Marketing Alumna Flying High

Becky Baines

Love to travel? Since graduating, Becky Baines (Marketing, 2012, Fylde) has spent the last seven years carving a career in the travel industry. Nurtured while studying for her degree, her passion for marketing, writing and stories pushed her to pursue a career in content and bring exciting new concepts to life through the medium of words. 

Following a year interning with Lancaster University Students' Union she dipped her toe into agency life at a teeny business in York. Working for a small organisation enabled Becky to flex her marketing muscles and get stuck in – it was very much a catalyst for the rest of her career. From developing campaign concepts to creating showstopping editorial, her role within a creative content agency moulded her into an experienced, well-rounded individual that knows her engaging tweets from her SEO tactics. With brands such as Jumeirah and Historic Hotels of Europe at Becky’s fingertips, she carefully crafted top-notch content by constantly adapting to different tones of voice. She then moved on to one of the north's leading digital agencies, Stickyeyes in Leeds, to work with a wide range of national brands. As a Senior Writer, her main responsibility was producing content for the likes of Hertz, ghd, Hunter, Ernest Jones and flydubai.

Now, Becky works for Jet2 at their HQ in Leeds. Brand guardian, ultimate word nerd, editor in chief – there are many titles you could give Becky. But her official one is Content Manager. You’ll find her in the Marketing Department, working with a team of writers and editors on pieces of copy for all parts of the business, making sure the tone of voice is spot on and every apostrophe is in the right place. Onboard announcement scripts? Yep. All the brochure copy? Uh-huh. Destination guides for the website? That’s right. The numerous emails that go out each week for all the different Jet2 brands? You bet! And that’s only scratching the surface of what the content team does. At the heart of Becky’s work is strategy – something that she enjoyed greatly while studying marketing at Lancaster.

One of the best perks of the job? Travel, of course! Destination knowledge is crucial for content, so it’s important for all the team to go out and experience where Jet2 take people on holiday, which spans more than 50 sun, city and ski locations. Malta, Portugal and Poland are just three of the places Becky’s been lucky enough to visit in the past year. This thirst for globetrotting and experiencing different cultures was ignited while studying at Lancaster when Becky enjoyed volunteering with visiting students from India in 2011!


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