Case studies: Marketing coordinator, Alnwick Castle: Caroline

Caroline studied Marketing Management at Newcastle Business School, Northumbria University and after obtaining a first class degree, was awarded the Chartered Institute of Marketing (CIM) award for ‘Best Marketing Management Student’. Prior to graduating, Caroline responded to an advertisement for a job at Alnwick Castle in Northumberland, where she now works as marketing coordinator for both the castle and the gardens.

I love working within the tourism industry; not only do I get to work in fantastic surroundings (my office is based in the castle!) but the tourism sector is fun and interesting. Alnwick Castle and The Alnwick Garden are one of the largest tourist attractions in the north of England. 

The job advertised on North East Jobs wasn’t a graduate post specifically so I faced some tough competition from more experienced marketers. I think though, being a graduate with enthusiasm and fresh new ideas helped my employer see my potential, in addition to the relevant experience I brought from working as a marketing assistant on my placement.

My advice would be to fully commit to your new career, moving from student life to working full time is difficult to adjust to at first, but it always helps to be positive. I began my graduate job the week after my graduation and moved to Alnwick as the commute was too far. It was quite manic to say the least, with one week to graduate, find a flat and start work but the job was definitely worth it.

Studying marketing at degree level was extremely helpful in securing this position. The first two years at Newcastle Business School provided a good introduction to the theory of marketing and ensured I was ready to take on the challenges I faced during my industrial placement year at Northumbria Law School. Coming back to university for my final year, I was able to relate theory to real marketing experience. 

During the past year I have been promoted from marketing coordinator of Alnwick Castle to marketing coordinator of Alnwick Castle and Alnwick Garden. I am constantly taking on new responsibilities and developing new skills. I contribute to the delivery of strategic marketing plans and coordinate the creative, advertising and print delivery process from briefing, copywriting, proofing, booking and managing the delivery of adverts and print. I have also coordinated a broad range of in-house and external marketing events and have represented both organisations at national and regional exhibitions. I often need to identify and secure good PR opportunities. Recently I have secured filming for three BBC mainstream shows and submitted editorial content for numerous print and digital publications.

I love the diversity, there’s always something new to get your teeth into. I’m a very motivated person and I love to be busy - almost to the border of being stressed! So the marketing office is a great environment for me with lots of deadlines. I guess one of the less enjoyable parts of the job is the admin, which you just have to get on with, but there’s not that much.

I hope one day to be a marketing manager leading regional, national and perhaps even international marketing strategies and initiatives.