Marketing transformation assignments I Brand & digital consultancy I Marketing capability development

NAHL Group is the AIM listed consumer legal focussed marketing and services organisation. Chief Marketing Officer, member of the NAHL Group PI Division Executive Team and NAH Board Member. Led the relaunch of the National Accident Helpline brand and redesigned the cross-channel digital marketing effort. Re-ignited the brand by amplifying the organisation's reputation for integrity and brand trust. Through a major new campaign and employee engagement effort, captured the the organisation's… Show more NAHL Group is the AIM listed consumer legal focussed marketing and services organisation. Chief Marketing Officer, member of the NAHL Group PI Division Executive Team and NAH Board Member. Led the relaunch of the National Accident Helpline brand and redesigned the cross-channel digital marketing effort. Re-ignited the brand by amplifying the organisation's reputation for integrity and brand trust. Through a major new campaign and employee engagement effort, captured the the organisation's purpose to help customers get their lives back after injury. During the course of a single year, achieved the highest overall brand metrics experienced by the brand. - Developed the new brand strategy and positioning, re-launching internally and externally- Evaluated and re-purposed the marketing strategy to adapt to market pressures and reform- Strong emphasis on digital performance marketing across all channels- 'Always on' lead generation using TV, PPC and SEO, using data analytics to drive metrics- Engineered the expansion of media channels, moving to a screen-neutral approach- Led the branding strategy and delivery for the two new joint ventures launched in 2017- Insourced digital and developed the in-house digital teamKey activities:Marketing over-haul/re-direction, corporate strategy, change management, agency and third party co-ordination, TV/radio media planning, quality lead generation, multi-million £ PPC, SEO, digital strategy development, marketing team design and build, agency reviews Show less

Responsible for all dimensions of brand, digital and customer experience relating to student acquisition and retention through to registration, bringing first class marketing performance to the education sector. Shaped the marketing blueprint for re-igniting the OU's credentials as the pioneer of lifelong learning.- Over-hauled the brand with new, bold and ambitious strategic positioning- Shaped and implemented the new, confident corporate identity, rooted in the OU's values -… Show more Responsible for all dimensions of brand, digital and customer experience relating to student acquisition and retention through to registration, bringing first class marketing performance to the education sector. Shaped the marketing blueprint for re-igniting the OU's credentials as the pioneer of lifelong learning.- Over-hauled the brand with new, bold and ambitious strategic positioning- Shaped and implemented the new, confident corporate identity, rooted in the OU's values - Re-launched the brand across the UK with the OU's most effective mainstream campaign- Supported the faculties with marketing programmes and course promotion- Commenced the journey towards the 50th anniversary campaign- Restructured the 80+ FTE Marketing Function to grow brand, campaign, digital and customer experience skillsetsKey activities:Brand strategy and positioning; marketing strategy and planning; digital capability development; campaign delivery across all channels including TV, radio, social, email programme, OOH; highly complex stakeholder engagement, leading and championing the brand; audience segmentation; research planning; data analysis; marketing performance management Show less

Remit to build brand and digital reputation in the UK and to become No.1 in customer experience. Led 150 employees and a significant multi-million £ marketing budget. Responsible for all marketing disciplines including customer experience, research and insight, digital marketing, data analytics, customer communications and marketing and customer strategy.- Created the new brand proposition and delivered multi-channel above-the-line campaigns- Increased brand consideration for… Show more Remit to build brand and digital reputation in the UK and to become No.1 in customer experience. Led 150 employees and a significant multi-million £ marketing budget. Responsible for all marketing disciplines including customer experience, research and insight, digital marketing, data analytics, customer communications and marketing and customer strategy.- Created the new brand proposition and delivered multi-channel above-the-line campaigns- Increased brand consideration for customers from 68% to 72% in 12 months- Led the implementation of customer journey management and experience improvements- Developed the customer data analytics capability - Led contract negotiations and relationship-management for all marketing, digital and research agency and third parties- Led the direction of decision-making for core sponsorship dealsKey activities:Brand strategy & development, marketing strategy, customer experience and journey planning, research, insight & analytics, digital marketing - PPC, SEO, advertising, multi-channel campaign design, management and delivery, agency and third party management, leadership & change management, internal stakeholder management, employee engagement Show less

