strategy. I directly line-managed a team of campaign and content specialists and worked closely with copywriters and designers. I often provided marketing feedback at book cover and publishing meetings.
Under my direction we saw impressive growth in our digital communities, effective partnerships with leading brands and institutions, an increased output of engaging dynamic content and successful campaigns.
Sotheby's
I developed and managed campaigns for the Fine Arts division, including Contemporary, Impressionist, Modern British, Design, Prints and Photographs. These large-scale campaigns covered everything from digital marketing to events and visual display. I also worked on brand projects such as the 13-part video series ‘Treasures from Chatsworth’ that generated over 1 million views in two weeks and won a Webby Award for the Best Branded Series as part of the 22nd Annual Webby Awards ceremony.
Penguin Random House
I was responsible for both assisting on and managing marketing campaigns for a huge range of commercial adult fiction and non-fiction titles across all Vintage imprints (Bodley Head, Jonathan Cape, Chatto & Windus, Harvill Secker, Square Peg, Vintage Classics and Vintage Paperbacks). In this role I worked closely with both our media agency and multiple creative agencies to produce inspiring creatives, outdoor advertising, PR stunts and content.
I produced campaigns for books by Haruki Murakami, Helen Fielding, William Boyd, Jo Nesbo and Susan Hill. I also worked on many campaigns for debut books including H is for Hawk.
I was solely responsible for all analytics reporting relating to campaigns and our social channels, and worked closely with colleagues to shape our digital marketing strategy.
Projects
H is for Hawk by Helen Macdonald
I led on the marketing campaign for the paperback edition of Helen Macdonald's breakout debut.
The hardback won the Costa Book of the Year and as a result, we decided to use the paperback publication as an opportunity to broaden appeal. We ran nationwide outdoor advertising and display ads across the Google Network in order to target general non-fiction readers. We engaged booksellers with beautiful tote bags using the design from the cover, and sent early copies to tastemakers and engaged readers to encourage endorsements, online reviews and coverage on social media.
Mudlark'd by Malcolm Russell
I ran the marketing campaign for 'Mudlark’d' by Malcolm Russell. 'Mudlark'd' is an immersive history book that contains fascinating stories of forgotten people through objects received from the river Thames.
In order to give readers a taste of the stories found in the book, we created an engaging editorial-style video that formed the primary piece of content marketing within the campaign. I worked closely with the author and a production company to produce a four-minute hero video that was hosted on YouTube, and three shorter cut-downs for social. We ran pre-roll and sponsored video advertising on YouTube, and utilised the cut-downs on social media. In total, the video campaigns generated over 30k video views.
We ran a targeted influencer campaign on social media to engage the mudlarking community in the lead up to publication and beyond. We sent signed early copies to mudlark tastemakers who posted beautiful photos and/or videos on Instagram, Twitter and TikTok and shared their reviews on Amazon. The author collaborated with popular mudlark Nicola White and talked about the book in a video on her YouTube which received over 50k views.
We ran a range of digital advertising to further engage readers. This included Amazon advertising (plus Amazon A+ page), paid social media campaign that targeted readers interested in history, mudlarking, and relevant organisations, and a newsletter takeover and 'look inside' feature which reached over 200,000 readers.
Spring Cannot be Cancelled by David Hockney & Martin Gayford
I developed and managed a major marketing campaign to ensure that this was an event publication, and worked closely with Waterstones to promote the title as Waterstones Non-Fiction Book of the Month.
We positioned the book as the perfect read for spring, and targeted art enthusiasts, Hockney fans and general non-fiction readers across multiple points of consumer contact.
We created a wealth of in-store assets to support Waterstones stores and inspire customers. We produced and distributed POS packs to all Waterstones stores which included book copy holders, bookmarks and posters, and encouraged bespoke window displays. We provided enhanced packs to 20 key stores in the UK, and worked with Jack Arts to create a giant blossom tree installation with accompanying spring soundscape at Waterstones Piccadilly.
We ran a widespread advertising campaign to ensure we reached as many readers as possible. This included a major London Underground digital screen advertising campaign that featured an animated creative, extensive responsive display ads and paid search across the Google Network, Amazon advertising and a paid social campaign that sought to bring the book and themes alive for readers.
We capitalised on the power of the Hockney brand to engage younger readers through a TikTok influencer campaign. We worked with a range of BookTok and ArtTok tastemakers who each created a bespoke video featuring the book. The campaign received great engagement, and generated multiple positive comments about the book on the platform.
The marketing campaign reached over 7 million people over a four week period. As a result, the book was number one in The Sunday Times Bestseller List for paperback nonfiction for 4 weeks and reached #1 in ‘Individual Artist Monographs’, #6 in 'Art History (Books)' and #8 in ‘Art History by Theme & Concept’ on Amazon.
Portfolio
