Senior marketing leadership,
on the days you need it
Your on-demand CMO for attractions, leisure and tourism businesses who want real results.
Board-level marketing thinking, without the full-time hire.
Why Your CMO?
Hi, I’m Laura. I’ve spent much of my career selling days out: theme parks, farm parks, Christmas experiences, even a whole island. I’ve run an attraction’s marketing in-house, and now I lead it for clients on a fractional basis. I know what a wet August does to a P&L. I also know which bits of your marketing budget are quietly doing nothing.
Marketing that
pays its way
Every plan starts with the numbers. If it doesn’t sell tickets, fill the shoulder season or bring people back, it doesn’t make the cut.
CMO thinking
without the overheads
Senior-level thinking on the days you need it. You get the brain, the board reporting and the backbone – minus the pension contributions.
Clarity out
of chaos
No vanity metrics. A clear plan your team can run, your agency are well briefed on, and someone to keep it all accountable.
£2.05m
in admissions revenue
from a £93k marketing
budget
11x
industry benchmark
click-through rate on
a destination campaign
£31.7k
average saved on
clients’ marketing
budgets
+18%
visitor
numbers
+57%
more clicks at a third
of the previous cost
per click
Ways to work with me
The audit
I go through your marketing the way a guest goes through your gate: website, socials, tickets, email, ad accounts. You get the gaps, the wasted spend and the quick wins, in plain English.
The plan
A commercially focused strategy built around your audience, your season and your numbers. Not around whatever’s trending on LinkedIn this week.
The steer
Once the plan is live, I stay close. Steering the direction, keeping your team and agencies on track, and stepping in wherever I’m needed. Support from the sidelines, without another salary on the books.
My expertise
Attractions, inside out
Theme parks, farm parks, heritage sites, animal attractions and destinations. I speak fluent day out.
Fast findings, big impact
You probably don’t need a new strategy. You need someone to find the three things costing you money. I find them quickly.
Creative that earns its keep
I write the ideas and I check the receipts. My campaigns get noticed, then they get booked.
Personalised collaboration
A one-off project, a regular retainer, a strategy day with the whole team, or a call before a tricky board meeting. You choose.
How it works
1
Have a chat
Thirty minutes. Tell me what’s working, what isn’t, and what keeps you up at night in February.
2
Audit and plan
I dig into your marketing, then hand you a plan you can actually use.
3
Roll it out together
Your team delivers and I lead, steer and keep everyone on track, cheering from the sidelines.
I’m trusted by
Testimonials
Attractions and destinations are two different marketing worlds. Laura has mastered both.
I first worked with her at Blackgang Chine, where she was Head of Marketing. Years later I brought her into Visit Isle of Wight through Your CMO, and she hit the ground running. In a matter of months she led our summer destination campaign, built our marketing budget framework, wrote our tender briefs and took on a full website rebuild. That’s senior marketing leadership without the cost of a full-time hire, and it showed from week one.
Above all, she’s straight with you. If something isn’t worth the money, Laura will tell you, even when going ahead would be the easier answer. She treats your budget like it’s her own.
Want a marketer who thinks like a business owner? Call Laura.
Dom Wray, CEO, Visit Isle of Wight
Laura has been a great support in developing and growing our marketing. She helped us research and select the right CRM system to improve our internal processes and member communications, then went on to oversee the development of our new website, including its detailed members’ area. Her expertise has also supported our email design, a podcast series and wider marketing strategy. Laura is a pleasure to work with: she communicates brilliantly, works incredibly hard and is focused on getting great results. It has been a real pleasure working with her, and BALPPA has certainly benefited from her guidance and support.
Cassie Poland, Chair, BALPPA
What can I say about Laura, she is pure gold.
Creative beyond imagination, teamed with a commercial and strategic marketing focus that drives real business success. Her understanding of the attraction sector is broad and deep. I’ve watched her speaking on international stages and been blown away by the insights she’s uncovered.
She is also a fellow Essex gal and one of the kindest and warmest souls I’ve ever met.
She’s the whole package mates, snap her up!
Kelly Molson, Owner, Kelly Molson Consulting
Laura is, without a doubt, a firecracker—full of energy, brimming with ideas, and tenacious.
I first met Laura when she joined Blackgang Chine as the new Head of Marketing, but it quickly became clear that her expertise extended far beyond her role.
She went on to join the BALPPA Marketing Seminar Committee for the visitor attraction sector, where she played a pivotal role in helping us pull together an event filled with inspiring speakers and practical takeaways. One of the highlights was Laura herself taking the stage—brilliant, feisty, and commanding the room with ease.
I have no hesitation in recommending Laura, whether it’s for marketing strategy, brand storytelling, or as an inspirational speaker who leaves a lasting impression.
Anita Waddell, Owner, Agility Marketing
Where I’ve spoken
Sept 2026
IAAPA Expo Europe
EduTalk: From Viral to Visitors – Social media and influencer marketing for indoor entertainment
Panel Host: Young Professionals Forum
Panel Host: Women in Industry
Jun 2026
National Attractions Marketing Conference
How to get the best out of your DMO
May 2026
BALPPA Marketing Seminar
Panel Host: How to develop and progress your attractions marketing career
Nov 2025
SetJet Conference
Screen Tourism Opportunities for Visitor Attractions
Jun 2025
National Attractions Marketing Conference
Making Your Paid Social Go Further with Organic
May 2025
BALPPA Marketing Seminar
Case Study: Rebranding the UK’s Oldest Theme Park
Jun 2024
National Attractions Marketing Conference
Tourism vs. Local Market for Attractions
May 2024
BALPPA Marketing Seminar
The Strategy That Never Goes Out of Style
May 2023
BALPPA Marketing Seminar
Christmas in June
Let’s talk
Need a day, a plan, or someone in the board meeting with you? Start here.
I reply to everything, usually with more enthusiasm than is strictly professional.
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