Remit to support rapid transformation of the organisation to present a more accessible, financial retail brand to new and existing clients, and to evolve its digital presence. - Co-ordinated the design and build of the new Group website, combining 5 sites into 1- Provided strategic guidance to the Board on brand development, service proposition, client segmentation and research, campaign planningKey activities:Corporate brand design & execution, website design &… Show more Remit to support rapid transformation of the organisation to present a more accessible, financial retail brand to new and existing clients, and to evolve its digital presence. - Co-ordinated the design and build of the new Group website, combining 5 sites into 1- Provided strategic guidance to the Board on brand development, service proposition, client segmentation and research, campaign planningKey activities:Corporate brand design & execution, website design & optimisation, communications planning, segmentation, data-mining, target audience definition, proposition development, focus group research Show less

Responsible for teams across Customer Insight & Research, Marketing Strategy and Data Analytics & Segmentation and multi £m budget. Remit to bring ‘Redefining Standards’ brand proposition to life across the business units through proof point advertising.- Consolidated and validated the UK Marketing Strategy submission to Group with ROI submissions across advertising, digital, product propositions and brand- Extensive stakeholder management across AXA PPP Healthcare, AXA Wealth, AXA Life… Show more Responsible for teams across Customer Insight & Research, Marketing Strategy and Data Analytics & Segmentation and multi £m budget. Remit to bring ‘Redefining Standards’ brand proposition to life across the business units through proof point advertising.- Consolidated and validated the UK Marketing Strategy submission to Group with ROI submissions across advertising, digital, product propositions and brand- Extensive stakeholder management across AXA PPP Healthcare, AXA Wealth, AXA Life and AXA InsuranceKey activities:Marketing strategy & planning, brand activation, proposition development and testing, customer segmentation and insight planning, data mining, stakeholder engagement Show less

Remit with the senior management team to significantly grow the customer base and increase product holding, retention and profit. Marketing remit to relaunch the brand and expand online capability. Built and grew team of 20+.- Increased savings retention rate through retention campaign techniques- Doubled campaign ROI within 2 years- Increased customer satisfaction by 5%- Increased brand spontaneous awareness by 11% through Anglia TV weather sponsorship Key… Show more Remit with the senior management team to significantly grow the customer base and increase product holding, retention and profit. Marketing remit to relaunch the brand and expand online capability. Built and grew team of 20+.- Increased savings retention rate through retention campaign techniques- Doubled campaign ROI within 2 years- Increased customer satisfaction by 5%- Increased brand spontaneous awareness by 11% through Anglia TV weather sponsorship Key activites:Marketing planning, marketing delivery & management, brand strategy & re-design, digital marketing - SEO, PPC, affiliates, display advertising, campaign planning and execution, sponsorship, digital capability development, retail design, advertising Show less

Strategic remit to define growth of direct channels across AMP UK. Responsible for converting a 40 FTE call centre from an insurance unit to an annuities retention unit. - Designed and delivered Pearl website under-budget and within 4 months- Recruited and managed the Web Design, Content Development and SEO teams- Re-commissioned online banking capability from Australia to be applied to the UK market and re-skinned stakeholder pensions capability for Pearl online customers -… Show more Strategic remit to define growth of direct channels across AMP UK. Responsible for converting a 40 FTE call centre from an insurance unit to an annuities retention unit. - Designed and delivered Pearl website under-budget and within 4 months- Recruited and managed the Web Design, Content Development and SEO teams- Re-commissioned online banking capability from Australia to be applied to the UK market and re-skinned stakeholder pensions capability for Pearl online customers - Project-managed communication initiatives for the £4m Pearl brand re-launchKey activities:Communications planning & delivery, campaign management, lead generation, call centre management, digital capability development & website design, brand planning, above-the-line campaigns, direct marketing, project management Show less

Direct marketing and communications agency. Remit to manage and grow accounts across portfolio, Main clients: Saab UK, Barclays. Business development, new business pitch work, develop team of account managers and account executives.Key activties:Account management, client servicing, planning, business development, direct marketing, campaign management, ROI tracking & measurement, database management

Direct marketing agency. Board member of the start-up management team. Main clients: Sky, Avis, Abbey, Virgin Holidays. Key activities:New business pitching, client servicing & account management, print & production management, direct marketing co-ordination, business strategy planning