With nearly two decades of hands-on experience across hotels, hospitality and digital marketing, Ami brings a rare blend of commercial focus, creativity and data-driven strategy to every project she touches. She is at her best solving complex challenges, crafting performance-led campaigns, and pushing for meaningful results across paid media, email marketing, influencer marketing, social media and content.
With 19 years in web and digital marketing – and 13 of those dedicated specifically to accommodation and hospitality – Ami understands the nuances of the industry inside out. She believes there is always a solution, even if it means approaching things from an unexpected angle.
Known for her persistence, quick wit and ability to lighten a room, Ami pairs enthusiasm with deep expertise, bringing positivity to every challenge.
My Role at Formula
Senior Growth Marketing Lead
Ami is responsible for driving direct revenue growth for clients through tailored performance marketing strategies that align to each property’s unique business goals. She doesn’t believe in copy-and-paste approaches to hotel marketing; instead, she spends time understanding each client’s brand, audience and commercial objectives.
With a strong grounding in hotels and hospitality, from leisure and corporate travel to weddings, events and everything in between, Ami uses both strategic insight and hands-on execution to deliver real, measurable results.
Career Highlights
- Guided Gretna Green Ltd through the turbulence of COVID-19 into one of their most profitable revenue periods, contributing across both marketing and revenue management.
- Part of the team that secured Gretna Green’s Queen’s Award for Enterprise – International Trade (2021).
- Helped grow Gretna Green’s weddings from 2,500 to 3,500 per year.
- Built the Bugalugs Pet Care influencer programme to 450+ influencers.
- Brought 1,000+ retail products online within two weeks of the first lockdown, resulting in a 50% YoY revenue increase.
- Contributed to doubling Lakeland Cosmetics’ revenue from £10m to £20m in a single year.
Outside of Work
Creativity doesn’t stop at the office. Ami runs her own crafting business, hand-making jewellery, gifts, accessories and more – sold at monthly craft and farmers markets in her hometown of Carlisle.
When she’s not crafting, she’s travelling or enjoying life with her three kids, two dogs and one husband. She loves year-round BBQ hosting, true-crime bingeing and is incapable of sitting still for long (she even knits in the pub).
Quick Fire Q&A
Where have you lived?
England, Scotland and Wales – and even two years in Italy, both north and south of Rome.
Hidden skills?
A mum of twins and therefore a master multitasker.
What do you care about most at work?
Positive mental-health support, open communication and feedback flowing in every direction. Always being available for colleagues.
Favourite ways to unwind?
Knitting, crocheting, sewing or any form of crafting.
Personal motto?
Never stop learning.
