Personal Profile

In my current role, I am the sole Email Marketing Specialist and am responsible for advising on the segmentation of data, using sales and behavioral data to target bespoke communications and promotions to the right customers at the right time. I am responsible for planning, testing and executing Email campaigns on the Ometria ESP platform and use MyElefant to manage SMS promotional campaigns. With many ongoing campaigns at any given time, one of the challenges in my role is to prioritize the campaigns due the effect of the campaign and the business needs. I have also had experience managing other digital channels, where I had to create campaigns using an omnichannel approach (E-mail, Push Notifications and On-Site notifications). In this role, I had ownership, where I devised and implemented a VIP promotions campaign as part of the Loyalty Package. I am looking for a new opportunity to learn more technical skills and join a more collaborative team. I report into the Head of E-commerce currently and am excited about joining a business with a growing CRM team, where I can develop my skills and share ideas and feel this could be the perfect match.

Career History

May 2018 – Present: Menswear Retailer – Email Marketing Executive

Main responsibilities

  • As the sole Email Marketer, my role is to ensure all emails are planned, briefed and scheduled on Ometria (ESP platform).
  • Maintain life cycle communication programs to drive continuous improvements to customer retention and lifetime value.
  • Plan and test images, personalization, brand tone of voice, content and subject lines to increase OR, CTR and CR to meet weekly revenue and sessions targets.
  • Devise and action a testing plan for segmentation campaigns and provide analysis from these on a weekly basis.
  • Advise on segmented trading strategies using customer sales and behavioral data to communicate the right products and promotions to the right customers at the right time to maximize sales and margin performance.
  • Support the Ecommerce Trading Manager and Head of Ecommerce with ongoing analysis, innovation and optimization of our email programme.
  • Ensure the data in the ESP is cleansed regularly.
  • Plan, test, schedule and analyse SMS campaigns using MyElefant platform.



  • Moved to own dedicated IP address.
  • Started using dynamic codes with segmented emails.
  • Refreshed and put live 10 segmented campaigns.
  • Achieved highest revenue for email.
  • Consistently meeting plan across all KPIs.


Aug 2016 – Oct 2017: Gambling Company – CRM Executive

Main responsibilities

  • Create, plan and approve high targeted CRM campaigns using channel mix (email, push notification, on-site messages and on-site communications) that maximizes customer engagement.
  • Monitor campaign results to the team against plan in terms of responsiveness (OR and CTR) and business targets.
  • Manage the on-site content plan to ensure the execution is in line with the plan.
  • Monitor and report the behavioral performances on the website using all the existing tools and scouting for new ones.
  • Manage supplier, creative agencies, other internal stakeholders and working closely with different departments to deliver the marketing plan.
  • Delegating weekly tasks to the team.



  • Increased OR and CTR of active emails in 4 months from the current base level of 27.5% to 32.2% OR by using keywords in the subject line and through use of A/B testing on emails to ensure they are delivering results.
  • Devise, implement and approve VIP promotions for Loyalty Package.


Aug 2013 – Oct 2016: Gambling Company – Marketing Executive

Main responsibilities

  • Closely work with Sales Team, Graphic Design Team and the Sales & Marketing Director to deliver the advertising and promotional campaigns.
  • Managing contact center team in responding to customer queries.
  • Managing the PR team on production of press releases and events managements.
  • Manage marketing budget for TV and ensure meeting of AB deadlines.
  • Assist with top prize winners’ PR arrangement and photo shoot to ensure smooth running.
  • To approve budgets for TV airtime, ad space in newspapers and impressions on external websites.
  • Holder of Gambling Commission Marketing Licence for the company means I need to ensure all marketing material is compliant.



  • Manage and plan production and delivery of print, email offers, social media content, TV shows and TV ads.


Apr 2013– Aug 2013: Supplement Company – Marketing Assistant

Main responsibilities

  • Assisted in the planning and execution of 5 campaigns across UK for a book launch.
  • Produced monthly competitor’s analysis report with the product development department.
  • Assisted in devising communications plans with PR and export distributors to acquire new business opportunities.


Oct 2009 – Jan 2011: University of Durham

  • Master’s Degree in Marketing (Merit) CIM Certificate in Marketing
  • Modules: Buyer Behaviour and Marketing Communications, Global Strategic Management,
  • Organisational Behaviour, Strategic Marketing Management and Business Economics and
  • Accounting.


Aug 2008 – Aug 2009: The College of Law

  • Legal Practice Course – Modules: Family, Employment and Commercial Law.


Sep 2005 – Aug 2008: University of Westminster

  • LLB Law – Modules: Intellectual Property, International Trade Law and Entertainment Law.


Aug 2005: Queen’s College Girls School

A Levels – English, Psychology and Biology

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