Team Spotlight: Meet Justine, our Marketing Manager

Part of our Team Spotlight series, celebrating members of the For-Sight team recognised in our June 2026 team awards.

Some of the best people to learn from are the ones who've been quietly building things behind the scenes for years. Justine is one of them. As our Marketing Manager, she's the strategist keeping the For-Sight marketing engine running: from international exhibition stands to the website you're reading this on.

A few years into her For-Sight journey, Justine has plenty to celebrate: a well-earned promotion to Marketing Manager and just recently achieving Chartered Marketer status with the CIM. She's also recently been recognised by the For-Sight team as an Inspirational Leader. Justine is recognised for her inspiring leadership, expertise, and collaborative approach. She generously shares her knowledge, improves how teams work together, and supports others with patience and clarity, helping everyone deliver their best work.

We sat down to chat, share a few marketing trends worth watching, and find out what a perfect (meeting-free) workday looks like.

Justine, over to you.

The life of a marketing manager

💙 What do you enjoy about working at For-Sight?

"You are never bored! Every day is different in the marketing department. I like hospitality and tech industries, so it is a nice combination for me personally. Our team is relatively small but incredibly passionate, so it is a pleasure to be part of such a team."

🏆 Do you have a favourite memory of working here so far or a milestone you're particularly proud of? (outside of getting promoted to Marketing Manager)

"Probably campaigns related to international events. People quite often underestimate how much work is required to get a company set up in an international exhibition... Normally we would work with our partners, and when you see the stands and campaigns live and running, it's a relief and joy at the same time, especially when people have something nice to say about it or even something constructive so you can be even better next time. Another one to mention would be the website project that we completed this February. It was a learning curve for the team involved. We sort of threw ourselves into the deep end to learn new ways of technology and working. We're now starting to see the fruits of the work put in (but it doesn't stop there; we have more plans)."

🔭 What are you looking forward to in the next six months at For-Sight? (product updates, IHS?)

"There are various projects our teams are working on just now; I cannot say what, but all are quite interesting, so keep an eye out for any releases and announcements on For-Sight LinkedIn page. We are definitely attending the Independent Hotel Show this year, so I will see you in London in October."

Let's talk about marketing...

🧭 Can you tell us a bit about your career journey so far and what led you to marketing at For-Sight?

"Oh, do you want the long or short story? 😀

I come from a hospitality background, previously working in restaurant and visitor attraction areas. When I first came to Scotland, I actually wanted to study languages and management but took out nearly 2 years to figure out what I wanted to do. Then I found my passion for marketing and advertising. In my journey, I've finished Uni with a Marketing and Business degree, then followed with multiple courses, including CIM Professional Digital Marketing Diploma. Happy to say that this year I've finally achieved my Chartered Marketer status with CIM. I got a job with For-Sight when I was looking for new opportunities when moving from Dundee to East Lothian. Driving to Dundee on a daily was not an option for me, so I wanted a change. Eventually eyed the For-Sight Campaign Specialist position, which then led to a Marketing Manager position."

📈 What trends in hospitality marketing do you think hoteliers should pay close attention to right now?

"It's no surprise if I say ''AI''. Of course, it is. Sometimes it is hard to keep up with all the advancements, so it's important to feed that into your team and culture as a norm... so everyone can share ideas, experiences and case studies."

But AI isn't all that hoteliers need to be focused on! Here are a few other hospitality marketing trends to pay attention to:

Data

"Nothing new, but it's more important than ever. Your hotel needs clean, trusted, secure data of your customers, so you utilise it to evolve your marketing and also business strategies. As an example, you can keep defining your A+ customers to specifically target look alkies, use that data for advertising, direct communications, and re-targeting. This will help you reduce the reliance on OTAs and bring more direct revenue from your own controlled channels."

Zero-click marketing

"With generative AI, people's behaviours are starting to change how they search and interact with brands online. You ask a question on Google, and you get an instant answer to your question; they don't even need to click away...but it doesn't mean your brand won't be invisible. Make sure you optimise for SEO as the first rule, then AEO to appear on these search results. Gemini are now supporting sponsored content in search results in the US and UK. This is also one way you can fight for OTA visibility share. Make sure your site is highly rated by Google standards."

Loyalty

"If you don't have a loyalty scheme yet, you are missing out on untapped revenue (on average up to 30% ancillary uplift to be exact) ... did you know that loyalty programmes now drive over half of occupied room nights in major hotel brands? Loyalty is increasing in value but is harder to earn due to brand switching by younger generations. Marketers should remember that brand loyalty doesn't start post service/purchase, it starts from the first touchpoint. How does your brand align with your A+ audience and their expectations? Do they care about sustainability? Is it important to them that your hotel is pet-friendly? You don't know until you ask those questions directly to your most loyal guests. Another thing to note is that people now value experiences more than actual monetary rewards."

☕ What does your perfect workday look like?

"Fresh coffee to start, accompanied by a good Spotify playlist. Organised list of ''to-do'' tasks and by the end of the day – a few big tick-offs on my Asana board. One thing I dislike is online meetings. I'm one of the people who will say ''this could have been an email''... as productivity, in my case, comes from a calm, quiet environment." 

Just for fun

🏋️ What's your favourite way to spend time when you're not working?

"Gym and CrossFit classes. At For-Sight, we are remote workers, which sometimes misses the casual interaction element. Going to classes helps me to de-compress and socialise after a long day at work."

🌞 What does your perfect holiday look like?

"A little bit of gym, a lot of sun and sea, long walks, nice food and drinks."

🍎 What is one interesting fact about you that not many people know?

"This is the one I always tend to tell people – my surname in Latvian means apple (just in case they have other thoughts)."

Thanks to Justine for sitting down with us, and all of your hard work!

This is part one of our Team Spotlight series celebrating the team members recognised in our June 2026 team awards, with more of the people behind For-Sight to come. Keep an eye on our LinkedIn for what the marketing team ships next, and if you're heading to the Independent Hotel Show in London this October, come and say hello.

Curious what For-Sight's CRM and marketing platform could do for your hotel? Schedule a call with our team.