CIWEM
Turning a Struggling Training Business into Profit
The Challenge
A Training Division in Crisis
When I joined CIWEM (the Chartered Institution of Water and Environmental Management), I was one of two new marketing hires. My mandate was to focus on the training business, while my colleague promoted the institution’s new venue at Saffron Hill. At the time, training was underperforming and running at a 79% deficit, with just 14 delegates registered across 10 e-learning courses. With only 19 days left before the final cohort, the business was staring down a potential £50,000 loss — and the future of the training unit was in doubt.
The Strategy
Rapid Marketing Campaigns and Smarter Operations
I began with a deep analysis of competing professional body training models, identifying gaps and opportunities to reposition CIWEM’s offering. Then, faced with the immediate crisis, I took over all marketing for the training unit and rolled out a series of direct campaigns:
Email marketing and direct mail to water companies and engineering firms.
Targeted outreach that secured rapid delegate sign-ups.
A new emphasis on digital marketing channels (Google Ads, display, and remarketing).
Longer-term, I restructured the way training was delivered. I cut overhead costs by hosting courses at engineering company offices instead of rented venues, introduced mentorship-based training, and expanded the pool of trainers from one to six — switching to a retainer and per-delegate model that aligned incentives with business growth. I also developed partnerships with the Environment Agency, spearheaded a Degree Apprenticeships program, and represented CIWEM at leading sector trade shows like Flood & Coast.
The Results
From Loss to Profit and Sustainable Growth
Within six months, the Surrey Cricketers went from weekly losses to consistent profitability. The Sunday roast campaign became a signature draw, outperforming nearby rivals who copied the idea. Events and promotions gave the pub a new reputation as one of the busiest venues in the village.
I believe that my role was more than just management; it was the start of my career in marketing strategy. I discovered how the right offer, delivered to the right audience, could change the trajectory of the business. At the same time, I began studying for my CIM Level 4 Diploma in Marketing, which became the foundation for my future career and supported my move into Lollaksi.
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