Julia Pidduck

Julia Pidduck – Marketer

After 14 years working in UK publishing on titles ranging from thrillers to cookery, I want to help connect you to your readers


Having spent 14 years working in the marketing departments of major publishing houses (including Random House and Hachette) on fiction and non-fiction, from big brands and celebrity authors to debut novels, I now work directly with authors to help establish and grow their audiences.

Online marketing can be daunting for an author, I will help you grow your readership through your online presence. I can advise on
- Navigating the world of social media - or even to decide which platforms are right for you,
- Email marketing strategy and building a mailing list
- How to optimise your website to attract new readers
- Metadata and Amazon product description.

I can also develop a personalised marketing strategy for your book and author brand, including ebook price promotions, and execute online advertising campaigns.

I also have extensive experience in running promotions offline, so am able to work with you on wider marketing and advertising.
Biographies & Memoirs Cooking, Food, Wine, & Spirits
Historical Fiction Mystery & Crime Romance Science Fiction Thriller & Suspense Women's Fiction
  • Book Marketing Society: Highly Commended
  • FutureBook Awards: Best Use of Digital in a Marketing Campaign (Shortlisted)

Work experience


Nov, 2017 — Present

The Roald Dahl Literary Estate

Feb, 2017 — Nov, 2017 (9 months)

As part of a small team, I led and implemented digital marketing strategy for the Roald Dahl brand. This includes:
- Managing and developing brand social media channels
- Management and growth of email marketing program through targeted activity, analysis and optimisation
- Preparation for GDPR
- Working on COPPA compliance
- Sourcing and introduction of social media management and social listening platforms
- Regular auditing and analysis on all digital channels to inform future activity
- Building strong relationships with the digital marketing teams at the 
Estate’s brand partners to maximise awareness and sales

I also worked closely with the Brand Marketing Manager and Marketing Director to develop and lead digital marketing campaigns such as Roald Dahl Day. I am responsible for using key promotional moments to deliver against business objectives, as well as to drive audience growth. This includes running online advertising campaigns including paid social activity, paid search and display, continually testing and optimising activity and post-campaign reporting

The Orion Publishing Group (Part of Hachette UK)

Oct, 2013 — Dec, 2016 (about 3 years)

Moving into a specialist digital marketing role, I took on responsibility for the Group's digital marketing strategy across social media, email and content marketing, constantly analysing and optimising in order to increase performance. This included
- Responsibility for the annual digital marketing budget
- Overseeing the company's eCRM program across several lists and verticals
- Ensuring data collection and management adhered to legal requirements

In addition, I worked closely with the wider marketing team to plan and execute unique campaigns that targeted high-audience and high-share results. This included running paid social campaigns, search engine marketing, and online advertising.

The Orion Publishing Group (Part of Hachette UK)

Aug, 2010 — Oct, 2013 (about 3 years)

In this role I took responsibility for executing integrated audience-led campaigns - devising strategy, making plans against set objectives, managing budgets. I also worked closely with publicity and sales colleagues, as well as promoting titles to retailers to support the sales team and secure promotion for titles in-store.
I developed strong and fruitful relationships with third parties for promotion, as well as design, creative, planning and PR agencies. I was also responsible for effective communication with authors and agents.

Walker Books, UK

Apr, 2010 — Aug, 2010 (4 months)

Virgin Books (Part of Ebury Publishing, Random House)

Mar, 2006 — Jan, 2010 (almost 4 years)

Little, Brown Book Group UK

Mar, 2004 — Mar, 2006 (about 2 years)


Roald Dahl Day 2017

I worked with the Roald Dahl team and partners to promote Roald Dahl Day 2017 - to maintain the momentum from the Roald Dahl Centenary in the previous year which had been the biggest Roald Dahl Day yet, and to work with all brand partners to amplify messaging:
- Devised our key messages around Roald Dahl's heroes, focusing the activity around the child heroes in the stories, and introducing the new hero, Billy, in the re-release of Billy and the Minpins
- Promotion of the Roald Dahl party pack to parents and teachers across website, social media and email marketing to meet the download target
- Building relationships with key influencers to engage adults and encourage them to help a child be a hero on Roald Dahl Day
- Worked with Twitter to design and roll out a dedicated Twitter emoji for #RoaldDahlDay
- Worked with brand partners to ensure consistent messaging in keeping with themes and brand guidelines
- Managing social media around the day itself, sharing partner messaging, and all the themed activities.
- The result was the 2nd biggest Roald Dahl Day (the centenary year being the biggest)

Marketing Campaign for Where'd You Go Bernadette by Maria Semple

I devised and implemented a marketing campaign to support paperback publication of this critically acclaimed novel, capitalising on the reviews and word-of-mouth from the hardback publication. The marketing activity included:
- Twitter campaign - using the hashtag #WheresBernadette calling on followers to spot Bernadette in various locations to win prizes
- Advertising campaign on London Underground - using the eye-catching cover artwork to increase recognition and featuring the incredible review quotes
- Takeover on Stylist.co.uk Books pages
- Mumsnet book of the month: advertising, giveaway and web chat with the author

Ian Rankin - Author website and digital marketing strategy

Working with an external web development agency, I devised and managed the relaunch of author Ian Rankin’s official website. The project focused on SEO opportunities and providing an improved user journey, as well as a more engaging experience for visitors. As a result, the site saw a 14% increase in unique users, a 5% increase in traffic from organic search and a 14% increase in session duration in the six months after the relaunch.

