Caroline has more than 25 years in communications during which time she has directed accounts across the luxury and experiential travel, hotel, moto and lifestyle industries. She set up Shellwood Blake in 2009 and her hands-on, creative approach to concept-driven communications has been instrumental in developing dynamic multi-media campaigns that have given her clients the edge from the outset. Consumers are multi-faceted in their specialist interests and thanks to her immersion in the luxury lifestyle sector, Caroline particularly enjoys brainstorming creative concepts and partnerships for her clients, that on implementation become integral to clients’ sales and marketing strategies.  

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Previous experience includes directing Abercrombie & Kent’s account for 12 years, Taj Hotels for 10 years, &Beyond for four years, as well as launching Red Savannah, Iceland Beyond and Legendary Motorcycle Adventures amongst others. She has also been responsible for many one-off super-luxury hotels including Sonevas Fushi and Jani in the Maldives, Anassa in Cyprus, Anahita Golf Resort & Spa (including the villa portfolio), Ngorongoro Crater Lodge in Tanzania, and Silversands in Barbados. Caroline has also worked on some of the world’s leading hotel companies such as Taj Hotels, Raffles International, The Leading Hotels of the World and Design Hotels.​

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The two sectors of sustainability and wellness have long held a personal interest as demonstrated by her launches of Taj Safaris, &Beyond’s operations in both India and Africa and, specific to the Indian Ocean, Frégate Private Island in the Seychelles. Her wellness experience includes working alongside clients to create nascent spa concepts from spas in hotels, well-being hotels to hotel group spa lines. ​

In response to the shifting media landscape and a lifelong interest in experience brands, Caroline has also managed campaigns for lifestyle brands such as Yogahaven, Royal Enfield, DLF India and is Travel & Tourism expert with specialist Arts & Culture agency, Flint Culture, taking the role of the strategic lead on multi-national campaigns such as the Japanese National Tourist Office.​