Amanda Goodwin Email & Phone Number

New Broughton, Wales, Gb

Salford, England, United Kingdom

Manchester, Greater Manchester, United Kingdom

Accountable business lead for transition of Insurance Marketing from the existing business to a new distribution business model following the sale of the insurance book. Key achievements and responsibilities include:• Developed and implemented business processes to align with the new business capability model• Delivery Manager for the new Marketing function• Transitioned data driven campaigns to Salesforce CRM for enhanced efficiency and improved performance through increased access and sophistication in the use of data • Interface across each of the business work streams to align programme delivery objectives• Designed and implemented digital asset management workflows to deliver new financial promotions framework

Liverpool

This is a new position within Police Mutual as they move towards a more customer centric approach to marketing. My role within the new structure has been to transition the team, placing a greater focus on the customer post on boarding. Deeping customers relationship and advocacy with Police Mutual through increased engagement activity, as a result extending product holdings and increasing retention rates.

Liverpool

The primary focus of the role is to deliver the General Insurance business plan, managing a team of three and a marketing programme with an income target in excess of £10 million. As a Senior Marketing Manager wider duties include working cross the function on integrated planning, marketing effectiveness, and optimising business processes and people development. Key achievements and responsibilities include:Deliver annual new business plan of circa 28,000 new policies and £2.2 million in income. Delivered year on year growth of 10-20% over the last 4 years.Responsible for achieving 90% retention rates in order to deliver in excess of £8 million in renewal income.Responsible for the growth in digital campaigning within the GI, investing in SEO, PCC, banner and re-targeting activity, and developed a programmatic campaign to increase reach into new audience via on line.Increased web quotes by 120% and GI web sales by 160% within 24 months. Working with data and technical teams to develop and implement management information for the purpose of marketing planning, campaign effectiveness and optimising ROI.Working with internal and external parties (Experian) to develop insight, segmentation tools and propensity models to inform and drive business decisions. Deepening our understanding of the customer base to evaluate effective targeting based on behaviours and needs.Implemented ‘Customer Engagement Zones’ moving people through the customer lifecycle, generating engagement and advocacy to increased life time value. Monitoring campaign results and business performance, identifying potential shortfalls against target and recommending activity to address these shortfalls.Defining and developing proposition based messages and content driven marketing activity.Lead CRM customer journey initiatives to improve the customer experience and drive deeper engagement and customer advocacy towards the brand.

Liverpool

To lead the development and articulation of the Police Mutual brand proposition, and to raise awareness of the Police Mutual brand both internally and externally helping to attract, retain and increase advocacy in the brand with current and potential members.Key achievements and responsibilities include:Developed and implemented measures for brand awareness, consideration and advocacy to monitor over time identifying areas for investigation and development.Creation of a scorecard to measure success against an agreed set of Brand and Membership objectives. Development of the skill set and business acumen of Brand team, embedding a culture of ownership of campaign effectiveness against measures of success based on the value and impact to the business.Shortlisted for 4 FSS Marketing awards as a result of the activity delivered by my team.Lead brand communications across multiple channels which raise awareness and consideration.Generate 25,000 new prospect and £100k in year income into the business through a serious of awareness and engagement activities.Manage external agencies to ensure successful delivery of communications which place the customer at the heart of what we do – this includes strategic, creative and PR agencies.Build Police Mutual’s profile through social media and position the brand as one that really understands its audience. Demonstrating brand personality and creating engagement with the target audience.Implement trigger based follow up email journeys for both new prospects added to the database and new members, with the objective of engaging them further with the brand and what it has to offer. Launch Police Mutual’s ‘Improving lives’ review internally and externally, demonstrating the extent to which the brand purpose is delivered. Generated a reach of an estimated 5 million across print, radio and TV.

Manchester, United Kingdom

Focus on the delivering a significant step change in targeted campaign activity to support the BHW Sales and Marketing functions in delivering the BHW 3 Year Strategy. Central to this is the delivery of improved campaign results from database marketing systems and improving the capability of the team through coaching and leading the team. I am required to build successful working relationships with internal customers, including the Marketing Service Communications, Insight and Sales teams, data suppliers and direct marketing agencies. Key achievements and responsibilities include:Deliver a best in class end to end data planning and campaign management process. This includes advising on and influencing targeting and test design at an early stage in every new campaign.Managing the activity planning for campaigns across segmentsImproving ROI of campaigns, through better targetingDelivering well-targeted new campaigns, particularly automated campaigns for timely and relevant event-driven contact. Monitoring and reporting campaign effectivenessCoordinating data requests to ensure that all data provided is fit for purpose, accurate and that all communications comply with internal and industry standard practices. Providing insight to help the Senior Manager lead the thinking on 3 year plans, with recommendations on target markets and new opportunities. Working closely with the Communications Planning team and segment stakeholders to develop a clear annual plan for direct marketing activity. Proactively identify areas where BHW’s database, data and models need to be enhanced to improve marketing campaign effectiveness.Drawing on own leadership and coaching skills to develop the team’s skills and capabilities in database marketing. Providing support to the Senior Manager in the management of budgets and external data / database suppliers.

