Experience

Dormeo UK

• United Kingdom
• Furniture and Home Furnishings Manufacturing
• 1 - 100 Employee

• Sales Director

  • May 2021 - Present

• Head Of Sales

  • Jan 2018 - Apr 2021

• eCommerce Marketing Manager

  • Apr 2013 - Jan 2018

  Currently working at Dormeo UK Ltd a subsidiary of Studio Moderna Brands International that see sales of over €400m across global markets. Dormeo specialise in selling memory foam mattresses through TV Shopping channels and over the Internet. My role is managing the Direct business Online and over the phone, leading and overseeing the Digital Marketing strategy across all channels, including PPC, SEO, Email, Affiliates, stock and range management and website development. I also manage our Call Centre, focusing on conversion rates, AOV and also customer service ensuring that all targets set are met.During this period I have re-launched the dormeo.co.uk website, integrated a promotional plan, overseen a restructure of the PPC accounts, starting to embed a SEO strategy and launched an Affiliates programme for the business. Whilst operating in a specialist industry, this has been challenging but rewarding working within a smaller environment and success has been achieved. Show less



Whitbread

• United Kingdom
• Hospitality
• 700 & Above Employee

• Digital Marketing Manager

  • Mar 2011 - Mar 2013

  I worked for Whitbread, who are one of the fastest growing FTSE 100 companies, as e-Commerce Marketing Manager for Premier Inn. I was responsible for managing a £700m website over numerous acquisition disciplines across the Digital footprint. My main responsibilities included, driving traffic to the Premier Inn website, via PPC, SEO, Email, Affiliate and Social media marketing. I was also involved in Website development projects and helped deliver multi-variant testing strategies in order to drive conversion. I managed a team of 3 and also managed multiple agencies across the Digital marketing space. I also was responsible for a budget of circa £5m, which is predominately focused on PPC, Affiliates and SEO. Key successes achieved:- • Grew Visits at circa 25% YOY across all website channels, whilst maintaining strong conversion levels • Implemented a marketing trade plan, which drove the business forward with an increase in bookings by 18% YOY and Revenue by 14% YOY. • Oversaw pitching for PPC/SEO agencies and also led an entire PPC account re-structure, which has saw an 15% increase in ROI, whilst returning a 20% reduction in costs • Set SEO strategy to improve customer journeys to Premier Inn and increasing conversion by 15% YOY and also increasing bookings by 10% YOY through this channel • Increased Affiliate marketing revenue by 72% YOY, by re-aligning the strategy to drive incremental bookings Show less



Tesco

• United Kingdom
• Retail
• 700 & Above Employee

• On-Line Marketing Manager

  • Mar 2008 - Mar 2011

  After being approached by Tesco, I accepted the role working in their Tesco.com and Tesco Direct departments, which delivers on-line and in-store marketing plans within the non-food industry to promote and drive sales for this area of the business. Directly responsible for planning and co-ordinating events within the Tesco Direct promotional plan my main focus was to communicate and engage key stakeholders up to a senior level across the business to deliver a customer focused promotion. Responsible for allocating an a multi-million £ marketing spend, across PPC, Affiliates, SEO, Email and ATL activity to achieve and deliver weekly and period budgeted targets, ensuring growth to the business by making key commercial and trading decisions. I have also ran marketing campaigns via social media, which has allowed me understand the benefit of using this channel. Core Competencies Trade planning and strategy management, project ownership, sales focus, key stakeholder engagement, budget management, strong communicator, senior negotiator and leader across various marketing channels. Show less



Amazon

• United States
• Software Development
• 700 & Above Employee

• Online Marketing Manager

  • Jun 2007 - Mar 2008

  I worked for Amazon.co.uk as On-line Marketing Manager in the Consumer Electronics department focusing on the Photography, Satellite Navigation and Phones categories. My main responsibility is to drive traffic to the Amazon site, via email campaigns, external advertising and other external avenues, such as sponsored links and free search. I also managed key supplier relationships such as Sony, Canon, TomTom & Samsung, negotiating Marketing budgets, to drive promotional sales and activities on the Amazon site. I managed the Christmas 2007 promotion on-line for the CE department, where I had to show effective planning and project management skills to ensure the plan was a success, which it was, as the CE department saw sales in excess of £37m over the Christmas period which was a £14m increase year on year. Key responsibilities:Plan and implement key promotional activities on sitePlan and negotiate with key suppliers for promotional activity on the site, seeking supplier fundingDrive traffic to the Amazon site via promotional activityWork with Camera & Sat Nav buying teams to ensure Amazon remains competitive in the market place.Key successes achieved:Christmas promotion drove sales of £37m, saw a year on year increase of 23%Negotiate at a senior level to secure TV & press deals for Amazon over peak tradingDevised new planning strategy for the Christmas promotion, which has now been carried forward for all promotional activities at Amazon. Show less

• Site Merchandiser - Consumer Electronics

  • 2007 - 2008

  I worked closely with suppliers to Amazon.co.uk such as Sony, Canon, Samsung and Tom Tom in planning promotional activity and promoting their key products on the site. I also planned promotions on the Web-site such as Christmas and also other key activities throughout the year.



Argos

• United Kingdom
• Retail
• 700 & Above Employee

• Promotions Manager

  • Jun 2005 - Jun 2007

  After accepting an internal promotion to become Promotions manager, I led a team of 3 to drive, plan and implement promotional activity for Argos. This entailed, planning all in-store promotions from start to finish, including Flyer, POS, TV, Press and on-line activity. The key responsibility was to drive sales and company growth year on year.Key responsibilities:To scope, shape and implement the yearly promotional plan Drive sales and growth for the businessCo-ordinate all areas of the business to the plan - Marketing, Merchandise, Operations and E-CommerceSuccesses achieved:Delivered the Christmas Wishes 2006 promotional campaign, from start to finish. Sales over this period saw an increase of 16% year on year. The campaign delivered 58% of company sales in one week during peak and also the biggest ever day in sales (£31m) in a day during the promotion - the highest the company had ever seen.Delivered a successful May, June and World Cup promotions, maximising sales, promotion performed extremely well. Show less

• Promotions Manager

  • 2004 - 2007

  Leading a team of 3, I scoped, planned and implemented key promotions from the Argos promotional plan such as Christmas, Catalogue Launches and also various Sale promotions.I worked closely with Buying teams, Advertising, Point of Sale & Publications team to ensure all promotional activities were implemented successfully.

• Assistant Marketing Manager

  • Oct 2003 - Jun 2005

  Promotions TeamKey Responsibilities:-To assist the Promotions manger to implement the yearly promotional plan Successes achieved:-Assisted in delivering successful Christmas 2004 Marketing promotion plan.Managed the Christmas Broadsheets plan - which saw an increase in sales of £27 million year on year.Delivered and co-ordinated the Christmas company tactical plan, which drove sales of £24 million.Created a new promotion 'Friends & Family' - offering employees of Argos 10 vouchers to give their Friends & Family, 10% discount at Argos. This promotion has driven sales of £8 million over 8 different trading days. Show less

• Flyer Assistant

  • Feb 2002 - Oct 2003

  Key Responsibilities:-Bringing the Promotional Plan to life, via flyer communicationCheck artwork and ensure the communication was customer focusedCommunicate with Merchandise Successes achieved:-Co-ordinated the Christmas 2002 - tactical leaflets driving sales of £17 millionGood grounding for next role, which was an internal promotion