I also conceived a new digital marketing strategy designed to build awareness ahead of the release of Ian's new novel, which resulted in his highest pre-order and publication day sales up to that point.

Julian Fellowes's Belgravia

From the writer of Downton Abbey, Julian Fellowes' Belgravia was a serialised story originally sold online direct to consumers worldwide and read via the dedicated app or website.

In order to promote the series, we needed to access fans of Julian Fellowes and Downton Abbey, and to build a captive audience ahead of the release of the first episode.

As part of a close-knit, busy team working on I played a key role in building awareness among the target audience, establishing a Facebook following of 22,000 and an email marketing list of 16,000 subscribers.

I also devised and led a detailed, data-led eCRM programme throughout the series and beyond


The fourth book in the Detective D.D. Warren series from The Sunday Times and New York Times bestseller Lisa Gardner. WHAT ARE THE CHANCES YOU'LL LIVE TO TELL WHAT IS ABOUT TO HAPPEN TO YOU? The Irish Independent says this novel 'could cause sleepless nights'.... read more
In Business Stripped Bare, Sir Richard Branson shares the inside track on his life in business and reveals the incredible truth about his most risky, brilliant and audacious deals. Discover why Virgin tried to take on one of the world's biggest superbrands, ho... read more
Lizzie has an unfortunate knack for attracting bad luck, but this time she's hit the jackpot. Losing her heart to her boss at the radio station where she works leads directly to losing her job, and with no money in the bank she's forced to swallow her pride an... read more
'Britain's No.1 crime writer' Mirror * * * * *A CASE THAT WON'T DIEJohn Rebus can't close the door on the death of glamorous socialite Maria Turquand. Brutally murdered in her hotel room forty years ago, her killer has never been found.Meanwhile, Edinburgh's d... read more
Making ceviche is a serious business in Lima - and restaurateur Martin Morales, whose top Soho restaurant opened to wide acclaim in 2012, has travelled the length of Peru to find the best recipes, and the length of Britain to find the freshest fish. From sizzl... read more
'Like A VISIT FROM THE GOON SQUAD written by Tina Fey' Sam Baker, RED MAGAZINEShortlisted for the 2013 Women's Prize for FictionA NEW YORK TIMES bestsellerCOMING SOON: The film adaptation, directed by Richard Linklater and starring Cate Blanchett, Kristen Wiig... read more
'A wonderful read. Fellowes is as witty as ever, yet again capturing those discerning older, upper-class women perfectly... a modern classic that will fill any Downton-shaped hole' DAILY EXPRESSJulian Fellowes's Belgravia is the story of a secret. A secret tha... read more
Gone Girl

Gillian Flynn

THE ADDICTIVE No.1 BESTSELLER AND INTERNATIONAL PHENOMENONOVER 20 MILLION COPIES SOLD WORLDWIDETHE BOOK THAT DEFINES PSYCHOLOGICAL THRILLERWho are you?What have we done to each other?These are the questions Nick Dunne finds himself asking on the morning of his... read more

Julia has 10 reviews





Paa-Kofi O.

Paa-Kofi O.

Dec, 2019

Ms. Pidduck was nice but I did not get the most value from her services. I would recommend doing Amazon ads and blurbs on your own.
Jake L.

Jake L.

Jun, 2019

The collaboration with Julia was on my first novel, so much in the business of fiction marketing is new to me. Julia combined knowledge and professionalism, with consideration of my beginner status. The effect was reassuring and supportive. I would unhesitatingly recommend her to any other author.
Randall R.

Randall R.

May, 2019

Julia was fantastic. She presented a clear plan and helped me understand it thoroughly. She was always super prepared for our Skype meetings and was extremely patient with me. I would highly recommend her to anyone trying to negotiate the maze of promotion and marketing. Thank you, Julia!
Julia P.
Thanks very much Randall, I'm very pleased to hear you found it useful!
Howard O.

Howard O.

May, 2019

Julia is clearly an expert on FB and AMZ ads and that was the task in hand... Got a series of 19 books, a new one coming out and thoughts about a campaign with a price drop on volume 1. I've got some experience of Ads but not as detailed as it could be. Julia advised on effective Graphics, organised, placed and managed all the ads, adapting them as we went along - and keeping in touch about ...
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Julia P.
Thanks Howard, it was wonderful to work with you on your series, and to do so in such a collaborative way. Thanks for sharing your results too - they look great!
Barbara M.

Barbara M.

Apr, 2019

It was a gift to find Julia Pidduck on Reedsy and to work with her. I tasked her with taking a look at the full scope of my author presence and the marketing of my three novels. She has been thoughtful, a pleasure to work with, and a highly skilled professional. I will be implementing ALL of the suggestions she made, and will very likely be working with her in the future.

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