Fiona Hart (Mcmichael) Email & Phone Number

Edinburgh, Scotland, United Kingdom

Leading the answering service brands, AnswerConnect UK and Signmore.

• Joined when it was still a fledgling company and was instrumental in helping grow CityFibre into the billion-pound company it is today. Built the central marketing team, leading a department of up to 10 reports, and.
• Substantially increased annual budget, while driving cost per lead down by 78% + cost per sale down by 76%
• Delivered five-fold increase in sales by rebranding CityFibre to appeal to consumer audiences
• Led digital transformation which reduced spend by 50% while increasing conversion by 91%
• Achieved open rates of c.70%, click through rates c.40%, sales conversion c.20% across email journeys
• Uplifted KPIs by 25% through optimisation of online journey including website refresh + implementation of new postcode checker to step change campaign effectiveness

Led marketing and communications in Scotland and North England regions, building and managing a team of four. Instrumental in devising and constantly optimising CityFibre’s local marketing strategy in not only my own regions but across all business areas. I was also responsible for the company’s national marketing relationship with consumer launch partner.

Led marketing and communications in Scotland, leading a team of two, and building the brand from scratch. Worked with key broadband partners on go-to-market plans to drive sales growth in the business sector. Aided Public Sector team to reach its commercial objectives (including company’s largest public sector deal) through support including PR, events.

Glasgow, United Kingdom

• Started as the company’s sole content producer and social media manager, and quickly progressed to leading Linn’s new customer acquisition strategy and campaigns. A key challenge was to expand the target market from an.
• Grew database by 237% and directed 20% of engaged audiences into retailer shops.
• On average, increased retailers’ prospective customer bases by 35% across one quarter, beating sales targets by 30% and providing a return of investment of £2.85 for every £1.
• Developed and launched a new ‘Life Enriched’ brand refresh featuring new messaging strategies, brand visual identity, and implementation across independent retail network.
• Led inception and launch of product partnerships such as Linn’s 40th Anniversary Highland Park LP12 turntable, of which 40 limited edition systems sold out on launch day, and the Harris Tweed and Timorous Beasties.

Glasgow, United Kingdom

Responsible for creating, editing and publishing content for the Hilton portfolio of websites – creating fresh, engaging and user-friendly copy in 10 different brand identities.