Personal Profile

I live and breathe digital marketing and e-commerce. With over 15 years’ proven successful experience in retail and media, I have a wealth of experience in multiple digital channels and a desire to share and utilise my skills whilst continuing to learn in an ever changing industry. I am flexible, proactive and dedicated. Keeping ahead of trends are a must. I am an enthusiastic self-starter leader with excellent communication skills and the ability to effectively work within a team and manage staff. My career spans across finance, retail, digital marketing agencies and client-side environments. I consistently perform to the highest professional standard and actively seek to contribute towards a thriving business.  I’m not afraid of new challenges.

Career History

Multinational Retailer


Senior Paid Search Marketing Manager (Lead)

September 2017 to Present:


Working within Performance Marketing, the paid search team consists of myself and two direct reports. Annual budget of £15m per annum. Accountable for the following;


  • Devise and deliver digital strategy in line with multiple business KPIs
  • Planning and execution of Paid Search forecasts, budget and activity, realign budget where necessary in line with profitability mode
  • Accountable for Paid Search spend/budget delivery, Performance Marketing budget consult, reporting forecast to stakeholders/finance, raise requisition orders, communication with supplier finance
  • Reporting to trade/campaign teams, continuous learning and development of the channel and market
  • Strategy and case studies for test and learn opportunities and framework collaborating with analytics and Data Scientist Teams
  • Supporting team with decisions, representing channel
  • Look for opportunities to improve and refine communication to customers
  • Stakeholder management
  • Communication with international teams, educating on UK practices, case studies, test and learn approach and agency support
  • Partner relationship evolution (Merkle, Google, Bing)
  • Digital Marketing training
  • Integration of Performance Marketing across Marketing Communication team
  • Setting objectives with direct reports, PDP’s, performance reviews and mentoring



Senior Affiliate and Partnership Marketing Manager (Lead)

March 2015 to September 2017:


Managed the affiliate budget for the whole of (£4m per annum) the company. Combination of trade focused activity, influencer content and supporting brand awareness objectives around broad campaigns. Accountable for moving the company from affiliate network TradeDoubler (after thirteen years) to AWIN. Protected £13m annual revenue and saved £0.9m in efficiencies. Accountable for managing two members of staff.



Affiliate and Display Marketing Manager

June 2014 to March 2015:


Managed the budgets and relationship for key display and programmatic agencies Harvest Digital, Struq and Sociomantic as well as the affiliate day to day management and strategy.




Multinational Lifestyle Retail Corporation


Paid Search and Affiliate Marketing Manager

November 2011 to June 2014:


Managed the two largest revenue drivers of the business within marketing, one member of staff and overseeing three country managers. Driving strategy of marketing UK and international websites, driving incremental sales to not only compare against YoY figures, but also increase revenue by fixed sales targets to achieve the business goal for financial year. Increased ROI to £11 from £8. Instrumental in launching paid search in European markets.


Paid Search

  • Responsible for and key contact for assigned paid media agency managing UK and ten core countries within the EU including Germany, France and Scandinavia
  • Strategy planning and implementation of paid media marketing campaigns to support activity promoted through the main UK, German and France e-commerce websites as well as reaching new customers within the International market to introduce them to the European brand.
  • Ensuring that campaigns are delivering the most effective ROI for the media spend whilst trialling new initiatives to reach new customer segments
  • Planning budget, revenue and traffic targets based on organic growth, economic market and product on-site
  • Weekly and monthly reporting to E-Commerce director and Managing Director regarding performance, comparing performance to YoY growth, organic and current forecasts
  • Analysing market trends provided by Google and in-house analytics tools to identify potential areas of growth
  • Daily use of Google AdWords, Google Analytics, Coremetrics and other ad hoc tools to report on performance within paid search, affiliate marketing and comparing against other channels Identifying opportunities for stand-alone marketing campaigns to be promoted via paid media.
  • Working with developers and content editors to create bespoke pages to increase engagement and conversion
  • Building strategy to feed into French and German marketing managers to gain insight into local marketing and trends for inspiration to create new campaigns using the right targeting methods
  • Planning and accruing media spend ensuring efficient, effective budget allocation
  • Regular communication with advertising networks to ensure continuous development in channels and trends


Affiliate/Partnership Marketing

  • Responsible for and key contact to media agency managing all aspects of the affiliate programme in UK and four other key markets
  • Working with four affiliate networks to ensure we have a broad reach to the right mix of publishers to promote products and activity
  • Assessing completed campaigns to monitor outreach, uplift and cost to the business determining success of activity and learning from trends and seasonality.
  • In-house creation of newsletters communicating new trends, brands and collections to segmented audiences ensuring that the relevant tagged groups receive tailored information.
  • Monitoring open and click through rates of email newsletters and trends to maximise the messaging and time of communication determining most efficient methods
  • Monitoring of live activity to ensure the brand is represented in a way which fits with our identity Negotiation with publishers on tenancies, rate cards and coverage for campaign activity
  • Involvement on PR activity through events and sponsorship to amplify and introduce the brand to new potential partners
  • Regular calls and meetings with agency and affiliate networks
  • Communication with other channels, exploring opportunities to enhance affiliate marketing activity
  • Full briefing of banners and ad hoc creative to in-house design team
  • Analysis of creative performance
  • Tailored and consistent approach of copy/logos to publishers to deliver a strong message showing unity of brand




