Experience

Engagement Factory, now a Blend360 company

• Netherlands
• Advertising Services
• 1 - 100 Employee

• Senior Director of Strategy & Advisory Services

  • Jan 2023 - Present

  London, England, United Kingdom

• Director of Strategy & Advisory Services

  • Sep 2022 - Jan 2023

  London, England, United Kingdom

• Client Partner Director

  • Feb 2022 - Sep 2022

• Head of Marketing Consultancy

  • Jan 2016 - Feb 2022

  London, United Kingdom We are a customer engagement agency delivering personalised one-to-one experiences, based on customer insights like personas and customer journeys, to major brands around the world. We enable clients to get insight into the needs of their customers and create best in class multi-channel campaigns to generate demand and build profitable relationships, leading to astonishing conversion rates, increased revenue, improved margins and stronger customer lifetime value. Helping to address the… Show more We are a customer engagement agency delivering personalised one-to-one experiences, based on customer insights like personas and customer journeys, to major brands around the world. We enable clients to get insight into the needs of their customers and create best in class multi-channel campaigns to generate demand and build profitable relationships, leading to astonishing conversion rates, increased revenue, improved margins and stronger customer lifetime value. Helping to address the challenges of our clients, we provide many services including: - Strategy & Organisation - Data & Intelligence - Creative, Communications and Engagement - Marketing Technology and Automation: For more information, visit www.engagementfactory.com or contact me directly, either through LinkedIn or at mark.emmett@engagementfactory.com

• Head of Consulting, UK

  • Jun 2015 - Dec 2015

  London, United Kingdom



Blend

• United States
• Professional Services
• 300 - 400 Employee

• Senior Director of Strategy & Advisory Services EMEA

  • Jan 2023 - Present

• Director of Strategy & Advisory Services EMEA

  • Sep 2022 - Jan 2023



Consulting

• CRM & Marketing Automation Consultant

  • Feb 2015 - May 2015

  Running projects to help businesses (including Cobweb and Artesian) to set up best in class B2B Sales and Marketing processes, CRM frameworks and generate value by designing and managing campaigns to drive marketing effectiveness throughout the customer buying cycle, enabled by Marketing Automation.



Trustpilot

• Technology, Information and Internet
• 700 & Above Employee

• Global Director of Marketing Operations & Insight

  • Aug 2013 - Jan 2015

  Copenhagen Area, Denmark Integral part of the Global Marketing Leadership Team, responsible for providing leadership and strategic direction across multiple teams in multiple locations to drive leads and sales through advanced sales & modern marketing techniques. Business owner for Sales and Marketing Automation Applications. Helped build the Global Marketing team of 25 from 7 people. Achievements include: • Led the design and build of Trustpilot warm and cold lead factories to deliver tens of thousands of… Show more Integral part of the Global Marketing Leadership Team, responsible for providing leadership and strategic direction across multiple teams in multiple locations to drive leads and sales through advanced sales & modern marketing techniques. Business owner for Sales and Marketing Automation Applications. Helped build the Global Marketing team of 25 from 7 people. Achievements include: • Led the design and build of Trustpilot warm and cold lead factories to deliver tens of thousands of leads to sales with an average MQL-SAL conversion rate of over 80% • Led the use of Eloqua to run integrated campaigns including naming conventions, campaign management process, templates, progressive profiling, lead scoring & closed loop reporting to drive efficiency (email marketing, paid media, inbound, social & events) • Led the design of a tailored industry segmentation model for Trustpilot, to be used across all prospect and customer touchpoints • Worked with the Demand Generation Manager to develop a predictable marketing funnel model • Led the team to build a new global business website: business.trustpilot.com in 7 locales, to attract, engage and convert prospects, driving leads into the top of the funnel, significantly outperforming the old website • Led the team that ran over ten insight projects to provide prospect, customer and competitor intelligence to drive business performance • Responsible for delivering monthly marketing reports to track performance • Responsible for building the framework needed to manage the global marketing budget • Built out a Global Marketing Operations and Insights team of 8 people • Introduced Sirius Decisions methodology to build the sales and marketing process to track enquiries to sales, benchmark funnel performance & improve funnel management • Developed the KPI reporting structure to drive sales rep performance • Launched sales enablement tools to drive sales effectiveness and achieved over 96% adoption in the the pilot region Show less



