Digital Marketing Manager

• May 2023 - Present

Senior Marketing Manager

• Dec 2022 - May 2023

Formulated and executed the demand generation strategy targeting the public sector in the United States using a blend of digital and offline acquisition activities, hitting the stretch goal of leads and MQLs in Q1. Launched the Infrastructure Bill Resource Hub, a platform for the public sector to learn more about the Bipartisan Infrastructure Law, with the objective of generating leads from digital channels and improving SEO rankings. Implemented a content strategy, aligning production with the Bipartisan Infrastructure Law to position Wejo as a credible voice in the market, with the objective of generating leads and improving organic search visibility. Introduced a revamped nurture program, using a multi-channel mix to increase velocity of cold leads through to MQL / SQL. Partnered with various media publications to generate demand with co-branded webinars and podcasts, as well as managing print ads and editorials. Show less

Digital Marketing Manager

• Jun 2020 - Dec 2022

Devised and executed successful digital demand generation strategies, targeting identified key personas within our TCM and adding over £1m of qualified sales opportunities to the pipeline in the first 6 months of introduction. Drove qualified leads and opportunities into the sales pipeline through paid channels, earned media, website optimization, and conversion rate optimization (CRO), regularly hitting MQL and SQL targets and working closely with the sales team to accelerate pipeline velocity and uncover new opportunities. Implemented a new ABM program, targeting key decision makers at large retailers and ecommerce firms using 1-to-1, 1-to-few and 1-to-many strategies, resulting in a nomination for “Best use of account-based marketing” at the 2022 B2B Marketing Awards. Project managed the replatforming and consolidation of Sorted.com onto a single CMS within a tight 8-week timeframe and within budget. Ongoing website developments included implementation of a more robust and secure enterprise architecture and site speed improvements (moving the site's Lighthouse score to >90. Led the CRO strategy, using a combination of UX research and ongoing experimentation to drive an improved website experience and optimised conversion path, making ongoing improvements to conversion rates and CPAs. Improved search engine rankings and increased organic traffic to the site through the implementation of a new SEO strategy, prioritizing site speed to align with Google's Core algorithm updates, and creating top-of-funnel content focused on relevant keywords, and improving non-branded keyword traffic by 150% in 12 months. Led a team of external freelancers and agencies, as well as line managing a web and UX designer. Show less

Ecommerce Manager

• Oct 2018 - Jun 2020

Owned the P&L to deliver the trading goals of myparceldelivery.com. Led the ecommerce operation from loss-making into a positive EBITDA position through ongoing optimisation of revenue and costs, ultimately leading to the sale of the business. Managed a broad team including customer services, software development, marketing and carrier management. providing leadership, mentorship, and performance management to ensure team members were productive, engaged, and motivated.Communicated regularly with senior leadership and other stakeholders, presenting progress reports, KPIs, and other metrics to demonstrate the impact and success of ecommerce initiatives.Developed and implemented customer acquisition and retention strategies that resulted in increased customer engagement, loyalty, and lifetime value.Developed and managed ecommerce budgets, forecasting revenue and expenses, and identifying opportunities for cost savings and efficiencies. Show less

Web Analytics Manager

• May 2017 - Oct 2018

Data, Analytics and SEO Senior Manager

• Feb 2015 - Apr 2017

Led the development of the Bank's digital analytics strategy, leveraging digital analytics platforms and data to build rich insights to drive change throughout the Bank's different business lines and customer journeys. Drives the setup and implementation of the Bank's digital analytics by analysing customer journeys and tagging user interactions using the appropriate platforms, including Google Analytics, Google Tag Manager, Hotjar and Tableau.Ongoing analysis to fully understand drivers of performance, and then creating recommendations for change in collaboration with the wider digital team, including UX, CRO and product managers.Creating and delivering performance dashboards to the key stakeholders throughout the bank, using the appropriate levels of communication depending on their levels of engagement.Delivered end-to-end tracking to enable line of site of performance, joining journey and CRM data, to fully understand the attribution of marketing activity and contributing factors to acquisition and pipeline generation. Show less

Digital Manager

• Jan 2013 - Feb 2015

Strategy development and day to day management of all digital acquisition and brand awareness campaigns, leading a team of 3 to drive commercial results for Aldermore.Introduced new SEO strategy based on content marketing, moving away from a legacy link acquisition strategy.Introduced a test and learn approach to digital bought media acquisition including the testing of different channels (e.g. PPC, affiliates, aggregators, display), creatives and copy, time of day and day of week to maximise volume and efficiency.Introduced a centralised email marketing capability for the bank, applying insights gained from email campaign tests to other campaigns across the bank's main lines of business, saving £80k per annum on third party send out costs.Leading the social media strategy for the bank, delivering growth in the Bank's engaged community in social channels.Liaising with senior leaders of the Bank to further develop the acquisition and awareness-building strategy to meet the ever-growing targets. Show less

Online Marketing Executive

• Nov 2009 - Jan 2013

Day to day management of all online marketing channels for Premierline's ecommerce website. Maximising visibility and share of voice through search channels whilst maintaining profitability and incoming lead volumes. Planning, growing and optimising PPC campaigns through bid optimisation, ongoing copy testing, day part optimisation and niche and long-tail keyword research. Improving visibility through natural search through local campaigns, new copy, link baiting, link building and on-site technical optimisation. Analysing and optimising campaigns through Google Analytics, Adwords, ClickTale and in-house MIS reporting. Managing agencies to achieve their monthly and annual targets. Ongoing online market research and competitor analysis. Occasional creative duties using Adobe Illustrator, Photoshop, HTML and CSS Show less

Marketing Co-ordinator

• Oct 2007 - Nov 2009

Producing and managing the overall marketing plan - driving resources and liaising with internal departments, third parties and suppliers to ensure all set objectives are met within specified timeframes and within budgets. Creating demand by co-ordinating brand awareness and lead generation campaigns for all of the company's 6 operating divisions, in conjunction with third parties, suppliers and other internal departments. Managing all aspects of the brand, on- and off-line, to enhance the corporate identity. Monitoring, analysing, and evaluating all campaigns, using ROI and break-even analysis, and measuring profitability Managing the company's specified CRM tool, ensuring all data is current and relevant Managing the company's websites using HTML, CSS and PHP and making them easily accessible to Jade's target markets using SEO and PPC techniques Show less

Customer Service Advisor

• Oct 2005 - Oct 2007

Handling incoming calls dealing with customer requests, queries and complaints in a professional and friendly manner Reaching targets based on product sales and customer service quality Nominated sales representative for the team, liaising with department and team managers in weekly meetings looking for opportunities to boost the department's sales Made decisions based on commercial thinking and the bank's own ethical policy Handling incoming calls dealing with customer requests, queries and complaints in a professional and friendly manner Reaching targets based on product sales and customer service quality Nominated sales representative for the team, liaising with department and team managers in weekly meetings looking for opportunities to boost the department's sales Made decisions based on commercial thinking and the bank's own ethical policy

Account Manager

• Jul 2004 - Oct 2005

Maximising revenue by maintaining a steady stream of new accounts and servicing existing accounts by establishing a healthy relationship with the customers Reaching and exceeding financial and product-based sales targets Seeking and generating new sales leads Promoting new and existing products and services by cross-selling Monitoring the market by tracking competitors' activities and searching for new products available Maximising revenue by maintaining a steady stream of new accounts and servicing existing accounts by establishing a healthy relationship with the customers Reaching and exceeding financial and product-based sales targets Seeking and generating new sales leads Promoting new and existing products and services by cross-selling Monitoring the market by tracking competitors' activities and searching for new products available