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Katy Edgar

@katyedgar

Regional marketing lead at OMNIA and Globant; repositioned an agency ahead of its multimillion-dollar sale.

At OMNIA Brand & Digital consultancy - a GLOBANT Division, I led regional marketing across digital products, shaping go-to-market and customer adoption initiatives. I refreshed the agency website, produced content on Agentic AI and digital innovation, and introduced quarterly newsletters to support CRM and lead generation.

Before the acquisition, I repositioned the boutique agency through its brand narrative, strategic partnerships and targeted campaigns, contributing directly to its multimillion-dollar sale to Globant. Earlier, I led major rebrands at Bank of Ireland Mortgages and Lloyds TSB Corporate Banking, including a customer communications campaign that cut mortgage processing times in half.

Experience

Work history, roles, and key accomplishments

Current

Regional Marketing Lead

Current

Globant

Jul 2022 - Present (4 years 3 months)

Developed and executed combined abilities across AI, agentic initiatives, and Salesforce integrations, and set up positioning at high-profile events such as F1, SPL, LEAP, and GITEX. Worked with clients like FAB, ENBD, Central Bank, Adnoc, and smaller startups.

AI Agentic Initiatives Salesforce Integration Event Positioning Client Management BFSI Oil and Gas Sports Hospitality Real Estate

Current

Head of Marketing

Current

Omnia Brand & Digital Consultancy - a Globant Division

Jul 2022 - Present (4 years 3 months)

Led go-to-market strategy and customer adoption initiatives across digital products, leveraging CRM, performance marketing, analytics, and customer insights to drive engagement and pipeline growth. Produced content for social media and website around Agentic AI, digital innovation, and brand strategy, and refreshed the agency website.

Current

Head of Marketing

Current

Omnia Brand & Digital Consultancy

Jul 2022 - Present (4 years 3 months)

Led go-to-market strategy and customer adoption initiatives across digital products, leveraging CRM, performance marketing, analytics, and customer insights. Produced content for social media and website around Agentic AI, digital innovation, and brand strategy.

CRM Performance Marketing Analytics Google Analytics SEMrush Ahrefs Google Ads SEO Keyword Strategy Content Strategy Email Marketing Website Transformation Paid Media Lifecycle Marketing Segmentation Lead Generation Agentic AI Digital Innovation Brand Strategy

Owner

Katy Creates

Jan 2013 - Dec 2021 (8 years 11 months)

Managed a strategic marketing and photography business supporting SMEs, delivering end-to-end strategic, creative, and digital solutions. Produced content across blogs, thought leadership, and social media campaigns, supported by performance measurement and analytics reporting.

Strategic Marketing Photography Content Production Blogging Thought Leadership Social Media Campaigns Performance Measurement Analytics Reporting Copywriting Creative Production Podcast Writing Web Design App Design Brand Presence User Experience Personal Finance Financial Services

Brand Management / Digital Marketing

Blue Sky Thinking Group

Jan 2017 - Dec 2020 (3 years 11 months)

Delivered social media strategy, planning, content production, and publishing across three brands spanning financial services, first aid training, corporate wellbeing, and an SME HR/tech platform. Developed and implemented brand guidelines, refreshing visual identity and tone of voice across all brands.

Social Media Strategy Content Production Brand Guidelines Visual Identity Tone of Voice Lead Generation Meta LinkedIn Instapage Hootsuite MQL PR Thought Leadership Guides Paid Advertising Corporate Events Client Engagement

Marketing Communications Manager

Bank of Ireland Mortgages

Sep 2005 - Dec 2011 (6 years 3 months)

Led the full brand refresh of Bristol & West Mortgages, a sub-brand of BOI Mortgages, including a new visual identity and customer proposition. Slashed mortgage processing times in half by driving applications online through innovative customer communications campaigns.

Brand Refresh Visual Identity Customer Propositions Marketing Plans Budget Management Customer Research Advertising PR B2B B2C Event Management Employee Events Regulatory Requirements Brand Strategy Social Media Visibility Intermediary Market Industry Events

Brand and Marketing Communications Manager

Lloyds TSB Corporate Banking

Sep 2001 - Dec 2004 (3 years 3 months)

Managed the re-branding project for corporate banking to fit with the Group's brand structure, creating a unified business brand. Created new visual identity, logo, and brand guidelines, and trained internal and external parties to understand the new brand style.

Senior Account Manager

The JJ Group

Jan 2001 - Dec 2002 (1 year 11 months)

Worked for a large regional full service marketing agency, managing clients including David Lloyd Leisure, Marriott Hotels, Four Pillars Hotel Group, Thames Water, Virgin Travelstore, and Brady Europe.