Edward Craggs Email & Phone Number

London, England, Gb

Working for a FTSE 250 company, I was responsible for achieving and exceeding subscription acquisition, revenue and profit targets for The Week. I was a central stakeholder in setting and delivering a customer-first acquisition strategy and collaborating with specialists around the business to unlock opportunities and value.Key Responsibilities:• Responsible for a multi-million £ annual marketing budget and accompanying integrated marketing campaign plans for The Week.• As Trade Lead, an additional responsibility, I'd delivered key trading reports for the Global Marketing VP and vertical MD on behalf of the Current Affairs portfolio to champion new trading strategies.• Maximising customer profitability by putting lifetime value at the heart of all strategic decision making.• Exercising an agile approach to channel use to maximise ROI and createnew learning opportunities.• Increasing overall brand awareness among target audience; nurturingfirst-party leads; driving new customer acquisitions and growing averagesubscriber revenue per annum.• Partnering with the Insights team to identify qual & quant customer research requirements and turn key findings into actionable outcomes.• Owning the brand’s audience segmentation and positioning strategy.• Overseeing the test & learn roadmap, including pricing, offer and channel.• Writing effective campaign, creative and strategy briefs for external partners and agencies.• Supporting the development and progression of my line reports.

London, England, Gb

London, London, Gb

Awarded full funnel ownership across more than fifteen offline and digital channels, and over delivered on acquisition growth to build the business case for new team hires. My proudest achievement was implementing a new tiered approach to comms planning to justify investment in brand building activity across the four biggest titles.In a short period of time, I led multiple innovative projects including the launch of a new, global brand visual identity; two national radio campaigns; brand partnerships with M&S and Southbank Centre; and the creation of a message positioning framework to give our team the tools to talk to customers in a relevant and effective way.I took on a key role in driving The Week’s digital demand marketing strategy to harness top of the funnel consumer demand by leveraging digital products and first-party data. Included paywall and reg wall strategy conception; launching newsletters in response to content preferences; planning new customer journeys and implementing a machine learning tool to serve dynamic onsite experiences.Key Achievements:• Drove year-on-year print subscriptions growth, reversing a five-year decline. Increased revenue per subscriber by +10% over the year and beat overall revenue targets by almost £1mil.• Built a suite of media planning and spend management reports for global use.• Shortlisted for PPA 2021 Subscription Strategy of the Year; Won BMA 2021 Marketing Team of the Year.

London, London, Gb

I accelerated the transition to a digital first strategy by diversifying The Week’s channel mix. With fullresponsibility for Digital channels, I owned many successful initiatives, including a department wideecommerce optimisation project; the introduction of programmatic advertising; and establishing new tactics into the mix such as podcasts; influencers; door drops; and alternative social media platforms.My huge success in this role was largely defined by leading our deft response to the covid pandemic.I shifted the marketing focus to an agile trading approach, which allowed us to upscale digital activity and successfully capture and convert demand.Key Achievements:• Increased profitability and lifetime value by reducing net CPAs by 34% YoY.• Digital channel conversions increased to 72% in 2020, up from 36% in the previous year.• Worked hand-in-hand with a consultant agency to create an attitudinal segmentation model based on audience research. This enabled us to create new Tone of Voice documentation and empower marketers in the department to talk to our new and existing customers in a relevant and more effective way.• I was shortlisted for Employee of the Year in December 2020.

London, England, Gb

Responsible for end-to-end campaign management across a diverse portfolio of consumer, lifestyle and professional websites, magazines, journals, events and awards initiatives – including leading classical music title, Gramophone. As a senior member of my team, I oversaw subscription acquisition andretention strategies, content marketing, digital product development and promotional spend (+£250k).My successes were underpinned by my ability to maintain positive working relationships with editorial, production, development, design and customer service teams to ensure successful integratedmarketing communications and the best possible customer experience.Key Achievements:• Drove YOY revenue increases on Gramophone between 2016-2018 – stabilised the drop in print subscribers, and increased uptake in digital and bundle products.• All five brands under my lead finished ahead of budget FY17-18.• Lead role in developing business strategy, design and launch of new websites for entire musicportfolio and an upgraded e-commerce platform.

London, England, Gb

I joined the central marketing team and was entrusted with six brands, following a business acquisition.Core responsibilities included developing integrated marketing strategies for a diverse consumermagazine portfolio and in-house travel division.Key Achievements:• YoY 4.0% (2016-17) subscription revenue increase across my portfolio.• Winter 2016-17, set company records for subscription sales, driven by a Christmas giftsubscription marketing campaign. Beaten again in 2017-18.

London, England, Gb

In-house role for Songlines magazine, the leading title for world and folk music. This role consisted of copywriting (2,500 words per issue), image and content research, interviews, page layouts, sub-editing, proofreading and submitting finalised copy within the strict deadlines.

3Employed full-time following a successful internship. Core responsibilities included overseeing allsubscription customer service and relationship management, acquisition and retention strategies,online content and social media. Implemented successful CRM strategies and e-commerce solutions, leading to revenue and subscription volume increases.

Duties included working with the editorial, design and subscription management teams and adapting working within a monthly publishing cycle. I developed my knowledge of Adobe Creative Suite, CMS use, content planning and proofreading. Many of my album and live reviews were published in the magazine.

London, London, Gb

During this summer placement, I gained valuable experience in product distribution and growth, press management and digital media marketing. Responsibilities included digital promotional space and EPK creation, designing press mailouts, social media and warehouse stock management.Clients include Soundway Records, Fat Freddy's Drop and Against Me!

As part of this small company's customer services team, my responsibilities and training included the use of Sage ACT, client retention and generating new leads.

Gb

Hired as part of a contracted team, to manage a system migration and related data analysis. Preceded my three-month travels to South East Asia and Japan before I began university.

Mini Mba, Marketing

World & Popular Music, Ba Hons., Musicology And Ethnomusicology

Education record

Education record