Lydia McClelland

A little bit about me...

I have over 20 years’ experience in senior marketing, business development and GM roles across economic development, the arts, higher education and visitor attraction/science sectors in Northern Ireland.

Since 2019, I've focussed my work on SMEs across all sectors across the UK and Ireland to support business growth through a strategic approach to marketing by providing training, mentoring, consultancy, and fractional CMO support.

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My marketing credentials:

✅ Chartered Marketer (CIM)
✅ Fellow of CIM
✅ SOSTAC® Certified Planner
✅ SOSTAC® Licensed Trainer (Northern Ireland)
✅ CIM Postgraduate Diploma (Level 7)

Where I add most value as a marketing leader...

1. Strategic Leadership - I apply rigorous, evidence-based marketing strategy through frameworks such as SOSTAC®, enabling organisations across sectors to achieve clarity, focus, and measurable growth.
2. Research-Led Insight - I deliver robust consumer and market insights, combining primary and secondary research, segmentation tools such as Experian Mosaic, and competitor analysis to inform strategic decisions and drive market advantage.
3. Capacity Building - I strengthen marketing teams through mentoring, training, and coaching, embedding best-practice planning skills, professional confidence, and CPD standards that raise the long-term capability of organisations.
4. Impactful Delivery - I lead the design and execution of high-impact marketing campaigns—across food, SaaS, construction, and professional services—that not only achieve commercial targets but also build brand equity and stakeholder trust.
5. Professional Standards - I champion professional integrity and continuous development as a Chartered Marketer, ensuring that every client engagement is underpinned by accountability, ethical practice, and measurable results.

The most common misconception I hear about marketing is...

"...That it’s just advertising or social media posts. In reality, effective marketing is about strategy — understanding the market, setting clear objectives, positioning your brand, and driving measurable commercial results. Campaigns are just the visible tip of the iceberg."

Some of my best marketing was delivered at...

• Ulster Orchestra - I developed and implemented a brand and marketing strategy that broadened audience reach and attracted new corporate sponsors. This delivered a 15% uplift in ticket revenue and secured additional sponsorship income, strengthening the Orchestra’s financial sustainability and demonstrating the measurable commercial return of strategic marketing investment.
• Ulster University - As Head of Marketing and Market Engagement, I transformed student recruitment marketing and introduced a new pricing structure for non-regulated income. This strategic shift delivered a 25% increase in postgraduate course prices while exceeding student recruitment targets. The result was a significant uplift in annual income and long-term financial sustainability.

Some fun facts about me...

1. From Beethoven to branding – I once helped the Ulster Orchestra hit the right note with audiences by mixing music with marketing magic.
2. I studied innovation in the USA at Babson College but still think a proper cup of tea in Belfast beats American coffee hands down.
3. Yoga over spreadsheets – I balance boardrooms with balance poses, finding just as much focus on the yoga mat as in a marketing strategy session.

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