Daniel Lockwood Email & Phone Number

Remote, Usa

Partner with businesses and entrepreneurs providing leadership and expertise to enable them to develop, execute and optimize marketing and product strategies to increase their revenue and ROI.• Develop and execute marketing and product strategies and tactics in line with business objectives.• Deliver expertise in end-to-end integrated marketing from product development, go-to-market, lead generation and nurturing, through to customer on-boarding, engagement, retention, upsell, and advocacy.• Provide specialist support for the technical side of marketing including databases, CRM, marketing automation, a/b testing, and conversion optimization.• Identify the “walk, crawl, run” process to get businesses where they want to be from where they are, with what they have.Spotlight Client: Global Knowledge (GK) GK developed a new global learning platform & enterprise enrollment site to expand into new sectors of the market and needed expertise in defining and developing reporting and analytics.• Identified key internal and external customer needs and defined requirements for reports, key metrics, data sources, and visualizations.• Developed and ensured automated reports and dashboards helped GK continually improve the platforms, drove usage, and met enterprise reporting needs to increase repeat subscriptions.• Developed automated email notifications to users to drive usage and repeat subscriptions through on-boarding, engagement, and nurturing.• Worked with developers & database analysts to implement reports in an agile fashion utilizing Google Analytics, Open edX Insights & Analytics, extended tables, and MySQL.• Performed competitor analysis to help develop positioning, messaging, and help the senior executive team understand the new product and market opportunity.

Miami, Fl

Recruited to establish the Marketing function for a fintech startup doing B2B lending. Developed the integrated marketing strategy and tactical plan to drive traffic, optimize conversion, and drive customer usage, retention, and advocacy. • Established digital marketing (paid search / SEM, display, retargeting) across key channels that drove increased traffic and more leads. • Created an advertising strategy to differentiate adverts from competitor’s and gain share of voice. • Quickly identified opportunities to scale activity, and stop the activity which wasn’t working. • Established tracking and a process of continuous testing and optimization. • Identified profitable markets to target to improve the effectiveness of marketing ROI. • Defined the integrated social media strategy, including uses, content plan, and updating the visual identity. • Developed value propositions, messaging, and brand voice. • Initiated content marketing to demonstrate thought leadership, engage customers, and improve SEO, including the creation of a library of images and videos to help content promotion through social channels. • Identified opportunities to improve efficiency and effectiveness through automation. • Mapped customer digital journeys and aligned to business goals. • Improved Sales effectiveness through understanding and improving nurturing activity. • Planned resources needed to execute the strategy; assessing using in house teams, freelancers, or agencies.

Bingley

Member of the Marketing Leadership Team responsible for leading a team developing the marketing operations capability of the business, as well as using my skills and expertise to drive positive change within the organization.• Improved company-wide marketing and web analytics to better inform the business and enable a more measured / intelligent approach to marketing.• Partnered with key stakeholders across the business to deliver major projects, including new platforms, and new products, utilizing agile methodologies.• Created go-to-market strategies and value propositions for new product launches.• Embedded an effective Lead Generation program to increase the flow of qualified leads into the Sales team enabling business growth.• Developed integrated digital marketing strategies and campaigns which exceeded targets and improved ROI.• Seconded for three months to lead and execute North American marketing and delivered a 300% increase in qualified leads through a strategy defining segments, messaging, seasonality and products.• Managed the business case, vendor evaluation and relationships, budgets, and implementation of a Marketing Automation platform and a Marketing Database. This enabled the marketing department to execute more targeted and relevant email activity increasing engagement and ROI.

Bingley

Business subject matter expert for digital marketing, websites and platforms.• Improved the web analytics capabilities to provide insight and reporting to inform the business which improved decision making.• Worked with key stakeholders to deliver major projects including website redesigns, the creation of a corporate website and a product website, and the migration to a new content platform.• Identified, and led the cross-functional delivery of, an improvement which led to a 19% increase in the key business metric of usage. • Optimized the websites and platforms through analysis and insight into customer behavior increasing conversion and engagement.

Bradford, United Kingdom

Responsible for delivering a multi-million pound integrated digital marketing campaign budget for three financial services e-commerce sites. Execution of the strategy was through managing a team and managing external agencies.• Created and analyzed A/B and multivariate tests of campaigns, landing pages, and conversion funnels to drive ROI improvements. • Continually tested and evaluated new digital trends and best practices to ensure we maximized opportunities.• Reduced the budget by over £500k (25%) and still delivered more customers with a higher average CLTV.

Bradford, United Kingdom

Worked with the Direct Marketing team providing analysis and insight on Direct Mail, Email, Telemarketing & SMS campaigns for a FTSE250 financial services company.• Saved over £200k a year and improved the efficiency of data processing by bringing the marketing database and selections in-house.• Used geodemographic and credit data to segment and target prospects.• Managed data buying and evaluation for direct marketing activity.• Created new MI improving understanding and targeting of campaigns.• A/B tested creative, messaging and contact strategies to optimize activity and improve ROI.• Used SQL, Access, and Excel to improve campaigning and reporting.

Marketing Analyst supporting the direct marketing team of a financial services mutual organization.• Doubled response rates through the production of in-depth profiles & analysis allowing the creative segmentation of mailings. • Additional 25% increase in response rates from both externally purchased cold lists and our prospect pool by improving the targeting. • Advising the team on all aspects of data usage, cleanliness, and regulations.• Re-engineered the direct mailing process which enabled the quicker production and turnaround of mailing files.• Developed dynamic MI and campaign analysis allowing marketing staff to produce and run reports themselves, therefore saving time.• Maintained and built relationships with current and potential suppliers.

Part of the Marketing Database Team managing and analyzing data and campaigns in coordination with the Marketing Managers.• Created a suite of Management Information including an excel-based resource. management tool that enabled the Marketing team to be able to make well-informed decisions.• Worked closely with the Marketing Database Manager on the evaluation of SmartFocus Viper and its implementation.• Tripled Contact Center conversion rates through analysis that altered the timings of key activity and the prioritization placed on certain customers. • Produced statutory mailings on time and without errors.• Improved data use and processing which allowed the business to accurately track sales and inquiries from the website and Contact Center for the first time.