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

• 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.
• 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.
• 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)

• 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.
• 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 &.
• 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

• 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

• 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.
• 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