The Leadership Award





Flora Reeve - Digital Marketing Executive

NewcastleGateshead Initiative

Flora Reeve joined the team at NewcastleGateshead Initiative over a year ago as Digital Marketing Executive and has quickly become an integral part of the team and the business.

During her time, Flora has demonstrated an acute understanding of the marketing landscape, especially within tourism, as well as the digital needs of the organisation to support and grow the business both in revenue and reputation.

She’s a master of her craft of creating and curating relevant, unique and engaging content about our destination which has in turn increased traffic to our websites, expanded our social media audiences and strengthened our existing digital channels. This has been vital in supporting our work in sustainably growing the visitor economy, positively changing perceptions about the area and ultimately making the North East a better place to visit, live and work.

Flora has achieved many notable things within her time at NGI, however her biggest achievement has been the launch of the TikTok channel. Flora proactively built a business case for the channel, successfully pitched the idea to senior management and created an engaging content plan which aligns with the strategic goals of the business.

Since the launch in October 2022, Flora has solely grown the channel to 12,000 followers, 188,000 likes and has reached 2.2 million users, making TikTok our most engaged and interacted digital channel to date which is incredible within such a short period of time. Flora has also set up working streams with our partnership team, creatively using TikTok as a tool to support partnership within the organisation and support local businesses, which is key to the sustainability of our revenue streams and the business overall.

Flora is always seeking new opportunities to develop her own skills, but also to develop all digital aspects of the business, and has an excellent understanding of upcoming digital trends and tools. Her continuous horizon scanning coupled with her innate understanding of the business needs has seen our organisation go from strength to strength from a digital perspective.

This demonstrates Flora’s high level of skill, expertise and ambitious and proactive attitude which goes above and beyond the expectation and remit of her job role. Flora’s contribution to the business is outstanding and her eagerness to continue her learning and ability to pivot to meet the needs of the business will see her rapidly progress within the organisation and to great things within her continued career.

Judge's Comments

The People's Choice Award Winner