Kiran Suryanarayana speaks to industry professionals and former CMA award winners about their professional journey
Hannah Ryle – Marketing Manager, Castle Green Homes
Hannah Ryle led the Castle Green team that won the Best Application of Marketing Technology at the 2022 CMAs. In 2023 she has agreed to be part of the judging panel for the awards
What is your role at Castle Green?
As marketing manager for Castle Green I have complete autonomy of the marketing, hospitality and interior design for the business. I’ve built an in-house marketing team, which I oversee. Highlights of my time with Castle Green include completing the rebrand of the business almost singled-handedly in just six weeks and the development of Willow, a digital new homes assistant for our customers.
We take a marketing centric approach, ensuring that the brand continuously reinvents and pushes boundaries within the way new homes are marketed and sold. We’ve garnered a strong following across our social media channels. Our show homes are seen by 140k+ Instagram followers and 30k+ TikTok users.
How did you land the job?
I was recruited in 2020 to lead the to lead the rebrand of Macbryde Homes to Castle Green, which followed a management buyout with financial backing from former Redrow chairman Steve Morgan and Bridgemere UK. Back then I was the only member of the newly formed marketing department. The rebrand was completed in just six weeks including changing all signage, literature, point of sale, website and other marketing material that went with the new identity.
What’s the best thing about your job?
The best thing about working in property marketing is the creativity and budgets. I’m also lucky to work in an environment where our CEO, Gwyn Jones, understands the ongoing investment needed to continue to push boundaries and offer the best experience to our customers.
It’s an honour to be trusted completely with a free reign on a marketing budget and to have a CEO who backs it. Being able to turn bricks and mortar into an aspirational lifestyle choice through show homes and social media shows the transformative power of an effective marketing strategy.
What is it that you hate about the job?
When working on the rebrand, I worked 12-hour days. I went to work before my daughter woke up and got home after she went to bed. It’s not something I’d promote nor am I proud of, but it’s given me the hunger to work exceptionally hard for what I achieve. I’m a strong believer in making space for women in the workplace. I lobbied for a flexible working approach, enhanced maternity pay and have focused on building a team with a strong support network; allowing my team to hopefully get the work-life balance in check.
What do you consider the biggest turning point in your career?
Joining Castle Green Homes was a turning point in my career. After a whirlwind start orchestrating the rebrand and developing a marketing strategy for the new brand, I now have the support of a fully functional in-house marketing team. Relinquishing control was initially a challenge. I’ve adopted a quiet management style, providing a supporting leadership role, enabling member of the team to think independently and bring ideas to the table.
What’s your next challenge?
The market is changing. Initially we focused on brand awareness following the rebrand to Castle Green Homes. We’re now adapting to the climate of the market and focusing more on lead-gen in our marketing strategy. As part of our digital first strategy we’re keen to embrace new ways of engaging with homebuyers and homeowners.
We’re also continuing to develop Willow to ensure it continues to be an industry-leading platform. It’s been integrated with site and customer care, so all snags are managed and updated throughout the portal. Technicians and contractors receive information through Willow, with customers signing off works through the system, helping them feel in control.
Given that it was just you and Caryl Russell on the marketing team for Castle Green during the pandemic, how did it feel winning the Best Application of Marketing Technology at the CMA awards last year?
Having started as a solo marketeer, I had complete autonomy over all marketing materials. We’ve since welcomed six new faces to the marketing department and have grown together as a team. It’s that team who developed Willow, a digital new homes assistant that’s revolutionised homebuying for our customers. I’m so proud of everyone who worked on developing Willow and helping Castle Green win the Best Application of Marketing Technology category at last year’s CMAs.
We always knew Willow would be perfect for our customers, but we never imagined the wide recognition it would receive. Marketing is a humbling profession; those who work in it understand you need to learn, unlearn and relearn your best practices as the technology evolves and that’s something which is embedded deep into the heart of Willow.
