Head Of Brand & Online Marketing, North America (Brand Management)
Crawley, Gb
Defined and directed marketing strategy for Virgin Atlantic in North America ($525M in revenue.) Managed virginatlantic.com to achieve US e-commerce booking and sales targets. Responsibilities included repositioning brand, customer acquisition, new product launches, advertising (online display, SEM, SEO, mobile, radio, transit, print), media planning, communications and partnerships for business and consumer audiences. Hired and supervised relationships with agencies. Launched company-wide brand training program and led aggressive transition into digital acquisition with 20:1 ROI.Awards include: Silver Effie, Gold MIXX Award for Mobile Campaign Effectiveness, Creative Media Awards, Webby for Mobile Integration, Best Travel Advertising Campaign. Campaigns featured in textbooks such as "Essentials of Marketing" 2009-2012. Speaking engagements included: Harvard Business School Dynamic Women in Business, Marketing Magazine's Experiential Marketing Symposium, Marketing to Affluentials.