Royal College of Physicians and Surgeons of Glasgow

Independent membership organisation for the training, education & assessment of surgeons, dental surgeons and physicians involved in surgical patient care. 15k members in 90 countries.

“Aileen is a passionate and compassionate leader, a strategic thinker, and a subject matter expert in terms of strategy and strategic brand marketing.”

Dr Steve Graham, CEO, RCPSG

Chartered Marketer Scotland

Brief

Engaged in interim leadership role of Director of Corporate Communications and Marketing as the Royal College was finalising a digital transformation and seeking strategic development and direction of communications and marketing priorities for the College.

Achievements

  • Developed and delivered leadership and operational implementation of strategies and actions plans for all public affairs, marketing, social media, web, and creative activity; to drive local, national and international membership recruitment and retention, attendance at College education and assessment, engagement and income generation.
  • Recruited new PA/PR Manager and led development of new PA/PR strategy based on key themes and substantiated actions to move towards new positioning of Leading the Way.
  • Recruited and supported interim digital communications analyst to review and analyse communications and key member journeys across College through content and brand lens.
  • Supported Web Manager to deliver new 1599 website and full analysis of three key customer journeys to identify areas for improvement of usability.
  • Created a full brand and marketing report, covering analysis and recommendations and including service redesign, based on insight and sharper organisational focus to transform service into centre of excellence.
  • Designed new Strategic Director of Marketing and Digital role, to address key challenges, based on insight.

Final outcomes

Delivered transformational blueprint for new Strategic Directorate of Marketing and Digital to support new digital-first approach and recommended College PA/PR strategy with a far more focused approach and tailored propositions.

“Aileen led our team for 6 months as Interim Head but the impact she had will last well into the future. She brought laser sharp focus and extensive skills and knowledge – not to mention a wicked sense of humour. I don’t think I have ever worked with anyone who picked things up and got to the important details as quickly as Aileen does. A truly courageous leader, Aileen works with real conviction. I enjoyed working with and learning from Aileen and she is a real asset to any team she works with.”
Margaret McFadzean FCIM

Deputy Head of Communications and Marketing, RCPSG

“I believe few people have the opportunity to report to a line manager who is also a coach and a mentor, but I did when I worked with Aileen. I reported to Aileen for about six months when she was working as Interim Head of Corporate Communications and Marketing at RCPSG and she did a fantastic job of making our team (and the whole company!) grow, bringing a huge wealth of knowledge in marketing and a real passion for technology.

“Every day I worked with her, I felt heard, understood and supported; I only worked with her for a short period of time, but in these months I feel I have grown a lot as a digital professional thanks to her and her coaching, from being supported in gaining a professional certificate in UX and learning more about digital marketing thanks to her suggestions, to her invaluable advice on leadership.

“I’m really lucky to have met Aileen, and I know for certain that she brings real meaning to the various letters she has after her name. I also think that Aileen would be an amazing asset to any company and team, and I can’t think of anyone I’d recommend more highly.”

Alessio Iervolino

Web Manager, RCPSG

“Aileen was our standout choice when we invited her to join the College as interim head of marketing and communications between January and June 2022. Aileen picked up what was needed in the role with ease and used her experience and insight to develop a framework for change across our strategic brand positioning and messaging.

”Aileen led our marketing, external affairs and comms team brilliantly and reinforced the need to re-position how the college positions its brand, and the central importance of the marketing and comms team to do so. Aileen had to address some significant cultural beliefs in the College and used her personal conviction and self-belief to push her proposals forward.

”I really enjoyed working with Aileen and what she brought to the College in her time with us. We have taken a number of the recommendations from her strategic brand report forward.

”Aileen is a passionate and compassionate leader, a strategic thinker, and a subject matter expert in terms of strategy and strategic brand marketing. She is a “disruptor” and is fearless when questioning the status quo. She led and placed her team at the heart of all her work, and really ensured they were supported throughout her interim contract.

”I would recommend Aileen to work with any organisation that needs a strategic review of their brand and is not afraid to hear some difficult messages when they are needed.”

Dr Steve Graham

CEO, RCPSG