Northampton, United Kingdom

The focus of my role within Barclaycard is to leverage my targeting and segmentation expertise to optimise the Direct Mail channel. I am responsible for the strategic development of the Direct Mail channel to increase to marketing channel mix diversification and meet the overall business objective to grow credit card acquisition. Key achievements and responsibilities include:Performance review – channel deep dive to understand successful testing for expansion into BAU and identify further opportunities for optimisation.Channel efficiency – Identify opportunities to increase process and data management efficiency resulting in greater marketing returns.Contact Strategy Optimisation – Implement and manage an effective test construct to optimise the customer contact strategy with the end goal of increase performance and reduce CPA through better use of data.Responsible for the launch of the new ‘Cashback’ product on DM – using the channel the test and learn vehicle, investing in the knowledge needed to identify a rewards customer.Initiative and manage the implementation of automated performance reporting for the purpose of marketing planning.

The role focuses on the management and development of the data selections and optimisation of all targeted channels specifically Direct Mail, Email and Outbound Telemarketing, however more recently expanding into the realm of online. Notably this role puts customer segmentation as the centre of the function using life stage and affluence as a key means to achieve this. The aim is to work with all functions across the business to optimise the use of targeting tools to meet the business strategic objective, maintain quality and profitability of all activity conducted. Key achievements and responsibilities include:Accountable for selections of 2010 acquisition direct marketing account goal of 67,000.Supporting of 5 year Direct Mail marketing strategy development.Drive granular campaign analysis at a data level to maximise results - utilise data knowledge to enhance campaign performance, ensuring that maximum value is obtained from all targeted marketing activity.Manage the forecasting of campaign performance through an understanding of data level performance expectations.Ongoing development of appropriate segmentation at a customer and product level.Managing a team of targeting executives to ensure all data activity is appropriately supported.Work with Partnership Marketing to optimise campaign performance and leverage Partner data opportunities, including a number of high profile brands such as Virgin, Virgin Atlantic, AA, BT and O2.Accurate management of the data suppression process in line with governance requirements through working relationships with the Credit and Risk Strategy team to ensure the appropriate selection quality is achieved.Manage relationship with Database Marketing to drive the delivery of new models and selection tools, driving the prioritisation of modelling and segmentation briefs through Database marketing.Drive the sourcing of new data opportunities for acquisition campaign activity.

This role involved the implementation and management of monthly outbound telemarketing acquisition campaigns with the aim to generate profitable active accounts across multiple portfolios. Key achievements and responsibilities include:Accountable for contribution towards the 2008 goal of 312,727 hours and 41,311 accounts. Full end to end direct marketing channel management - my responsibilities encompass all elements of campaign management from development of the marketing message, writing scripts, devising and on occasions delivering education, data briefs, campaign briefing, managing costs against budget and liaising with all relevant parties to obtain campaign approval at all stages. Manage the day-to-day campaign performance by monitoring KPIs and liaising with both the vendor and leads management team.Find campaign efficiencies to improve the customer experience and also increase campaign performance.Successful launch of the new BT Strategic Partnership on the OBTM Channel, which in addition to the afore mentioned campaign management, includes building project plan, liaising with all parties both internally and externally and briefing launch communication.Data briefs and leads selection - effective management of the data base briefing process who provide the selected data sets to our external data processing company (Acxiom). My role involved working closely with Acxiom to maximise results through effective lead selections to the vendors, then in turn working with our internal leads management team to ensure the vendors make best use of these.Campaign performance analysis at a vendor and data set level to best understand key drivers that impact performance and maximise campaign effectiveness.Facilitate team and Director listening sessions - monitoring quality and performance through open discussions.Finding new opportunities for additional account generation.

Portfolio ConversionThis role focused on the conversion of 150 + HBOS affinity credit card programmes to MBNA. The key achievements and responsibilities were:Managed the communication with the affinity groups and establish marketing opportunities and collate all required information.Manage Customer communication of the transition from HBOS to ensure a seamless experience for the Customer.Plastic production process - liaised between the affinity groups and internal department on the design, approval and production of the new credit card.Managed the set up the affinity groups on an MBNA platform.

Chester, United Kingdom

This role formed as part of my sandwich degree course and was based within the affinity marketing department. The main function of this role was to assist in the day-to-day management of affinity credit card programmes. At the end of the placement I continues the role part time as I completed my final year of my degree to assist with portfolio conversion. Key achievements and responsibilities include:• Distribute regular acquisition analysis for a number of the affinity card programmes, including Manchester United, WWF and Cheshire Building Society. For this I was also required to identify and implement improvements to presenting figures to assist in marketing communications planning.• Ensuring effective communications with groups were upheld to drive buy-in for marketing activity and solve any customer queries.• Directly responsible for implementing campaigns against plans• Managed the communication with 150+ affinity groups and establish marketing opportunities and collate all required information for a HBOS portfolio conversion.• Manage Customer communication of the transition from HBOS to ensure a seamless experience for the Customer.• Plastic production process – liaised between the affinity groups and internal department on the design, approval and production of the new credit card plastic.• Managed the set up the affinity groups on an MBNA platform, including associate banks, group codes and compensation payment.

Ba (Hons); Diploma, Marketing Management; Marketing

2:1) - achieving a 1st within my dissertation on the effect on the Virgin Brand through product extension CIM

• Cim Professional Diploma In Marketing, Marketing

2:1 Ba (Hons) Marketing Management, Marketing

Education record

A-Level Law (C), A-Level Government & Politics (C); A-Level Economics (C); A-Level English Literature (D)

Gcse Grades A* - B Including, English Literature, English Language, Mathematics, And Science Double Award