Integrated Campaigns lead for Evelyn Partners Professional Services

Leading integrated ad campaigns, comms and content strategy for Bestinvest, the direct to consumer subsidiary of Evelyn Partners At Evelyn Partners, I play a pivotal role in driving the ATL channel mix to acquire new clients and inflows at a blended CPA of £490. I lead and direct the content and communications strategy for the Bestinvest pod, ensuring we maintain a dynamic and effective approach. I am responsible for directing the optimisation of our annual marketing calendar, balancing always-on strategies, incentivised propositions, seasonal campaigns, and acquisition offers. Managing the Content Team and Channel Owners, I oversee the creation of a cohesive and reactive set of assets and communications, all underpinned by changes in SEO, SEM, direct mail, and tactical campaigns. I have introduced content-led lead generation mechanisms via webinar events, averaging 280 attendees, and extended our reach through on-demand streaming. Additionally, I implement A/B testing to measure audience engagement across social media, event content consumption, and webinar series, using these results and metrics to optimise our programmes for future activations.

Initially, I was recruited as a Brand Campaign Manager, where I led a rebranding of our Ad Strategy. This effort not only revitalised key product promotions in niche segments but also earned us multiple industry awards. Following this success, I was promoted to Senior Marketing Campaigns Manager. In this role, I spearheaded the segmentation and brand portfolio optimisation initiative that transformed Tilney Smith & Williamson into Evelyn Partners. I developed and executed the full brand strategy, which not only facilitated a successful brand launch but also significantly increased engagement among clients and colleagues through innovative messaging and communication tactics. My efforts in delivering both B2B and B2C plans were instrumental in injecting £22 million of new business, directly attributed to our brand campaigns. In a particularly ambitious 10-week campaign, I accelerated our reach to 36,314 new users across web channels, garnered 67 new positive press pieces, and expanded our UHNWI reach to 19.1 million. The launch of our new branded content resulted in a more than 50% improvement in brand sentiment and drove a 7-16% increase in brand awareness across three core verticals. My leadership and strategic direction positioned Evelyn Partners to win prestigious accolades, including ‘Best in Business Brand Advertising’ at the Irish Marketing Journal Awards and ‘Brand of the Year’ in the Yorkshire Accountancy Awards.

As a Marketing Consultant, I have worked with SME clients across the West Midlands to identify and realise their marketing goals through comprehensive omnichannel activation plans. My focus has been on creating bespoke marketing campaigns for local Fashion, Beauty, Health, Fitness, and Wellness brands, crafting unique brand identities and narratives that resonate with target audiences. During the Covid-19 pandemic, I played a pivotal role in guiding wellness brands to capitalise on the surge in product demand, with a specific emphasis on digital and social selling. I have designed and executed go-to-market strategies for the fashion, wellness, and beauty sectors, leading to rapid product traction and maximised sales. My responsibilities also included the development of digital and content marketing strategies for online channels, managing social media revamps, and overseeing digital assets and branded collateral. I have engaged with brand representatives to enhance digital and social media marketing efforts, aiming to improve brand awareness, customer loyalty, and sales. Additionally, I have advised SMEs on the value of event sponsoring, partnership marketing, and influencer marketing to strengthen brand sentiment, and have mentored in-house client teams on effective marketing tactics and brand standard maintenance.

Associate Vice PresidentUK Retail and Business BankingLeading editorial content strategy for the SME sector across all on and offline distribution channels.At Barclays, I was promoted to co-lead the development of a new Editorial Framework, centralising content, and brand standards across multiple design agencies for improved efficiency and quality. I launched a Central Content Model for the business vertical, enhancing branding, content consistency, and the performance of through-the-line marketing communications. My leadership in creating a high-performance content management and production division not only exceeded key brand metrics year-over-year but also resulted in significant cost savings.

Associate Vice PresidentUK Retail and Business BankingLeading integrated marketing campaigns, across TV, press, online, social media, radio, email and branded content. As Marketing Campaign Manager at Barclays, I innovated the first-ever Content Collaboration Board for Barclays Bank & Barclaycard, which synergised content production operations and delivered substantial cost savings. I chaired the Social Media Digital Transformation SteerCo, launching the first social media channel for the UK retail banking division. My role involved ideating and executing multiple through-the-line marketing campaigns, impacting various channels including TV, press, online, social media, radio, email, and content activations.

Leading marketing plans for retail credit partner accounts, specifically Selfridges, AllSaints, JD sports and Flybe.At BNP Paribas, I transformed the strategic marketing plan into a targeted, segmented, and measurable communication plan for retail clients, boosting both online and in-store spending. I launched a new propensity model for the FlyBe account, reducing bad debt significantly. My role also involved inspiring campaign and creative teams through omnichannel activations, focusing on social purpose and positioning BNP Paribas as a consumer-oriented brand.