Global Marketing and Technology Agency


Paid Search Account Manager

February 2011 to November 2011:


Clients included: KLM, Habitat, Dennis Publishing, Shoosmiths Legal, tastecard

  • Management of £1.2m annual PPC activity, social and display campaigns within Google, Yahoo MSN and Facebook
  • Constructing paid search strategic plans detailing required KPI’s, day to day spend and calculated clicks for each keyword or site placement in specified campaigns
  • Daily use of Excel to upload campaigns, manage reports and forecast daily and monthly budgets
  • Utilising DoubleClick, Dart for Advertisers, Marin, AdWords Editor, Yahoo Search Marketing Desktop and Microsoft AdCenter Desktop to make detailed changes to online accounts as well as using the live interfaces within browsers
  • Directly monitoring online campaigns throughout the day using agency login through browsers to amend CPC bids, daily budgets and other necessary quick changes
  • Use of web analytics (Omniture and Google Analytics) to measure results, view trends, look for opportunities and access effectiveness of campaigns
  • Use of intelligence tools such as Experian, ASA and Forrester Adding tracking tags to URL’s to ensure each keyword in each campaign can be tracked for desired KPI
  • Regular performance meetings with client and other agencies to report performance, agree budget and discuss future activity and opportunities available to the client
  • Assisting sales team with promotion decks for pitches and attending pitches with sales directors to present pay per click projections
  • Manage relationship with Google, Yahoo, Bing and Facebook
  • Reporting spend to clients and in house finance department for accurate billing
  • Ad hoc projects including championing selected tools used in-house, attending knowledge share team meetings to discuss developments and participating in social committee




Marketing Company


Search Advertising Buyer (PPC)

August 2007 to February 2011:


Clients included: BrandAlley, Comet, News International (The Sun, News of the World, The London Paper, The Times, Sun Bingo, DreamTeam), KnowHowNonProfit, Surfanic


  • Set-up and day-to-day management of client pay per click campaigns in various industries on three major search engine platforms (Google, Yahoo and Bing) as well as newer advertising offerings (Facebook, LinkedIn) with annual budget of £1m
  • Management of Social Networking profiles and campaigns for two retail clients regularly updating wall postings and profiles on Twitter. Running incentive promotions to increase footfall and sales on retailer sites
  • Management of display campaigns on Facebook with use of bulk ad management tool One Media Manager
  • Constructing paid search plans and traffic estimator detailing required KPI’s for monthly PPC campaigns
  • Use of Excel to set up campaigns and manage day to day performance reports and budget trackers
  • Use of AdWords Editor, Yahoo Search Marketing Desktop and Microsoft AdCenter Desktop
  • Regular use of keyword tools and Google Insights/Trends to view market activity relevant to clients
  • Use of web analytics (Omniture – including HitBox and Google Analytics) to measure results, view trends, look for opportunities and access effectiveness of campaigns
  • Adding tracking tags to URL’s to ensure each keyword in each campaign can be tracked for desired KPI
  • Regular status meetings with client and other agencies to report performance, agree budget and discuss next steps
  • Direct contact with Google, Yahoo, Bing and Facebook representatives assist with special requirements and updates on new developments within paid search and display marketing



Online Marketing Company 


Pay Per Click Project Manager

May 2007 to August 2007:


Clients included: JD Sports, Size and Blooming Marvellous

  • Set-up, implementation of and developing pay per click marketing campaigns using in-house bid management system and search engine tools (Google, Bing and Yahoo)
  • Monitoring and optimising client campaigns
  • Providing customer service through regular communication and client facing meetings
  • Maintaining excellent business relations with clients and advertising partners


BSc (Joint Honours) in Information Management & Mass Communications

University of North London, June 2001


A-Levels: Business Studies, English Literature, Media Studies

Warren Comprehensive School, June 1998


10 GCSE’s: including Maths, English Literature & English Language

Warren Comprehensive School, June 1996


I have a huge love for digital news. Always actively reading various digital publications and keeping up-to-date with newest insights via Econsultancy, Campaign, The Drum etc. I also use LinkedIn, Twitter and Pocket for this. I have actively participated in training to educate digital marketing to various teams within my current Company. I have also mentored staff. I’ve been involved in social committees, contributing to arrange team-building and events. Outside of work, I love film, which is why I chose it for my A-Levels and a module of my BSc. I still dissect most movies I see (latest one being Once Upon a time… In Hollywood), enjoy visiting topical exhibitions when possible. As popular as it is in the era of Instagram – I love food – cooking, eating out etc. I try not to Insta my food (but don’t hold this against me if you find a couple of posts). My Evernote seems to be growing with many recipes I’m not sure I’ll ever get to cook. I do try to visit different countries for holidays.. I used to be resident blogger for discount restaurant card tastecard. I keep up to date with most news. LOVE music (my Spotify playlists are precious).

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