I specialise in supporting healthcare and education businesses solve their marketing challenges; from articulating their brand and refining their customer value proposition to improving their customer experience and enhancing communications to increase sales and retain customers. I pride myself on cutting through the marketing mumbo jumbo to deliver succinct plans to grow your business using evidence, customer insights and proven techniques.

A Private Equity owned higher education institution with 150 staff. The provider of Australia’s largest MBA, which is delivered 100% online to students in over 90 countries. Scope: - Responsible for all aspects of brand and communications strategy. - Responsible for multi-million dollar digital media budget and lead generation across international markets.

An NGO with annual turnover of $18m and 140 staff aimed at reducing the impact of cancer.Scope: Manage the business development unit - 28 FTE. Responsible for delivering $10m in revenue, managing fundraising, sales, marketing and corporate communications, and administration functions. Achievements:- Led the development of a three-year business development strategy. Focused on investing in relationship management, improving efficiencies and building brand equity.- Conducted product portfolio analysis, assessing market trends, product life-cycle and applying the Boston Consulting Group matrix. Directed investment towards rising stars, new products, and finding efficiencies from cash cows. - Acted as change management leader whilst restructuring the business development unit (28 FTE) to align it to the new strategy. Maintained staff engagement without losing key employees. - Implemented a consistent project management process including: new framework, documentation, training, KPIs and reporting.- Used a range of tools/interventions to increase team member awareness of individual work preferences, resulting in better role alignment. - Liaised with Directors to introduce a new strategic fundraising committee of the Board to leverage Board member networks.

Scope:- Brand management and market research.- Implement integrated, direct response marketing strategies to drive traffic, registrations, donations and service utilisation across portfolio of products and services. - Manage Marketing Team (8 FTE) to deliver cross-organisational marketing services – including in-house design, PR, digital marketing, social media and community engagement functions. Achievements- Implemented a brand strategy based on a thorough internal and external business analysis. Achieved strongest cancer charity brand nationally (unprompted awareness increased, 32%-49%). - Implemented a digital marketing strategy, including the redevelopment of the corporate website, investment in SEO, SEM and content marketing. Resulted in 200% growth in annual traffic. Created social media strategy and achieved average Facebook engagement of 7% (3% industry benchmark). - Led consumer insights research project into the psychological needs and motivations of customers. Ensured insights were at the heart of all product strategies and innovations.- Redeveloped the Daffodil Day proposition based on consumer insights, resulting in a 23% increase in gross income, whilst control markets recorded declines. - Expanded internal PR function to drive proactive and reactive PR opportunities. - Implemented marketing campaigns for cancer support services resulting in increased service utilisation and increased unprompted awareness of support services.

Scope: - Develop a Customer Value Proposition Strategy for the trial of five Boots branded stores in the Northern Ireland market. - Brand management of Alliance Pharmacy brand across UK.- Manage retail marketing and promotional program. - Develop marketing plans to drive category sales.Achievements - Delivered the Customer Proposition Strategy for Northern Ireland market including bespoke pricing and promotional strategy; macro and micro spacing requirements; bespoke local area marketing and promotional program. - Five trial stores averaged 9% greater retail sales versus control group and average profitability rose from 30% - 44%.- Collaborated between cross functional and international teams across two merging businesses (Boots and Alliance Pharmacy) to deliver the strategy on time and on budget. - Synthesised multiple information sources such as market research, competitor analysis and sales data to develop insights to feed the strategy.

Scope: Bupa Hospitals owned and operated 26 hospitals across the UK. In 2007 BUPA Hospitals was sold and re-branded to Spire Healthcare. - Brand management - Direct response service marketing campaigns. - Develop local area marketing campaigns to support individual hospital strategies (B2C and B2B). - GP engagement (B2B)Achievements:- Managed the rebrand from BUPA Hospitals to Spire Healthcare on time and within budget - including new brand positioning, customer proposition and brand guidelines. Re-branded over 400 pieces of marketing collateral and implemented a fully integrated brand launch media campaign. - Introduced GP communications strategy achieving 59% reach amongst the GP community.- Implemented a GP Engagement strategy including market research, communication plans and education events. - Developed a GP database incorporating value segmentation, data extraction and reporting functionality for sales team.- Implemented a direct response cosmetic surgery campaign incorporating both ATL & BTL channels.

Scope: Retail pharmacy chain including healthcare, beauty, optical and high end fashion brands. Extensive transactional database of over 300,000 members and turnover of $250m.- Implement national and state-based integrated brand campaigns. - Deliver annual, event driven promotional program incorporating catalogues, press, direct marketing, radio, infomercials, public relations, POS and sponsorships. - Develop tactical marketing campaigns to increase sales, drive traffic and develop awareness of specific stores or product categories.-Manage market research program. Achievements- Developed and implemented local area marketing campaign for the launch of a new optical store launch resulting in sales of 95% above forecast. - Analysed transactional data to develop targeted campaigns to drive retail sales e.g. increased average transaction value in skin care range by targeting mid-price customers with the highest propensity to buy products at a higher price point. - Implemented a direct marketing campaign to encouraged dormant members to visit a newly refurbished store resulting in a 20% response rate.