Key Skills
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BLOSSOM HIGSON
I mix strategy with creative thinking to bring campaigns to life — here are a few highlights that made a real impact.
About Me
I believe great marketing blends compelling storytelling with smart, data-driven strategy — brought to life through close collaboration. For me, it’s about crafting narratives that resonate, align with business goals, and deliver measurable impact
Storytelling
Audiences and customers connect with stories and clear messaging, if that is told with passion and crafted content then it leads to higher conversions.
Data-Driven Strategy
Leveraging analytics to track progress, identify improvements, and optimise campaigns for maximum strategic impact.
Team Player
I thrive in collaborative environments, working seamlessly across teams to achieve shared objectives.
Key Skills
Analytical & Strategic
Proficient at company and customer data analysis to identify trends. Utilising UX learnings to optimize all touchpoints of the user journey.
Budget Management
Setting and managing budgets across campaigns to ensure ROI is accurate and within expectations.
Leadership & Collaboration
Managing multiple creative agencies, team members and freelancers to ensure project deadlines are hit.
Creative & Copywriting
Creating visually compelling content that showcases a brand's personality and resonates with target audiences.
Digital
PPC Management, SEO & link building, email marketing. Paid and organic social advertising. Microsite creation & UX design.
AI Tool Management
Utilising artificial intelligence tools to enhance marketing strategies, streamline workflows and create content.
Marketing Wins I've Delivered
Each project was tailored to business goals — blending strategic thinking with creative execution. Expand each case study below…
High-Performance PPC Advertising for Rental Properties
Objective: Drive high-quality leads for rental properties and secure tenancy agreements using targeted PPC advertising.
Approach: Allocated £7,481 of the total marketing budget to PPC campaigns targeting relevant keywords. The goal was to generate leads and secure tenants for multiple properties within the portfolio which came with its challenges.
Results:
  • 425 Leads generated
  • 5 Tenant conversions
  • 1,897% ROI (20:1)
  • £149,514 Total ERV from secured tenancies
  • £17.60 cost per lead, £1,496.20 cost per successful letting
Rebrand Project | Website Creation
Objective: Modernize the brand identity and create a user-friendly website to boost engagement and conversions.
Challenge: Outdated branding and a website with poor UX were failing to resonate with the target audience, leading to high bounce rates, low conversion rates, and overall poor brand image.
Strategy:
  • Brand Identity Refresh: Conducted a comprehensive audit of competitor brands and customer preferences to redefine the visual identity. Designed a new logo, typography, and colour palette that reflect the brand's sophistication and appeal to its high-end audience.
  • Website Redesign: Partnered with a developer to craft a modern, mobile-friendly website. I examined wireframes and collaborated on a seamless navigation structure with improved CTAs and optimized conversion funnels. A focus was placed on engaging visuals, intuitive design, and integrating interactive elements like contact forms or appointment booking features.
  • Content Creation: Developed SEO-optimized content for the new website, highlighting key selling points, testimonials, and case studies to build trust and drive website visits.
  • Social Media Strategy & Policy: Developed a fresh strategy to help push the new brand on a branding and development basis. A policy was created for company-wide awareness of best practices and contractual obligations.
  • Launch Strategy: Created a comprehensive pre-launch plan, including a teaser campaign on Meta and LinkedIn to build excitement, and a post-launch PPC campaign to drive traffic.
Results (Projected as development is still underway)
  • A reduction in bounce rates and an increase in site engagement due to improved UX.
  • Increased brand exposure due to fresh and optimised content.
  • Greater social media presence in line with overall branding.
Meta Ads for Lead Generation
Objective: Increase rental enquiries from working professionals, and international students looking to move to the area.
Challenge: Capturing the attention of target audience with limited familiarity with the brand and/or property.
Strategy: I implemented a highly targeted Meta Ads campaign, leveraging detailed targeting including interests such as property finder, renting and high-end living. The campaign featured dynamic carousel ads showcasing the apartments key selling points, including modern interiors, fantastic on-site amenities, and proximity to the West End. Visuals and headlines were optimized based on results from A/B testing.
Results: Generated 50% more enquiries within three months, with a CTR of 4.5%, exceeding expectations.
Meta ad previews
Email Campaign | ESG Initiative | Encouraging Recycling Through Tenant Engagement
Objective: To promote recycling among tenants in a luxury apartment complex, fostering eco-conscious habits while aligning the brand with sustainable values.
Approach: An engaging email campaign was designed to educate tenants about the importance of recycling and provide practical guidance for proper waste disposal. The email featured:
  1. A compelling subject line: "Small Act, Big Impact!"
  1. Clear instructions on recycling procedures specific to the building.
  1. Visual aids, including color-coded bin labels and infographics to simplify sorting.
  1. A call-to-action: "Take the pledge to recycle and make a difference!"
  1. A tenant incentive: the chance to win a £50 gift card by participating.
Results: 50.4% email open rate. A 30% increase in recycling participation measured through building waste audits over two months. Positive tenant feedback, with comments appreciating the information provided.
Driving Occupancy for High-End, Kensington Apartments
Objective: Fill luxury rental apartments in Kensington amid strong competition.
Challenge: Existing campaigns weren't converting at a desirable rate, despite high impressions.
Strategy: I overhauled the PPC strategy, focusing on Search and Performance Max via Google Ads. Search campaigns targeted high-value keywords like "Kensington serviced apartments" and "Luxury London rentals," while Performance Max campaigns used eye-catching video content to highlight the apartments' unique features. A/B testing helped refine ad creatives and headlines to improve click-through rates.
Results: The updated PPC strategy led to a 45% increase in enquiries, with a 20% lower cost per conversion. Performance Max ads achieved a CTR of 6%, double the industry average, and boosted overall occupancy to 83% within five months.
YouTube ad example (PMax)
Display ad axample (PMax)
Search ad example
Measuring Staff & Tenant Satisfaction | ESG Goals
Objective: To gather feedback from staff and tenants on their satisfaction levels while aligning the survey with Environmental, Social, and Governance (ESG) initiatives to promote a sustainable and inclusive community.
Approach: A separate staff and tenant survey was designed to capture valuable insights into satisfaction, community well-being, and sustainability efforts. Key elements included:
  • Tailored survey sections addressing:
  • Environmental: Recycling habits, energy efficiency practices, and interest in green initiatives.
  • Social: Community events, diversity and inclusion efforts, and overall satisfaction.
  • Governance: Communication transparency, safety measures, and responsiveness.
  • Easy-to-answer questions using a mix of multiple-choice, Likert scale, and open-text options.
  • Assurance of anonymity to encourage honest feedback.
Results: Insights revealed:
  • High interest in expanding recycling programs and energy-efficient upgrades.
  • Positive feedback on inclusivity but a desire for more community-building events.
  • Appreciation for governance transparency, with suggestions for quicker issue resolution.
My Projects…
A curated selection of projects I’ve worked on including a walkthrough tour with voiceover for social media, beautifully designed brochures, building CGI renderings, professional interior design photography, and creative apartment cards featuring bespoke floor plans and a luxury website advertising super prime apartments in Kensington.

Prince of Wales Terrace, Kensington W8