Reference
39201
Type
Permanent
Location
London
Category
Marketing

Professional Profile

An entrepreneurial digital marketing strategist with 15 years’ experience. Passionate about joined up digital activity and ensuring customer needs remain at the heart of decisions. Providing strategic direction for high ROI activity, internationally. Working with developers, content creators, marketers and product owners to implement activity to meet key objectives.

Areas of Expertise

  • Digital media planning and buying
  • Product Management
  • Google/Adobe Analytics
  • Conversion rate optimization/UX
  • Search Marketing
  • People management and Leadership

Career History

Senior Digital Manager and Product Owner, Multinational Financial Services Company, London

May 2016 – Present

 

  • Create product roadmap and vision for a proprietary product supporting content creators using the Adobe Experience Manager Platform.
  • Work with a scrum team using agile, overseeing the creation of stories and backlog grooming.
  • Engage key senior stakeholders in EMEA, JAPA and LAC to launch new content to support acquisition and customer retention activity.
  • Use Adobe analytics to analyse data and inform decision making.
  • Work with the UX team to deliver quality content that converts.
  • Connect with cross channel teams (SEO, Brand, PPC and Display) to create holistic multi-channel marketing campaigns.
  • Manage external agencies

 

Key Achievements

  • After 3 months of launching new content traffic and new accounts increased 161% and 112% respectively, in Canada.
  • Launching new content in the UK resulted in website traffic increasing by 200% and new accounts doubling every month after 6 months.

 

 

Senior Digital Marketing Manager, Multinational Retailer, London

October 2015  – April 2016

 

  • Analyse SEM and identify the impact of changes in PPC budgets to organic traffic.
  • Traffic planning and forecasting, providing insights from analytics data on how this fits with all performance marketing channels.
  • Worked with PR on influencer campaigns.
  • Introduced a new content marketing strategy to the business which maximizes ROI from this activity. Running native advertising on various networks.
  • Run training sessions across the business to up skill and educate brand and offline teams on becoming more digitally minded.
  • Manage a team of marketing managers and external agency

 

Key Achievements

  • 11% YOY increase in revenue through quick implementation of on-page SEO
  • Identifying quick win generic KWs and doubling ultra head term visibility in 3 months
  • Implementation of faceted navigation increasing pages in the Google index by 112%.

 

 

Head of SEO, Social and Content, Digital Performance Agency, London

July 2013 – September 2015

 

  • Manage a team of 8 search, social and content marketing experts.
  • SEO technical recommendations for large scale eCommerce and international sites.
  • Analyse Google Analytics and social listening data to feed into campaign strategy.
  • Pitching for new business and winning key accounts.
  • Managed the department P&L.
  • Responsible for recruiting the team, conducting employee reviews and staff retention.

 

 

Head of Search and Traffic, Digital Marketing Agency, Woking

July 2012 – June 2013

 

  • Heading up the search and analytics teams. Growing the team from 4 to 7 people within 12 months.
  • Perform key account management ensuring multi-service clients have a joined up strategy across teams. Moving multi-service clients to a single campaign planning and reporting structure.
  • Responsible for department P&L to ensure profit margins remain high.
  • Performing reviews and creating career progression plans.

 

 

Client Services Director & Co-founder, Marketing Agency , Hong Kong and London

July 2008 – May 2012

 

  • Managed client relationships internationally, delivering on client satisfaction and other business objectives.
  • Deliver integrated marketing campaigns across SEO, PPC and Display
  • Negotiated new account contracts based on core fee structuring and performance obligations.
  • Ensure the sales pipeline was always full.

 

 

Marketing Manager, Online Media Company, London

August 2007 – July 2008

 

  • Acted as interim Account Director for 6 months managing the paid search, affiliate marketing and display advertising for Camelot (The National Lottery), with budgets in excess of £6 million.
  • Led weekly client meetings discussing results and budgets for the following week.
  • Create, implement, and optimize media plans for P&O Ferries for paid search and display campaigns.

 

 

Senior Account Executive, Digital Marketing Agency, London

February 2006 – August 2007

 

  • Digital media planning and buying.
  • Email marketing campaigns.
  • Weekly reporting.
  • ROI optimisation.

 

 

Email Marketing Executive, Dennis Publishing, London

June 2005 – February 2006

 

  • Managing and selling the subscriber data of the Dennis and BBC magazine titles.
  • Profiling the data and using it to create email campaigns for agencies and direct to clients.

 

 

Xerox, Marketing Executive, Reading, 1 year sandwich placement

September 2003 – September  2004

 

  • Worked on the launch of a new on-demand digital printer, preparing internal and external marketing materials to support the sales teams.
  • Created an intranet site, using Mambo, for the national sales teams to stay in contact. This allowed the sales team to easily collect and retrieve marketing materials from a central location. This totally reshaped how the Xerox UK sales team collaborate.
  • Arranged training, events and product demos.

Education

 

  • Google Ads Search Fundamentals, Google Ads Display Fundamentals, Google Display Certification 2019
  • Digital Product Management Fundamentals University of Virginia Darden School of Business 2019
  • General Assembly User Experience Design Course 2017
  • BSc Business Management & Marketing (2:1) Brunel University, London, 2001 – 2005
  • Post Graduate Diploma Web Engineering, Bickenhall College of Computing, London, 2005
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