Anna Odero (Dipm, Mcim ,Chartered Marketer) Email & Phone Number

London, Gb

London, England, United Kingdom

London, United Kingdom

• Lead the Marketing Transformation & Digital Transformation Programs across EMEA• Developed the 3 year year multi-channel Digital Strategy across EMEA, to drive Innovation & Change• Accountable for product development - incl. development & communication of product vision, strategy, roadmap and prioritisation of the backlog• Drove results across Performance Marketing (PPC, SEO), Email Marketing, SMS Marketing, On-site Marketing and Data (incl AB Testing, Optimisation of Analytics solutions etc)• Identified & implemented change to optimise marketing processes between marketing managers, product teams, my team, technology, agencies/ suppliers etc• Re-engineered technology processes & solutions, in partnership with technology team• Managed vendors (incl. running RFPs, negotiating contracts, reviewing performance etc)• Lead a large team & collaborate/ stakeholder mange in a highly matrix-driven organisation

• Developed the Amex multi-channel Digital offering (Browser, Mobile APP, Tablet, Social integration) that brought together offers, editorial, access & servicing. This saw the following Digital firsts - Cross-channel integration – sharing of content across browser and APP - Cross linking of Enterprise capabilities – iCM (content Management) & PZN (Personalised Customer Management) - Cross-border play – US, UK, AU etc… - Social sharing across multiple channels - International use of My Account log-in widget• Drove the launch & redesign of the Mobile app in 10 international markets that resulted in $66.8M Revenue (increase in Mobile MYCA Active by 5%), 25% cost reduction in development costs and an increase in App star rating from 1 star to 3.5 stars• Supported the launch of Premium Platinum & Centurion Websites in 13 markets, following in-depth UX development, usability testing & build• Developed and launched Customer Personas following the analysis of quantitative & qualitative insights, to enable an increased customer-centric view across American Express Interactive, AET & key business partners• Drove the increase in email capture by 6%, email opt-in by 7% whilst maintaining open-rates at 24% (above industry average) and CTRs at 5% (in line with industry average)• Developed channel specific strategies whilst ensuring cross-channel integration (Mobile, RTPL, Email marketing, SMS marketing, Personalised marketing)• Launched the first SMS marketing platform & policy within AEXP, across international markets, by effectively leveraging relationships with technologies, legal, compliance, local marketing managers & vendors• Developed a highly effective team by providing in depth coaching and development

• Developed the 3 year Digital Strategy across digital channels incl. web, data, mobile, social media, email & marketing communications (covering acquisition, retention & loyalty)• Developed and rolled out online personas, following in-depth quantitative & qualitative research that identified key customer needs and behaviour. The work enabled me to transition stakeholders thinking away from being completely product-centric to being customer-centric.• Set up the Digital Programme Board with stakeholder representatives across the business, and developed and implemented governance to ensure successful implementation of Strategy• Increased number of unique visitors to Royal Mail.com by 10.4% between 2008/09 and 2009/10 as a result of new aggressive online marketing communications activity (e.g. I overhauled the approach to search, developed & implemented a new partnership & affiliate programme and optimised standard online advertising campaigns)• Increased e-commerce revenue by 11.5% between 2008/09 and 2009/10 by optimising key revenue driving experiences and implementing new cross/up-sell programme• Drove the increase in customer satisfaction by 20% following deep-dive into customer insight & data that enabled hands-on optimizations• Increased revenue by £360,000 as a result of project to launch online chat that enabled: - customer services to reduce head-count by facilitating customer services representatives to deal with 3 queries/ chats at a time vs. one phone call at a time - sales to proactively commence online chats with customers at key stages within their journey, relating to Royal Mail’s products & services - customers to gain access to quick advice & guidance, in real-time, 24/7 Customer satisfaction for this online tool stands at 80%, with 27% of targeted invitations on the website being accepted by prospects.

Clients: British Airways, British Telecom, Hilton, NSPCC, Intercontinental HotelsBRITISH AIRWAYS (BA)• Implemented the 2006 e-commerce strategy that led to led to £237m revenue • Redeveloped & optimised the British Airways Holidays website which led to the e-commerce channel becoming the most successful sales channel• Developed and Implemented Seat Sale Campaign resulting in over £20m in revenue – incl.optimisation of strategy, creative & media placement, based on learnings from the previous campaign• Developed and executed the industry famous “BA/ Google Maps” partnership online• Successfully implemented a partnership & Affiliates program which increased revenue by 60% between Q4 2005/06 to Q1 2006 to over £16m, which equated to 32 ROI• Significantly contributed towards BA’s Business objective of channel shift via the development of the “ease of e-services” campaign that saw the strongest ever click-through rates (up to 17% vs 0.3% industry average) and interaction rates (15%). 650,000 consumers saw the ATM ads and over 11% of those that interacted with the Tranvision screen download the blue-tooth message• Developed and launched a club world site (www.ba.com/clubworld) which saw over 350,000 unique visitors in the first monthBRITISH TELECOM (BT)• Developed BTs e-commerce strategy which encompassed both acquisition and retention components, prior to implementing the appropriate campaigns and websites• Increased broadband sales by over 30% in a year via the optimisation of campaign strategy and development of key partnerships• Launched BT Vision via the development of a media neutral strategy, website & cross platform digital campaign which included homepage takeovers, digital outdoor on escalators and transvision screens with an integrated mobile WAP site• Successfully increased BTs profile as a supplier in the global IT and networking services market against IBM, HP and Accenture. (CT rates of 2/14% and interaction rates of 21%)

Reporting into the Managing Director, I was responsible for devising and implementing fully integrated Pan-European marketing plans.Key Responsibilities & Achievements included:• Developed the company’s Marketing Plan - Defining the company’s propositions, product pricing structures, distribution alliances and partnerships etc• Developing business case to secure budget• Agency Management – briefed & managed agencies to develop sales & marketing collateral

Clients: Vodafone, Vizzavi, Reuters and The GuardianReporting to the Head of Account Management, I was responsible for formulating integrated online marketing communications and e-CRM strategies and then managing a cross-functional team of up to 15 people to implement the required campaigns. I also provided higher level e-business consultative advice to clients such as Reuters and The Guardian.Key Achievements• Developed and executed a full acquisition strategy that successfully made online the most successful distribution channel for Vodafone• Developed Vodafone’s youth site which included consumer research, strategy development, management of build and usability/ user interface testing• Successfully launched the new Reuters Kalends product following concept testing, market segmentation, usability testing, revenue modelling etc• Developed a full monetisation program that successfully led to immediate revenue gain

Clients - Kellogg, Nestle, Britvic (Tango), Handbag.com, Boots, P&O Stena, Kodak & DLJdirect accountsReporting into the Managing Partner, I was responsible for increasing sales & brand awareness via the development of media strategies prior to planning & buying online media space that complemented the TV/ Press/ Radio and outdoor media schedules.

Ba (Hons), European Business Studies - Specialising In Marketing

Cim Postgraduate Diploma, Strategic Marketing

Ba Equivalent, International Commerce & Management - Specialising In International Marketing

Professional Accreditation, Optimal Product Management