Experience

MBNA

• United Kingdom
• Financial Services
• 200 - 300 Employee

• Senior Marketing Communications Manager

  • Jan 2016 - Present

  Deliver the multi-channel marketing strategy for key products lines and projects across the credit card division. Accountable for the creative, messaging, positioning direction and implementation, insight, performance and optimisation throughout the acquisition funnel and customer journey. Seek out and launch highly targeted and data driven opportunities while optimising existing channels. Influence, socialise and gain buy-in up to managing director level. Launched the highly targeted Sky AdSmart channel with full project, budget, campaign and production accountability with full view of channel behaviour, performance and optimisation tactics. Led the re-launch of the airline sector (Virgin Atlantic, Emirates & Etihad). Developed multi-brand and multi-channel campaign strategies, resulting in over 15% uplift in conversion. Created an airport ATL takeover campaign. Used behaviour and insight metrics with customer journey analysis to turn the opportunity into a highly targeted initiative. Set-up beacon technology, paid social, media events and gamification to further target the desired audience.Set-up the 2018 marketing CRO test programme and optimised performance conversion across tests by up to 10% per test. Created a full programme of work with channel owners. Develop strong relationships and understandings across key strategy areas and translate key product features and customer benefits into easily identifiable, transparent initiatives. Position marketing strategies to meet multiple objectives across multiple brands, customer demographics, behaviours, channels, devices, targeted or untargeted, national or local. Develop and propel communications (data driven and highly targeted) while driving optimisation of awareness, value, engagement, spend and performance across channels. Show less

• Offline Marketing Manager

  • Oct 2014 - Dec 2015

  Managed the offline communication channels for product campaigns and technical launches. Accountable for identifying process efficiencies, enhancing performance and driving incremental income. Responsible for creative and messaging, agency, relationship and multi-campaign management, project launches, budget control, planning and the channel account goal.Accountable for multi-channel and brand integration, execution and optimisation. Identified targeted opportunities that further enhanced offline channels. Responsible for the marketing implementation of an online decision functionality that enabled market leading pricing for direct mail and drove large incremental account volume. Increased direct mail campaigns from 1 to 2-3 per month and reduced timings from 12 to as little as 5 weeks, this ensured the business capitalised and responded to fast market moves. Optimised the creative and messaging approach for direct mail campaigns. The creative remains the best performing and beat any challenger by 10-30%. Show less

• Online Campaign Manager

  • Aug 2013 - Oct 2014

  Launched multiple high demand campaigns and projects across airline, football, charity and high-street bank sectors. Responsible for team workflow management, timings and product launches.Created process efficiencies that resulted in reducing project timing from 12 weeks to 8 weeks. This allowed a reduced impact to the account plan within lockdown periods.SME in campaign set-up and execution with specialist knowledge in positioning and messaging across multiply brands and products, with direct influence with product owners.In-depth knowledge of Legal regulations, ensuring best practices and regulations were adhered to, and challenged when required. Show less



Tuxedo Money Solutions

• United Kingdom
• Financial Services
• 1 - 100 Employee

• Marketing Manager

  • Jun 2012 - Apr 2013

  Customer and acquisition marketing across all channels for B2B and B2C initiatives within a fast-paced lean organisation for multiply brands and diverse organisations. Manager of 3 contractors. Owner of the CRM strategy. Reduced the high customer attrition rate by 18%. Accountable for all creative, positioning, copy development and market launches across all channels – Website, Social, PPC, Display, Email and DM. Responsible for website builds, agency management, strategy and customer journey. Show less



Bank of America

• United States
• Banking
• 700 & Above Employee

• Online Aquisition Campaign/Project Manager

  • Dec 2010 - Dec 2011

  Forecasting, planning, testing, performance reporting, analysis, optimisation, budget and strategy for all campaigns and projects across email and display communications. Redeveloped campaigns for mobile and email focus, increasing accounts by over 20%. Owner of identifying seasonality and trends across sectors to further improve campaigns. Introduced a resend strategy where account volume matched that of the original send. Forecasting, planning, testing, performance reporting, analysis, optimisation, budget and strategy for all campaigns and projects across email and display communications. Redeveloped campaigns for mobile and email focus, increasing accounts by over 20%. Owner of identifying seasonality and trends across sectors to further improve campaigns. Introduced a resend strategy where account volume matched that of the original send.



MBNA

• United Kingdom
• Financial Services
• 200 - 300 Employee

• Rewards Project Manager

  • Sep 2008 - Mar 2010

  Co-responsible for the Argos rewards website launch to over 1 million customers. Owner of all project activity including; project meetings across UK, Spain and the US, documentation, senior management updates. Indirectly managed over 30 people. Responsible for 18 branded website builds in two countries. Accountable for building fundamental relationships across various time zones and cultures Developed and wrote majority of the tone of voice copy used in related campaigns.Developed the customer touch point strategy and navigation view. Show less

• Rewards & Customer Marketing Campaign Manager

  • Mar 2006 - Sep 2008

  Responsible for offline marketing campaigns (inactive, retention and rewards). Senior editor of a 30-page quarterly American Express rewards catalogue Responsible for the inactive customer base and increased response rates from 1% to 8%. Project managed a user guide redesign, creating a £15k cost saving per year.

• Strategic Initiatives Executive

  • Jul 2004 - Mar 2006

  Key contributor towards the company's UK based new initiatives. Including company takeovers, rebrands and blue sky ideas. Managed the project office and provided support in all the areas functions, including building business cases and developing business plans for new ideas. Regular interaction with senior team managers and built solid experience in presenting, negotiating, idea generation and project management.

• Marketing Operations System Specialist

  • Mar 2003 - Jul 2004

  Managed and had full responsibility of an operations system that created and drove the vital information behind source codes (i.e. rates and fees etc.) for the entire Consumer Finance and Retail Division. This involved consistently working under high pressure to deliver 100% accuracy in a high paced area and included regular meetings with senior managers to provide updates, negotiate timings and set expectations while also explaining new functionality due to new system implementations. This was my first full time position and when I left the role it was taken over by 2.5 people. Show less