New Digital Development Director Appointed

Published on July 14, 2017

We are absolutely delighted to announce the immediate appointment of Lorna Lee as Digital Development director for Plan B Digital.

An experienced Marketing Director with more than twenty years years leadership experience, building rapid growth online direct to consumers via multi-channel direct & digital marketing Lorna brings an amazing breadth and depth of experience to the Plan B team at just the right time

Plan B’s MD , Ian McCaig continued,

Lorna is an expert in digital acquisition channels, ecommerce, direct marketing, sales conversion, website optimization and CRM and these are all areas that we needed to build additional client support in. I have known Lorna for a number of years and was delighted when she showed an interst in working with us. It’s a superb addition to the team and the knowledge will positively impact our hotel and destination clients across the UK instantly. It’s a great appointment for Plan B.

Lorna is known to many in the tourism sector having been group marketing director with Apex Hotels before moving out on here own and working with a number of high profile hotel clients in Edinburgh.

“I’m delighted to be joining the team at Plan B and looking forward to working with the varied clients around the country. I was impressed by the passion and vision of the small team at Plan B and the customer ethos that they have. It’s a great opportunity to be part of a growing and positive tourism business.”

Plan B provide tourism businesses and organisations with a focused range of bespoke hospitality software solutions, web design and digital development programmes with clients across the UK, Ireland and beyond and Lorna brings an impressive track record with her to the assist the company’s clients having created and implemented successful global marketing strategy.

During her time at Apex Lorna was involved and assisted with

  • helping turnover grow from £5m (2 hotels) to £50m (8 hotels)
  • introduction of social media, evouchers, reputation management software, bespoke booking engine, bespoke loyalty programme and affiliate platform. 
  • the global launch and positioning of 7 new UK hotels across 4 cities.
  • introduction of CRM with 2-way PMS integration to improve, segmentation, personalisation, retention and life value of customer. Supported by group wide CRM education programme.
  • Restructuring, building and inspiring a multi-disciplined marketing team of 10, based in London and Edinburgh.

Lorna will be working on a part time basis on key client accounts and assisting Plan B in implementing its rebranding programme and developing the new web product launches for 2018 and can be contacted by email at [email protected]

For more information contact Plan B on 01294 233713


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