Serena Lawley-Rayner McIpr

Serena Lawley-Rayner MCIPR has extensive work experience in marketing, PR, and communications. Serena is currently the Head of Marketing and Communications at Achieve together, where they have developed and implemented marketing strategies aligned with the company's long-term goals. Serena has also represented the company at industry events and played a key role in influencing government discussions on social care employee pay.

Prior to their current role, Serena worked as a Senior Marketing, PR and Communications Manager at Caring Homes Group. During their time there, they established a new sales and marketing team and developed a comprehensive strategy that supported the occupancy targets for multiple care homes and engaged with thousands of employees. Serena also took the lead in communicating critical information during the Covid-19 pandemic.

Before their role at Caring Homes Group, Serena worked at Care UK as a Group Marketing Solutions Manager. Serena successfully led a brand refresh for the company and managed a budget of £300k. Serena also played a key role in improving service delivery and developing a B2C CRM System.

Serena has experience working in various other positions, including business development, finance, and childcare. Serena has demonstrated strong leadership skills and a track record of delivering results in each of their roles.

Serena Lawley-Rayner MCIPR completed their education in a variety of fields. In 1980, they attended Philip Morant Secondary School and obtained their O' Levels, with a focus on English Language and Literature, Mathematics, French, History, Art, Technology, and Economics. Following this, they pursued a OND degree in Art and Design at Colchester Institute from 1984 to 1986. Serena furthered their education by earning a HND degree in Fashion and Design from the London College of Fashion, University of the Arts London between 1986 and 1988. To expand their knowledge in finance, they enrolled in the AAT Foundation and Intermediate Fastrack program at Colchester Institute from 1998 to 1999.