National campaign and PR manager, New World Trading Company (NWTC), Manchester
Nominator Stephanie Lloyd, sales and marketing director, NWTC
Over the past five years, Jack Jolly has helped NWTC to grow from nine to 30 sites and spearheaded numerous campaigns. He joined as an assistant brand manager in 2016, promptly establishing himself as an innovator and solution finder within the marketing team. After 12 months, he was handed the full portfolio of seven brands, which includes the Florist, the Botanist and the Oast House.
With a remit to improve like-for-like sales, generate PR and improve brand awareness, Jolly never disappoints. His early adoption of influencers and access to channels such as LadBible helped the company earn hundreds of thousands of pounds in free marketing.
During the pandemic, he worked with drinks suppliers to drive social media growth through masterclasses and competitions. One post alone recorded 15,000 likes, 13,000 comments and an additional 15,000 followers in one weekend. Altogether, he has earned media coverage in excess of £500,000 (AVE) in the past 18 months.
Understanding the importance of partnerships, he hosted an Aperol spritz pop-up in 2019, generating record sales of £180,000 in one day and increasing Aperol sales by 283.33% over six months.
Looking to the next generation, he gives talks at his former university and school to showcase hospitality as a career path.
What is the most positive people change you see for your sector post-restrictions?
"A stronger collaborative approach between marketing teams – sharing knowledge and contacts as well as opportunities. There is also a shift in working smarter, leading to a better work-life balance. And we've had more time to be strategic and focus budget and energy on a selection of marketing ideas."
Photography: Hospitality Media/Adrian Franklin