My role within Fortress Diagnostics is to enhance the marketing efforts for Fortress Diagnostics and the sister brands: Biorex Diagnostics, Biorex Food Diagnostics and recently, Fortress Clinical Laboratory. This role has been a challenging one due to the continuous turnaround in staff and as such I was solely responsible for all marketing activities until November 2023 when a designer joined my team. I have undertaken several marketing activities including: creation of content for both online and offline channels, compiling marketing reports and recently, creation of standard operating procedures, and marketing strategies.Key responsibilitiesAs marketing strategies did not exist, the direction of the marketing was unclear, with no defined goals and objectives and as such, the marketing felt disjointed and uninformative. A marketing strategy is a very informative document for all businesses and so, I am creating a marketing strategy for Fortress Diagnostics, Biorex Diagnostics, Biorex Food Diagnostics and Fortress Clinical Laboratory to ensure that my marketing efforts meet the goals of the business. The strategy includes primary and secondary research of the business and competitors, with defined annual goals.Standard operating procedures also did not exist for the Fortress Marketing Team and so there were no clear guidelines for any marketing for quality management. As such, I am creating processes for brochure proofing/creation, website amendments and e-shot creation.Upon reviewing the previous Fortress content, I began creating campaigns that offered more engaging content for the target market, focusing on the disease state and the importance of diagnostic testing. The aim of the marketing campaigns is to grasp the attention of our users and encourage them to stay on the website longer with the end goal being that the user clicks a call-to-action button. I also undertake SEO and SEM practices to ensure the blogs are ranking well for the defined search terms.

My role within Fortress Diagnostics is to enhance the marketing efforts for Fortress Diagnostics and the sister brands: Biorex Diagnostics, Biorex Food Diagnostics and recently, Fortress Clinical Laboratory. This role has been a challenging one due to the continuous turnaround in staff and as such I was solely responsible for all marketing activities until November 2023 when a designer joined my team. I have undertaken several marketing activities including: creation of content for both online and offline channels, compiling marketing reports and recently, creation of standard operating procedures, and marketing strategies.Key responsibilitiesAs marketing strategies did not exist, the direction of the marketing was unclear, with no defined goals and objectives and as such, the marketing felt disjointed and uninformative. A marketing strategy is a very informative document for all businesses and so, I am creating a marketing strategy for Fortress Diagnostics, Biorex Diagnostics, Biorex Food Diagnostics and Fortress Clinical Laboratory to ensure that my marketing efforts meet the goals of the business. The strategy includes primary and secondary research of the business and competitors, with defined annual goals.Standard operating procedures also did not exist for the Fortress Marketing Team and so there were no clear guidelines for any marketing for quality management. As such, I am creating processes for brochure proofing/creation, website amendments and e-shot creation.Upon reviewing the previous Fortress content, I began creating campaigns that offered more engaging content for the target market, focusing on the disease state and the importance of diagnostic testing. The aim of the marketing campaigns is to grasp the attention of our users and encourage them to stay on the website longer with the end goal being that the user clicks a call-to-action button. I also undertake SEO and SEM practices to ensure the blogs are ranking well for the defined search terms.

My role within Fortress Diagnostics is to enhance the marketing efforts for Fortress Diagnostics and the sister brands: Biorex Diagnostics, Biorex Food Diagnostics and recently, Fortress Clinical Laboratory. This role has been a challenging one due to the continuous turnaround in staff and as such I was solely responsible for all marketing activities until November 2023 when a designer joined my team. I have undertaken several marketing activities including: creation of content for both online and offline channels, compiling marketing reports and recently, creation of standard operating procedures, and marketing strategies.Key responsibilitiesAs marketing strategies did not exist, the direction of the marketing was unclear, with no defined goals and objectives and as such, the marketing felt disjointed and uninformative. A marketing strategy is a very informative document for all businesses and so, I am creating a marketing strategy for Fortress Diagnostics, Biorex Diagnostics, Biorex Food Diagnostics and Fortress Clinical Laboratory to ensure that my marketing efforts meet the goals of the business. The strategy includes primary and secondary research of the business and competitors, with defined annual goals.Standard operating procedures also did not exist for the Fortress Marketing Team and so there were no clear guidelines for any marketing for quality management. As such, I am creating processes for brochure proofing/creation, website amendments and e-shot creation.Upon reviewing the previous Fortress content, I began creating campaigns that offered more engaging content for the target market, focusing on the disease state and the importance of diagnostic testing. The aim of the marketing campaigns is to grasp the attention of our users and encourage them to stay on the website longer with the end goal being that the user clicks a call-to-action button. I also undertake SEO and SEM practices to ensure the blogs are ranking well for the defined search terms.

