About Allera Marketing
Allera Marketing was launched in 2016 by Natalie Harris. With over 20 years experience in hospitality and having worked for some of the best hotels in Scotland, Natalie is passionate about helping businesses thrive in this highly competitive and exciting industry.
My Career by Natalie Harris
I have worked in the hospitality industry since I was sixteen, in various roles. In the early days I was a Dish Washer, Waitress, Bar-Tender, Bar Manager and even a Tequila Girl. Whilst studying for my Communication and Media Studies degree at Queen Margaret University College, I worked part-time in various pubs in Edinburgh and was also part of a touring promotional team for Smirnoff Vodka.
After university, I landed a role with popular Italian restaurant The Courtyard in Leith as Marketing Executive. Soon after, I was promoted to Group Marketing Executive, looking after several small hotels in Scotland know as Sunrise Inns, from The Borders up to Fife. It was during this period that my passion for marketing hotels began.
The Town House Collection and Blythswood Square
After a couple of years, I started (what would become a career defining role) as Online Marketing Executive for The Town House Collection. A group of luxury hotels in Edinburgh, owned by hospitality veteran Peter Taylor. Just as I started working there, Peter acquired the former Clubhouse of The Royal Scottish Automobile Club (RSAC) in Glasgow, which became known as Blythswood Square. His vision was to transform it into the only 5-star accredited hotel in the city centre, complete with urban spa and brasserie style dining. This hotel became the focus of my professional life for several years after, and I feel extremely lucky and privileged to have been part of the team that helped bring Peter’s dream to life.
During my time at The Town House Collection I was promoted to Marketing Manager and given many opportunities to nurture my skills and discover which areas of marketing I was most passionate about. It was at this time that the internet and social media exploded, and we were fortunate to be with a forward-thinking company that allowed us to experiment and learn on the job. A huge part of digital marketing being the constant need to learn as the landscape changes with developments in technology and trends.
In 2015 Blythswood Square and its sister hotel The Bonham were sold to American investment firm Starwood Capital. During this transition I was promoted to Marketing Manager Scotland and three new landmark hotels were added to our portfolio – The Roxburghe, The George and Grand Central Hotel. During the 18 months that I worked for Starwood Capital I learned a great deal and met many wonderful people – some of whom I consider close friends today.
Branching out to start Allera Marketing in 2016 was a dream come true and an opportunity to use the knowledge and skills that I acquired during my time with the ‘big’ hotels to help smaller businesses and really make a difference.
Recent hospitality clients: Strathaven Hotel, Blythswood Square Hotel, The Clydeside Distillery, Blythswood Square Apartments, Fingal, Gartmore House, Loch Melfort Hotel, Borthwick Castle, The Bonham, Apprenticeships in Hospitality Scotland and Amaris Hospitality.
Whilst my experience is predominantly in the hospitality sector I have also used my transferable skills to branch into new areas to help other start-up businesses with their design & marketing goals. Clients have included: ishga Skincare, Cherith Harrison, Summer Camp Scotland, JoJo Fraser, Styling by Diane, Borders Wellness Retreat, Coach Hire Edinburgh, Go herbivore, Grey Clover Interiors, Portfolio Oomph, Sibling4, Workout & Wellness, Wellbeing in Your Office, Global Talent 2020.
- Marketing strategy and planning
- Organic social media management
- Paid social media advertising
- Email marketing
- SEO (search engine opimisation)
- Website management (WordPress)
- Branding and collateral design