James McCracken FCIM

James McCracken is an experienced marketing leader serving as a Fractional/Interim CMO and marketing mentor with over 20 years of experience in transforming businesses through data-driven strategies. As the owner of www.francesandkevin.co.uk, James provides expert marketing mentorship and freelance support to businesses and individuals through specialised courses and hands-on guidance.

Currently chairing the Chartered Institute of Marketing's Northwest branch, James combines his strategic vision with practical execution skills that have consistently delivered impressive results across multiple sectors. His career spans significant leadership roles at organisations including FI Real Estate Management, Apprentify, Bruntwood, Campus Living Villages, and various educational institutions.

James excels in building and leading high-performing marketing teams, having achieved remarkable outcomes including a 100% increase in B2B leads for Apprentify and significant growth for Netcom Training. His expertise encompasses the full marketing spectrum: digital strategy, lead generation, marketing automation, content creation, SEO, PPC advertising, and data analytics.

With a strong educational foundation including a Professional Diploma from the Chartered Institute of Marketing, a Postgraduate Diploma in Digital Marketing, and the Marketing Week Mini MBA with Mark Ritson, James combines theoretical knowledge with practical application. His passion for mentoring extends beyond his business, as he actively develops marketing talent and shares his extensive knowledge with the next generation of marketing professionals.

James brings a collaborative approach to his work, partnering closely with sales teams to drive conversion rates and implementing innovative digital solutions that enhance brand presence and customer engagement. His strategic marketing transformations have consistently delivered high ROI campaigns that generate qualified leads and build robust social media presence for the organisations he serves.

Sali Midjek-Conway MCIM

Sali is Associate Director, Marketing and Communications at boutique agency The Zebra Partnership and is also a self-employed marketing consultant.

She started her career in marketing nearly 20 years ago in sales and advertising before specialising in acquisition marketing; working in higher education as well as finance and the world of football working with Wembley Stadium and The FA.

Prior to her current role, Sali led a large marketing communications team in one of the three faculties at the University of Manchester where she was responsible for marketing, communications and student recruitment, overseeing the delivery of campaigns and events in the UK and overseas.

As the first in her family to attend university qualifying to master’s level in strategic marketing, Sali is a proud advocate of continuing professional development and encouraging more diversity within higher education and industry. As a former school governor at a local girl’s high school and now a member of several committees in industry, she continues to promote and champion diversity to empower young people.

As Vice Chair for Education Sali aims to continue promoting the benefits of a professional marketing career to the next generation of marketers, showcasing the talent in the North West and importantly the value that CIM membership provides to its members.

Charlotte Hilton ACIM Chartered Marketer

I’m an ambitious and enthusiastic Chartered Marketing Professional with 7 years’ experience working in B2B markets. A strategic, creative, confident communicator, making things happen.

I currently work at Sika – a chemical manufacturer of solutions into the construction industry. I’m Marketing Manager for the Roofing market plans, managing a team of three.

I will be taking on the role of Vice Chair - Communications for the North West Region and look forward to supporting the wider network.

Tamara Rashford ACIM

Currently a Senior Marketing Specialist at Geotab, a B2B commercial vehicle technology company, with over seven years of experience in sustainable transport industry.

With a degree in International Events Management as well as voluntary experience for both public and private events, alongside multiple marketing qualifications, Tamara looks forward to taking on the role of Events Ambassador for the North West, while supporting and developing the CIM ecosystem.

Kelly Reynolds MCIM

I’m Director and lead marketing consultant for Optimum Professional Solutions Ltd, a project management and communications consultancy. We work across the public, private and non-profit sectors on projects as diverse as procuring highways infrastructure contracts to promoting a new mental health app for young people.

I’m a creative communicator who loves data as much as I love words. Statistics is another form of storytelling – right? I’m particularly interested in behaviour change and decision making and currently studying MSc Psychology to learn more about why change is so hard and how our choices aren’t always rational. I’m also fascinated by AI and how we can optimise it’s utility.

I’m proud to be a serial collaborator and believe our best work is achieved by working together. I look forward to supporting the vibrant network of marketing and communication professionals throughout the North West.

Rachel Horsford MCIM

Rachel Horsford is a strategic marketer with over twenty years’ experience in senior management. After graduating from the University of Cambridge, she joined PWC (Coopers & Lybrand) before developing her career across profit and not-for-profit sectors. Her senior level roles include Head of Marketing at the Disability Rights Commission, Head of External Relations at the University of Manchester, and Director of External Relations at Stockport Grammar School.

Rachel has found CIM qualifications, support and resources to be invaluable, and membership of the committee is a way to continue that and to help others at different career stages. She joined CIM as an affiliated professional in the early 2000s, qualified as a full member in 2006, and has completed many courses along the way, most recently the Digital Strategy Award. Rachel also has a MSc from Manchester Metropolitan University.