Alec Mccutcheon M Idm Email & Phone Number

Cheltenham, England, United Kingdom

Cirencester

Cirencester

Following the growth of our digital channels I have expanded our remit and grown the digital team (marketing and IT) to push forward into new markets and opportunities.Constantly developing and challenging new media to constantly improve conversion,acquisition and retention targets within budget and plan new initiatives in an effective and timely manner.

Cirencester

I am solely responsible for the Rapid Racking suite of websites.I have created 5 additional websites increasing total web sales to £8m per annum. This includes brand extensions to niche markets as well as segmenting our traditional customer base into horizontal and vertical market sectors. I have excellent analytical and optimisations skills as well as managing all our PPC accounts in-house. I am continually maximising all avenues that the ecommerce channel has to offer; developing our SEM/SEO strategy, online pr and social media outlets as well as working to maximise the multi-channel mix. I manage our email strategy using segmentation, triggered communications, and carefully develop emails that are going to be opened, auctioned but more importantly reach the recipients inbox. Working closely with the offline marketing manager to create a cohesive marketing strategy and making the best use of marketing budget and maximise each channels’ effectiveness on our communication strategy for acquisition and retention. My technical background has enabled me to create website under a number of web platforms (including a number of open source platforms) as well as helping me to clearly communicate and discuss ideas with specialist web programmers and I.T.

Kemble Cirencester

Fully responsibility for maximising customer retention of the existing customer base of 120,000 customersChoosing when and who to target and selecting the most appropriate communication strategy for the given audience. Managing catalogue production, mailings, for actives, lapsed and inactive groups and testing various formats/creative approaches and ensuring the correct communications reach the right customer at the right time within budget and to achieve sales targets or other defined KPI's. Fully responsible for catalogue production, print buying, direct mail, PR, adverting and exhibitions/events.

Manchester, United Kingdom

(GUS now know as Shop Direct)Accountable for all the direct mail communications to 3 B2C major direct brands and responsible for targeting the most relevant population for a particular campaign. Communicating with all areas of production ( mailing houses, print production, creative houses, repro, marketing database and merchandise ) and making sure that not only that all deadlines are met at each and every stage of production, but that the work was of a consistently high quality.Responsible for briefing advertising agencies on what form the campaign should take and discussing with merchandising the feel and theme of the catalogue, supplement or leaflet. My time management needs to be excellent juggling so many different campaigns and each at a different point of production, and because of the very nature of Marketing we have to be not only reactive but innovative in the face of our competitors. Strategies such as Customers Retention, Recruitment, and Reactivation had to be juggled as well as producing the campaigns of our current Catalogues and Supplements to our active file.Once a particular campaign has been completed I was responsible for resulting on how well it has performed and analysing to see what areas we could improve upon next time.

Charged with maximising the benefit of our current customer base, by segmenting our customer base and inserts in the customer's monthly invoices to increase sales and the reactivation of dormant customer.Responsible of writing appropriate copy for the different types of billing customers and trying to promote the monthly sales promotion activity relevant to themI expanded my knowledge base with dealing with Royal Mail, print production, creative agencies, merchandise, stock control, publications and finance in developing specific leaflets for the monthly billing packs

Tasked with interpreting who Marketing wanted to target specific marketing material to and incorporate these selection criteria using in-house segmentation packages. Logical thought was especially important in this role where I had to analyse how best to approach a particular problem with the resources we had to hand. Understanding database segmentation and developing modelling and scorecards and being able to analyse it and present the results in a clear and easy to understand format. Time management was equally important - scheduling jobs and having to reprioritise when last minute jobs arise. Communication and listening skills was also key to understand what our client wanted and also raise important questions with the particular data brief.

Working in a large customer care department, specialising in technical support, I had to work well under pressure. My skills were recognised and I was made the single point of contact for a number of large corporate clients.

Idm, Idm Certificate In Digital Marketing, Diploma

Intensive study option completed whilst working full time.

2.1 Bsc (Combined Science), Economics, Psychology, History, Statistics, Computer Programming

A-Level, Economics, Sociology, English Literature

Economics (B), Level; Sociology (C) English Literature, General Studies (C)

Education record

9 GCSEs (All A-C grades) inc. Maths, English, Science