Adele Smith Email & Phone Number

York

Managing acquisition for B2C, eCommerce and Brand.

York, United Kingdom

York, United Kingdom

Brand, Acquisition and Marketing support for Benenden Health’s brand relaunch. Creation of Brand Guidelines, Brand Governance, TTL Acquisition collateral and Internal Communications support.

Manchester, United Kingdom

Headed up brand, reputation and content, as well as design and implementation of initiatives to deliver Co-op’s strategic differentiation.This role has been an interesting departure from my usual brand roles. In Co-op, it's the pursuit of those intrinsically Co-op differences that matter and that's where my energies are focused - working with colleagues across our 1,000 plus funeral homes to better support the needs of our clients. That's as well as working on Brand Guidelines, Membership communications, customer profiling, working with our PR team on reputational opportunities and with Fair Funerals, the Quaker Social Action Group campaigning against funeral poverty.

Harrogate, United Kingdom

Development and implementation of a new brand to support the ambitions of a new modern mutual, created by the merger of two fantastic brands - Engage Mutual and Family Investments. The OneFamily brand is genuinely built around families and seeks to be relevant to their needs in today's financial environment, providing help where other organisations can't.This was a fantastic role allowing me to shape the OneFamily brand, extending that brand to embrace new business initiatives as our product portfolio developed – always maintaining our competitive differentiation.Brand activity was delightfully varied - from preparation for D2C brand launch and implementation of our local brand campaign to support employer brand and employee engagement to devising and running brand immersion workshops for the entire business, embedding the brand internally. It also saw me proudly displaying our new brand internally through interior refurbishment. Brand Governance featured pretty highly in my daily role - particularly during the business merger period. That phase also brought with it a great deal of change management - working with a team of Project Managers, Brand and Communications teams across the two sites to deliver our new brand in extremely short timescales. A real challenge but great fun with fabulous results.

Harrogate, United Kingdom

Created and introduced Engage's Brand Guidelines for both Direct to Consumer and Business to Business. Both focusing on the hopes and fears of today's families, in the context of their financial commitments and the growing unease about traditional financial solutions.Managed our Brand Tracking work. And worked with the Insight Team to deliver a deeper customer understanding in the form of prospect and customer typologies and personas.Conducted an end to end review of our Customer Journey, ensuring that our customers were getting the best possible experience. Created entirely customer centric AGM and SGM communications, on and offline, and extended my remit to ensure that the venue and proceedings were everything that our members deserve.Created the offline communications to herald the launch of the Engage Foundation, a truly innovative and creative way of sharing the success of our Business in a tangible way for our members.Contributed to the pre-Merger project workstreams - lots of planning, working out co-dependencies with other areas of Marketing and the Business and kicking off the process to bring about the successful merger of Engage and Family Investments in April.

West Yorkshire And India

Have recently been spending time in India, re-charging my creative energies and getting inspired by all things innovative and beautiful. Am busy blogging and sharing my findings on a wide range of social media platforms. Consultancy positions: Am also helping my very good friends at www.lazydays.co.uk extend their brand reach through strategic social media and site optimisation.Copywriting and social media consultancy for an up and coming photographer - Kate Wilson - katewilsonphotography.info

Leeds, United Kingdom

Three month contract looking after the marketing communications for a fantastic digital marketing agency who provide a pure online creative, content and web-development service and have an enviable market leading reputation for their Insight & Strategy, Brand Communications, Digital Marketing, Web Development, CMS, Mobile and Social & PR. These guys really understand that the way businesses interact with their customers has changed for ever and that successful companies are rapidly changing their business models to be truly consumer focused.

Sheffield, United Kingdom

Managed a team of three brilliant Marketing Managers dedicated to making the Plusnet broadband experience the best in the market and making sure that everyone knows about it.

Sheffield

Joined Plusnet just as it was preparing to embark on a journey from a highly respected niche broadband provider, acquiring customers through word of mouth, and with no significant advertising presence.Worked with colleagues in BT to create a significant step-change for the brand, building presence to make Plusnet a household name, ranking in terms of Consideration among the top players.Initially continued the press advertising, regional out of home and regional PR and experiental activity already in place when I joined. Retaining a fantastic agency in Karmarama, went on to develop a strategic approach initially championing our Yorkshire heritage and all that those Yorkshire values mean to consumers. Introduced radio and TV to the mix on a test and learn basis as well as sourcing a rich seam of BTL data which enable us to talk to consumers in a more direct and persuasive way through targeted DM and email.Achieved significant brand metric shifts through this combination of brand brand building and direct response activity, working strategically as well as tactically as the market requires. Always driving CPAs down and Acquisition volumes up, using linear and econometric data to shape activity.Took on responsiblity for Plusnet's Market Research, to continually gauge consumer response to the Brand itself, key Propositions' initiatives, and to develop an understanding of the nature of consumers' ever changing relationship with broadband.Worked closely with the Business to ensure all Marketing activity was factored into capacity modelling and all initiatives were communicated.Also took over the reins of budget control across all the marketing functions, building a basis for more tightly controlled spend and financial reporting.

Leeds, United Kingdom

Managed the review and implementation of the first direct brand refresh, giving agencies the opportunity to completely re-examine what first direct had come to mean to its many customers over the years, and to articulate this simply and proudly.Delivered this brand refresh at every customer touch-point - statements, cheque books, ATMs, you'd be surprised how many elements this encompassed.Delivered first direct brand guidelines and style guides to ensure that we spoke with a consistent single voice regardless of the reason for the customer dialogue - for instance customer service and communications about account management as well as marketing initiatives.Delivered first direct's internal branding throughout the building - installing huge wall vinyls demonstrating the "black and white" assets, delivering life size sculptures as well as an "art gallery" of vinyls showcasing customer segmentation in action. Also dressed London's Grosvenor House in first direct branding (with sequins naturally) to support the Film Critics' Review Awards sponsored by our charity partner, ChildLine.Ensured that the first direct re-launch (which included the launch of the 1st Account and a new way of banking) was communicated to customers in a highly segemented and relevant way, using high quality Direct Mail materials and production techniques to underscore the new beginning. And as a final gift to first direct, embarked upon a project to copy write all operational communications - to make them friendly, customer-focused, relevant and interesting.

Leeds, United Kingdom

Working within a creative team responsible for the look and feel of the first direct brand, managed all below-the-line customer communications, being responsible for cross-sell, upsell and retention.Making sure that customers were kept informed of all new products available to them, of any changes to their existing products and to ensure that their expectations of their relationship with the bank were maintained.Ensuring that all communications were totally customer, not bank or product, focused, and were appropriate to each segment or propensity group. Working very closely with agencies from a planning, proposition and delivery perspective to ensure that each product group had its own distinct USP, strengthening the overall brand positioning.Ensuring that the physical manifestation of an organisation with no real tangible presence was delivered to the strict brand requirements - each piece of literature being produced on bespoke high quality stock with accompanying attention to detail applied to production and finishing.

Norwich, United Kingdom

Delivered Virgin Direct's eye-catching press advertising with the brand's characteristic humour.Dedicated to the Pensions, PEPs and Life Insurance aspect of the brand, focusing on the emotional and rational elements contributing to consumer decision making to create a strong purchase rationale.

Practitioner, Healing Through Nutrition

Ma, Global Communications

Specialised in Global TV culture. Advertising, psychology, anthropology and media.

Ba Hons, Fashion And Textile Design

Cam Certificate, Certificate In Communications, Advertising And Marketing

Activities and Societies: Advertising, Marketing, Media, Research and Behavioural Studies, PR, Sales Promotion and Direct Marketing