at Self employed
April 2019 - at Present
In a self-employed capacity, I am providing strategic marketing advice and project management support to two agencies, a marketing publication and a £1bn flagship property development. *Using the client's market research to map audience segments, agree on targets, create positioning and marketing strategy within the retail sector. *Audited digital, social and content channels to create a digital strategy aligned with wider business goals. *Creating content marketing campaigns using SEM, organic and paid social to build engagement with target audiences in the utility sector through to MQL stage.
Head of Digital
July 2016 - April 2019
Reporting to the CCO and part of the Senior Leadership Team, I was responsible for the digitisation strategy of the group in relation to innovation, customer acquisition, customer experience and data collection across markets. I built and managed a department with ownership of six websites and 16 social accounts from strategy to analysis and optimisation using data. Achievements: *Founded the digital department, creating the group digital strategy and three-year roadmap, managing the budget setting process, resource analysis and development of the KPI framework. *Project managed the creation of three new websites from brief to go-live in 12 months aligned with the group digital roadmap. *I planned, project managed and launched the company’s first ecommerce website to improve UX, reduce operational costs by 80% and introduce new revenue streams worth £1m pa.
October 2011 - July 2016
I managed lead generation campaigns, collateral, branding and digital platforms both for the group and locally for specific cities, targeting C-suite decision makers. Achievements: *Devised and implemented digital marketing enquiry generation campaigns with an average ROAS of 6:1. *Created an integrated marketing strategy to reposition the product and build brand equity in Liverpool, ensuring that we were top of mind. This led to an occupancy uplift of 112% YOY and a market share of 80% in 2015. *Managed the promotion of Bruntwood’s expansion in Birmingham utilising a strategy of PR, events, digital targeting activity and working with local business development teams. *Devised and implemented the content strategy introducing social media and using Hubspot for lead nurturing and automation.
Freelance Marketing Manager
at Oldham Council
June 2011 - October 2011
Joined the team for a short period to manage successful awareness campaigns and awards submissions for a number of departments.
at The Great Escape Morzine
November 2010 - April 2011
A seven-month career break to fulfil an ambition of working in the Alps for a ski season. I managed three chalets with activities including budgeting, accounting and staff management.
Marketing Communications Manager
at United Utilities Plc
April 2008 - November 2010
Developed and delivered awareness raising and strategic stakeholder communications campaigns for the UK’s largest capital investment programme totalling £3.6bn. The aim of my campaigns was the effect a positive behaviour change or raise awareness of projects and the benefits in line with our positioning plan. Achievements: *Awarded ‘Best integrated campaign’ at CIPR PRide Awards for Manchester water rehab project. *Reduced operational overhead by £800k as a positive result of the ‘What not the flush’ behaviour changing campaign. *Runner up in the ‘Best integrated campaign’ category at The Green Awards for ‘What not to flush’. *Obtained at least 90% customer satisfaction for communications on all capital investment projects, an increase of 12% YOY.
at Genting Casinos
October 2006 - March 2008
Working autonomously I implemented the membership recruitment and retention strategy across four casino brands and provided local marketing support for 42 sites. Achievements: *Created the SEO, PPC, DM and CRM marketing strategies and delivering each against KPI framework. *Consistently hit membership targets while reducing the CPA by over 60% through the introduction and refinement of digital channels. *Delivered new product launches through integrated campaigns utilising DM, POS, PR, events and print. *Devised launch plans for casinos in Liverpool, Derby, Nottingham and Birmingham, setting ambitious member recruitment goals and utilising PR, events, DM and SEM activity to achieve them.
at Manchester Metropolitan University Student's Union
July 2004 - September 2006
A salaried, elected position, the President is the figurehead of the organisation, heads up the executive team, manages the CEO and is responsible for the commercial and representative performance of the union.
MBA in Marketing
at Marketing Week
2019 - 2019 (1 year)
at UX training
2019 - 2019 (1 year) Manchester
at The QA
2018 - 2018 (1 year) Manchester
Chartered Institute of Marketing Professional Certificate
at Liverpool John Moores University
2007 - 2007 (1 year) Liverpool
BA (Hons) Media and Marketing
at Manchester Metropolitan University
2001 - 2004 (3 years) Manchester
Knowledge and keywords