01 - About the Company
The British Healthcare Trades Association (BHTA) is the UK’s principal not‑for‑profit trade body representing manufacturers, suppliers and service providers in the healthcare and assistive‑technology sectors. It brings together members to raise industry standards, champion ethical business practices, and promote better health and care outcomes for all.
02 — About My Role
As Head of Marketing and Communications at the British Healthcare Trades Association, I led the full marketing function across both the association and its commercial subsidiary, BHTA Engage.
As the leader of a cross-functional team of seven, comprising marketing, publishing, and sales, I developed a new marketing strategy that enhanced member value, increased engagement, and unified the group’s offerings under a single brand.
I drove commercial diversification through new events and advertising opportunities, reducing dependency on membership income, and oversaw the rollout of a new CRM and data transformation programme to improve targeting, retention, and operational efficiency.
03 — Examples of Work
3.1. Multi-Channel B2B Campaign: Membership Acquisition
Led a targeted, ABM-driven campaign to attract new members from the healthcare and assistive technologies space, combining strategic outreach to high-value target accounts with wider demographic targeting across multiple channels. The campaign focused on increasing membership leads, improving conversion rates, and aligning closely with Sales through integrated lead handover and sales enablement tools.
Sales Enablement
Created a new membership benefits brochure sales presentation decks and sales playbook to support the sales team at the consideration stage - helping articulate value clearly and consistently to prospective members.
Website Optimisation & UX Overhaul
Redeveloped the membership web pages to improve structure, messaging, and user experience — including clearer calls to action, streamlined enquiry and application forms, and full integration with the Oomi CRM to automate lead capture and handover.
Owned Media Advertising
Print and digital advertising in BHTA’s own publications reinforced core value propositions and increased visibility of the new membership offer within an engaged audience of industry professionals.
Paid Social (LinkedIn)
Targeted paid social campaigns were used to reach decision-makers in key segments, working with our partners on assets to support both awareness and direct lead generation through linked landing pages.
Organic Social Media & Member Advocacy
Created a range of social assets to promote the benefits of BHTA membership across LinkedIn.
Targeted Content Marketing
The campaign aligned with our ‘BHTA presents…’ webinar series, offering select high-value webinars to non-members. These acted as lead magnets, allowing us to capture data for ongoing nurture while providing a real-world preview of membership value.
See section 3.3. for more details.
3.2. Multi-Channel Consumer Campaign: ‘Tick the Right Boxes'
Ked the planning and execution of a national multi-channel campaign aimed at educating consumers on the importance of buying from trusted BHTA members. The campaign raised awareness of the consumer protections offered by members, supported lead generation for member businesses, and strengthened the value of BHTA membership: all delivered on a lean budget through creative media, partner, and member activation.
Print Advertising
Targeted media placements were made in leading disability and mobility consumer publications to reach core audiences effectively and affordably.
Web Development
Led the development of consumer-facing web pages designed for clarity, accessibility, and ease of navigation. Content was simplified for broad understanding, with a focus on helping users quickly engage with BHTA services and find member information..
Paid Social (Facebook)
Developed a targeted paid social campaign on Facebook using audience profiles aligned to our ICP. Creative assets included video, static images, and animated GIFs, each tailored to maximise engagement across formats. Campaigns drove traffic to dedicated landing pages designed to capture user data for retargeting and ongoing communications, supporting longer-term engagement and lead generation.
Organic Social
Member Activation & Co-Branding
To expand reach and maximise credibility, I mobilised 150+ BHTA member retailers through co-branded campaign toolkits. These included ready-to-use social assets, email banners, press releases, POS materials, and web content — empowering members to promote the campaign while maintaining visual and message consistency.
Content & PR Activation
Led the creation of informative blogs on consumer protection, published on our website and featured in leading disability-focused media outlets. We also developed a consumer-facing guide, available in both print and digital formats — used by members at point of sale and as a gated asset to capture data for future consumer signposting and lead nurture.
3.3. Content Marketing: 'BHTA presents...' Webinar Series
Created and led the ‘BHTA presents…’ webinar series: A content-driven initiative designed to deliver high-value insight to members, attract non-members through gated access, and support lead generation, partner engagement, and membership retention.
The series was designed to deliver practical, business-supporting content from expert speakers, reinforcing the BHTA’s role as a trusted knowledge provider and enhancing the perceived value of membership.
Watch some webinars here:
Partner Collaboration & Speaker Access
I leveraged BHTA’s partner relationships to secure expert guest speakers who benefited from exposure to senior decision-makers within member companies, enabling mutual value through subtle service promotion.
Lead Generation & Member Marketing
Select webinars were offered to non-members via gated access and promoted through trade publications, enabling soft promotion of BHTA benefits while capturing leads for the Membership Sales team. The approach served as both a lead magnet and a brand credibility tool.
3.4. Events: BHTA Integration & Sustainability Conference
Created and launched the BHTA Integration and Sustainability Conference - the association’s first major in-person event in over four years - bringing together NHS leaders, care sector stakeholders, and healthcare suppliers to explore policy-driven innovation and sustainability.
Held in London, the event was supported by a fully integrated sales and marketing campaign across digital, PR, and partnerships, generating significant visibility and engagement from both members and non-members.
Landing Page and Automation
Designed a conversion-optimised event landing page with integrated booking and payment flows. The system connected to BHTA’s CRM and Monday.com to automate attendee comms and streamline operations from registration to post-event follow-up.
Paid and Organic Social Media
Ran a targeted LinkedIn ad campaign using CRM-matched audiences to promote the event to decision-makers across health and care sectors. Organic social included video, carousel, and static content, supported by media coverage links and pre/post-event updates.
PR
Secured widespread pre- and post-event press coverage across BHTA-owned and third-party media outlets, extending reach beyond the membership base and driving interest from new, high-value attendees.
Discover My Resume
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