Head of Marketing

• Sep 2023 - Present

Head of Marketing, People's Postcode Lottery, People's Postcode Lottery has been helping support charities and good causes since 2005. Our mission is to help raise funds for charity and raise awareness of their work. Players of People’s Postcode Lottery have raised over £1.bn towards charities & good causes. Head of Marketing, People's Postcode Lottery, People's Postcode Lottery has been helping support charities and good causes since 2005. Our mission is to help raise funds for charity and raise awareness of their work. Players of People’s Postcode Lottery have raised over £1.bn towards charities & good causes.

Director of Marketing, Digital & Insight. Member of Management Team.

• Aug 2022 - Sep 2023

Head of Marketing, Magnet Part of Nobia Group

• Oct 2021 - Jul 2022

Responsible for the positioning and marketing of the Magnet brand in the UK with the ambition of Magnet becoming the most desired kitchen brand in the UK by delivering design and service excellence. Strategy included: - Repositioning the Magnet brand elevating it from the cluttered mass market to the mass premium market- Evolving the Magnet look and feel, embracing the new positioning 'Better. By design'. - Redesigning the store experience, creating a progressive and premium store environment that showcased Magnet's dedication to design- Creating a new marketing approach that reflected the new Magnet positioning and showcased Magnet's dedication to curated design, including relaunching the website and updating all marketing communications and customer touch points.- Harnessed customer insights to enhance the customer experience highlighting areas for service improvement.Results:- Grew market share (value & volume) in 2022- Enhanced brand metrics, including a 4% gain in Brand Awareness and a 2% gain in Brand Preference- Increased Average Order Value- Winner of Ideal Home's Kitchen of the Year award 2022 with 'Nordic Nature'- Winner of Ideal Homes 'Steps towards Sustainability' award 2023 with 'Mindful World' Show less

Anna Russell Consultancy

• Jul 2020 - Aug 2021

Anna started her consultancy to support companies at the growth-stage who require the rigour of a data-led marketing strategy and an actionable marketing roadmap, but who may not yet be at the stage to employ a full-time Chief Marketing Officer or Head of Marketing. Anna’s recent consultancy projects are with growth-stage MedTech provider PhysioMedics and PropTech innovator apropos, where as acting Head of Marketing, Anna developed the marketing roadmap that led to an increase in acquisition of 35% while reducing CPA costs by 68%. Prior to consulting, Anna held several senior marketing roles at Audi UK and Audi of America. As Head of Marketing for Audi UK, Anna was appointed as the UK representative at the Audi International Brand Council, advising on the global marketing strategy for Audi as Audi transformed to be more digitally and sustainability-focused. Show less

Head of Marketing (interim)

• Aug 2019 - Jul 2020

As Head of Marketing led the digital platform & transformation, analytics and, and marketing communication teams. Exceeded all business objectives exceeding order bank and market share targets, delivered award-winning creativity and digital innovation while increasing team satisfaction scores. Selected as UK representative for the International Audi Brand Council setting the global marketing vision for the Audi brand as Audi progressively moves into electrification, sustainability and digitisation. Show less

Head of National Communications (Brand, Retail & Performance Marketing)

• Mar 2017 - Jul 2020

Responsible for the multi award-winning marketing of the Audi brand in the U.K. creating ground-breaking campaigns and a brand experience that ensured Audi was the most desire and considered automotive brand in the UK. Drove an increased focus on evidence-based decision making, re-structuring the team to enable a greater concentration on conversion metrics. Results include:2020: Leading the recovery campaign planning in light of COVID-192019: Increased the sales order bank despite a declining market while driving digital innovation to enhance conversion. Increased team satisfaction and engagement scores2018: Drove £26 revenue for every £1 spend on marketing. Increased brand desire and consideration scores and increased order bank. Was awarded the global IPA Grand Prix for Marketing Effectiveness.2017: Significantly exceeded sales targets while over taking BMW to be the most desired and considered brand in the Prestige automotive marketOversaw the full customer journey with the ambition of creating the the most intuitive and seamless customer journey in order to enhance conversion and loyalty.Harnessed data intelligence, econometrics and creativity to deliver break through campaigns.Manage a team of 8 to deliver retail and brand campaigns, support the regional network with localised marketing initiatives, a member of the Audi Global Brand Council and International Marketing Committee driving the brand strategy and creative excellence. Manage a network of agencies in Creative Campaign Development, Media Planning & Buying, CRM, Data, Econometrics, Digital Marketing, Product Placement, Brand Tracking and Local Marketing. Led the launch communications for e-tron, Audi's first fully electric vehicle, collaborating across multiple work steams, reaching 23 million people in one day and driving unprecedented traffic to audi.co.uk.Passionate about EVIDENCE based decision making and the importance of the CUSTOMER experience in enhancing CONVERSION. Show less

