Olivia Telfer - Marketing Manager at Eldon Square
Did you always envisage a career in the Marketing industry?
I come from a family of creatives, so I developed an early interest in art and photography. I was also naturally good at maths and science, so when it came to choosing a degree, marketing felt like a natural fit where I could both express my creativity and use data and insights to inform decision making. I went on to do both my degree and a master’s in marketing, and from there have never looked back.
What has been your career path so far?
After University, I started my career as a Marketing Executive with B Daily, but I really wanted to see the world. I spent two years travelling extensively across Asia, Australia, and New Zealand. This gave me great global experience and perspective, and whilst away I realised how much I loved Marketing and knew that was where my future lay.
When I returned, I did a couple of marketing jobs before becoming Marketing Manager at Alnwick Castle. As a proud Northumbrian, working for such a local institution was a fantastic opportunity and gave me deep insight into destination marketing.
Two years ago, I was delighted to join Eldon Square, one of the North East’s most iconic destinations. The role allows me to champion amazing global brands and the region, combining my creativity and experience to make a real impact!
What has been your biggest challenge so far?
The retail landscape has evolved rapidly in recent years, with the pandemic accelerating a shift in customer expectations. Today, consumers are looking for more than just a place to shop – they want experience-led destinations that bring together retail, leisure, food and social interaction.
At Eldon Square, we’ve embraced this challenge as an opportunity to evolve our offer. We’ve strengthened our leisure and hospitality mix, with the addition of brands like Flight Club and Freight Island, while delivering customer-led campaigns and destination marketing that encourage visitors to spend more time with us and engage with the centre in new ways.
This approach has enabled us to successfully engage our audience, drive footfall and ensure Eldon Square continues to perform strongly as a leading retail and leisure destination in the region.
What is your proudest achievement in the role so far?
Smashing the 2025 UK retail performance benchmarks was really special and has certainly put Eldon Square and Newcastle on the map. Over last year we achieved a 1.7% year on year increase in footfall, welcomed 26.4 million visitors supported by a bumper Christmas season which saw 5.6 million visitors in November and December. Being a part of that growth is truly fantastic, and I can’t wait to see what we achieve in 2026!
What is your greatest strength?
I’d say my greatest strength is getting things done in fast-paced environments. I’m used to working with lots of moving parts – like coordinating with 140 retailers and city stakeholders -and making sure projects move forward smoothly and on time. In a fast-paced retail environment, that ability is key to ensuring campaigns are delivered seamlessly and successfully.
What is your biggest weakness?
I naturally like to stay busy and involved across multiple projects, but I’ve learned the importance of stepping back and prioritising to ensure I’m working as effectively as possible. As such, I’m working on building better moments of selfcare into my routine.
What is the best piece of business advice you have been given?
This advice came from my mum: “It’s not what you say or do, but how you make people feel that matters.” I try to live by that mantra in everything I do – whether I’m working with my team, engaging stakeholders and retailers, or building marketing campaigns – because at the end of the day, it’s the people and the relationships that drive success.
That same belief sits at the heart of Eldon Square, where strong relationships with our partners, retailers and community are fundamental to creating a destination that people feel connected to and want to return to time and again.
Who are your Heroes and Mentors?
It would be difficult to single out one person, but I really admire those who drive industry forward, are not afraid of challenging thinking and stand up for what they believe in. I’ve had the pleasure of working with many such people from across Newcastle!
What are you currently working on?
We’re excited to be preparing for the launch of Freight Island, a 60,000 sq ft venue set to redefine Newcastle’s cultural offer. Bringing together global street food, live entertainment, premium dining, and a dedicated space for music and events, it will introduce a dynamic new experience to the city centre.
At the same time, Eldon Square is celebrating its 50th anniversary, and we’re working on an exciting strategic partnership with Fenwick and Newcastle College. As patrons of the British Fashion Council, this project will champion and showcase creative talent in Newcastle, reinforcing the city’s growing reputation as a hub for fashion and culture.
How do you like to unwind?
I grew up in Northumberland, so I love being outdoors- walking along our region’s beautiful beaches, or climbing a hill is undoubtedly my favourite way to unwind!
eldonsquare.co.uk