My role within Ziggicig was a simple one, to develop the website to increase sales. As Ziggicig are a vaping retailer, I was unable to run paid campaigns and so all my efforts were focused on the organic reach. In doing so, I compiled blogs focusing on both the product and the health benefits associated with the product. Towards the end of my role in Ziggicig, I focused the majority of my efforts on building a new website as their current website platform at the time was unsuitable for the business objectives. The goal of the new website was to better reach the target market through better SEO capabilities and plugins of the new platform to aid in enhancing the online revenue.Key responsibilitiesI was responsible for the entire Ziggicig website, from uploading products to the creation of blogs. Due to the limited capabilities of the current website platform at the time, I began rebuilding the Ziggicig website on another platform which offered endless capabilities from better web page design to better SEO capabilities. Whilst I worked on websites in my previous role, this role enabled me to build upon my website development skills.I was responsible for content creation across blogs and emails in order to drive traffic to the Ziggi website. As this was a B2C role, I was able to develop upon my creative writing skills in this area.Working alongside the Operations Team, I aided in selecting better platforms that the company could utilise including; the integration of Google Analytics for website performance reporting; switching the website platform from Craft to WordPress for ease-of-use when working on the website, SEO capabilities, and it is cost-effective and enables full control over the website as the current Ziggi website is custom built by an external company.

As a marketing executive within Randox, this role was challenging yet rewarding. Due to the continuous turnaround in staff, I have been responsible for one of the divisions which enabled me to continuously develop my strategic thinking, organisational and leadership skills. The overall objective of my role within Randox was to educate the target market through creating content for online and offline use. In doing so, I measured the successfulness of the content to aid in producing the most engaging content to drive sales.Key responsibilitiesThe majority of my workload consisted of content creation across all channels, including: blogs, brochures, email marketing, the website and whitepapers. In doing so, I have further developed my research and creative writing skills.Upon reviewing the analytics for the webpages for my division, I began redesigning and updating the content to produce more engaging and informative webpages. The aim of this project was to grasp the attention of our users and encourage them to stay on the website for longer with the end goal being that the user clicked a call-to-action button. I also undertook SEO and SEM practices to ensure the webpages were ranking well for different search terms.I utilised the CRM system to add opportunities received through marketing, whether it be through a digital advert, email marketing, social media or the website. In doing so, I was able to review the return on investment and the potential return on investment to determine the successfulness of the channel and content.I conducted the marketing induction training for all new starts. Here I provided an overview of marketing in Randox, why it is important and how marketing can aid the sales representatives. Also, I was involved in training marketing new starts through educating them on different platforms used in marketing, such as, MailChimp and WordPress. I have further developed my presentation and leadership skills through conducting training.

My role within Wilsons of Rathkenny was mainly centred around the creation of graphics and adverts for online and offline use using stock imagery, enabling me to develop creative skills. The overall goal of my role was to increase footfall in the showrooms and increase sales.Key responsibilitiesNewspaper advertising was a key aspect in marketing for Wilsons of Rathkenny. In doing so, I liaised with several newspapers and developed adverts and editorials.I managed the marketing plans for several automotive brands within the business including budget and ROI, developing my strategic marketing skills.

The aim of my project within the 6-month internship was to develop a brief for the new Ulster Stores website that brings all the current physical stores in the Ulster Stores Group under one website, with each store retaining its own identity and information whilst facilitating a common online trading platform. The aim of the new website was to create a digital presence that existing and new customers from the natural catchment area of each store can engage with, stopping online sales leaking to competitors and to encourage footfall back into the stores.