Sony

• Entertainment Providers
• 700 & Above Employee

• EMEA CRM Manager

  • Sep 2010 - Aug 2013

  Basingstoke Working in the EMEA marketing team, driving change to a modern integrated marketing approach. Responsible for: • Influencing, coaching and enabling campaign managers working in 15 countries across EMEA, to create targeted, integrated communication strategies to engage key decision makers and feed the sales and marketing funnel • Building the pan European database and improving data quality, driving the data strategy, segmentation, progressive data capture, reporting and… Show more Working in the EMEA marketing team, driving change to a modern integrated marketing approach. Responsible for: • Influencing, coaching and enabling campaign managers working in 15 countries across EMEA, to create targeted, integrated communication strategies to engage key decision makers and feed the sales and marketing funnel • Building the pan European database and improving data quality, driving the data strategy, segmentation, progressive data capture, reporting and analysis • Set up 13 CRM programs to drive acquisition of new customers, nurture contacts through the mid lifecycle, drive loyalty & accelerate re-purchase process • Execution of all email marketing campaigns using advanced segmentation and targeting and a mix of in house and outsourced campaign management teams • Utilising the marketing automation platform (Eloqua) to drive efficiencies in our marketing operations and accelerate sales growth • Providing a framework to measure the effectiveness of all our marketing activities • Providing detailed campaign analysis and reporting to drive more efficient use of our budget • Driving the lead management process across Europe using an outsourced tele-qualification team • Handling all marketing generated leads, identifying opportunities, assigning them to sales, and closing the loop (using salesforce.com) • Leading the consolidation of 5 contact centre teams into one new European Team with 21 team members, designed to significantly increase demand generation and drive cost savings. • Built a custom event management solution with automated multi-channel communications to promote over 300 events of multiple types, enable registration for restricted places with holding lists, payment processing, confirmation and post event follow up. • Migrated from E9 to E10. Also set up an Elite Eloqua EMEA user group for the most advanced Eloqua customers to help each other increase the value that can be generated from marketing automation.

• eCRM Manager

  • Jan 2005 - Sep 2010

  Led the adoption of best practice Direct Marketing techniques across 6 B2B businesses and 15 European country sales & marketing teams. Created a single view of the customer consolidating databases from all countries and departments. Developed a data strategy to grow the database with consistent fields and field values. Built a segmentation model across each business team. Selected database and email marketing platforms, integrating them with several other systems. Managed several hundred… Show more Led the adoption of best practice Direct Marketing techniques across 6 B2B businesses and 15 European country sales & marketing teams. Created a single view of the customer consolidating databases from all countries and departments. Developed a data strategy to grow the database with consistent fields and field values. Built a segmentation model across each business team. Selected database and email marketing platforms, integrating them with several other systems. Managed several hundred email campaigns. Used A/B testing to improve response rates. Developed a closed loop process for qualifying, assigning and tracking leads through to sales, using salesforce.com and a contact centre team that grew to 15 people. Used reports to optimise performance, tripling our conversion rate from 'marketing qualified lead' to 'closed won', far exceeding the Sirius Decisions benchmarks. Reviewed Marketing Automation platforms, selected and set up Eloqua in 2009, including integration with salesforce.com and other systems. Migrated our marketing database and trained over 20 users to manage their data, build emails and track their success. Set up an automated lead scoring program using explicit and implicit criteria to increase high quality leads. Led 2 pilot programmes to prove the value of using contact strategies (blend of integrated digital marketing and events) to drive prospect engagement, increase sales and profitability throughout the lifecycle (including:- development of business case and board approval, conducting research, development of personas, understanding pain points, the buying process and the primary influencers and drivers within it, content mapping, program design and implementation, segmentation and profiling, testing, launch and automation of reports to monitor progress to objectives). Results showed significant incremental sales, shortening of the sales cycle, additional unplanned purchases and a change of brand preference to Sony.



Sony Prefessional Solutions Europe

• Direct Marketing Manager

  • Jul 2004 - Jan 2005

  Responsible for running targeted digital marketing and direct mail campaigns for key prospect groups to support product launches and generate leads. Created Dealer toolkits to help sales team launch new product promotions and drive sales. Co-ordinated 3 VIP events to influence European politicians, broadcasters and content creators to drive the production and distribution of High Definition content.



B&Q

• United Kingdom
• Retail
• 700 & Above Employee

• Online Marketing Co-ordinator

  • Jan 1998 - Jul 2004

  One of the original team that set up B&Q’s home shopping business, helping to grow it to over £70m turnover and achieve breakeven within 3 years. Worked in a number of roles including having responsibility for digital acquisition (SEM, affiliate marketing and partner marketing), email marketing, direct mail, inserts, flyers and leveraging the retail store business. Key achievements include transforming 14 product brochures into home shopping catalogues which drove over £35m sales, introducing… Show more One of the original team that set up B&Q’s home shopping business, helping to grow it to over £70m turnover and achieve breakeven within 3 years. Worked in a number of roles including having responsibility for digital acquisition (SEM, affiliate marketing and partner marketing), email marketing, direct mail, inserts, flyers and leveraging the retail store business. Key achievements include transforming 14 product brochures into home shopping catalogues which drove over £35m sales, introducing over 250 pieces of POS into each B&Q store which drove a 20% increase in website visitor traffic during a 2-month period.

• Risk Management Co-ordinator

  • 1995 - 1998

  Responsible for managing all 3rd party liability claims, including advising position on liability. With authority to settle claims internally and recover monies where possible. Set up procedures and guidelines for stores to ensure that new legislation was met. Recruited and managed a team member.