Anthony Payne Email & Phone Number

Edinburgh, Midlothian, Gb

Edinburgh, Midlothian, Gb

Bristol, Gb

Fixed term contract heading up the marketing function, investor relations and introducing a performance focussed marketing culture. Leadership of the Curtis Banks marketing team including internal comms and investor relations. Focussed on development of B2B marketing campaigns that drive sales leads, building our online reputation and raising brand awareness within the IFA community.Developed the brand hierarchy to incorporate recent company acquisitions and ensure that brands within the group have clear positioning and audience segmentation. Managed the delivery of the Investor Relations programme, producing communications to analysts, brokers and journalists regarding key financial results for the Group.

London, England, Gb

Leading a high-performing team in a complex multi-product organisation, delivered inspirational marketing campaigns, managing budget across digital channels (including Search, Affiliates, Email, Programmatic, Social, Video on Demand) and offline channels (including Branch, Direct Mail, DRTV Radio and Out-of-home). Day to day relationships with product providers including MoneyGram, Western Union, Bank of Ireland, Royal London, BGL Group, Capital One and others. Broad range of campaigns delivered against the context of the global pandemic that severely impacted the high street. Responsible for campaign marketing for Savings, Mortgages, Money Transfers and Insurances including Life Insurance and Over 50s Insurance. Delivery of Over 50’s Life Insurance DRTV campaign, supported by branch activity, email, DM and PPC, with £1.8m media spend. Efficiencies generated through in-campaign optimisation reduced the overall cost per call by 51% from the previous year, with 60 second ads proving to be 31% more cost efficient than 30. Supported the overall Post Office brand positioning including launching the new brand visual identity. Highly targeted campaigns for Digital International Money Transfers (Western Union) run across Community Radio, Online Display, Social and PPC aimed at the migrant population.

Bradford, England, Gb

Thoroughly enjoyable role working across the marketing spectrum. End to end creative development and media buying for TV campaigns, brand tracking and ATL test campaigns. Launched Home Insurance, digital marketing for Savings products, relationship management with Argos, new product launches, product revisions and customer research. Developed, approved and filmed the ‘Acquire the Power’ DRTV campaign, including the ‘Ninja Warrior’ and ‘Sleeping Dragon’ ads, to deliver a step change in brand awareness and generate sales. Achieved the highest ad recognition in the category on only 25% of the spend of the biggest advertiser. Ownership and management of £4.5m+ ATL media/creative budget alongside campaign and brand tracking. Introduction of fully trackable test campaigns including radio, ITV Hub and outdoor. Testing of programmatic TV with Sky Adsmart campaigns targeted to individual household level to get adverts in front of as specific an audience as possible, based on Experian Delphi for Customer Management data.

Bradford, England, Gb

Managed marketing for Vanquis’ savings products, Argos Credit Card and new product development. Managing a small team, I introduced new home insurance products - designing the product, managing the supplier selection process and putting in place supplier commercials and contracts. Significant investment in customer research, both qualitative and quantitative, to understand how current and proposed products meet with customer’s on-going needs. Owner of product development framework and product governance process. Introduction of marketing performance reporting providing ‘at a glance’ overview of areas where performance needs addressing and the tools to drill down to better understand causes.

Stockholm, Se

Freelance consultancy creating new brand and full suite of international marketing communications for Catella Bank’s Bankcard Solutions business unit – a specialist outsource provider in the high-net-worth bankcards market. Recruited a network of freelance designers, writers, translators and photographers to create a suite of B2C and B2B marketing. Created the brand identity and tone of voice for the ‘Capitol’ consumer facing sub-brand. Developed a range of over 65 items including credit card designs, B2C and B2B brochures, packaging, letters and websites in both Catella and Capitol brands. Sourced extremely high-quality print in a multi-finish format to achieve high levels of impact with the intended high-net-worth recipients.

Recruited by former manager at Virgin Money to create product marketing function and oversee marketing through period of rapid expansion following venture capital funding. Business ultimately sold to Travis Perkins. Consistently achieved 100% year on year revenue growth in challenging and varied role at fast paced, ambitious online retailer. Reporting to the Sales & Marketing Director and leading a small team, managed online merchandising, PPC campaigns, product pricing, competitive analysis, product sourcing and promotions. Frequent travel to China sourcing products, briefing buyers and managing substantial photography project. Implemented new analytics system providing insight into sales volumes, margin, average order value and conversion. Produced regular performance updates for presentation to the board.

Glasgow, Scotland, Gb

Developed and executed all advertising to hit ambitious new business targets, continually optimising to ensure creative, targeting and media channels delivered credit worthy respondents. Delivered annual 1M+ credit card applications, 500K active card volume and 25% year on year growth. Collaborated with media buyers, creative agencies, product development teams and econometric analysts to fully optimise opportunities including from TV, out of home and digital acquisition campaigns. Closely managed analytics, SEO and paid search (PPC) to optimise underlying performance. Close relationships with card underwriters Bank of America and obtained co-brand partners including Virgin Atlantic. Additionally, created marketing plans and acquisition campaigns for new mortgage under the Church House Trust brand, a new product line and brand for Virgin Money following obtaining a banking licence for the first time.

Glasgow, Scotland, Gb

Managed communications for the whole post sale customer journey for Virgin Credit Card customers. Mapped the communications plan across the customer lifecycle, ensuring consistency of brand and message. Identified opportunities for campaigns including promotional interest rates, direct debit offers and online service enrolment driving customer activation, card usage and profitability. Rigorously evaluated e-mail channel success rate and re-designed processes and output for increased customer response. Provided my Campaign Assistant with development, support and training needed to achieve their CIM qualifications.

Glasgow, Scotland, Gb

Conceived, developed and implemented improved strategies for press, radio and online campaigns increasing sales and average investment levels. Led qualitative and quantitative customer research, analysed data and utilised findings to reduce customer churn. Developed business cases and marketing plans for investment fund launches.

London, Gb

Briefing, management and approval of creative development for campaigns across products and channels. Facilitated RAC marketing and brand positioning project as part of the Norwich Union takeover. Commissioned and analysed in-depth qualitative customer research, and worked with branding agency to create revamped visual style, including TV ads, press and brochure ware, based on customer insight.

London, Gb

London, Gb