Anna Russell Consultancy

• Jan 2016 - Mar 2017

Hampden Group: Brand Operations Director (Consultant), overseeing the branding and communication strategy for the Hampden Group of companies. Developed the brand positioning and proposition working with the key stakeholders of the key companies within the group. Created the vision to evolve the digital properties. Director of Strategy (consultant), Stripe Communications developing Stripe's strategic and creative proposition, working closely with the Edinburgh, London and Glasgow offices to develop and institute new approaches and processes. Oversee Stripe's strategy, digital and creative teams to deliver creative & effective PR, digital and marketing campaigns. Show less

General Manager, Brand Marketing, Audi of America

• Aug 2013 - Aug 2015

Responsible for the positioning and management of the Audi brand in USA, creating innovative and provocative campaigns that positon Audi as the progressive luxury choice. Lead a network of Agencies in advertising, media, social media, research, digital and product placement. Manage an annual budget of $150+ million to deliver on business and brand objectives. Activities helped drive record breaking sales results, putting Audi on course to achieve sales goals early. Awards included 2015 Bronze Lion at Cannes (Audi Q3 launch campaign), 2015 Global EFFIE Marketing Effectiveness Award (Audi A3 launch campaign) & Selected Twitter Case Study for 2014 (Audi A3 “PLL” Social TV campaign) BRAND/ CREATIVE STRATEGY: Super Bowl 2014, delivering the best ever metrics of 13.4 million video views, an award winning social activation that became a trending topic on Twitter and voted one of the top 10 Super Bowl campaigns of all time by CBS viewers. INNOVATION/ DIGITAL: Garnered multiple awards and press recognition for Audi’s cutting edge social media campaigns, cited by Klout as the most influential global luxury brand in social media. Super Bowl social campaign selected as an AdAge case study for 2014. Pioneered an innovative digital strategy that harnessed content partnerships including VICE and The Onion. Established an in-house content center of excellence. RETAIL/ CRM/ ROI Created a series of Retail campaigns that supported the four regional offices and the 279 dealer-network to deliver record sales. Show less

VP, Marketing (Until relocation to Virgina)

• Feb 2012 - Jan 2013

Team and client relationship lead responsible for the successful planning, development implementation and success tracking of campaigns for Hasbro and Harvard Pilgrim Healthcare. HASBRO: Cross capability and client relationship lead for the Hasbro account delivering consumer digital/ social programs and insight for multiple brands including supporting the launch of MONOPOLY Millionaire and providing strategic guidance and analytics insight for the PLAYSKOOL, PLAY-DOH, MY LITTLE PONY and TRANSFORMERS brands. Translated the brand vision for LAZER TAG into digital channels for the brand launch and subsequent retail promotions. HARVARD PILGRIM HEALTH CARE Team lead for the development of the digital program to support Harvard Pilgrim’s 2013 brand campaign. Show less

VP Group Account Director

• Jun 2008 - Feb 2012

Client relations and team lead across multiple clients. Responsible for the development of outstanding creative work that drives business results for Clients. Budget and profitability responsibility. Founding member of Account Leadership Team. Implemented Training Curriculum for Account Management Team. THE MACALLAN SINGLE MALT WHISKY Secured The Macallan business, advising on how to amplify the brand ambassador program, developing innovative programs like the Twitter dinner, creating the database and managing the eCRM program. WILLIAM GRANT & SONS USA Approached to undertake a digital, social and eCRM audit of Glenfiddich, Balvenie, Tullamore Dew, Hendricks, Sailor Jerry activities in USA. Highlighted best practices, gaps and strategic opportunities. Report resulted in being invited to present and run break out sessions at the USA annual kick off meeting. THE COCA-COLA COMPANY Member of Integrated Marketing Community for Coca-Cola Freestyle (Coca-Cola’s revolutionary new fountain machine.) - Responsible for the development of the mobile and desktop program to educate and promote Coca-Cola Freestyle. Included app development on Android and iPhone platforms, SMS, mobile and desktop sites. CHASE - Managed the client relationship overseeing a digital media team of seven associates: - Managed the client relationship and agency team for creative and relationship marketing assignments for Chase Credit Card Services and Chase Retail Bank including user experience, web design, web build, eCRM and digital advertising. PFIZER Client and pitch lead securing projects for several business units - PFIZER Primary Care Division - Strategic lead for raising awareness and enabling the successful adoption of the Customer Insights Practice RITZ CARLTON DESTINATION CLUB and MARRIOTT VACATION CLUB Led the team that designed the online presence to evoke the evolved Ritz-Carlton Destination Club. Show less

Account Director

• May 2004 - Nov 2007

Founding member and Account Director, helping build he company from 3 to 36 employees over 2 years Founding member and Account Director, helping build he company from 3 to 36 employees over 2 years

Account Director

• Sep 2001 - May 2004

Digital Acount Director on companies including Lloyds TSB, BBC Scotland, Gore-Tex and Burn Stewart Distillers. Digital Acount Director on companies including Lloyds TSB, BBC Scotland, Gore-Tex and Burn Stewart Distillers.

Account Executive

• 1996 - 1998